\nChobani \u2013 ideea din spatele succesului \u201cpeste noapte\u201d, povestit\u0103 de Mihaela Matei, Supervising Associate EY Rom\u00e2nia.<\/p>\n
\nC\u00e2nd cite\u015fti pove\u015ftile de succes ale antreprenorilor, ai impresia c\u0103 reu\u015fita a venit ireal de u\u015for \u015fi c\u0103 o mare parte a ei se datoreaz\u0103 norocului, pentru c\u0103 reu\u015fita iese la suprafa\u0163\u0103, \u00een timp ce e\u015fecurile \u015fi riscurile asumate r\u0103m\u00e2n, de obicei, nev\u0103zute.<\/p>\n
\nPovestea lui Hamdi Ulukaya se \u00eencadreaz\u0103 \u00een aceast\u0103 tipologie. Ulukaya a cump\u0103rat \u00een 2005 o fabric\u0103 dezafectat\u0103 de iaurturi cu un \u00eemprumut subven\u0163ionat, iar \u00een 2007 a \u00eenceput s\u0103 produc\u0103 \u015fi s\u0103 comercializeze iaurtul Chobani. \u00cen 2010, devine cea mai bine v\u00e2ndut\u0103 marc\u0103 de iaurt din Statele Unite \u015fi afacerea este extins\u0103 \u00een Canada \u015fi Australia. \u00cen 2014, compania a\u015fteapt\u0103 v\u00e2nz\u0103ri de 1,5 miliarde USD \u015fi are peste 1.200 de angaja\u0163i, de la doar 4 angaja\u0163i \u00een 2005.<\/p>\n
\nHamdi Ulukaya, un outsider al industriei, a ajuns \u00een 3 ani \u00eentr-o pia\u0163\u0103 extrem de competitiv\u0103 s\u0103 c\u00e2\u015ftige din cota de pia\u0163\u0103 a marilor juc\u0103tori, \u00eentr-un ritm at\u00e2t de mare \u00eenc\u00e2t a devenit lider de pia\u0163\u0103.<\/p>\n
\n\u00cen 2013, Hamdi Ulukaya a fost ales World Entrepreneur Of The Year, fiind recompensat cu marele premiu acordat de EY la nivel mondial \u00een cadrul competi\u0163iei interna\u0163ionale dedicate antreprenoriatului ce urmeaz\u0103 s\u0103 fie lansat\u0103 \u015fi \u00een Rom\u00e2nia.<\/p>\n
\nDin exterior, succesul lui Hamdi Ulukaya pare u\u015for. Cum a ajuns totu\u015fi Hamdi Ulukaya EY World Entrepreneur Of The Year \u00eentr-un timp at\u00e2t de scurt? \u00centr-o industrie capital intensiv\u0103, \u00een care e nevoie de investi\u0163ii serioase \u00een echipamente dar \u015fi \u00een taxe mari de plasare la raft \u00een hypermarketuri, Ulukaya pare s\u0103 aib\u0103 mai degrab\u0103 o afacere \u00een tehnologie, dac\u0103 \u0163ii cont de ratele de cre\u015ftere ale business-ului, \u015fi nu o afacere cu clasicul iaurt.<\/p>\n
\nDac\u0103 ne uit\u0103m \u00eens\u0103 \u00een detaliu, succesul lui n-a fost deloc u\u015for. Da, Hamdi este un imigrant de origine turco-kurd\u0103, care, acum 20 de ani, \u015ftia s\u0103 vorbeasc\u0103 pu\u0163in\u0103 englez\u0103 \u015fi avea deja 33 de ani c\u00e2nd a \u00eenceput afacerea. \u015ei:<\/p>\n
\n1. Hamdi a lucrat \u00eempreun\u0103 cu un specialist \u00een realizarea de iaurturi timp de un an \u015fi jum\u0103tate la perfec\u0163ionarea re\u0163etei de iaurt \u015fi de abia apoi a \u00eenceput s\u0103 comercializeze iaurtul Chobani. \u00cen tot acest timp, Hamdi a dormit mai mult la fabric\u0103 dec\u00e2t acas\u0103, motivat s\u0103 g\u0103seasc\u0103 re\u0163eta potrivit\u0103.<\/p>\n
\n2. \u00cen plus, nu a fost vorba doar de calitatea iaurtului, ci \u015fi de deciziile tactice de ambalare, distribu\u0163ie \u015fi comercializare. Ambalajul a fost g\u00e2ndit pentru a ar\u0103ta altfel fa\u0163\u0103 de produsele obi\u015fnuite \u015fi a fost marketat \u00een zona de lactate. Poate suna ciudat dar, p\u00e2n\u0103 \u00een momentul respectiv, produc\u0103torii de iaurturi de tip grecesc erau foarte ni\u015fa\u0163i \u00een SUA \u015fi vindeau numai \u00een magazine specializate.<\/p>\n
\n3. De asemenea, Hamdi nu era la prima \u00eencercare antreprenorial\u0103. P\u00e2n\u0103 la cump\u0103rarea fabricii dezafectate de iaurturi, acesta avusese o mic\u0103 fabric\u0103 de br\u00e2nz\u0103 feta care se lupta la punctul de break even, nefiind \u00eenc\u0103 profitabil\u0103. Hamdi Ulukaya emigrase \u00een Statele Unite \u00een 1994 \u015fi cump\u0103rase fabrica de feta \u00een 2002. \u00cen 2005, la momentul cump\u0103r\u0103rii fabricii de iaurt vechi de 90 de ani, fabrica de feta avea sub 40 de angaja\u0163i \u015fi v\u00e2nz\u0103ri de sub 2 milioane de USD.<\/p>\n
