Which business is relevant in the province. What is a successful business in a small city based on? Where to start - step by step instructions

Many very young entrepreneurs mistakenly believe that a profitable business can only be built in large cities. At the same time, small towns have a number of advantages for starting a business. Low competition, many unoccupied niches allow you to create a business from scratch with minimal investment. In this article we will demonstrate the best business ideas for provincial cities, which will allow you to decide on further entrepreneurial activity.

Breaking stereotypes

Devastation. Soviet houses of the same type. A poor and drunken population. Lack of prospects and hopelessness. Often. This is exactly how businessmen from large megalopolises imagine small provincial cities. And therefore, do not rush to invest your money in them.

Golden mountains. Palaces and yachts. Beautiful life. Prospects. Unlimited possibilities to replenish your wallet. As a rule, in this light, provincials perceive large cities and seek to move to them, to open their own business there.

In both cases, we are dealing with stereotypes - established notions based not on a rational notion of reality, but on certain established forms of thinking that seem to be taken for granted. The danger of stereotypes is that they prevent one from looking at reality with a sober look, do not allow one to see the obvious, and create inertia of views. For business, all this, to put it mildly, is disastrous.

Stereotypes about Russian provincial cities, at least most of them, it is time to destroy. The economic catastrophe of the 90s, which hit the regions to a greater extent, was left behind. Today, with the right application of mind, strength, creativity, balanced attitude in the province, you can build a successful and profitable business that can not only generate income, but also be socially oriented, creating new jobs.

Video. Business ideas for provincial cities

Pros of doing business in the province

In many provincial cities, industry is reviving today, the outflow of the population has been significantly reduced and put in a certain framework. The criminality of the situation has significantly decreased, and administrative barriers have been eased. Local administrations are extremely interested in the inflow of investments. Start-up entrepreneurs are provided with free grants (up to 300 thousand) and advisory assistance is provided. In general, we can talk about the onset of economic and political stability. Yes, of course, the situation in different regions may differ, but in general, there is an obvious tendency to improve the conditions for small and medium-sized businesses.

In addition, provincial cities have a number of objective advantages over large megacities:

Cons of a business in a provincial town

Despite the obvious advantages, a provincial city remains a provincial city and has a large number of shortcomings in front of large megacities. Among them:

Components of a business plan for a provincial city

Any new business, regardless of where it was opened, needs to be worked out in detail: field of activity, goals, expenses, timelines for reaching profitability, and so on. Business in a provincial town implies several features that must be taken into account.

Best business ideas in a provincial town

In practice, we see that the possibilities for discovery are extremely wide. The main thing you need to build on is the needs of people and the specific conditions of a particular area.

Of course, there are no ready-made 100% winning ideas. A lot depends on your personal efforts and competent calculation. One thing is for sure - provincial cities are a very attractive platform for starting a business. And she needs to use.

Video. 8 small business ideas

How to survive the small business in the province?

Small businesses in small provincial cities find it increasingly difficult to stay afloat. Talking about a stable profit makes no sense whatsoever. Cities with a population of up to 100 thousand people are gradually dying. Enterprises that are city-forming, in most cases, are closed, workers are reduced. Even organizations such as Vodokanal declare themselves bankrupt. This is nonsense, but nonetheless it is a fact.

Representatives of small businesses, mainly the food segment, are being replaced by chain hypermarkets. Small private food shops are closing due to the inability to compete with chain representatives, such as Kvartal, Pyaterochka, Dixie. Network giants offer a larger assortment, and most importantly, lower product prices. The once popular shops built into the basement floors of five-story buildings, where there were always queues of grandmothers and residents of nearby houses, are empty. Entrepreneurs are trying to reorganize into another type of trade, they are opening in large numbers, selling clothes.

Unfortunately, the choice of business areas for small cities is small. In a provincial town, an intimate salon, an absolutely unpromising solution, will not be developed. For example, the salon of intimate haircuts, too, will not give any profit. Selling clothes for little dogs and their haircut is also a bad job. Specific areas of business: the Internet direction, design, fashion, digital technology and many other modern types of business that successfully thrive in megacities, will not take root in the province.

The afloat is kept by entrepreneurs involved in the sale of fishing goods, naturally alcoholic products and. The peak passed on plastic windows and suspended ceilings. Construction organizations and road, do not have funds for the construction of new houses and roads. Although the construction market is doing well, stores selling building materials have not lost their customers.

