New repatriates and their business in Israel

Kate Rosener had to no avail to visit dozens of interviews, to establish Travel-Service Localeyes.tlv, to roam, cry because of the broken orders and the fact that the family end money before finding themselves in Israel. "I came here in the crown," Katya smiles. In Russia, she never had to look for work, she studied for grants in the UK and the United States and was confident in her demand anywhere. In 2012, Rosenyer with her husband and child moved to Israel and found that neither diplomas nor the previous achievements were needed here.

Rosenyer created the Minimum Viable Communications communication agency and helps the Israeli startups to talk about their product: to make presentations for investors and customers, build strategies of domestic and external communications, etc. Work on yourself - almost the only way to build a career in Israel for such, how is she.

At the beginning of the path that Rosener has already passed, today there are many new repatriates from Russia and other CIS countries. The number of Russian-speaking immigrants, according to the Ministry of Aliya and Absorption, is growing in Israel. If 7,000 people arrived from the CIS countries in 2011-2013, that is, 38-39% of the total number of repatriates, then in the 2014-M - 11 860 (44.5%). For the first nine months of 2016, Aliya made 10,597 carriers of the Russian language, and these are more than half of all the promised people who returned to Earth.

But even not the amount is important - it is still not close to 1.4 million people who came from the former USSR during Big Aliah 90s, and the quality of visitors. Among them are many people with higher education and entrepreneurial ambitions. "Most of the arrivals now lived in the country of Exodus very well: built a career, wrote books, made a business, they traveled a lot, they saw a lot," says the chunky.ru of Alina Rebel. - Therefore, emigration, on the one hand, did not seem to be desperately scary with them: between here and there are only four and a half hours, and not an endless journey on the ship or the first in life a trip abroad. On the other hand, if a person has no prospects or hope, it's not so scary to leave. And when you still had a position in society, a good income and a completely arranged life, the collapse of this everything is experiencing much harder. "

New Alia is called differently: Putin, cheese, Aliya businessmen. "The Secret" met with those who decided to open a business in Israel after moving and got, of course, not to hell, but certainly in purm.

YOFFI: Flight from Russia and big ambitions

If Alya has the last wave and there is a point in which social connections are converged, then this is Arkady Mayofis. The former owner of the Tomsk TV company TV-2 advises everyone who I ask to help with the search for heroes. Mayofis is joking that he acts as a recognized Israeli expert on many topics - from the fight against the bloody regime to dates. It is invited to business forums, he is interviewed, it is sent to him to consult all beginners of Russian-speaking businessmen in Israel. There is so much Haip around him that I involuntarily imagined a person who was completely satisfied with the new life, started in 53 in another country.

Real Arkady Mayofis meets me in his office on a business street in the small town of Herzlya: several rooms in a glass business center. He says quietly and restrained and seems tired. Real mayofis did not choose his new life.

Elizabeth and Arkady Mayofis

On February 8, 2015, he sat on the plane and flew to the family to Israel. Do not bother, as usual, and forever. The next day, the TV-2 channel turned off cable broadcasting, he did not have the ether from the beginning of the year. According to Mayofis, the attack was led by the special services and various federal structures dissatisfied with the editorial policy of TV-2. In Tomsk, rumors were rumored that a criminal case could be initiated against Mayofis, "so that it was no strong." "Since I have already selected everything, and the family lived here, I decided not to risk," he recalls. In Russia, he had 23 figurines of Tefi television award.

After a few years of struggle for the TV channel failed: "I needed to address the issue of existence." There were no sources of income, but the accumulated money is a big family - Majofis has a wife and four young children (the eldest daughter provides themselves on their own) - it would only be enough for several months. With the illusions about his demand, he did not experience - who needs a person without knowledge of Hebrew and Israeli realities, with a small experience of work on work, and besides the media manager? Again, engaged in journalism was stupid - to make a profitable Russian-speaking media in Israel is almost impossible, the audience is tiny.

But in Israel, there were practically no edible souvenirs - mayofis, perhaps I would never think about such a Nishev product, but one friend advised his family to do such a production. The name suggested the wife: YOFFI, - "Beauty" in Hebrew and part of the name of Mayofisov.

