{"id":208628,"date":"2022-09-23T09:36:00","date_gmt":"2022-09-23T09:36:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=208628"},"modified":"2022-09-23T09:36:00","modified_gmt":"2022-09-23T09:36:00","slug":"un-nou-lant-de-magazine-vine-in-romania-fondatorul-spune-ca-vrea-sa-deschida-14-magazine-si-sa-devina-lider-de-piata","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=208628","title":{"rendered":"Un nou lan\u0163 de magazine vine \u00een Romania. Fondatorul spune c\u0103 vrea s\u0103 deschid\u0103 14 magazine \u015fi s\u0103 devin\u0103 lider de pia\u0163\u0103"},"content":{"rendered":"

\nLa 24 de ani, \u00een urma unei c\u0103l\u0103torii \u00een State, impresionat de un magazin pentru animale de companie pe care \u00eel vizitase peste ocean, Torsten Toeller \u015fi-a propus s\u0103 lanseze \u015fi \u00een \u0163ara natal\u0103, Germania, un model similar de business. \u015ei, cu toate c\u0103 nimeni nu a crezut \u00een el, afacerea pornit\u0103 cu un singur magazin a ajuns, \u00een trei decenii, cel mai mare juc\u0103tor de pe pia\u0163a european\u0103 de hran\u0103 \u015fi accesorii pentru animale de companie. Acum, antreprenorul a decis s\u0103 mizeze \u015fi pe Rom\u00e2nia. Ce l-a adus aici?<\/strong><\/p>\n

\n\"\"Anul acesta vom crea 100 de joburi noi. Vom deschide 14 magazine. Avem un target clar: s\u0103 fim num\u0103rul unu, lider de pia\u0163\u0103\u201d, a spus Torsten Toeller, fondator \u015fi CEO al Fressnapf, \u00een cadrul unei conferin\u0163e de pres\u0103 organizate recent, la care a venit relaxat, \u00een jean\u015fi rup\u0163i \u015fi cu o atitudine plin\u0103 de umor.<\/p>\n

\nA ales Rom\u00e2nia pentru noua extindere deoarece consider\u0103 c\u0103 e una dintre economiile cu cele mai dinamice cre\u015fteri, av\u00e2nd totodat\u0103 \u015fi exemplul de succes al altor retaileri germani, precum Kaufland, Lidl, dm drogerie markt \u015fi nu numai. \u201eE o chestiune de dimensiune \u015fi scalare.\u201d \u00cen prezent, compania a deschis deja trei magazine \u015fi are \u00een plan s\u0103 ajung\u0103 la num\u0103r total de 14 unit\u0103\u0163i p\u00e2n\u0103 la finele anului, viz\u00e2nd \u00een continuare o cre\u015ftere organic\u0103, cu un num\u0103r anual de 10-15 noi deschideri, pentru ca \u00een final s\u0103 ating\u0103 un num\u0103r de circa 100 de magazine \u00een Rom\u00e2nia. \u015ease din cele 14 unit\u0103\u0163i vor func\u0163iona \u00een cadrul centrelor comerciale administrate de Nhood, \u015fi anume: Drumul Taberei, Centrul Comercial Auchan Berceni \u015fi Pallady, \u00een Bucure\u015fti, Craiovi\u0163a (Craiova), \u015eagului (Timi\u015foara) \u015fi Ploie\u015fti. Urm\u0103toarele dou\u0103 magazine \u00ee\u015fi vor deschide por\u0163ile la Oradea \u015fi Pite\u015fti.<\/p>\n