Small restaurants and cafeterias will exist until McDonald's arrives in the province. Every Friday and Saturday, people are jam-packed with drinking establishments and forgotten in the heat of drunken fun. How to survive the small business in the province? You can’t open production, there is no demand. Yes, and what to produce? Everything you need is available in supermarkets. It remains to trade vodka, cigarettes, and building materials. Only materials are sold mainly at the height of the summer season, and visitors from summer cities buy them.

Farming is practically at an embryonic level, and not everyone is ready to engage in agriculture. Destroyed collective farms are very difficult to restore, and starting from scratch, it is necessary to have a streak, and a thirst for land and.

So the conclusion suggests itself that entrepreneurs from the province are dying out together with the province. Naturally, there are wonderful exceptions, God forbid, that everything changes for the better.

Small business in small cities has its own characteristics. There are at least three of them: 1). low incomes, salaries and because of this - low purchasing power of the population; 2). production, trade and services are less developed - for this reason there are many free niches and relatively low competition. 3). the availability of fairly cheap raw materials, in demand in larger settlements, which can be profitably resold.

Low income is a minus if you want to implement something in the province, but it will be a big plus if you produce something in the province and then sell it in the capital and large cities. The cost of transportation costs in the regions is lower, but if they are higher, then saving on wages may cover them.

Although the competition is weaker than in the capital, the population is often not used to exclusive offers. Therefore, in order for things to go, it will be necessary to carry out an educational campaign, to convey to potential customers the advantages of the goods or services provided by your new company.

In rural areas, the organization of a reception center for a local crop is very promising: mushrooms, berries, ferns, nuts, tar, and even sphagnum moss; as well as products produced in personal subsidiary farms: milk, meat, vegetables, herbs, fruits grown in their own gardens and vegetable gardens. Rural residents, as a rule, have an excess of grown products and are happy to give surplus to wholesalers-procurers, who can then process them into a ready-to-eat product or organize their sale.

In any case, before starting your business, you should carefully study the situation in the village in which you intend to work. Find out how many residents live permanently, how many - seasonally. What is the dynamics of this number. How the population is distributed by age groups, what income level they have and what sources of income, what people spend money on. Also try to collect information about other businessmen who worked or still work in the city - what they did, how much they worked, what mistakes they made, what successes they had.

Then it is necessary to find out what services and goods the population needs, what free niches there are in the services sector, what goods are not represented on this market in the required volume, what goods or products are surplus (or can produce if good sales are established) by local factories, what wild plants can be collected, etc. An analysis of all these factors will lead to conclusions.

Below we list some ready-made examples of ideas for organizing a small business in the province:

barbershop,
key workshop
shoe repair shop,
production and sale of furniture,
HUNDRED and shop selling spare parts for popular transport in your city,
cosmetic and major apartment renovation,
construction of private houses and baths,
hostel or rental of apartments,
real estate agency,
gas or gas refueling,
passenger taxi or freight services,
drilling individual wells for water, etc.,
computer club or internet cafe,
perfume and cosmetics shop,
grocery or department store,
workshop for the repair of household appliances,
photo printing services, copy services, printing services,
receiving payments for all existing mobile operators,
training courses for a variety of skills and abilities (children's center, computer literacy, nail extension),
cafe, pastry shop, dining room with delicious homemade food,
a store of seeds, seedlings and other planting material,
also in the province, you can very successfully develop a franchise business (a public catering format of a kiosk, cafe, restaurant, famous clothing store, etc.).

You will learn how to start a business from scratch in a small city and what to do to make it profitable. What ideas for business with minimal investments are most justified in the province?

A small town is not an obstacle for a large, and even more so for medium and small businesses. There are entrepreneurial people everywhere - there would be a desire, but you can realize your potential in a small village.

Do not rush to move to megacities - their smaller brothers also need jobs and quality goods / services. In this article, we have prepared a review of business ideas for small towns. These ideas are simple to implement and do not require large investments.

Business in a small town - how justified is it

To begin with, there is no clear definition of a "small" city. This concept is relative and largely subjective. For one businessman, these are points with a population of less than 50,000 inhabitants, the second one feels comfortable in cities with a population of 100,000-300,000, and for the third one and half a million people will be small.

