
I love stories, and life has given me plenty to tell. It has long been my plan to put them down on paper. My path has taken me through 15 years of entrepreneurship, travelling, and finally, immigrating. I found myself again in a new place as an employed software engineer, and now, five years onwards, I am transitioning back to independence.

I was born in soviet Moscow and went to school in a new, unknown country that had yet to define itself. I belong to the single, non-indoctrinated generation of Russians around: we were taught that anything was possible and that our only limits were those we set for ourselves. This played some bad jokes on me: Once my childhood was over, the country decided to make another turn, this time back to authoritarianism, and together with its people, happily embraced the old and familiar soviet dogmas.

So, a year after graduating high school, I jumped on the website development bandwagon that has carried me for the last 20 years.

My experience was not purely virtual: my severe first \[ad]venture was an e-commerce website that sold shoes and accessories (my friend brought the idea, not a passion for shoes!). The next one was even more grounded: a chain of gadget repair stores. The third I would call 'Chinese adventures', as I was involved in trading activities for many small-scale entrepreneurs like me in China. These adventures, spanning from 2000 to 2014, were thrilling but ended abruptly as Russia took a turn I couldn't follow.

That time, my country decided to be, once again, the bad guy and no one asked me if I wanted to participate, so I quit.

The word 'quit' is nice and short! Applying it to reality was a grilling experience. It took me several attempts and struggles to acquire a new true home: Israel. Most of my current stories are related to this land and its people.

I'm practical, so I write about entrepreneurship, technology, business, and ideas in general. I have never been short of ideas, and I believe in the power of sharing them to make the ideas a part of reality, to let them sprout and witness the fruits.

To set the record straight, I am a Christian, so my viewpoint is not so common in Israel or the world of tech. This lens offers a distinctive angle to my experiences and reflections.


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Immigrant, Enterpreneur, Husband, Father and Son

Rodion Kuprin


A few years into my freelance career, I helped many of my friends establish their online presence, but I had a dream about having a business of my own. The ideas were popping up daily, but being a one-man-show operation, I could not produce anything beyond a modest website where I offered my services. I desperately needed someone who could take the 'offline' part of the business upon his shoulders and let me deal with the things I knew how to handle.

So, I talked to my friends, primarily classmates, and tried to spark some desire for entrepreneurship in them. One of my close friends appeared to be willing to try something out. He was always an outside-of-the-box thinker and exercised remarkable ethical flexibility combined with the circumspection of a small field animal. We were friends from my early school years: me, a computer nerd with the confidence of a hamster, and he, someone equally certain about himself but more like a rat.

At the time, he was much into partying and getting nice outfits to impress his night-time acquaintances. Getting those outfits was practically impossible with our income, so he discovered places in Moscow where you could get some affordable knock-off variations of what he wanted for a dime a pair.

The place that he discovered was not something secret. It was a variation of a flea market, a phenomenon that deserves its own tale. It appeared that most fancy-looking Moscow dwellers were getting their outfits not on the high streets but on the outskirts, where I discovered a whole new world.

So, his idea was to establish an e-shop where people like him could fulfil their dreams. I had many doubts. On the one hand, I understood that we would sell pirated stuff; on the other, I did not understand how something that ugly and boastful could be sold for money. He convinced me that people who purchase this stuff know it's fake, as he and his night-time friends do, and that plenty of people like them would die for a shirt or jeans with some known label. In the end, he concluded that we were, essentially, providing some kind of delivery service: sourcing items in one of those bazaars and selling them to people around the country.

Reluctantly, I agreed. I understood that it put me in some place I'd never wanted to be, but my part was quite simple, and I knew the craft: making a website and working on the SEO. I remember being perplexed by how practically no one else saw this moral shortcoming of mine!

Something new was that we had to take pictures of the stock. That's how I managed to see how those flea markets operate and to know people there. With my eye getting used to the items we were selling, I started to see them everywhere: in the malls and boutiques of that era. I discovered that most of the expensive brand items sold in Moscow during that period appeared fake and differed only in price, reaching exuberant numbers in the premium malls and high streets.

I think it was around 2006, a year after we established the venture, our website finally picked up, and we started to receive around 5-6 daily orders instead of 1 or 2. Later, we grew a little more, but not a lot. It was something wonderful! People from all around the vast country ordered shoes, trousers and shirts. We appeared to be one of the first e-shops in Russia specialising in something that requires fitting and is not easy to sell as, say, electronics or household items.

