This interview is dedicated to exploring the path of entrepreneur Dmytro Petlenko, a wholesale trade manager with a holistic view of the industry, whose extraordinary path demonstrates not only a talented approach to commerce, but also a deep understanding of the mechanisms of wholesale trade. His ability to build complex logistics and customer systems, adapt to radical changes in market conditions and demonstrate leadership in forming teams positions him as a true guru of his craft in creating and scaling effective business models in a competitive environment.
Dmytro, your entrepreneurial path spans almost two decades, various business areas and now a new continent. I would like to start with the origins. What served as the initial impetus for entering the world of business back in 2006, while studying at university?
The initiative arose organically. As a third-year student, I worked part-time helping with purchases for a toy store where my girlfriend worked. Observing the process from the inside, I understood the mechanics of the business: where to buy goods, how to sell them, what is the potential profitability. This led to the decision to register as an entrepreneur, rent a space and launch my own toy and clothing store. The experience was not very successful – the store existed for about eight months and was closed due to unprofitability, probably due to lack of time and focus related to studies. Nevertheless, it was a valuable practical start.
Dmytro Petlenko
After that, you made a transition to a completely different area – wholesale of auto parts, without, according to you, having prior knowledge of cars. What key aspects of wholesale trade and market specifics have you mastered, which allowed you not only to quickly adapt, but also to take a position requiring a deep understanding of the needs of large system clients?
Indeed, knowledge of the automotive industry was zero. However, the company provided training, and the decisive factors were, I believe, communication skills and the ability to quickly analyze the market structure, understand supply chains and supplier pricing. I focused on building long-term partnerships with clients, offering them optimal conditions. The ability to provide an optimized comprehensive solution based on knowledge of the offers of the entire market, and not just one company, was valued. Over time, this allowed me to form a pool of regular VIP clients with large turnovers and focus on working with them.
Leaving a hired job is often a turning point. Based on my experience working in a large wholesale structure, what strategic vision of the market and unmet customer needs formed the basis of your business model when starting your own business?
The decision not to look for a new job came quite quickly. I bought a laptop and approached one of my previous VIP clients with an offer: to provide me with a workplace at their car service in exchange for help with the selection and purchase of spare parts. This allowed me to minimize start-up costs. For about one and a half to two years, I worked in this format, helping the service and simultaneously servicing my own client base, building independent and more flexible supply chains from various warehouses. The principle of work was the best prices, optimized logistics and loyal payment terms, including deferred payment. My model solved the problem of market fragmentation for the client, offering a single point of entry to the entire range of suppliers, which became the main competitive advantage.
Your business was actively scaling. How did you manage the growing complexity of logistics and relationships with suppliers when entering regional markets? And how did the geopolitical events of 2014 affect the supply structure and require a revision of the strategy for working in related markets?
The business was developing dynamically. We had managers, our own driver to organize delivery in Kyiv, and we established shipments by transport companies all over Ukraine. A significant portion of VIP clients were in Crimea. The events of 2014 created barriers to settlements with the Ukrainian office. Clients from Crimea reported that they could no longer work. This led to an understanding of the need to open a branch directly in Crimea to maintain the client base and adapt to new supply conditions and a changed supplier map. In parallel, the online direction was developing: first a highly specialized store, then a large multi-brand store on the parts-soft platform, which made it possible to aggregate offers from many suppliers and offer clients a wide range in a single interface. In 2014, I found a space in Crimea, delivered the goods, and began recruiting personnel, which required constant relocations. By the end of the year, having encountered personnel difficulties in Crimea, I handed over the Kiev office to an employee and focused entirely on the Crimean branch.
In addition to the core business of auto parts, you have tried yourself in other niches. Your experience in wholesale trade of auto parts, which requires a systemic view of the market, probably gave you certain management competencies and an understanding of business processes. To what extent was this experience applicable when diversifying into such areas as government procurement, retail or real estate management?
Interest in public procurement arose in Ukraine. This experience seemed promising, since the mechanisms of working with large corporate and government customers are in many ways similar to managing VIP clients in wholesale; in Crimea, I continued this practice, in particular, with the Simferopol airport. Participation in real estate auctions also requires an analysis of the market situation and an assessment of the asset’s potential, which echoes the assessment of market niches in trade. Some of the won properties were leased after renovation, such as the premises for the Wildberries point. The accounting business is a separate structure, where we also provide consulting services. Other areas, such as a car service or a grocery store, were rather situational decisions dictated by the availability of a location or customer demand, but did not become strategic due to operational difficulties, especially personnel ones. Nevertheless, the most stable and profitable area has always been auto parts, where a deep understanding of the specifics of the industry was formed and stable connections were established.
In 2023, you moved to the United States. What challenges and opportunities did you face at the initial stage of adaptation and how did you come to work in the field of video production on the “Like Nastya” channel?
The move to Boca Raton was largely dictated by a friend’s recommendation. Initial attempts at cooperation in the familiar field of auto repair were unsuccessful for financial reasons. The search for work led me to the YouTube channel “Like Nastya”, where I started as an assistant (handyman). Gradually, the functionality expanded to purchases, participation in filming, organizing children on the site and managing the company’s real estate. This was a completely new experience that allowed me to immerse myself in the specifics of the media industry and asset management in the American context. Recently, I finished working on the channel, maintaining good relations.
You are currently defining new strategic directions for yourself in the USA. Tell us more about your plans related to the creation of a film studio and real estate flipping.
Experience working on the channel revealed a market need for ready-made filming locations. The idea is to create a pavilion with various thematic decorations (a hospital, a police station, an airplane cabin), rented out to content creators. This will allow them to save time and resources on preparing for filming. The second area is flipping residential real estate. Previous experience in construction and repair management, as well as an understanding of the processes of working with contractors and designers in the United States, make this area attractive. Both areas are based on identified market needs and my relevant experience adapted to new conditions.
Dmytro, thank you for sharing such a detailed account of your multifaceted path. Your story is a testament to entrepreneurial adaptability, strategic vision, and a constant search for new opportunities to apply your management experience.