Arkady tells that he was visited by the same feeling as before the start of the television company in 1990, the feeling of the opportunities discussed. Creating a family business on Earth ancestors He took as a mission. In 1941, his grandfather who lived in Riga, the Bolsheviks selected their own business - the sale of the Ferns. The family was referenced in the Tomsk region. "The paradox of our Jewish life lies in the fact that the link saved the family: a week after they were taken to Siberia, the Germans came to Riga and shot almost all the remaining Jews," says Mayofis. He thought to honor the memory of his grandfather and buy a house on Dzirnavu Street, where his family had ever lived, but decided that his own business in Israel was better option. The idea with the purchase of the house postponed the future.

Come and say: "Hello!" We are told: "Goodbye!". The next day, we again: "Hello!" And so, until we say: "Come in!"

For the start, the eldest daughter of Elizabeth sold an apartment in Moscow, Mayofis himself got rid of two unfinished one-bedroom apartments in Tomsk and lent money from friends: everything turned out about 1.5 million shekels (about 25.4 million rubles). The daughter with her husband moved to Israel with her husband, found through familiar designer and CEO and the two wives of Arkady - the current and former. The next few months came the endless polylog - in WhatsApp, Viber, Skype and other messengers. Mayofis has discussed which products can be the personification of Israel and what manufacturer to get them.

Four months later, the first batch appeared: honey, herbal teas, cobr (fruits of the hodgepiece), Tyn and other products in beautiful packages, all kosher. Packaging - almost the main overall yoffi, it makes ordinary products with goods that can be used as a gift. Watch and glue stickers for goods People with disabilities. "See, it's passed by hand," MayOffis shows a label of one of the jars, which are littered with a large table for meetings. - Here it is a little shifted. I was at first outraged, somehow not premium, everything should be exactly. I was told: "You are a fool, it's your power, you give the work of disabled. The value of the product is only increasing" ".

Niche seemed empty, but the rush around the neat jams YOFFI did not arise. The team tried to negotiate with partners for a long time and changed their idea of \u200b\u200bthe market several times: first thought that we had to count on tourists, then realized that the gifts market were more. Finally decided that it was necessary to win the entire market for Israeli premium food products. In addition, it turned out that the product can be in demand in Jewish communities around the world.

Today, products can be found at 50 points throughout Israel, including in Duty Free at Tel Aviv airports and Eilat. "How did they appear? Legs. That is, we come and say: "Hello!" We are told: "Goodbye!" The next day we say again: "Hello!" And so while we will not say: "Come!", "Mayofis explains. YOFFI also supplies gifts to parliament, government agencies and universities - all these sales points appeared through personal connections and acquaintances. Recently, the company received FDA - a document giving the right to trade in the United States - and opened the warehouse in California.

Tel Aviv is the center of business life of Israel, but many Russian repatriates can afford to live only in suburbs

Upon arrival in Israel, Mayofis knew only a couple of people, now he has several hundred familiar, some of which helped with the development of the brand. Now, he says, from building a reputation of the company, it is urgently to move to earnings: "We recently had an American order when we put 50,000 jars. We need such orders every day. " Mayofis plans sound ambitious: he says he wants to become the biggest company in the Israeli market in his niche, and not only in Israel. And adds: "Otherwise we do not survive."

As long as the company does not bring profit and did not reach the zero, the monthly turnover is about 200,000 shekels (3.4 million rubles). The quiet life mayorofis is waiting after two or three years, and now he says that every day is like in battle. However, this does not particularly scare him: "I'm again, like the last 25 years of my life, I go to work with pleasure, they are surrounded by people I love, we make goods for which is not ashamed. And the money will come where they will go. "

Mayofis started a business in the 90s, so he knows how to build complex schemes. In Tomsk in the 90s, he paid taxes as follows: TV-2 channel posted advertising the production of boots and received payment by boots. They were changed on skis, skiing - on transistors, and transistors gave energy stakes who took them in the account of taxes. Every day, mayofis as if he started from scratch and believed that he had an iron nerve system. Now he says: "Arriving here, I realized that I, of course, Iron. Was. 25 years ago. The repetition of this volatility, when you have been given for 54 years, somehow it is difficult to give. "

After a short pause, he again cheers. Firstly, he has a strong motivation - victory is needed not only to the family, but also those who stayed in Tomsk so that they see: it is not broken by circumstances. Secondly, if they lie, then something will happen. Third, if he surrenders to whom will the whole Russian-speaking alia of active?

"Babel": Putin Aliya and Russian-speaking market

Alia Actors - the concept of the writer Linor Mountains. She described new Russian-speaking repatriates as follows: "They do not expect mercies from nature and do not rely on the case and the state, and they themselves find a place and the case in a new country." Under this motto on the site about the Jewish literature and culture of Booknik.ru, there is an interview that they take the owners of the Babel bookstore Elena Tsagadinov and Yevgeny Kogan.