\n4. \u00cen ciuda pie\u0163ei foarte mature, cu obiceiuri \u00eenr\u0103d\u0103cinate (americanii consum\u00e2nd numai iaurturi dulci \u015fi colorate), Chobani a ap\u0103rut pe pia\u0163\u0103 \u00een mod con\u015ftient la momentul potrivit, pe valul curentului \u201cm\u0103n\u00e2nc\u0103 s\u0103n\u0103tos\u201d.<\/p>\n
\n5. Ulukaya \u015fi-a asumat riscuri mari pentru a cre\u015fte repede, nel\u0103s\u00e2nd timp concuren\u0163ei s\u0103 reac\u0163ioneze. La momentul \u00een care vindea 100.000 de iaurturi pe s\u0103pt\u0103m\u00e2n\u0103, a luat decizia s\u0103 creasc\u0103 de 4 ori produc\u0163ia. O astfel de decizie de business, dac\u0103 nu anticipeaz\u0103 corect cererea, poate u\u015for s\u0103 falimenteze afacerea.<\/p>\n
\n6. \u00cen ciuda succesului rapid, riscurile pentru afacerea Chobani nu s-au diminuat, din contr\u0103. Ritmul de cre\u015ftere a sc\u0103zut anul trecut, au fost \u015fi probleme cu un lot de iaurt Chobani retras de pe pia\u0163\u0103. De\u015fi, \u00een prim\u0103 instan\u0163\u0103, iaurturile de tip grecesc introduse de concuren\u0163\u0103 nu au fost reu\u015fite, acum sunt mai multe astfel de iaurturi pe pia\u0163\u0103. Dac\u0103, la \u00eenceput, acest tip de iaurt nu avea nici 1% din pia\u0163\u0103, acum reprezint\u0103 50%. Pentru a r\u0103spunde competi\u0163iei intense, Chobani a anun\u0163at diversificarea \u00een segmente diferite, precum deserturi \u015fi ingrediente culinare.<\/p>\n
\n\u015ei, ar mai fi ceva de ad\u0103ugat, pe l\u00e2ng\u0103 mult\u0103 munc\u0103, riscuri asumate \u015fi strategii \u00eendr\u0103zne\u0163e. Ulukaya nu a pornit pur \u015fi simplu la drum \u00een vid: s-a n\u0103scut \u00eentr-o familie cu afaceri \u00een lactate (familia are o ferm\u0103 \u00een Turcia) \u015fi a plecat la drum cu un ajutor de stat rambursabil de 1 milion de USD, sub forma unui credit \u00een condi\u0163ii avantajoase acordat de agen\u0163ia federal\u0103 Small Business Administration, care acord\u0103 anual miliarde de USD \u00een ajutoare antreprenorilor afla\u0163i la \u00eenceput de drum.
\n <\/p>\n","protected":false},"excerpt":{"rendered":"
Chobani \u2013 ideea din spatele succesului \u201cpeste noapte\u201d, povestit\u0103 de Mihaela Matei, Supervising Associate EY Rom\u00e2nia. C\u00e2nd cite\u015fti pove\u015ftile de succes ale antreprenorilor, ai impresia c\u0103 reu\u015fita a venit ireal de u\u015for \u015fi c\u0103 o mare parte a ei se datoreaz\u0103 norocului, pentru c\u0103 reu\u015fita iese la suprafa\u0163\u0103, \u00een timp ce e\u015fecurile \u015fi riscurile asumate […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[529],"tags":[10638,81,192,255,235,15014,246,470,280,8161,274,474,85,60,80,86,15141,98,10210,204,19707],"class_list":["post-106891","post","type-post","status-publish","format-standard","hentry","category-opinii","tag-acordare","tag-afaceri","tag-angajati","tag-antreprenori","tag-business","tag-canada","tag-crestere","tag-cumparare","tag-fabrica","tag-iaurt","tag-incepere","tag-industrie","tag-noapte","tag-piata","tag-refuz","tag-reusita","tag-riscuri","tag-romania","tag-succes","tag-tehnologie","tag-timp"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/106891","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=106891"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/106891\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=106891"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=106891"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=106891"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}