Alexander Tulipov was ordinary employees. The idea of his own business came into his head during a lunch break. Two years later, he makes about a thousand sales per month, and next year she intends to have a revenue of 600 million rubles.
Invested salary and opened his business
The history of my company WatchSport.ru began in 2011. Then I worked as a worker in one company, but passionately wanted to open my job.The idea arose spontaneously: I found that the watch for sports, which were then in my hand, not to buy just so in Russia. This watch was measured with a pulse, the pressure, had a built-in GPS, a barometer, an altimeter and compass, read the speed and distance. I bought them from a Russian company, which, it seems, imported them not entirely legally.
Understanding the analogues in Europe, found the opportunity to purchase decent hours, but without russian-speaking instructions and packaging. Deciding that this is not so important - we will print the instructions - I ventured.
He himself created the site, and in parallel with the main work, began selling Finnish hours.
Investments became my salary, which I partially invested in the purchase of hours, partly in the promotion of the site. The name occurred easily: since I planned to sell sports clock, I thought that the site should be called Sportwatch. This domain was busy, so I just changed the words in places and it turned out WatchSport.ru.
Wife said: "Enough!"
The first year was the hardest. I was the operator on the phone, and the courier, and the accountant. Worked almost without sleep and rest. There was enough money only for the purchase of goods, which I stored right at home.
I remember well how my wife and my wife rushed around the city. She saw in the window on the building banner with the inscription "Rent" and said: "Everything, take your watch from the apartment and take off the office."
We then waited for replenishment in the family, and I understood - I need a jerk, I must take a chance again to reach a new level. He took off the office, purchased trade equipment and made the first wholesale purchase. It took about 300 thousand rubles. The staff was still not, I worked alone.
Growth errors
Errors, of course, there was a lot. One of the main things: my decision at some point to expand the range by knives and lanterns. Then it seemed to me in a brilliant idea. Now I understand that the specialization of the retail online store is very important: when adding goods of another profile, the client can no longer distinguish you from the usual marketer. When the goods are much, and it is different: socks, panties and hours, - the whole point is lost.I decided that I would specialize in the sports clock. And not just sell them, but also to give customers professional advice on choosing and use.
What we have now
Now the company in the leaders of the sales market for the wearable electronics for sports and an active lifestyle. We will not only bring European brands, but also created our own product: Chinese-made watches and fitness bracelet.
We have 12 people: five sellers on the phone and in Showerum, four couriers and own accounting. Additionally attract programmers and advertising specialists.
The main target audience of the company is young active people from 25 to 35 years old with an average. Mainly a man and contrary to popular belief, they are not at all professional athletes. Rather, these are people who are just starting to play sports. We have more than 1,000 buyers per month, the average check is 17 thousand rubles.
For promotion, we use contextual advertising, Yandex.Market, work with tenders and cooperation with personal trainers in fitness clubs, which are our partners.
Tried to participate in specialized exhibitions, but it did not bring the result. We still had our own retail network, which was not focused, and we quickly understood this: I managed to close the last store in February 2020.
How did the crisis and the pandemic
The situation with Coronavirus has greatly affected the business. In April and May, revenue fell more than 20 times. Nevertheless, we tried to save the team and combat mood. Incredible, but in June we showed the maximum result for our entire history: sales were even higher than in traditionally successful December.Now the main headache is the dollar rate from which we depend. Hold prices at an acceptable level is not easy.
Future plans
Plans to become Russian Amazon in the field of smart-eletronics for sports and an active lifestyle.
I would like based on an existing business to develop an assortment in the field of wearable electronics. Alas, in Russia there is not enough brands that we would like to sell: whether they do not believe in the Russian market, or are afraid. I started talking with potential partners from Germany, but so far unsuccessfully.
In 2021 we plan to make revenue more than 600 million rubles and increase the range twice. Ambitious? Yes.
A few months ago, I joined the Atlanta business club, as I want to get support for like-minded people and new ideas for the development of your business. It is pleasantly surprised by how many smart and talented guys gathered in one place. I am sure I can learn a lot from them and share your experience.