The story about B.Yu. Alexandrov
Our guest is Lena Krygina, blogger, leading beauty expert and founder of Krygina Cosmetics.
In a dialogue with "Founders", she explained why it is important to separate marketing from a personal brand and how not to get stuck in scaling, relying only on your name.
In addition, the podcast hosts Denis and Ed raised the issue of the difference between female and male entrepreneurship, were able to meaningfully reveal Lena's path from a makeup artist to a blogger and then to an entrepreneur.
Listen and watch all this in the new episode of the podcast "Founders"!
👍 Podcast partner - Alfa-Bank: the most technologically advanced bank for entrepreneurs. Choose products for business https://alfabank.ru/sme/
Token: LjN8KYeZ3
👍 Information support for the project - VKontakte: the most popular social network in Russia. In the VKontakte for Business group https://vk.com/business, the episodes are released a little earlier.
Subscribe to the founders in Telegram:
https://t.me/kutergin_on_fire — Denis Kutergin's Channel
https://t.me/gurinovich_shares — Eduard Gurinovich's Channel
More details about our mentoring program:
https://advisoryboard.pro
Images of the hosts from @12storeez_men
00:00 "All the men I was in a relationship with - their business immediately flew up like a comet"
1:00 If you give a man pizza and a PlayStation - he will generally be ok
2:38 Who is Elena Krygina now? Blogger, entrepreneur, beauty expert? What is her path?
5:09 What is the criterion for success for a makeup artist?
6:20 How did Krigina actually become a blogger?
8:40 What actually served as the driver of growth, recognition and capitalization of projects around Lena? An office?
10:30 About the responsibility of a name brand
13:12 Why Lena doesn't like to discuss her business in numbers
15:55 Does she have partners, or is she a solo entrepreneur? Ex-boyfriend and co-founder: how to maintain a partnership after the end of a relationship?
19:23 Entry into entrepreneurship for a blogger - how not to get stuck in scaling on your name.
22:35 "It is impossible to constantly bring in sales on your own brand"
24:40 When did Lena realize that her cosmetics are definitely a business that can be scaled? You shouldn't invest only in your personal brand.
28:00 What is Lena's 10-year strategy?
32:30 How did Lena invent her own product category?
37:20 Are there any good local cosmetics factories in Russia? What are the problems?
39:39 Women's/men's business - is there a difference?
41:43 And if you earned more than your man - how would you react?
44:03 How can you correct the bias towards women entrepreneurs?
46:00 "There is another stereotype about me - a blogger"
48:09 How to write a commercially successful book?
49:33 Letter to the past
#Founders #Krygina #Podcast