According to official figures, in Russia, out of 1,100 cities, only 37 have a population of more than 500 thousand. This means we have many sites for building a small local business.

Most often, in those settlements, those who have lived in them or have relatives there open their businesses. But modern technology allows you to establish a business almost anywhere and control it in the future remotely.

At the same time, minimum investments are required for opening, since the cost of rent and the level of wages of workers in the province are much lower.

Small towns tend to lack infrastructure. People lack a variety of products, entertainment, and services. If you live in such a town, you yourself will surely say what you are missing, as its layman.

But what if you are not familiar with the village close enough to know about its problems? Any startup starts with analysis. First you need to study the city and its infrastructure and find out what its residents need.

We have selected several relevant areas that take root well in small cities.

Popular business areas in the province

Consider the most popular business areas in small cities.

Choose in these areas - you will not be mistaken.

Services sector

Services are always and everywhere in demand by the population. But what is included in this broad concept? Hairdressing, legal, freight services, home training, etc. As part of a small town, it is better to pay attention to the types of services that residents need regularly. Tire service, car service, shoe repair.

Whatever area you choose, you need to carefully study your potential competitors and, if possible, collect “news from the fields” - find out what residents are not comfortable with in their work, what needs to be improved and added.

Sale of goods

The most banal, but at the same time a win-win option is a grocery store. In provincial cities, shops do not indulge residents with a variety of assortments, and many federal food chains have not yet reached.

In addition to basic necessities, residents lack quality clothing and footwear, household goods and more. Market research will reveal which areas are not covered and choose the right niche.

Production

Most often, small cities are located at some plant - a city-forming enterprise, where most of the population works. Open your production - not a plant, of course, but a small full-cycle enterprise. For example, a bakery - in many cities with quality bread problems. Take this niche, there will be no end to customers.

In addition, there is cheap labor and there are always employees for a company for the assembly of shovels, for example, or for the production of paving slabs. But then you will have to establish sales in other regions and district centers.

You will not only earn, but also create additional jobs, and in case of great success, a family business, which will be passed on to your children.

What kind of business can be opened in a small city - TOP-8 ideas that work

This is just an indicative list, which is not necessary to be limited.

Flower business

I want to voice an unusual, but interesting option for making money on flowers.

In small towns there are many private houses where hardworking women compete in growing a wide variety of flowers. In the summer, organize the purchase of the most beautiful copies for a small fee and make successful compositions from them. And in winter, engage in the traditional supply of flowers for the holidays and provide services for the design of weddings and other celebrations.

Rental of premises

This is a profitable option for those who have a free amount for the purchase of residential or commercial space. Pay attention to the towns at ski resorts and traditional resorts - in high season, daily rent is very popular. And in the low season, you can rent the premises on a business trip.

The advantage of this option is that you will not lose the money invested in case of failure.

Commission shop

Since in most cases the level of wages and purchasing power of the population is low, people often have to go to stores like Second Hand.

To arrange the supply of things is not difficult, you just need to take into account the tastes of the population. If you want to expand your business, sell not only used clothes, but also other goods. The logical continuation of such a business is a pawnshop.

Repair of household appliances

In points with a population of more than 20 thousand people there are already shops of federal chains that sell modern household appliances - all kinds of multicookers, coffee machines and hobs.

Not every man knows how to repair newfangled equipment. Yes, and already seen types of microwaves and vacuum cleaners also need periodic maintenance. People here are more used to repairing a thing, rather than throwing it away when it breaks. Therefore, the flow of customers to a good specialist is provided.

Opening of a private kindergarten or development center

If in large cities people pay from 10 thousand or more for a private garden, then here be prepared for lower checks. Nevertheless, private kindergartens are very popular among the population amid a reduction in kindergartens. Of course, in this case, it is necessary to carefully select staff and control the food.

In provincial cities, there is a lack of variety of entertainment and educational programs for kids. Within the development center, you can offer a choice of several groups. The only question is where to find competent personnel.

Now for kids there are a huge number of developmental programs that do not require special training - just love the children.

Finger painting, sand therapy, baby yoga and the first steps in English will fit perfectly under one roof. And the traditional children's playroom will become a favorite place for moms and babies.