Babel is a tiny two-storey store with Russian-speaking books, which is located near Allenby, one of Tel Aviv's main streets. At the same time, no more than 50 people can be in the shop, but he has already deserved the love of the diaspora - thanks to the lectures and performances of poets, writers and other Russian-speaking guests who collect the public.

Elena Tsagadinova and Evgeny Kogan

In Russia, Tsagadinova and Kogan worked for journalists. In Israel, they are representatives of Putin Alia. As arguments in favor of departure, they list "Bolotnaya case", the accession of the Crimea to Russia, the murder of Boris Nemtsov, an encouraged by the state Stalinization. Actually, the documents at the Israeli Embassy were brought in May 2015, after the victory day was discovered during folk guilds municipal shopping points, selling icons, calendars, t-shirts and plates with Stalin. After four months, they flew to Ben-Gurion airport and received Israeli passports.

"All people associated with the culture, it seems to us, want to open their book," Tsagadinova laughs, when I ask why they took this business. "Everything was in a strict mystery, but when two months before departure remained, we rested with friends in France and decided that you could already tell. My friend listened and says: "I see, Zhenya, you didn't earn, and you are not going to", "the Kogan notices sarcastically.

Correspondence with the Ministry of Aliya and absorptions they began from Russia. Officers willingly explained the subtleties of the opening of their case, helped to draw up a business plan (however, he was too rainbow) and recorded future entrepreneurs for a free consultation. In general, they had four hours of consultation before the opening of the business and 15 hours after, but the answers to all questions managed to get in 20 minutes. "Then begins:" And now let's talk, as you take a preferential loan from the state "" - to contact the loans and buy services from the state in Kogan and Tsagadinova there was no desire. Communication with the ministry helped calm down before the opening of a business in an unknown country, but all the details had to be found in practice.

The first order on the books of the spouses made from Moscow, so there was no time to pull the room. The Kogan just walked on Tel Aviv and once stumbled upon a suitable place. It turned out to be occupied, but he was sent to the current Babel, with the owner of which after a small mandatory bargaining managed to negotiate. After a couple of days it turned out that it was necessary to give 12 checks forward - immediately for the year (they cash out once a month). Cogans had seen a checkbook only in the cinema.

I am again, like the last 25 years, I go to work, I am surrounded by the people I love, we make the goods for which is not ashamed. And the money will come where they will go

But with obtaining the very status of the entrepreneur, everything turned out to be much simpler: "When I came to my accountant, he smoked, talked with someone on the phone and in parallel I asked me questions:" Name, surname? Theudate number zeut (internal Israeli passport. - Approx . "Secret")? Shop address? Everything, congratulations, you are a businessman, free "." Two weeks later came official papers.

In Israel, a small business chooses the form of ownership of two options: Esek Patam ("Liberated entrepreneur") or Esek Mursh ("Registered entrepreneur"). The annual sales volume of the first, according to this year, should not exceed 100,000 shekels (about 1.7 million rubles), then it is free from paying VAT. The founders of Babel considered that if their annual turnover would be so, they would simply not survive, so they immediately registered as Esek Murche. As repatriates, they could get a preferential loan to 125,000 shekels (2.1 million rubles) on the opening of a business and another 125,000 shekels in three years (the grace period with the payment of only percent is one year), but decided not to use borrowed money. Starting capital amounted to 5,000 euros - from its savings.

On December 28, the spouses opened the store, which decided to build on the principle of the home library: all books of Russian-speaking authors that they would like to see in their shelves. They are ordered from Russian publishers and several Israeli.

A few days later staged a formal discovery. Suddenly, the pillar was happened - 40% of books. "How we learned about us - a big mystery. We had 50 people on Facebook, and of them 25 from Moscow. And from the media about opening only Beinisrael wrote, "Tsagadinova is surprised. Because of the excitement, it was necessary to sit with empty shelves for more than a month and place books are not roots, but the covers in the hall so that it was not like "on poverty and the USSR."

While we are talking, an elderly woman comes into the hall - white fluffy takes, pesting clothes, massive polls: "Tell me, is it a Russian store? And then there are books? So I was looking for you. " She is interested in Lvy Tolstoy and especially the diaries of his wife Sophia. In Babel, there are diaries of the writer himself, but their visitors already read. Leaving, she promises to go back, and the owners of Babel - what will try to order the necessary books, they are often doing that.