\nAntreprenorul spune c\u0103, de obicei, investi\u0163ia \u00eentr-un magazin se ridic\u0103 la 400.000-500.000 de euro. Juc\u0103torul a anun\u0163at totodat\u0103, f\u0103r\u0103 a dezv\u0103lui valoarea tranzac\u0163iei, \u015fi preluarea a 11 loca\u0163i SuperZoo (companie cu venituri de aprox. 2,8 mil. lei \u00een 2021, potrivit Mfinan\u0163e.ro), incluz\u00e2nd echipele, p\u00e2n\u0103 la 1 octombrie, \u015fase loca\u0163ii urm\u00e2nd s\u0103 fie renovate, rebranduite \u015fi redeschise ca Fressnapf p\u00e2n\u0103 la aceast\u0103 dat\u0103, iar celelalte, ulterior. Antreprenorul spune c\u0103 nu \u0163inte\u015fte o categorie de clien\u0163i anume, ci se adreseaz\u0103 tuturor.<\/p>\n

\nCe observ\u0103 \u00eens\u0103 e c\u0103 \u00een ceea ce-i prive\u015fte pe clien\u0163ii de v\u00e2rst\u0103 medie \u015fi \u00eenaintat\u0103, ace\u015ftia au tendin\u0163a s\u0103 \u00ee\u015fi fac\u0103 cump\u0103r\u0103turile cu preponderen\u0163\u0103 \u00een magazinele fizice, iar cei mai tineri, online. Dac\u0103 \u00een celelalte \u0163\u0103ri \u00een care Fressnapf e prezent, marja de v\u00e2nz\u0103ri offline vs. online e de circa 85-90% versus 10-15%, \u00een Rom\u00e2nia spune c\u0103 online-ul nu e \u00eenc\u0103 at\u00e2t de dezvoltat, dar se fac investi\u0163ii constante \u00een centrele de distribu\u0163ie, astfel \u00eenc\u00e2t se a\u015fteapt\u0103 la o cot\u0103 similar\u0103, dar mai t\u00e2rziu \u2013 \u00een aproximativ 5 ani.<\/p>\n

\n\u201eLucr\u0103m din greu s\u0103 combin\u0103m canalele offline \u015fi online, iar \u00een final s\u0103 construim un ecosistem \u00een care s\u0103 includem nu doar produse, ci \u015fi servicii, de la \u00eengrijire de zi la dogsitter, frizerie \u015fi a\u015fa mai departe.\u201d Compania a adus \u00een Rom\u00e2nia un portofoliu de 130 de branduri, din care 16 sunt branduri proprii, procentajul de v\u00e2nz\u0103ri fiind de 50-50. \u00cen ceea ce prive\u015fte zona de produc\u0163ie, momentan nu ia \u00een calcul s\u0103 \u00eenceap\u0103 produc\u0163ia proprie, ci prefer\u0103 s\u0103 ajute produc\u0103torii s\u0103 investeasc\u0103 \u00een capacitatea de produc\u0163ie, \u201epentru c\u0103 avem nevoie de o capacitate mai mare\u201d.<\/p>\n

