Andrei Trubnikov is a shocking Russian businessman who wears a dried toad on his chest. He was brought up in a family of scientists, graduated from MGIMO, worked at customs, and then sold alcohol. In 1998, Andrei went broke and decided to do household cleaning with the remaining money. At first, I did everything together with a friend. They themselves produced, poured and delivered goods on the old Moskvich. There were three people in the company. Another girl was working at the computer in the office. There wasn’t enough money even for the third chair, so I had to sit in turns.
In 2002 Trubnikov opened the First Decision company, the main project of which was the brand “Recipes of Grandmother Agafia”. In 2008, he founded the brand of organic Siberian cosmetics Natura Siberica. The history, interesting packaging and the theme of Siberia were well received by the audience. The brand began to grow rapidly..
Five years later, Andrew began to open farms in Khakassia, Kamchatka, Sakhalin and the Kuril Islands. There, for cosmetics, herbs are grown, and extracts are made. On some farms, plants are harvested by local tribes..
Trubnikov now has 67 stores in Russia, 2,200 employees and a turnover of 9 billion rubles. Natura Siberica products are sold in 50 countries, and The New York Times magazine described the company as follows: “A rare bright spot in the stagnating Russian economy”.
About planning
There are two types of planning in Russia. Short-term – for a week and long-term – for a month. Nothing more to plan here.
Counting on a long term is difficult. In recent years, when sanctions began and the dollar jumps, it is impossible to plan anything, even for two days.
The time of the “monsters” who predict their policy for five years is running out. Speed is needed. Whoever is faster will survive.
Large multinational corporations will lose the market, and small companies will grow. We feel it in our own skin. We have become big and we have problems with speed. Small companies begin to pinch off pieces from us. Therefore, speed is the most important.
About design
The face of “grandmother Agafia” was painted a year and a half. Remade it 100 times. Either she was too “German,” then there was little intelligence in her. I asked to redraw the eyes, wrinkles. It was necessary to achieve the ideal option. The whole brand depended on the face of this grandmother.
Then we showed the “grandmother” to distributors and marketers. They replied that it was complete. They said that you can’t sell cosmetics for women, where the old woman’s face is on the label. A young girl does not want to become a grandmother. But when the brand hit the shelves it made a splash.
I told my designer: “We are prostitutes. What the people will tell us, we must do it. ” The people will say that there should be gold on the label, then there will be gold. So that a person sees that in a tube.
She is a woman by nature a designer. He tries to do everything beautifully at home. That’s why I take them to work.
About business
The ex-wife set me on the right path. She said: “I am washing Fairy dishes. It is insanely expensive, and we have no money. If you came up with a cheap liquid, all women would thank you. ” It seemed to me unrealistic, but I went to the Institute of household chemistry and bought a formula for 5 thousand dollars. She was so simple that I didn’t even write down.
There is never any money. I now have 100 thousand euros in my account, and that’s it. The rest is in business. Money does not bring happiness. I think that when he lived in Khrushchev, he was happier.
I don’t want a yacht or a villa on the Cote d’Azur to be cooler than Abramovich’s. I do not want to communicate with them and get acquainted. I myself live, doing what I love. That’s all.
My mission is to make women happy. When you create a product and it begins to sell, it’s akin to an orgasm.
On important qualities in entrepreneurship
Animal qualities come to mind. Anger, speed, scent, like an animal. A person must at the level of subconscious and intuition predict what is happening in the market.
To become a cool billionaire you need to be less creative. Although Steve Jobs was a creative person. Perhaps it combined everything together. There must be some kind of line and harmony between the creative and business component.
Entrepreneurship and marketing cannot be learned. You can learn to say all kinds of “wise” words. And to be an entrepreneur you need to be able to make money from scratch. You must also respect other people. A person who crawls out of turn will never become an entrepreneur.
I am completely trying to get into the consumer image. Imagine that I have a salary of 300 dollars and 100 rubles left in my pocket, for which I want to please myself.
About Artificial Intelligence
I do not believe in artificial intelligence. It can be used in the military field. Shoot down rockets or something else. But he is not capable of calculating market trends. Man is unpredictable and intuitive. How does he calculate it?
About life
My friend and I bought a book and there were IQ tests. It turned out that I have IQ, like Mike Tyson’s. Dumb IQ. Pithecanthropus. I don’t understand how it happened that I made a company with such a low IQ.
I like women who are difficult to manage, like a Ferrari. I do not like housewives. When he came, and you have everything washed and cleaned. It is not interesting. I also like cars – mad. In general, such a lifestyle is one rage.
Big cities like Moscow and New York do not suit me. All the evil run around, they want to kill each other. Because of the money, I guess. More aggressive people flock to cities. From all over Russia, the most aggressive come to Moscow.
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What advice or lessons can the founder share about combining personal interests, such as design and entrepreneurship, to create a successful business in the organic cosmetics industry?