Advices from businessman and investor Felix Chertok – 4 steps to conquer the top of the business world.

Have you ever thought that the road to success in business is like climbing a high mountain?

You start your route excited, full of energy and expectations. But there are obstacles on your way, weather conditions suddenly change, equipment may fail you, or you simply lose hope in the possibility of realizing your plan. The easiest option here is to go down and forget about this idea.

But this is definitely not an option for entrepreneurs. After all, the business environment is as rapid and changeable as mountain landscapes. Therefore, only the most persistent will be able to reach the end and conquer the peak of success. For example, businessman Felix Chertok went through a thorny path, full of obstacles and challenges, to eventually become the founder of one of Ukraine’s largest alcohol distribution companies, „AV“ Trading House.

In this article, using the Felix Chertok Dossier as an example, we will analyze the 4 most important steps on the way to the development of entrepreneurial activity.

4 tips from Felix Chertok that will help you build a strong brand

Step 1. Idea

Everything starts with a small spark – an idea that will be close to you and to which you will want to devote all your time. Over time, this spark is scaled due to accumulated knowledge, experience, accompanying ideas and doubts.

Don’t worry if days, or even weeks, pass, and the final picture of your case still doesn’t emerge. A quality idea is like an expensive wine, it needs to age. So, trust your intuition, and when it tells you that the idea is worthy of being heard by the whole world, start working on its implementation.

For example, on the way to his success in business, Chertok Felix managed to be the owner of a videocassette rental company, sell luxury furniture of European brands, invest in advertising and construction projects. The entrepreneur was engaged in the wholesale trade of alcoholic beverages and food products, imported goods from abroad, attended dozens of courses and trainings, and as a result became the founder of the „AV“ Trading House, whose brands are known in many countries of the world.

Step 2. Team

What is most important in business? People who create it.

Felix Chertok is definitely convinced of this. That is why the entrepreneur pays a lot of attention to training employees and the formation of common values and philosophy. The result of such activity is a rapid increase in the number of employees of the „AV“ Trading House from 220 to 370 people in 2023, which not only demonstrates the active development of the company, but also contributes to the recovery of the Ukrainian economy.

Obviously, this is the merit of the leadership of Chertok Felix, who knows how to guide people and inspire them. He highly values and encourages freedom of expression in the company, ambition and a creative approach. The businessman himself is constantly interested in industry innovations and tries to introduce advanced technologies into the work of his company. For example, Felix Chertok is an investor in several innovative IT projects for distributors, which he immediately implements in the work of his company.

In particular:

• „BLITS“ – a mobile trading program for distribution companies, created to increase the level of sales, optimize the company’s activities and improve control;
• An electronic document management program for automating the work process of decentralized companies with a developed network of representative offices;
• Electronic tender for efficient procurement of goods and services, logistics. Designed to build an effective chain of interaction between the customer and the contractor.

Chertok Felix always says that he likes to communicate with smart people who understand certain aspects of business better than him. After all, they can effectively perform various tasks, which will contribute to the effective and rapid development of the business. So, take care of your surroundings and don’t be afraid to say goodbye to people who don’t want to improve.

Step 3. Quality

No strategy or marketing promotion can save your business if it is built poorly. This applies both to the direct quality of the production of goods or the services you offer, and to the level of communication with partners, intermediaries, competitors and consumers.

For example, the level of sales of products from the “AV” Trading House range remained at the pre-war level, despite the introduction of restrictions on the sale of alcohol in Ukraine and a decrease in the purchasing power of consumers. Such indicators are clearly evidence that Felix Chertok business brands are highly valued by consumers due to their consistently high quality and mission. After all, alcoholic brands of the „AV“ Trading House are primarily about the culture of consumption, pure taste and decent quality of the drink, which you are not ashamed to share with others.

Let us recall the Green Day vodka from the portfolio of the „AV“ Trading House. This brand is produced in accordance with international environmental standards ISO 14024 and using the highest luxury-class quality grain alcohol. In addition, innovative ORIGINAL TECHNOLOGY™ technologies are involved in the production of Green Day, which allow to reduce the concentration of fescue oils and aldehydes by 2.5 times the current GOSTs. It is this attention to every detail that makes Green Day vodka such a special product.

Step 4. Risk management

It is worth understanding that business is constant changes, risks, crisis situations. Therefore, a successful businessman must be flexible and smart. Remember that it is you who can fix everything and come out of a difficult situation even stronger.

„A mistake is an inseparable and important part of human life. It opens up opportunities and is the key to growth.“ – assures Felix Chertok.

Like most businessmen, Chertok Felix could not foresee all the consequences of russia’s invasion of Ukraine: blackouts, loss of suppliers, stoppages of production, shelling of premises and many other difficulties. However, it was the ability to manage work processes and strategic vision that helped the entrepreneur save the company from closure and huge financial losses.

In addition, since the first days of the war, “AV” Trading House and Felix Chertok Ukraine have been providing everything necessary for employees who joined the ranks of the Armed Forces. Every month, TH „AV“ buys equipment for the army and provides financial and humanitarian aid to the Armed Forces. As part of the „Beit Beruch“ charity project, about 100 elderly people who suffered as a result of russian aggression receive financial, humanitarian and medical assistance.

Each path is unique: try, fall, but rise and reach the top

So, back to comparing business with climbing a mountain. If you still want to visit the top, you will have to grit your teeth and overcome all the obstacles. But if you take into account the above-mentioned 4 tips from Felix Chertok, your path will be much easier.

• Idea: being motivated and clearly understanding the goal, you won’t be willing to and able to just just give up;
• Team: if your friends or strong people you trust are with you, then they will definitely help when you lose your balance and will be there for you to conquer the top;
• Quality: If you take care of your equipment ahead of time and prepare carefully for your trip, nothing can stand in the way of your rise to the top;
• Risk management: by pre-assessing all possible risks, you will be mentally prepared for them and have ready options for solving them.

Of course, everyone has their own peak, and everyone’s route will be unique. But by properly preparing, assessing all the risks and getting the support of reliable people, you will be able to conquer it.

von Олексій Вовк

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