In advertising, the spouses did not invested a shekel and now they have been drunk by their own luck, from the date of opening the store never worked in minus. One good luck, Kogan and Tsagadinov guess the demand for a significant part of the Russian-speaking population from recently moved. In their homeland, they led a saturated cultural life and were looking for something similar in Israel. "Babel" gave them the opportunity to meet and communicate at the lectures of interesting and creative people.

The first lecturer appeared by chance - Tatyana Kozyreva's hitchhiker went to the store and suggested talking about traveling. 40 people came - for "Babel" is a crowd. Then the ledge read Lev Rubinstein - Kogan edited his books, it was easy to negotiate. Rubinstein invited the poet of Sergey Gandlevsky's poet to Babel, and since then lectures in the chamber book pass almost every day, the ticket costs 50 shekels (about 845 rubles).

Half revenue "Babel" gives the lectura, lectures bring about 15% of the turnover of the store. Its monthly revenue - about 15,000 shekels (253,500 rubles), there is enough for rent, taxes, buying books and pay for a removable apartment in the suburbs.

From moving the family to Israel, a year has passed, and during this time Tsagadinova with the Kogan, as well as Arkady Mayofis, became one of the symbols of New Alia. But if Majofis inspires everyone in that in 53 he began a new life and is not afraid to declare big ambitions, "Babel" is an example of a niche business, the founders of which fulfilled their dream to have a bookstore and did not boost. True, the Kogan, when he speaks about moving to Israel, always adds "unfortunately": the spouses would like to continue to live in Russia.

Repatriates over 24 years old are exempt from service in the army, they can only be called for reserved fees.

Similar Case - Business Valeria Svirskaya and Egor Gorelika. "I learned Hebrew and suffered," recalls the first months of life in Israel Svirkaya. They got acquainted with the burner on one of the programs for repatriates. Egor, sales and marketer, the first year worked as a driver and a loader - first helped with movements independently, then began to hire other drivers and organize their work. Only two months ago, he moved from behind the wheel for a computer and, together with a partner, began to engage in exclusively managerial work: they launched the draft ISRAELI MOVING SERVICE. In the future, the Gorelik dreams of making a freight aggregator and deliver things from the CIS to Israel, but still develops the Israeli market. Svirkaya is engaged in SMM and PR and "develops a personal brand."

Gorelik arrived from Moscow, Svirskaya - from Kiev, where he moved from Donetsk. In the new Russian-speaking wave of Aliya, repatriates from Ukraine occupied an important place (see chart). Only in 2016 (for the first ten months) of the arrivals from Ukraine for the first time in three years it became less than repatriates from Russia, - 4343 people against 5163.

Lol & Pop: Caramel Masters and Unexpected Customers

In the afternoon a small room with panoramic windows under a lol & pop sign seems uninhabited - from the street can be seen white walls, a staircase to the second floor and an empty long iron table with a stand for lollipops. When it is dark, families with children are diamond, the color caramel mass will be broken on the table, and the zawaks will be crowned at the showcase. The owner of Caramel Workshop Igor Levitan specially made a glass of glass - she helps him to lure customers to master classes on the manufacture of caramel. This is the main earnings of LOL & POP, owned by the Levitan family, who moved to Israel from Ukraine two years ago.

"I can't say that I dreamed of caramel all my life," Levitan laughs. Smart people, he remembers, explained that in Israel his business is the surest way to get a job immediately after moving.

Igor, Katerina and Zlata Levitans

In Kiev, where Levitans lived since 2014 (moved there from Donetsk after the start of hostilities), they met the guys who were engaged in cooking handmade caramel. There was no such product in Israel, and Levitans decided to bring it along with them. They saw several advantages: first, caramel is made of natural products (if there can be a few years in the candy store, then Lol & Pop will start melting in the sun in a few hours), secondly, you can write on the candies and draw that he wants Client, and finally, it does not require large investments.

In Kiev, Levitans paid for training and spent a month and a half on him, and from the first day in Israel (they arrived in January 2015) began to search for equipment suppliers and a place for a workshop. Without Hebrew and market knowledge, it was slow: "It is assumed that a person who produces, for example, stainless steel tables know everything to buy such a table. And from the side to find it very hard. " The first contacts helped in the Ministry of Alia and Absorption, although the idea of \u200b\u200ba new business was taken without enthusiasm. Levitan said that no one eats caramel in Israel. New acquaintances represented Levitanov to their friends, and through the long chain of the handshake, the family found a room, a repair team and other necessary people. Then Levitan began to send commercial proposals to which at best received one answer out of ten requests.