Furniture Repair

The low level of salary does not allow residents of the province to buy expensive modern furniture. However, everyone needs a beautiful and high-quality thing. If you have a friend with golden hands in mind, organize a tandem where you will organize business and attract customers, and your friend will repair and update outdated furniture.

It is only necessary to purchase the necessary tools and materials, and send a comrade to courses on hauling upholstered furniture. This is a very profitable option, despite the apparent simplicity.

Hairdressing services

It also happens that in small cities there are not enough beauty specialists. Hairdressing will be in demand always and everywhere, while people grow their hair. But besides this, women love manicure, cosmetology, makeup.

If you have a hairdresser’s diploma and are inclined to open your own office - take courses on makeup or aesthetic cosmetology. So you expand the list of your services, which means increase the number of customers.

All-in-50 format stores

This is a real money magnet, especially in small towns. The biggest difficulty in organizing the work of such a store is calculating the profitability of sales, since the purchase value of some goods is higher than the sale price.

This is compensated by a large margin on other groups of goods. You can start small, laying on the shelves cheap and functional products. And already in the future, after studying the needs of the population, supplement the assortment. And to promote such a store is easier than ever - housewives and word of mouth will do it for you.

There are other options: buying a franchise of a popular catering establishment such as KFS, dumplings or pizzerias, a karaoke bar, bowling or dry cleaning, where they will help you at the opening stage. But they are quite expensive and have their own pitfalls, so let's leave them for another article.

Where to start - step by step instructions

The key to success of any undertaking is a correctly drawn up plan for achieving the goal.

Take advantage of expert knowledge.

Step 1. Choose a direction and analyze competitors

First, decide which direction will bring you more pleasure in your work. What can you do with enthusiasm?

After you find the answer to this question, answer the following: will this business be useful and in demand in the location that you have chosen?

If so, then move on to the study of competitors. The following indicators are important here: their location and remoteness from each other (it is better to visualize this on a map); level of service, price range and breadth of assortment.

All these indicators are better to reduce to a comparative table, which will clearly show the pros and cons of your competitors. Do not be too lazy to independently visit their establishments and personally evaluate the work.

Step 2. We draw up a business plan

In a business plan, you need to take into account all the costs and prescribe all the steps to implement your idea.

First, write down each task and time for its execution in the most detailed way:

search for a suitable room;
selection of employees;
search and purchase of equipment;
signboard manufacturing;
what repair work in the room should be carried out;
staff training;
registration of a legal entity - for a small business, enough IP.

Then do the costing.

Here are the main expense items:

Rent.
The internal and external design of the point.
Equipment costs: it is not necessary to buy if you can rent.
Salary to employees.
Advertising costs: outdoor advertising and advertising on social networks, posting ads, making booklets (optional on the type of your business).

Step 3. Run the project and look for customers

After you have completed all the points of your business plan, decide what you will do on your own and what is best to entrust to contractors. Often, novice entrepreneurs shoulder the entire burden of tasks to reduce costs and fail.

If you don’t know how to attract customers to your All-By-50 merchandise store, then trust in the hands of SMM specialists who will be able to show your store’s ads to residents of the town.

How to analyze the market and competitors

Competitor analysis provides basic information for the preparation of a business plan taking into account market needs. A map of the location of competitors will help you choose the optimal location for your point.

Keep in mind that it’s advantageous to be located next to related businesses. So, it is advisable to place a flower shop near a candy store or liquor store; tire fitting - next to a car service center; furniture repair - next to the furniture store.

Comparison table of competitors provides comprehensive information about what prices need to be set and what products or services to add to your range in order to surpass competitors. For completeness, ask friends or post a survey in the settlement group on social networks.

The more you know about competitors, the higher your chances of surpassing them.

How to grow your business

The competition in the provinces is often small, but fierce. The way you recommend yourself initially among locals will play a key role in the future of your business. Therefore, always try to provide the highest quality service.

Large retail chains have set an example from the west and were the first in the country to introduce service standards. These standards reach the provincial cities for a long time, and here people pay more attention to the courtesy of the staff and the quality of service.

Teach your employees to smile and wish a good day - and soon you will notice how the number of regular customers has increased.

Regularly conduct raids of the "mystery shopper" to the most lively of competitors and use the information received to improve your business.

It’s not worth spreading rumors like “one client told me that he bought expired goods from Vasily the other day” if you cannot back them up with anything. Word of mouth in the villages works both ways, and in this way you will only ruin your reputation.

