Founder of the â0 Caloriesâ project and Ambassador of the Moscow Government Entrepreneurial Prize âBreakthrough of the Yearâ Anna Kasyanova told how to make desserts with high-calorie vegetables, raise three children and combine this with business.
Breakthrough of the Year is the first award for entrepreneurs held by the Department of Entrepreneurship and Innovative Development of Moscow to support small and medium-sized businesses in the capital. Applications are accepted until April 23.
About the first business
The idea of ââbusiness came in early childhood. The first success and the first earned money I got at 7 years old â organized wholesale sales of apples.
In honor of my birth, dad planted a whole garden of early apple trees. When I was 7 years old, apple trees began to yield in abundance. From single bucket sales, demand rose to bulk purchases.
We had a whole row with my younger brother. We got up at 5 in the morning, collected apples in bags, and at 6:40 there came wholesale buyers who had already taken them to the market.
There were a lot of apples. So â fun and profitable â we spent summer vacations with my grandmother.Â
I tried to do business several times. There were also failed projects. Therefore, we approached the launch of â0 caloriesâ as a well-coordinated team of like-minded people.
Itâs very difficult to launch, develop and scale a product. But the joint work allowed us to grow from a small online store to a provider of federal networks, enter the foreign market without investment.Â
The concept of â0 caloriesâ arose due to personal needs. how mother of three children, I always tried to be in shape and at the same time I really like sweets. But, like many sweet tooths, at certain points in my life I was faced with the problem of weight gain, after the birth of my 3rd son. Giving up sweets was torture to me.
Then the idea came up to create a dessert: natural, healthy, sugar-free, quick carbohydrates, as tasty as a regular dessert. Dessert, which you can eat and lose weight. Thanks to science, technology and many attempts, we managed to do it. A dream come true.
About mission
When I plan to create a business, the first question that arises in my head is: âAnd what pains will he solve, what benefits will he give?â.
It is very important for me that it has real value. Only in this way will people be willing to pay for it. Of course, my mother is included in me, I do not care what the next generations will be (Iâm talking about the health of the nation). I am afraid of the growth rate of obesity and diabetes.
Our product solves these problems. Desserts â0 caloriesâ have passed clinical trials and are allowed to people with high blood sugar. They help with diets. No need to give up sweets â it can be eaten even at night.
We receive hundreds of letters from grateful customers who have solved the problem of being overweight. It is inspiring. Our mission is to make the product accessible to everyone..
About difficulties and errors
There were many turning points, they are now. We made a product when the market had no need for it. The trend of giving up sugar is only gaining momentum. Customer demand does not yet give us the required volume. Beginning Project.
It is difficult to compete with manufacturers when the cost of your product is several times higher than classic products. The average cost of 1 kilogram of sugar is 38 rubles, and a kilogram of our raw materials is 8-10 times more expensive. The price on the shelf does not allow us to become a mass product.
But we tried to resolve this issue. Today, dessert, on average, costs 110-130 rubles, in a promo you can buy for 79 rubles.
Our customers are people who lead a healthy lifestyle, think about longevity. They are ready to pay for the unique and necessary offer..
Realizing the path traveled and the mistakes made, you are very sorry. It hurts. But it only makes you stronger. In each difficult period, when I asked myself the question: âWhy do I need all this now, what should I understand from this lesson?â â always found the right conclusion, which helped move on.
About Russia and Entrepreneurship
Our problem, and I think that it is not only ours â it is a financing problem. No development funds available.
While you are still small, banks give loans only at high interest rates. Finding an investment is extremely difficult.
But at the same time there is the possibility of obtaining grants. We are now waiting for one of these to purchase equipment â this will greatly help. We also received support from the IEC and introduced the product to foreign markets, they provided 100% financing..
Business is not easy. You have to be ready for different life situations: on one wave you can rise, and the other can cover. Itâs important here to swim out, using the last air, and continue to move forward.
About money
I am very economical. From the age of 7 I always had money. It was important for the holidays to give gifts to each member of the family. I did not take money from my parents for this. Later, when I was in school, I always worked in the summer and fully dressed myself for a year ahead. At the university I already had a little capital, which I could invest in.
Money loves an account, it should work for you, not you for them. Therefore, I have no craziness for brands and expensive clothes, everything is more than modest, I try not to buy anything superfluous.
Money is an opportunity to launch new projects. But in my head there are 20 more new ideas and everything is necessary financing, therefore I am very restrained in expenses.
My goal is to live life for the benefit of the world, including for future generations. The highest point of joy is to feel the moments when you can help people, to be not just a consumer and an absorber of oxygen, but to make a contribution, perhaps even to history.
About Priorities
Momâs role is very important to me, I try to combine everything. It so happened that I did not have the opportunity to go on a full maternity leave, I had to earn money. I left the process for a maximum of a couple of days, and then again into battle.
Worked from home. Then our mothers helped. When the youngest was 4 years old, they refused to help at all. Thanks to kindergarten and school.
The whole family has a tight schedule. The day is scheduled in minutes: I get up at 5:30, children at 6:20. We go to school together, and then to work, back together, always together in the evening, weekend together too.
Children understand and are used to the fact that I can have work at home. Before going to bed they have one question: âMom, will you still work today?â â they understand my answer.
Children are very different. My task is to unleash their potential and direct. Already at their age, they know the value of things, see how we get everything.
The middle son is making progress. He has already earned his first money and developed an independent income plan for the summer. He is so fanatical about entrepreneurship that itâs even scary.
My recommendations: planning, motivation, delegation, control, analytics. It works in all areas. I learned to do many things at the same time, but balance is important in everything.
3 tips for budding entrepreneurs
⢠Find the business you love. What you are willing to do well, in what you see your continuation. Only this will help to overcome all difficulties and not give up before the time.
⢠Business for money alone is the road to nowhere..
⢠Make friends with analytics and finance at the start. Choose a team carefully. Everyone should be fanatical, be on the same wavelength, but at the same time everyone should be a professional in their matters.
Young entrepreneurs are brave people who are changing the familiar world right now. Itâs great when there is such an award as âBreakthrough of the Yearâ. It causes youth interest in entrepreneurship. It is especially valuable when you get a boost of motivation on good examples of the success of young businessmen and realize that you can do anything.
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Dear Anna Kasyanova, Iâve read your insightful thoughts on entrepreneurship, mistakes, and mission. As a reader, I find your perspective quite intriguing. In relation to your experience, Iâm curious to know how you define and navigate the fine line between taking calculated risks as an entrepreneur and avoiding costly mistakes that could potentially hinder your mission? Any advice on striking this balance would be greatly appreciated!