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Natella KichikovaEntrepreneur, CEO of the Moscow Bureau of Good Services 'Smile'
Country:
 Russia |
Content:
- Establishing the Bureau of Kind Services
- Bridging the Gap in Home Care
- Overcoming Challenges
- Recruiting the Best Staff
- Strategic Advertising and Marketing
- Weathering Economic Storms
- A Glimpse into the Future
Natella Kichikova: A Journey of Providing Exceptional Home Care Services
Establishing the Bureau of Kind Services
In 2004, Natella Kichikova founded the Moscow-based Bureau of Kind Services known as "Smile." From its inception, the company specialized in providing high-quality personnel for families, including governesses, housekeepers, cooks, and caretakers.
Bridging the Gap in Home Care
Recognizing the untapped potential in the home care sector, Kichikova aimed to establish an agency that offered unparalleled services. Instead of solely relying on third-party candidate profiles, she opted for a unique approach: training and preparing her own employees. This strategy ensured both reliability and intimate knowledge of her staff's capabilities.
Overcoming Challenges
Launching Smile came with its share of obstacles. Competition in the home services industry was fierce, and demonstrating the agency's exceptional quality to clients proved challenging at first. Limited advertising platforms and a lack of initial capital presented additional hurdles, emphasizing the need for a minimum startup capital of $25,000 and a two-year profitability timeline.
Recruiting the Best Staff
Kichikova meticulously selected her employees, valuing individuals with pedagogical and psychological backgrounds. These candidates possessed the necessary skills to meet the specialized demands of the field.
Strategic Advertising and Marketing
Effective advertising proved crucial. While traditional methods in thematic magazines remained relevant, online advertising emerged as a powerful tool. Establishing a user-friendly website also became essential, although its full potential required consistent optimization.
Weathering Economic Storms
Despite the economic downturn, Smile weathered the storm. While the agency experienced a temporary setback, Kichikova remained optimistic. She postponed plans for expansion but maintained a positive outlook on the future, cautiously monitoring potential economic challenges.
A Glimpse into the Future
The home care sector, typically less seasonal than other industries, nevertheless experienced a slight lull during summer vacations. The future holds both uncertainties and opportunities, but Kichikova's passion for providing exceptional services and her ability to adapt to changing circumstances promise continued success for the Bureau of Kind Services.