"Why do the repatriates open a business here? Not because they have some kind of alky or talent. And because here it is really hard to get a job, if you are not a rooted inhabitant and not an engineer or programmer. Especially if you moved after the end of the university, "said Levitan. - Very little chances fit into the system. And people to be completely crazy, they begin to do business not only for earnings, but for self-realization. "

Four months after moving the workshop earned. Levitan says that the business has opened a business in the price of a foreign car - the family has invested its savings and won a grant from the state for repatriates from Ukraine (they reimbursed the cost of equipment). Igor does not want to disclose the size of investments in Israel, but a foreign car in Israel can do in the amount close to 1 million rubles. Levitan believes that in Kiev or Donetsk, he would have to spend more - to invest in two or three times more, "order wow-wow-design". In Israel, naked walls are easier. But there are also cons: very expensive rental and workforce and very incomprehensible rules of the game.

Arguments in favor of departure of Tsagadinova and Kogan are: Bolotnaya case, the accession of the Crimea to Russia, the killing of Boris Nemtsov's politician, a statonization encouraged by the state

"Your business is so crazy stress, and your business in a new country ... I worked such stress only when the hostilities in Donetsk were. And maybe when the university acted and changed the whole life, "says Levitan. Due to difficulties with the Israeli market, many begin with a clear Russian-speaking niche. So Igor Levitan began to ask for acquaintances to write about a new place, the Russian-speaking media and Facebook stars from the local diaspora began to come to him. In June, English portals Fun In Jerusalem and Love Love Israel were drove in Lol & Pop, and it helped Levitans not to get stuck forever in the Nishe "Project for Russians in Israel." Before the start of the October holidays, 80% of visitors were repatriates or tourists from the United States, Canada, the United Kingdom.

LOL & POP made a bet on emotions - from the very beginning, Levitans began to hold master classes where you can come with children and cook caramel on their own (and at the same time make sure that the product is natural). Now master classes bring 70% of revenues and advertise themselves: Large Israeli families are usually preparing more candy than they can eat, and then distribute them to familiar. Levitan recalls how an American family has suffered them to a master class a few hours before the aircraft. On the eve, the girl treated candy from Lol & Pop her girlfriend, and the child demanded to visit the workshop. Now it's not a season, and Levitan has about three or four classes a week, in the summer and on holidays the same thing passes every day.

After the first L & POP master classes began to call for exit children's events. In Israel, a children's birthday is a crowded celebration. "It is customary to invite the entire class, for example, in nature - it is 40 people with parents," says Levitan. I get confirmation of his words from an unexpected source: my friend from Raanana calls for a daughter's birthday of about 30 people and reflects whether to invite a trainer with a mini-zoo. What to say about the Bar-Miracle and Bat Miracle - rites noting that the child becomes an adult and can perform the commandments of the Torah (boy from 13 years old, a girl from 12 years old). There may be 150-200 people. Caramel at such events is very useful: Recently, Lol & Pop bought lollipops so that children during the Bar-Mitzvi rolling in London "sat quietly as in Knesset."

Development of equipment for exit master classes took several months. Since September, the outbound caramel workshop finally earned. The minimum price of the event is 1500 shekels (25,350 rubles), this is a show for 15 children. Further - plus 70 shekels (1180 rubles) per child. In October, such events brought 20% of revenues, as per month of holidays, corporate orders stopped (all on vacations). Specific figures on the turnover of Igor Levitan does not want to voice, but notes that revenues allow the family from three people to live and develop a business.

Business related to food production must have a certificate of kosher to survive

Just buy candy in the store rarely come - except the regular buyers who live nearby. From the idea of \u200b\u200bcompetition with candy from the supermarket, Igor Levitan has long refused: "People who are willing to overpay for naturalness, for Handmade, here are not so much. And for the emotion of the Israelis are willing to pay. Emotion for them is even more important than product quality. "

In addition to L & Pop master classes earn on corporate orders, but to attract such customers is much more difficult. "We have the first customer from the street," remembers Igor. The owner of the Hydroshop store chain (garden and garden goods), living nearby, drove by the workshop, saw a sign and came to learn about a new place. After a couple of days he returned and ordered 100 jars to his press conference. Then the jewelry company turned - one of the workers was a regular client of Lol & Pop, showed candy in the chief, and he decided to give caramel buyers with a logo. Candy with the star David ordered the fund, which was engaged in repatriation of Levitanov, and now feeds the caramel of new arrivals.