Around half of the sales we generated were sent out to some distant places, and another half was delivered locally. The process was like this: my partner went to the bazaar every morning to get the items ordered yesterday. He was coming with our deliveryman, an older acquaintance of ours. They picked up the boxes and worked out the day's itinerary.

That was the time when money was easy, and a bit more persistence on my side could've put us on top of the e-commerce food chain. Just a few years later, our competitors removed the initial portfolio of forged shoes and jeans and became prominent players on the national e-commerce stage.

But this e-shop was bound to die and not thrive, though: being an unwanted child, a project that I felt ashamed for, I never paid much attention to its well-being and management. At some point, we focused too much on one particular supplier: someone reasonable, having many items in stock and not willing to let many other e-shops into his warehouse (at some point, it became a thing, and many youngsters were doing the same: taking pictures and selling it online).

The supplier we focused on was a family business: two Azerbaijani brothers were working together, one in Moscow dealing with sales, and another one spending more time in Turkey looking for new things. We both quickly realised that we could work together and formed an alliance: our deliverymen were trusted to take as much as they needed from their stock and return the items that were not sold routinely. Money changed hands a few times per month, so it was a big step forward compared to how we started: my partner used to spend days on the bazaar dealing with individual sales and returns.

The website we had at the time was generating around 2000 users per day, an impressive number in 2007 or 2008. We should've invested more time into it and extended our portfolio, but we focused on the things generating most of the sales, rarely experimenting with new products. We overlooked the risk of relying on something we don't control: the Azerbaijani brothers.

Around 2011, Moscow looked very different from just five years prior. It overcame the disfigured and wretched signs of the 'damned nineties', the time of poverty and lawlessness, and grew to appreciate both its Soviet and imperial heritage. Disorderly rag fairs, kiosks and chaotically placed ads were all bound to be wiped out from the city streets. Moscow government decided to crack down on visual clutter and our bazaar - being located in one of the central areas was the first to go.

The bazaars always were areas of lawlessness, and by the end of the decade, they became isolated fiefdoms with their own security forces, laws and hierarchy. Each of them had some distinct ethnicity in charge: ours had Azerbaijans, others were run by Vietnamese and Chinese, and Mountain Jews ran the biggest one. Bazaars were not only places of trade but also places to live! Each of them had a different set of customs and cultural imprints. 'Ours' featured many Turkish restaurants, some financial services to aid international trade, and many small shady offices providing local book-cooking. The Chinese bazaar was much bigger and featured a full-blown Chinatown under the roof of their vast market on its last floor, where the ceiling was low and no customers were around.

So, when Moscow finally decided to eliminate this cancer of chaotic trade, they had to deal with very well-established groups with one foot in the city and another in the federal government. Each group fought fiercely for its survival and prosperity, as every player eliminated provided additional growth to the bazaars left.

The Azerbaijani bazaar was in a bad state: being the smallest and close to the central areas provided enough incentive for the government to deal with it swiftly. So, one day, our brothers received a message that they had 12 hours to evacuate their stock and be gone. They were cautious people and followed the instructions: packed as much as they could handle and left.

For several days afterwards, they were not answering the phone, but that was not needed to know what happened: it was in the national news that the bazaar got demolished the next day, and a park promised to be constructed in its place.

We lost our main supplier and tried to figure out what to do, but it was late: the crackdown spread rumours to the other bazaars that promptly closed their doors and made to compromise with the government. For the next three months, very little trade was made, and we lost our customers (we had many regular customers). By then, we had other business running, and we sold the remnants of our online property to someone willing to invest his energy in finding new sources.

Once I got rid of all relations to that e-shop, I felt much better and never regretted the loss. The five years of dealing with the shoes, jeans, belts and shirts left me with a big bag of man's underwear of one particular type and a lesson: never to engage in something you don't feel like doing. The underwear bag diminished slowly but steadily. I think it took me around 5 to 7 years to utilise it according to its intended purpose. That was the first thing I actually wore that was available on our website. I felt kind of obligated to pay my tribute to all the good and bad that happened to us during our bazaar career. When I got rid of the last briefs, I felt a little nostalgic but happy: the quest was over.


Years active: 2005 - 2011. Role description: Co-founder of an innovative e-commerce venture specialising in fashion retail.

Part 2: Knock-off shoe website CTO


The person developing the websites was called a webmaster back around Y2K (two fossils).