\nBusiness german de inspira\u0163ie american\u0103<\/strong><\/p>\n

\n\u201eAm fondat compania \u00een urm\u0103 cu 32 de ani, dup\u0103 o vizit\u0103 \u00een SUA, unde am vizitat un magazin PetSmart  (cel mai mare juc\u0103tor american de profil – n.red.). Am vrut s\u0103 aduc conceptul \u00een Germania, dar to\u0163i mi-au spus c\u0103 e o idee proast\u0103, c\u0103 nu e nevoie de asta \u00een pia\u0163\u0103, c\u0103 nu voi avea succes\u201d, poveste\u015fte antreprenorul. Asta nu l-a \u0163inut \u00eens\u0103 \u00een loc. \u201eA\u015fa sunt eu. Am \u00eencercat \u00eentotdeauna s\u0103 fiu \u00eempotriva normalului, s\u0103 provoc regulile.\u201d Dup\u0103 c\u00e2teva luni \u00eens\u0103, ajunsese aproape \u00een pragul falimentului. A\u015fa c\u0103 a decis s\u0103 schimbe tactica \u015fi pre\u0163urile, a \u00eenceput un marketing agresiv \u015fi a\u015fa a ap\u0103rut ideea francizei (MaxiZoo). P\u00e2n\u0103 \u00een prezent, compania s-a extins \u00een 12 pie\u0163e, func\u0163ion\u00e2nd cu peste 1.700 de magazine. \u00cen casa antreprenorului \u015fi-au g\u0103sit ad\u0103post, printre alte anim\u0103lu\u0163e, \u015fi trei c\u0103\u0163ei abandona\u0163i. \u201eSo\u0163ia mea culege c\u00e2ini ai str\u0103zii. C\u0103 doar a\u015fa m-a g\u0103sit \u015fi pe mine\u201d, glume\u015fte el. Toeller a mai povestit pentru Business MAGAZIN c\u0103, dac\u0103 cel mai mare vis al s\u0103u este ca oamenii \u015fi animalele s\u0103 nu mai moar\u0103 de foame, ca toat\u0103 lumea s\u0103 aib\u0103 ap\u0103 \u015fi m\u00e2ncare bun\u0103 \u015fi suficient\u0103, un vis antreprenorial nu a existat, \u201enu am avut un target general\u201d. \u015ei asta pentru c\u0103, dac\u0103 \u015fi-ar fi propus, de exemplu, s\u0103 ajung\u0103 la 1.000 de magazine sau la venituri de 1 miliard de euro, c\u00e2nd ar fi atins \u0163inta, visul ar fi luat sf\u00e2r\u015fit. A\u015fa c\u0103 \u015fi-a setat ca obiectiv dezvoltarea continu\u0103, dintr-un magazin \u00eentr-o companie omnichannel, dintr-o companie omnichannel \u00eentr-un ecosistem. \u00ce\u015fi dore\u015fte, \u00een continuare, o cre\u015ftere sustenabil\u0103 \u015fi \u00een urm\u0103torii 10-15 ani. \u201e\u00cemi doresc s\u0103 creez aceast\u0103 transformare, s\u0103 creez un ecosistem \u015fi un loc de munc\u0103 ideal pentru 16.000 de oameni. Nu o s\u0103 m\u0103 opresc niciodat\u0103 din munc\u0103, nu o s\u0103 m\u0103 opresc niciodat\u0103 din a fi antreprenor. Nu iau \u00een calcul v\u00e2nzarea companiei. Am o echip\u0103 de management puternic\u0103, pot s\u0103 le acord mai mult\u0103 responsabilitate \u015fi s\u0103 creez un ecosistem de o complexiate maxim\u0103. Dac\u0103 vrei s\u0103 manageriezi complexitate, trebuie s\u0103 o transformi \u00een simplitate, iar simplitatea e s\u0103 le oferi oamenilor mai mult\u0103 responsabilitate. Ajut\u0103-i s\u0103 evolueze, ofer\u0103-le ni\u015fte responsabilitate.\u201d<\/p>\n

\n\"\"<\/p>\n

\n
\n\u201eLife is work\u201d<\/strong><\/p>\n

\nImplicarea antreprenorului \u00een companie nu se limiteaz\u0103 la zilele de lucru. \u201eDe obicei m\u0103 trezesc la 6:30, fac sport \u015fi la 9-9:30 sunt la birou. Lunea \u015fi mar\u0163ea am \u015fedin\u0163ele de management, miercurea \u015fi joia merg \u00een magazine sau la alte \u00eent\u00e2lniri. Dup\u0103 pandemie c\u0103l\u0103toresc mai mult \u00een \u0163\u0103rile \u00een care suntem prezen\u0163i. Acum am o gr\u0103mad\u0103 de conferin\u0163e, expozi\u0163ii. Iar s\u00e2mb\u0103ta \u015fi duminica m\u0103 ocup de e-mailuri\u201d, \u00ee\u015fi descrie Toeller rutina s\u0103pt\u0103m\u00e2nal\u0103. Lucreaz\u0103 \u015fi \u00een weekenduri pentru c\u0103 nu crede \u00een work-life-balance, \u015fi asta pentru c\u0103, spune el, munca e mare parte din via\u0163a noastr\u0103. \u201eNu po\u0163i s\u0103 tr\u0103ie\u015fti o via\u0163\u0103 30% \u015fi o alt\u0103 via\u0163\u0103 70%. Via\u0163a e munc\u0103 \u015fi ar trebui s\u0103 \u00ee\u0163i aduc\u0103 satisfac\u0163ie, s\u0103 fii pasionat de ce faci, cum e \u015fi cazul meu.\u201d<\/p>\n

