Will Gref and Google give ‘Business Class’ seats to entrepreneurs of Tatarstan?
Artyom Zdeunov hopes that a new project of Sberbank and Google will help to increase the share of small business in GRP of Tatarstan
Google and Sberbank chose Tatarstan to start a project on teaching entrepreneurs the basics of business and survival in a crisis. It will be the first project of this kind for investors in Russia, but Google assures that this practice is effectively applied abroad. And the Ministry of Economy even plans to increase the share of small and medium business in GRP of the republic. Consultants of Beeline and Auchan elaborated an educational programme. However, the content, mentors and details of the programme are kept in secret. But companies don't hide their interests in the project assuring that making a profit is not their goal.
Will it be possible to create 300 new businesses in Tatarstan?
Very Artyom Zdunov, Minister of Economy of the Republic of Tatarstan, calls Business Class unprecedentedly big programme ever realized in the country. Indeed, Tatarstan was chosen as a pilot region for the realization of the programme. However, according to the Marketing Director of Google Russia Denis Kuznetsov, the company is experienced. 'There are several countries where we launched similar programmes. Their format and content were a bit different but, in general, it always was an educational programme for local entrepreneurs.'
'We would like to see the possibility of realization a big educational programme for entrepreneurs of absolutely different level as quick as possible using one of the regions as an example,' says the Minister.
Business Class is designed for people aged about 25-55 years who are running a business now or tried themselves in one sphere but understood that they wanted to start their own business. The first applications of the entrepreneurs have been sent to the site, according to the speakers.
The programme represents courses that can be listened both online and offline. As the manager of the branch of Bank Tatarstan PJSC of Sberbank Rushan Sakhbiev, there will be less 'live' events. Organizers hope to gather no less than 300 people in one session and get at least 300 ready businesses in 6 months. Google was responsible for the selection of experts who will give the lectures. There are six online modules in total. They were elaborated by such experts as the owner of TimurSokolov&Partners who consulted Auchan, Leroy Merlin, Vympelcom and others Timur Sokolov, the founder of Business Engineering Services Konstantin Kholstinin, the head supervisor of RCB&B Research Centre, a member of the council of Guild of Marketers, chairman of the Committee on International Affairs of SOMAR Nicolas Koro, etc. It is supposed that the modules will teach the potential businesspeople to be good at tax accounting, accounting, effectiveness matters, etc.
'If we are speaking about an active business, it is presupposed that it is a target segment with a turnover up to 100m rubles per year. Moreover, it is planned that companies that need some help with the development of export of goods and services abroad or to other regions will have a special support,' Sakhbiev told.
Special help for exporters
'It is supposed that the participants of the programme and the organizers will talk often. We will have an Institute of Mentors. They are people who have a practical experience in both a consultation with companies and their own business. The participants will factually always be able to talk to these mentors. If necessary, even daily,' Kuznetsov promises. But he did not tell what mentors they were.
No clarification was found on the site, which, as it seems, should attract, interest potential participants and explain what education they will get. In addition, as Kuznetsov tells, every mentor will work with 10-20 students. Despite journalists' questions, the speakers did not tell about the motivation of the future mentors and on what terms they will be ready to distract from their business and run a charity, in fact.
'I would not call it charity, it is a capital in education. We know that there will be a payback using the example of other countries,' Kuznetsov replies. 'Specialists of Sberbank will help to understand financial aspects of a business, and experts of Google will share their knowledge in online marketing. We also invited some experienced businesspeople to participate. They will tell about their secrets of business management. A computer with the Internet access and secondary education completed is everything they need to start,' that's all what can be found in the section of a detailed description of the programme.
Mysterious courses of Google and Sberbank
However, later Kuznetsov told that zero module Motivation and Ideas for Business will be a start for aspiring entrepreneurs, the first module is Team and Business Process Modeling, the second – Market Analysis and Target Audience, the third – Marketing and Online Marketing, the fourth – Processes and Sales, the fifth – Accounting, Economy of Project, the sixth – Preparation to Run Business. The already working heads of a business are offered to start the learning from the zero module called Effective Manager and Personnel Management, Business Model and Business Processes will the second module, then Market Analysis, Product, Marketing and Online Marketing, Sales and Project Management, Investments and Crediting and Company Management.
The participants will be divided according to the field of their business: for instance, service companies, food production, production of souvenirs, etc. The participants will be tested at the end of each module. The organizers have not elaborated another quality evaluation method yet.
The participants will get bonuses after the completion of the programme: Google will present certificates for the organization of their own advertising company, and Sberbank will gift 6 months of free payment and cash services. 'It is not enough,' an involuntary commentary was heard in the hall.
Sakhbiev tells that the main goal of the programme is to teach the entrepreneurs to develop a real business in crisis conditions. 'We all understand that the situation is changing, the external and internal environment offer new challenges,' he states. In his opinion, the programmes can even increase the share of small business in GRP of the republic. It should be reminded that in 2014, according to target indicators, this share should have reached 34% but froze at 26-27% and almost stopped. Only Kazan is an exception. All goals were achieved there. 'We don't select a hundred or two hundred of people, we attract a maximal number of participants. And I hope we will be speaking about several thousands. It is the peculiarity of the programme,' he tells.
Ayrat Sungatullin, director general of Ayratte PLC, is one of the first participants of the programme. He is developing a hotel business. Ayrat told that he hoped to find a progression of his business. 'I hope the programme is tuned to not only regional centre but also to those who want to run a business in any region,' he said. And here Kuznetsov lifted the veil and told that 30% of the mentors would be selected among local and regional entrepreneurs. In total, there will be 100 consultants and mentors.
'Sberbank as a candidate for a title of the Entrepreneurship Development Centre in the country'
It is remarkable that the speakers named neither initiator of the programme nor the main sponsor. 'The idea belongs to Sberbank and us,' Kuznetsov answered the questions of the journalists when he heard 'Really?' 'We started to come to an agreement in Moscow, then thought about the pilot region. And, naturally, Tatarstan was the first and the main candidate because the republic is famous for its advance in business and IT.'
Answering a question about personal interests of the companies in the realization of the project, their representatives did not reply clearly. They just stated about the social function of the project. 'The competency of the bank is not just to offer service but also increase their financial literacy. Among our products, we have products that are not directly linked with the financial activity of the bank like bills, etc. For us it is an opportunity to reach another level and be Entrepreneurship Development Centre of the Russian Federation,' Sakhbiev tells and assures that in Europe, such a multiprofile of banks is already functioning.
'At the beginning, the programme is quite pricey because we are just starting to create these institutes and the mechanism that we hope to place in other regions if everything is successful in Tatarstan. We don't tell the sum but it is big. It is financed by Sberbank and us. The proportions are not very important,' Kuznetsov did not tell.
'Undoubtedly, any company has a commercial component in its practice,' Zdunov admitted. But he did not reveal the investors' commercial interest. 'It should not be forgotten that we have Innopolis SEZ. In general, we consider Google as an investor in the regional economy in some programmes, not only in Innopolis,' he just insinuated.
Unlike the previous entrepreneurship support programmes of the Ministry of Economy of Tatarstan, representatives of trade will be allowed to get closer to Business Class. 'I suppose that a person should learn, his mind should remember that there are not only trading and purchasing but also the whole entrepreneurship. This person is to learn the basics to not be afraid to run a manufacturing business,' Zdunov thinks.