So, that was around 2002 when I sold my first website. The website, created in a vibrant eggplant colour that seemed cool at the time, was a clunky masterpiece of table-based design. It was really ugly, of course! A person who paid for that high-tech marvel wanted several pages online with some industrial item listings. Also, there was a form to fill in card details directly alongside a message containing the purchase details. The card processing was not implemented.

I received $130 in cash. We met somewhere deep down the Moscow metro and shook hands after I delivered the website on the CD-R (third fossil!)

I had hundreds of similar interactions in the years to come: static HTML was replaced with Mambo, Joomla and then, finally, WordPress CMS. My web development skills were soon combined with PPC (pay-per-click, essentially, Google Ads) and SEO (search engine optimisation) knowledge that I put to work to benefit all kinds of small business owners. I helped sell plastic windows, dog kennels, air conditioners, forge work, and various services.

### No upfront money

Most, if not all, interactions were personal: we met with the business owner in a coffee shop and discussed his needs. Some months later, we had a website running. I remember not taking any upfront payment, as I thought that it was a sign of distrust on my side: as we sat in the coffee shop, I saw the drastic difference between the gentleman sitting opposite and me: usually, he was 'an established' middle-aged man wearing a leather jacket with a car parked just outside, and I was a 19-year-old student with a discounted metro monthly pass.

Most of the time, this approach worked well, but sometimes it didn't. Once, I built a website for an exceptionally 'successful' man: he sold plastic windows, the plague of any modern post-soviet city. When the project was delivered, he paid me a small amount, and we agreed that he would pay the rest in the form of commission when the SEO and PPC were up and running, and he would start to bill customers.

We were partners! So I tried my best to deliver as many clicks to his website as possible, and about a month later, I heard him for the last time: he was happy, and we scheduled to meet in a few weeks. He promised to pay a hefty commission, an amount beyond my comprehension.

Of course, he disappeared. Sometime later, I received a call from Moscow police: they were inquiring about my 'partner' and said that he had never installed a single window but had taken the money upfront and ran. The story ended much better for me than it could have been: the police inspector on the line understood that I was one of the fools he took for a ride, not a mastermind of the operation.

### My business machine

Every week or so, I received a new call from someone who needed a website. That was a self-perpetuating process: my previous clients recommended me to their friends. It appeared that it was as much a blessing as a curse: most of my clients were very much alike, some individuals with a small business looking to build websites cheap and fast.

I have never been able to navigate out of that crowd, and even though it has given me some bread and butter through the next decade, I could not establish any real business out of that.

As I see it now, I should've been much less shy with my rates and conditions, but I am who I am, and at least it was a fun time!

### Moscow in 2000's

To put you into the context, the early two-thousands in Moscow were great years. The economy was booming; Western investors were eager to participate in the miracle yet to happen and streamed into the country. Every day some new international company's branch opened up its doors.

Shabby Soviet-made Ladas gave way to a myriad of cars from abroad. The streets became brighter with the neon of the coffee shops and restaurants popping up here and there.

I felt some pride in witnessing the transformation of the Soviet Capital to a world-class metropolitan city on par with London and New York (that was what we felt. Just a handful of people I knew back then had been there).

### Petty 'businessman'

No, this is not me at the time. That is a generalised character of my story, my client!

First of all, it was 'he'. I had some female clients as well, but those few were outliers. Next came a few distinct features: this man dealt with cash and was always looking for some venture. As I wrote it, it started to sound like me, so be it!

I guess the only distinction between me and the hero of this anecdote is my lack of greed. This is something I am not able to adopt to this day.

Most of this man's deals fell into the grey area, not explicitly illegal but skirting the boundaries of the law. Some taxes were not paid, and some people were hired under the table. Servicing them meant for me to become one of them, a prospect I loathed. Restlessness consumed me, and I yearned to escape this mire.

Much later, I understood that we all were bound to follow customs more than the law, as it being constructed for large businesses had many holes and gaps for us, the smallest fish in the pond. We were left to mingle between ourselves and fight for the remnants of the feast of the bigger animals.

Here's one story from that period that I think is valuable as a picture of how things were done at the time: [Honeyman](https://rodion.io/blog/honeyman)


Years active: 2002 - 2007. Role description: Freelance web development and SEO consulting

Web Development

Part 2: Knock-off shoe website CTO

Part 1: A 19-year-old webmaster