Despite the fact that LOL & POP is put into advertising on the Internet and participates in events, recommendations remain the main channel to attract customers. It is the charm, and the curse of work in a small country - but the other from Levitan has no.

Out of the Box: New Niche and Customer Fighting

"The problem of Russian is that they are looking, which is not, and try to do it. And the Israelites are watching what is successful, open 1158 Sabavma [a tent with Israeli shawarma], and business is going, "the thought of Leia Heldman is heard a couple of weeks ago. This girl is the engine of Russian-speaking Israeli party. Israel Leia arrived five years ago. She planned to live for a year, get a passport and leave, but launched one of the most popular Russian-speaking resources Beinisrael, built a photographer career and took up the organization of markets.

The concept of "Aliya Actual" is skeptical, and the existence of the Russian business community does not believe. She saw many people who tried to do something new immediately at the arrival in Israel, not knowing no market, no people, and believes that it is better to go to work with a bartender, turn contacts, understand something about the country and then try.

"People who have the brain sharpening for entrepreneurship and who come here after Kiev or after Moscow, they say:" My God! Here it is possible that, then ... "But it often turns out that it is simply not necessary to Israel," - - confirms Igor Levitan. The owner of the site Lurkmore Dmitry Homak, who moved to Israel, leads to example of the services like "posters" and "cinema": repatriates from large cities are accustomed to them, but in Tel Aviv, such projects will not be popular, in the city there are only several cinemas and the schedule is easier View on their sites.

Rina Chernova

Nevertheless, one niche of Russians in Israel managed to create. For Rina Chernova, this story began two years ago with pregnancy. She, a Moscow business consultant, was a solid belief that it was necessary to give birth in Israel. Moreover, before the eyes there was an example of an older cousin, which a birth in Israel really liked. Stayed in the country after the birth of a child for a long time Rina was not going to: "I decided that I would probably have nothing to do in the last months of pregnancy and after childbirth I would be bored. And she said to her husband: "Let's open the quest!".

Chernovaya had many acquaintances in Israel, and she knew exactly that there were no popular quests on the principle of "getting out of the room". Repatriates at the seventh month of pregnancy, she quickly found employees to the team and a friend of the partner (that later came out of the project). Also Rina discovered that in Tel Aviv over similar projects, five more teams work - and all Russian-speaking. They did not consider each other competitors and even on business consultations to the Ministry of Absorption went together. There they were told: "Guys, you are crazy. Here it is not necessary for anyone, here people have such stress that they are out of the room every day, "you".

In the summer of 2014, a military operation "Unbreakable rock" took place. Israel bombed the gas sector, in Tel Aviv and other cities sounded sirens of air and rocket alarm, on both sides were the dead and wounded and nobody thought about the entertainment in such a situation. But Chernov still decided to make the project. In the end, the constant threat of war is the realities of Israeli life.

The collisions with incomprehensible local mentality began with opening a bank account. "You can't just come and say:" Guys, we have such a company, open our score. " While the banker will not understand who you are what you do, he will not start working with you. Everything is based on personal interaction, "says Chernova. She managed to convince bankers in his trustiness, but it was necessary to let all eloquence and refer to Israeli acquaintances.

The contract for renting the premises of Chernova has signed already in the maternity department and the construction of the first rooms took up after the advent of his daughter. Much with the team they did themselves, because the quests had to be discovered as quickly as possible to repel expensive rental. It was necessary to hire only builders, and if with suppliers and business owners, it was hard to negotiate (prevented bad Hebrew, and a different mentality), then almost all the direct performers were Russian-speaking. By the way, Igor Levitan recalled, and Igor Levitan: "You can talk in English in English. Farther than below, the worse - Hebrew begins. And at the very bottom it is simpler: 80% of those who will cut, cook and paint, speak Russian. "

Russians look, which is not, and try to do it. And the Israelis are watching what is successful, and open the 1158 tent with Shawarma, and the business goes

January 15, six months after the arrival of Chernovaya to Israel, Out Of The Box launched his first quest. By that time, three more rooms appeared in Tel Aviv, together they tried to overcome the distrust of the Israelites. For example, Out of the Box and other companies had to move away from the global practice of a fixed price per room: the Israelis did not understand why, having come together, you need to pay as much as the four-way. With the understanding of the essence of entertainment, also have problems. Often Chernov led Dialogues like:

- BUT? Escape from? What is it for? And the food will be?
- Not.
- So expensive without food?
- Yes.
- And what, there will be no food at all? Truth?
- No guys, this is another format.
- No, then I will not go.