\n <\/p>\n

\n \"\"Pandemia, cu bune \u015fi cu rele<\/strong><\/p>\n

\nPandemia spune c\u0103 a adus, \u00een primul r\u00e2nd, mult\u0103 incertitudine, \u201enu \u015ftiam ce se \u00eent\u00e2mpl\u0103, nimeni nu \u015ftia, era o situa\u0163ie nou\u0103. Nu \u015ftiam dac\u0103 vom putea deschide sau nu magazinele, a\u015fa c\u0103 am contactat mini\u015ftrii, pre\u015fedin\u0163ii (din \u0163\u0103rile \u00een care compania e prezent\u0103 \u2013 n. red.) pentru a discuta. Dac\u0103 am fi \u00eenchis, lumea nu \u015fi-ar fi putut hr\u0103ni animalele, a\u015fa c\u0103 am putut s\u0103 ne continu\u0103m activitatea. A fost greu s\u0103 manageriezi \u00een timpul pandemiei. Iar pentru centrele de distribu\u0163ie a fost \u015fi mai greu.\u201d \u00cen ciuda provoc\u0103rilor \u00eent\u00e2mpinate, v\u00e2nz\u0103rile au mers bine, \u015fi asta pentru c\u0103 oamenii nu puteau c\u0103l\u0103tori, lucrau de acas\u0103, nu mergeau la restaurante, a\u015fa c\u0103 aveau mai mul\u0163i bani de cheltuit, plus c\u0103 s-a \u00eenregistrat \u201eun mic boom\u201d \u015fi \u00een adop\u0163ii. Acum, lu\u00e2nd \u00een considerare sprintul pre\u0163urilor, e de p\u0103rere c\u0103 salariile ar trebui, la r\u00e2ndul lor, s\u0103 creasc\u0103. \u201eDe\u015fi nu e cazul tuturor, ne pare r\u0103u s\u0103 vedem c\u0103 unii proprietari de animale trec prin vremuri grele, nu mai au bani s\u0103 \u00ee\u015fi hr\u0103neasc\u0103 animalele, a\u015fa c\u0103 am schimbat strategia, am decis s\u0103 intr\u0103m mai agresiv pe linia de produse accesibile, de promo\u0163ii, pentru a-i sprijini. Avem \u015fi o gam\u0103 de discount. E un lucru important \u00een Rom\u00e2nia, unde oamenii nu c\u00e2\u015ftig\u0103 at\u00e2t de mult.\u201d<\/p>\n

\n <\/p>\n

\nBusinessul din gre\u015feli se-nva\u0163\u0103<\/strong><\/p>\n

\nPrivind \u00eenapoi la \u00eentregul parcurs antreprenorial, Toeller spune c\u0103 dou\u0103 dintre cele mai mari gre\u015feli pe care le-a f\u0103cut sunt, ambele, legate de online. \u201eAm ars c\u00e2teva milioane intr\u00e2nd prea repede pe online, c\u00e2nd online-ul nu era cunoscut suficient, \u00eencrederea oamenilor nu era \u00eenc\u0103 la nivelul potrivit.\u201d A luat apoi o pauz\u0103, timp \u00een care s-a focusat pe extinderea magazinelor fizice. \u201e\u015ei m-am \u00eentors dup\u0103 c\u00e2\u0163iva ani, dar prea t\u00e2rziu.\u201d L-am \u00eentrebat dac\u0103 a avut \u015fi un lider care i-a servit drept model. F\u0103r\u0103 ezitare, l-a men\u0163ionat pe G\u00f6tz Werner, fondatorul lan\u0163ului german dm drogerie markt. \u201e\u00cemi era prieten, a murit acum c\u00e2teva luni, iar fiul s\u0103u a preluat compania. E din alt\u0103 categorie, dar e un model minunat. \u015etiu s\u0103 \u00ee\u015fi trateze oamenii, \u015ftiu care e viziunea lor, ce valori au. Asta \u00eenseamn\u0103 un model bun.\u201d<\/p>\n