Loyalty programs work great in conditions of limited competition. Since there are not so many clients, try to look for an individual approach to each. Friendly attitude and individual privileges are the best engine of trade in such conditions.

What is a successful small business based on?

And a few more fundamental success factors.

Remember them and do not forget to put them into practice.

Product Availability

Remembering the level of salaries and purchasing power of the population, try to keep prices always at the same level. And take this into account when developing a price line - in difficult conditions of small cities, price stability is important for people.

And do not forget that in a city that can be reached on foot in 30 minutes, it’s not difficult to go to a nearby store, where prices are lower.

Close attention to competitors

A small number of competitors is one of the main advantages of entrepreneurship in small cities. Always stay up to date with competitors and changes in their work. Any mistake of a competing company is a chance to improve its performance.

Consistently good reputation

The opening of a new store is a big event for the life of a provincial village, so be prepared for close attention from the residents.

During this period, everything should be impeccable - the quality of service and goods, the level of service and ongoing promotions. If you manage to win the favor of customers at this stage, then the flow of regular customers is provided to you.

A few more ideas in video format:

Conclusion

It is not necessary to live in a metropolis to open your successful business. Quality and a serious approach to business are appreciated in any city. The technologies used in business today allow us to work from anywhere in the world.

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About 80% of Russia's population lives outside the capital and regional centers. Rumors that it is impossible to create a profitable business on the periphery are greatly exaggerated. The article provides five examples of a quite successful business, and highlights the characteristic features of provincial cities.

The answer to the question of which business to open in a small city cannot be unambiguous. In addition to the common features inherent in small administrative centers, each of them has its own unique features. Counting on the success of the enterprise, it is necessary to take into account both groups of influencing factors as fully as possible. As life shows, the advantages in this regard are on the side of local residents. In contrast to the “newcomer Varangians,” who master a new territory by trial and error.

Pros and cons of a small town

Two professors of the Higher School of Economics: Simon Kordonsky and Yuri Plyusnin, made 30 field expeditions in 2011-2014, studying the provincial cities of the Russian hinterland. The results of the study were announced in June this year as part of the round table “Russian Society Outside Big Cities”.

Hence the conclusion: there are prospects anywhere. The main thing: when choosing which business to open in a small city, all ideas must be considered through the prism of specific local characteristics.

General specifics of small towns

one, less often two city-forming enterprises;
low-rise buildings, low population density;
low incomes and solvency of residents;
high level of administrative "press".

At first glance, all of the above limits the choice of a business idea. But on the other hand, these same factors provide some advantages: low initial investment, the absence of high advertising costs and a relatively low level of competition.

As an example, we can cite federal retail chains: Magnit, Seventh Continent, and others. Despite the wide development in large cities, on the periphery - they, as a rule, do not receive the expected profit. In small cities, they lose their main advantage: savings from population density, reducing their costs, and crowding out small retail outlets within a small radius of their influence. In addition, the average salary of residents of small towns is 5-7 times lower than even the regional level, which significantly reduces trade from 1 square. m. and the amount of the average check. Ignorance of the local market, consumer tastes also affect.

Administrative support, as a rule, receives socially-oriented: educational, sports, cultural, recreational projects. When developing a trading business, you need to take into account the interests of local manufacturers. On the whole, the authorities are interested in developing those types of activities, the proceeds of which go to the local budget.

What business ideas to pay attention to

Intending to open a business in a small town or town, it will not be superfluous to ask: what does small and medium-sized enterprises in Russia do in general (Fig. 1).

Even a cursory glance - everything is obvious. About 40% of the NSR are engaged in retail, catering, and household repairs. Under the "others" are: hotels, restaurants and cafes; utilities, education; entertainment, tourism. How to evaluate the prospects of a particular idea, to understand which business is the most profitable in a small city?

The main feature of a business idea for a small city: it must take into account local specific factors, both positive and negative.

In most cases, a successful bet is:

to the local flavor, unique nature: the organization of non-standard tours, including the growing popularity of agritourism; horse breeding; opening of a mini-hotel;
on historical habits: fishing and fish farming, production of dairy products, potatoes - in agricultural areas; knitwear in places of breeding goats and sheep.
to the modern needs of the population:private kindergartens, cafes, paintball clubs, children's entertainment, educational and sports centers.