The first visitors became familiar and journalists. About the new idea was often written, but three months left for the market of the market. And by the summer, the location was fully reserved for the day became commonplace. By this time, the second room opened there, and in August - the third. After half a year after the launch, the project paid off invested funds - 90,000 shekels (1.5 million rubles). Now the monthly turnover of the project is 250,000 shekels (about 4 million rubles).

If you want to drink coffee at a table on the street in November - you are here

Among the clients appeared atypical for Russian quests Categories: large families and corporate participants. In Israel, many children in families, and they need to somehow entertain. Still in Israel there is a checked rule: once every six months, the working team should go to the picnic, go to the restaurant, get gifts in the form of coupons for massage. Quests fit into such an order of things. The Israeli market justifies to build two identical quests next to the two employee teams to compete. You can meet in Quest and soldiers who fold machine guns in a special bag before entering the room.

Last year in Tel Aviv, recalls Rina Chernov, there were about 15-20 rooms. Now they are already 60 - the Israelis entered into the format, they began to buy franchises and build rooms throughout the country. Out of the Box does not sell franchises yet, but this year he opened the second institution - now the company has six rooms with quests. Now the average cost of the game is 300 shekels (about 5,000 rubles).

"Now those who are opening are very hard, because you open one room. What is one room compared to our six? Nothing. There is no word in the market about you, no one knows about you. You can not email $ 10,000 for advertising, because they are not. It is more likely to continue hysteria than common sense, "she believes and adds that he would not open the company now.

Recently, Rina gave birth to a second child, and the future of business now depends on whether her husband can move to Israel - then it will be possible to develop a company together.

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- Damn, you have a picture on the site, tell me the price, please.
- Come, let's talk.

In this dialogue, Rina rough with the seller can be replaced by plinths on any product, and Rishon is on any city. Russian-speaking repatriates who are accustomed to the fact that by phone and mail you can not only learn the price, but also order the goods to get it the next day, such conversations should be shocking. But soon they understand - everything is built on personal relationships. You can't just ask you to send you plinths, you have to come, tell us about yourself and your business, drink a cup of coffee or water, answer all questions, and then you will call the price - based on how much you liked.

However, it's great if to the seller will be able to get there, because the first thing the novice entrepreneur faces the fact that the letters do not respond, and the calls ignore. If you need - call you back, at least after a few weeks.

Every year, Israeli startups attract billions of dollars

But even after a successful meeting and the agreements reached, it is impossible to relax. One after another entrepreneurs repeat that the main word in Israel is coincided, that is, "patience". "The person tells you that she will bring tables, and does not bring. You call him. He says again she will bring. And it does not bring. And then brings instead of Thursday to the next Wednesday and says: "I do not understand why you are angry with me, I have brought everything to you in the end," Levitan spreads. He is trying to treat such behavior of philosophically, but not to go crazy, especially when you do not get a profit, because the sugar is not allowed for the production of caramel.

"The most business organization in Israel is a rabbinate," says Levitan. When he received a certificate of kosher, from Rabbinate came to him a few days after the application, everything was checked, pointed to the shortcomings and a few weeks later, Levitan had already glued the cherished paper near the entrance. Now the representative of the Ravanat comes several times a week (by the way, the Kashrut consultant needs to be issued or to the state of the enterprise, or pay him a salary as an attracted specialist).

When I ask Levitan, how much he pays rabbin, he says he can not tell. I wonder - really there is no fixed price? Of course not, in Israel, with anyone you can bargain, even with rabbis. Throwing down the price, they will say that they are ready to "enter the position". Chernov recalls how the cost of Arnons (land tax, one of the highest in Israel): came to mayor, said that she was a young repatriate and mother of two children, and asked to help at least one location. "It is not written in any charter. You have to come, and if you liked a man, he will seek to see you for you, "she says.

Checking here are also ready to meet business. When the fireman on the inspection said Levitan during a week to buy fire extinguishers and remake wiring, they had such a dialogue:

- I won't do in a week.
- Come on for two.
- Do not have time. I need to repair to finish.
- I give a month and a half.