\nSfatul s\u0103u pentru al\u0163i antreprenori? \u201eNu te lua prea \u00een serios, angajeaz\u0103 oameni potrivi\u0163i, ajut\u0103-i s\u0103-\u015fi ating\u0103 \u00eentregul poten\u0163ial \u015fi ofer\u0103-le responsabilitate.\u201d O mul\u0163ime de start-up-uri, de antreprenori tineri nu cresc echipe, nu angajeaz\u0103 oameni care s\u0103 fie m\u0103car la fel de buni ca ei, fac micromanagement, cred c\u0103 trebuie s\u0103 fac\u0103 ei totul, s\u0103 se implice \u00een tot \u015fi c\u0103 \u015ftiu totul mai bine, dar asta nu e adev\u0103rat, e de p\u0103rere fondatorul. \u00cen final recomand\u0103 \u015fi o carte: \u201eThe big five for life (John Strelecky).\ueb54<\/p>\n

\n <\/p>\n

\n <\/p>\n

\n

\nCV de miliardar<\/span><\/strong><\/span><\/p>\n<\/div>\n

\nTorsten Toeller, 56 de ani<\/strong><\/p>\n

\n\u25ba<\/span> S-a n\u0103scut \u00een K\u00f6ln \u015fi, dup\u0103 ce a terminat liceul, a studiat administrarea afacerilor \u015fi s-a format ca agent de v\u00e2nz\u0103ri;<\/p>\n

\n\u25ba<\/span> A intrat \u00een antreprenoriat la 24 de ani, c\u00e2nd a pornit Fressnapf;<\/p>\n

\n\u25ba<\/span>Are trei c\u0103\u0163ei adopta\u0163i;<\/p>\n

\n\u25ba<\/span> \u00cempreun\u0103 cu familia sa investe\u015fte \u00een capital de risc \u015fi fonduri de capital privat.<\/p>\n

\n\u25ba <\/span>\u00cen 2014 a \u00eenfiin\u0163at GENUI Partners, \u201eun tip oarecum diferit de companie de private equity”, prin care antreprenori \u015fi al\u0163i oameni de succes din lumea capitalului privat ajut\u0103 companiile din regiunea DACH (Germania, Austria, Elve\u0163ia) s\u0103 creasc\u0103 profitabil;<\/p>\n

\n\u25ba<\/span> Potrivit Forbes World’s Billionaires List, are o avere de 2,1 miliarde de dolari.<\/p>\n","protected":false},"excerpt":{"rendered":"

La 24 de ani, \u00een urma unei c\u0103l\u0103torii \u00een State, impresionat de un magazin pentru animale de companie pe care \u00eel vizitase peste ocean, Torsten Toeller \u015fi-a propus s\u0103 lanseze \u015fi \u00een \u0163ara natal\u0103, Germania, un model similar de business. \u015ei, cu toate c\u0103 nimeni nu a crezut \u00een el, afacerea pornit\u0103 cu un singur […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[511,7211,512],"tags":[255,401,52718,8301,7606,52717],"class_list":["post-208628","post","type-post","status-publish","format-standard","hentry","category-afaceri","category-comert","category-revista-bm","tag-antreprenori","tag-antreprenoriat","tag-hrana-si-accesorii-pentru-animale-de-companie","tag-magazin","tag-munca","tag-torsten-toeller"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/208628","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=208628"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/208628\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=208628"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=208628"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=208628"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}