Easy talk about business with Yuliya Chekalova
27 November, 2023
Yuliya Chekalova
Dentist, 12+ years of experience
- Owner of chain of dental clinics «119»
- Founder of the company My Favorite Toothpaste (MFT)
My business idea was born out
of the need to help my own child, who suffers from bronchial asthma. After two years of careful therapy selection for my child, I decided to create a high-quality product that would kickstart his mornings. As a dentist, I understand how chemical toothpaste can affect the development of a child's and adult's body, especially when they are weakened by chronic illness.
Children's product line of the MFT brand
A useful skill/habit that helps in work
Speaking of dentistry, it involves personal communication with patients, being involved in the process.
In the production of toothpaste, it's crucial to constantly test products from other manufacturers and analyze market needs. Additionally, I personally test all the company's new products to assess their quality.
Regarding myself, my most useful habit is engaging in sports. Physical activity is my way of mental relaxation.
The most important advice I've received in life
If you want to lead well, learn to follow.
Three main pillars of my business philosophy:
- Discipline — not just in the workplace but also in sports, dietary habits, and self-care. This is the way I require my employees to behave.
- Keeping one's word — a significant trust factor for the personal brand, not only with patients and partners but also with employees, depending on the ability to fulfill commitments.
- Risk assessment — before investing money in any venture, it's necessary to calculate the “break-even point” when all working expenses are covered but without profit. It's also essential to have a clear plan in case the business enters a negative zone. Researching all possible scenarios, considering economic and market fluctuations, helps prepare for crises.
Crisis in business and how to overcome it
Until February 24, 2022, I had only one clinic in Kharkiv, and opening branches in other regions was not planned. With the full-scale invasion, I completely changed the business strategy. Many of our patients moved to other cities in Ukraine, so there was a need to open two more branches in Ivano-Frankivsk and Kyiv. Now I plan to develop a franchise of dental centers in Ukraine and abroad.
We relocated the production of toothpaste from Kharkiv to Ivano-Frankivsk and will start taking steps towards export activities.
The best advertisement is
Positive feedback from my patients and ordinary consumers.
Money loves
Clarity. Money is about opportunities and comfort. They always “come” to those who know exactly what they want.
My business in 5 years
MFT will be a national product known and bought both in Ukraine and abroad. The network of dental clinics will continue to expand and successfully implement franchises internationally.
I find inspiration/fulfillment in
Sports, which stabilizes me emotionally and physically, develops willpower, and helps unleash my creative potential. Another strong motivation for realizing my wild ideas is my son.
Hot news from my business
In December 2023, MFT will launch two incredible new products: a toothpaste for people who smoke and the first natural chewing gum made in Ukraine.
The question I would like to hear for maximum disclosure of my activities:
I give many interviews and each time I would like to hear provocative questions as a challenge to myself. It's always interesting to look at oneself from the side and evaluate how I can handle a situation.
My advice to entrepreneurs
- If something doesn't work out, don't give up, because it may mean that everything you have planned will be realised a little later.
- Do not limit yourself to any boundaries and dream!
- Under any circumstances, do not lose your authenticity.
Rules/Success/Business
The new column “Rules/Success/Business” by the Entrepreneurship and Export Promotion Office expert Valentyna Liashenko will share with you a lot of breathtaking business ideas, advice, and insights from both Ukrainian and worldwide business owners. We will introduce you to the interviews of company owners from different fields and countries.
Easy talk about not easy situations, challenges, and joy from the victory.