Dyomin Evgeny

Dyomin Evgeny

Biography

Evgeny Dyomin was born on July 31, 1977 in Sochi.

Finished SGUTIKD (Sochi State University of tourism and resort business).

Since 1999 lives and works in Moscow.

Since 2000 CEO and co-owner of Splat company.

2002: Toothpaste start

In 2002 the head of the company Evgeny Dyomin decided that business of distribution of cosmetics has no perspectives, it is necessary to pass to production. During team "brainstorming" the idea to produce toothpaste was born is a product of mass demand with which it is possible to try to make something interesting.

Specialists developed four basic compoundings for Dyomin. He acquired the rights to the name SPLAT, organized production in the same place where dietary supplements were produced. And once refused all distribution contracts. Turnover of the company fell seven times at once. But current costs did not decrease, they "hung" on one brand — the SPLAT dietary supplements which still somehow were on sale, and toothpaste which was not on sale in general.

"I had to consider literally each kopek. Reached that houses for failure to pay switched-off phone and light. The family "dismantling" threatening to turn back a divorce began. The situation was close to collapse" — so the CEO of SPLAT company Evgeny Dyomin remembers time when he tried to untwist the brand.

"Drugstores and shops just refused to take paste — Dyomin tells. — The market did not understand why the goods twice more expensively than famous brands are necessary. And we thought that if we have a cool product, we surely will sell it, and did not limit technologists in selection of components. Reduce the price, having reviewed a compounding? But then we could not say that we do something special and effective. Will return to former suppliers or to find new? Such option was not considered at all. When the whole year you convince people that we need the products, and then at once you refuse the stranger — it is like you burn all the boats".

The change happened in the winter of 2005.

"First, obstinacy — Dyomin told about success reasons. — How it is possible to tell "everything, we give up" while hands are, legs go, the head works? When everything was heavy, me, of course, visited sad thoughts. But to put claws and to recognize what lost? Same shame. And then, even if what conceived will not turn out — there will be a head on shoulders, reliable people nearby and the positive relation to life. Let's begin something else. Secondly, we believed that we really made a good product. In the company there was the "charged" situation, people worked days and nights. It now what we endured seems a little frightening, and then we had nothing to lose. And in case of success we would receive … that we received. Perhaps, it is only my experience, but it seems to me — to understand themselves, to find new forces and to reach new level, it is useful to visit a critical situation"^[1].

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