Denis Gayvoron biography

But not every businessman can be a manager from God. Photo: Provided "KP". For boys, for example, they ask to collect cakes-machines, the birthday birthdays are delighted with Barbie in an edible outfit, when in the year the chief pastry shop of the workshop for Zhibek Zhol shared the secrets of the megapopularity of the Kulikovsky cakes, it was possible to listen to him only with his mouth open.

Today, the production area of ​​the Kulikovsky confectionery workshop on Almaty - four thousand square meters. The assortment, tasted and tasteful to the consumer both in Kyrgyzstan and outside the country, consists of more names and five trademarks. But how did the small confectionery grow into a huge cake production enterprise? To understand this, you need to return to the history of its creation.

In the dashing nineties. The incredibly delicate and beautiful cake "Red velvet" quickly received the recognition of the sweet tooth. Skillfully control with a whisk and to knead the dough of her son was taught by her mother - she baked incomparably. Little Oleg spun in the kitchen since childhood, and having matured, he did not forget about his hobby. In the army, in order not to lose skills, he found in the Soviet culinary book a recipe for “bird's milk” today a picture with the image of this cake hangs in the most prominent place in the office of the General Director and in their free time peak for soldiers.

The colleagues appreciated this, of course! After the service, returning to civilian life, Kulikov did not hesitate for a long time - if the confectionery business brings pleasure, this should be done. With the wife of Ilvina, in a kitchenette of seven square meters on a regular plate, they began to bake for the sale of "bird milk". Three years later it became clear: it is time to expand.

We moved to the parental house, set tables at 30 square meters, bought an industrial mixer and called two relatives to the aid. The case was gaining momentum - marketing “from mouth to mouth” earned in full force. Already in the year, the married couple rented a room for baking cakes opposite the Philharmonic. And after a few more years, she moved to the workshop to Zhibek Zhol. And to this day, the Kulikovsky branded store, located in the Alamedinsky market, sells the largest volumes of products - out of habit for a cake to the celebration or just for tea, buyers go there.

He appeared at Kulikovsky and his logo. A student of Polytechnic was made by Somov. The guy simply copied the logo of the famous Russian chocolate factory, changed the name, inserted a tape under it, and on that designer chips ended. With this branded brand, decorated in yellow -red colors, the Kulikovsky cake existed for up to a year - a turning point in the history of sweet business.

In the assortment of a confectionery company - more names. Light cottage cheese desserts is one of the goodies beloved by customers. It would seem what else is needed? And he needed growth. The manufacturers realized that they had exhausted all the possibilities, rested on the ceiling and did not know where to move on. At the last stage, the brainchild of the Kulikovs, growing from the diapers and school uniforms, stopped in development - the intervention of a high -class teacher, in business - manager, who would move him further, was urgently required.

Based only on trust and cultivating the family, they cannot move away from business in time and transfer it to management management. But the conservative approach is already unacceptable, the business today should be built on the competencies of the team and brand. And if the “child” is firmly on your feet, you need to get the status of the founder, go to the board of directors and not interfere in the operational work.

Further, the company should manage the hired top manager, - advises Gayvoronsky. After the diagnosis of the company, I realized that the trademark was held on two main pillars: family values ​​and a quality product. But with the advent of Kyrgyzstan in the market of a worthy competitor, she would noticeably give up positions. It was possible to move on only in two ways: either evolutionary or revolutionary.

The first is long, costly and very emotional. It was necessary to rebuild the entire system, train and put people in their places - and any changes in the team, who are accustomed to working in the old fashioned way for many years, are always perceived in hostility. The second is to completely update the staff and build a system from scratch, which, of course, is contrary to our mentality.

One way or another, it was necessary to carry out a large reorganization and systematize work, which without the management structure has already turned into chaos, which could affect the final product and quality. I am grateful to Kulikov for the fact that they gained courage and went along the first path. We had to leave people who could not cope and did not pass retraining.

This year, Kulikovsky CD will emphasize the development of two lines - low -calorie dietary desserts and fresh baking. And the point is not only in changing the pricing policy towards an increase associated with the modernization of equipment and the introduction of European production technologies. Criticism sounded: “It used to be better, before it was tastier! What we just have not heard over the years.Someone will write one in social networks: “Such-seniles work without gloves!

We have a European hand processing system. We spend so much money on it that it would be more profitable to change the glove every 10 minutes. But how to explain this to consumers? You have to endure and silently do your job. I knew that after rebranding we were waiting for the years of the crisis, and warned the founders of the company: the investments would be huge, and there were no profit in the first five -year plan.

But he promised, five years later we will return everything that we lost. Socrated currency fluctuations in Russia and Kazakhstan. When the ruble fell, I had to leave the Russian market - due to instability of the course, the cost of products in Moscow increased, which caused a decrease in sales. Now let's go from the other side - from Siberia. We plan to enter the markets of Uzbekistan and Belarus.

We are interested in the whole space of the Commonwealth. In our segment, I am sure, we will become the leaders of the CIS market. And in the future - the construction of the best confectionery factory in Kyrgyzstan. We will have our own “chocolate factory”! How did you succeed? Looking at the torment of local manufacturers who had so many hopes in the EAEU, you can’t say that this happens easily and painlessly.

If your products are not allowed to export, because it does not comply with generally accepted standards and does not undergo quality control, you should be ashamed of it. This is an indicator that, firstly, you never cared about the consumer, and, secondly, government agencies that should exercise control do not work as expected. But in reality there are no problems. There are tasks that you either perform or not.

When they are interested in how much ISO certificate costs, I reply: "About five thousand dollars." No, not all. In order to successfully undergo an audit and get this document, you are needed years of painstaking work and millionth investments. In the transformation of the company, we invested about three million dollars and today are ready to answer for each ingredient.

In taste - there are strong competitors, and that is good. Trade giants should fight among themselves. The monopoly will not lead to anything good. If Kulikovsky will be selected for it, he will create a company in contrast or help my competitors. Do not be surprised. I am a commander, and it is important for me that my army is always in combat readiness, because you do not know when the enemy comes.

You must always be one step ahead to be copied and equal to you. The air multi -storey castle performed by Kulikovsky confectioners was presented at an exhibition in Almaty. It differs from the original masterpiece of Renat Agzamov only in that there are no mobile details in it.

And, of course, the price. And what was the most expensive cake from Kulikovsky? At the same time, we do not focus on exclusive products, because “Kulikovsky” is natural, high -quality and at the same time a massive brand. Another feature is that we refuse to place advertising on billboards or screaming signs. The best advertising is the trust and recognition of customers. We will never become a silicone valley.

According to technology, Kyrgyzstan cannot be caught up with steep countries - this will not be enough capital, time, or effort. But we can get rich in the production and sale of natural organic products that will be appreciated all over the world. So let's do it! Beginners are afraid to go further, throw the case halfway or, having received the first profit, let it go instead of putting money again into circulation.

You need to understand that success is impossible to achieve in a year, you need to love your job as a child and lead it by the hand for many years. Become full parents, invest in the "child", and the time will definitely come when he grows up and reward you for the labors of a hundred times.