The services offered should solve the urgent, vital problems of the city residents. Practicality, benefit - the main criterion for choosing a business idea for a small town, and not its pathos, exclusivity.

A separate topic is business services. Surprisingly, they are in demand! For accountants, economists, lawyers, experts in various industries - a small and very promising niche. This is shown by the results of a survey recently conducted by the Resource Center for Small Business (Fig. 2). The project was implemented on the example of three cities: Suvorov (20 126 people), Buturlinovka (26 241 people) and Ostrogozhsk (32 310 people).

The biggest deficit in legal advice. None of these cities has a company providing such services.

Is a successful business on the periphery a reality? Yes!

The following examples are taken from life. This is a clear illustration of everything that was said above.

Private kindergarten "Umka"

Sibay city, Bashkiria, 62 35 inhabitants .;

Ilmira Gatiyatova was directly faced with a problem when she was unable to go to work: for her 2.5-year-old daughter, there was no place in kindergarten. 6 months passed from the birth of the idea to its implementation. 200,000 rubles of its funds were invested in the organization, and 300,000 were received from the city budget under the program for supporting small and medium enterprises. Private kindergarten is the first and so far the only one in the city. 30 children go to it, and already 50 parents enrolled in the queue. In the video below, the entrepreneur talks about his experience.

The Ministry of Labor has prepared a bill under consideration. It will allow the use of maternity capital funds to pay for private kindergartens and individual entrepreneurs who supervise and care for children. If the law is passed, then this type of business will receive an additional impetus for development.

An interesting franchise: Baby Way - an innovative technique for parenting.

Consulting in a small town?

Engineering Group Compass

G. Glazov Udmurtia, 94 610 inhabitants.

In Europe and the USA, about 90% of small and more than 50% of medium-sized enterprises use the services of accounting firms. In Russia, there are so far fewer, but the number of people willing is constantly growing. The Compass Training Center has grown from a small company providing services in the field of law, accounting, and consulting on business matters. The organization was created in 2002, and now it is already a group of companies. Its partners and clients include the largest enterprises in the region. In 2008, the Expert RA rating agency assigned the company a V quality rating. Its director Andrey Anatolyevich Makarov in 2010 was recognized as the best entrepreneur of the city in the “Services” nomination.

Uryupinsk: "Russia - the province - the hole"?

The town is located in the south of the Volgograd region, the population is 39,171 people. Two years ago, he officially registered the brand “Capital of the Russian province”. The following three examples of successful business show that enterprising people everywhere find business.

Replace Polish apples with Russian

In 2007, a young businessman Nikolai Sayutin acquired one of the apple orchards abandoned in the 90s. The mild climate allows you to grow excellent apples here, and over the past years, renewed orchards have entered a time of active fruiting. Given the course on import substitution - the entrepreneur hit the bull's-eye. The video of the local Uryupinsky TV shows in detail the whole process.

The businessman organized the recycling

The company, created by Ali Ibragimov in 2010, is booming - there is enough garbage in the city. It gives a profit, 10 employees are employed. There is a loader, two presses. Recycled aluminum cans, waste paper, plastic bottles. So far it is the only one in the city, but plans to expand services in the housing sector. In which areas - kept secret from future competitors. B.ju

Knitted enterprise LLC "Uzory"

A small company was organized by Raisa Kazimirova in 2000. It employs 10 homeworkers, 7 knitters, 3 spinners. Uryupinsk is the only place in Russia where goats with a fluff of up to 13 cm are bred (in the praised Orenburg, according to the locals, it is shorter). Now, products from Uryupinsk flaunt Vyacheslav Zaitsev, Andrei Malakhov, family members of Ryzhkov and Chubais. On his 55th birthday, they presented him with downy shorts, a T-shirt with the inscription “I’ll drop everything, I’ll leave for Uryupinsk” and socks. We were included in the “Best Gifts to the President” rating compiled by the Trud newspaper.

Only 5 examples, and small and medium-sized cities in Russia - more than 80% of the total. There is a field for activity, there would be a desire.

An important condition for organizing a business in a small city is small initial costs. In a special section of the Moneymaker Factory, we collected 45 projects with an investment size of 15,000 thousand rubles. Here you will find real stories of beginner and successful businessmen, examples of business plans and interesting ideas.