And of course, if you can handle the discount, then you will demand it. Chernov says that she regularly has to face requests like "let us all the time in the room for six." And if you just say "no" - people will be offended, will begin to explain that they specially drove from different ends of the country, they soon have demobel and they really need to play the quest. You have to lavish.

Personal attitude dominates all - with this you have to come to terms. "Why are we in the Duty Free? Yes, because the owner of stores tumbled history. It is very in-Israeli, "recalls Arkady Mayofis his meeting with an entrepreneur, after which YOFFI products appeared at the Ben-Gurion airport.

The discount of the Israelis requires everywhere, Russian-speaking repatriates have to learn the art of bargaining

But you should not focus on your feelings - if a person smiled, filing his hand and admired the product, it does not mean that he will not forget about you the next day. "They simply showed their feelings. And you think you really liked it. And your product really liked. And they are very surprised when the next time they say that they will not work with you. How?! You never wore me on your hands, "Mayofis says that he had dozens of such meetings.

Recommendations are of great importance - here it is not considered to be acknowledged to drag someone to the meeting. But recommendations do not distribute just like that. "You have to see in your work, you should have a personal relationship with you, because people do not want to compromise themselves," Rosenyer says and adds that she has begun to recommend only six months after the opening of the business. Now she already feels awkwardly, when only those who came to the forums and meetings came to her and ask for someone to introduce: "Uh-uh, dude, I see you for the first time ...".

Contradictions are another stumbling block for Russian-speaking repatriates, like the whole world, with the concept of start-up nation. "Israel is the most advanced country in the world in everything, except the postal and banking system. Mail, in my opinion, is delivered to pigeons. And the banking system works, but some amazing way, "the Kogan complains. For example, "Babel" pays for books in euros. But when the Kogan goes to the bank, he cannot put the euro at the expense and translate their book-selling company. He must put at the expense shekel, then the bank employee will buy from his account of the euro and takes the commission for this.

A stereotype of the Israelis is breaking - security chambers invented by the Iron Dome - a system of pro who protects the country from missiles. For the safety of personal information to do not care about everyone. "I have so much access to the secret documents of various companies that if I wanted to engage in industrial spyings, it would be a good to earn," Rosenyer laughs, not expecting such attitudes to the documents from high-tech Israelis. She is given access to Dropbox, Salesforce, project management programs, and after the end of cooperation, they often do not deprive this access.

Another life

Tel Aviv mayor says that 75% of the city budget is formed thanks to taxes from small businesses, and, of course, the first idea of \u200b\u200bthe entrepreneur is: "CSO, probably, here are excellent conditions." But all the surveyed businessmen are mashed by hand: you are that, there are just huge taxes. Chernov said that in the status of an individual entrepreneur gave the state to half of income: she had to pay not only VAT, income tax and Arnon, but also a personal earnings tax (and in Israel he is progressive). Now Out Of The Box is registered as a company and instead of tax on earnings Rin pays a fixed dividend tax - 25%.

From submission of documents to the Consulate of Israel to life near the sea - about six months of preparation

"I can never change my mentality. But my daughter after a year in the kindergarten is already Israel, "says Levitan. I remember Russian entrepreneurs who ride a silicon valley and rarely recall the children during the interviews, "and I understand that emigration to Israel has a completely different nature. Unlike the states, large projects made by immigrants from Russia, there is almost no. Solid businessmen from Russia in Israel switch to investments - in real estate, construction or startups. For example, Vyacheslav Bresht, a billionaire, a former partner of the Titanov king Tetyukhin, was invested in Biotech (now he already lives in the UK and does not deal with business).

Alia Activities are not Aliya those who go to conquer the world with their talents and ideas. "Local market is very small, so local startups are initially global. The guys from Russia do not go to sell ideas for the Israeli market, "says Investor Igor Ryabnyk. Programmers and engineers who came to Israel become hired employees here, and not start-ups, because their goal is to find a quiet harbor by the sea. Here, there are those who have difficulty finding work and there is a desire to realize themselves.

Infographics: Natalia Osipova / "Secret of the Company"
Photos: 1 - Ilia yefimovich / Getty Images, 2, 3, 5, 7, 8, 9 - Masha Kushnir / "Secret Firm", 6 - Adam Hirsh (CC BY 2.0), 10 - Shutterstock, 11 - Hendrik Wieduwilt (CC BY 2.0)

Victoria Charalkina