B2C PROJECT «LESNAYA LINIYA»
5.2x growth in 2 years — through focus, packaging, strategy, and systemic growt.
Product and brand architecture. Fast implementation. Exponential results.

BACKGROUND

Eduard brought a forgotten Soviet-era apiary back to life, deep in the forest. He registered as a sole proprietor and started selling honey, bee products, and cosmetics on marketplaces. Over time, fireweed tea (Ivan-chai) and chaga joined the range.

WHAT WE DID

We cut away the non-essential and brought the business into sharp focus

We removed products that weren’t selling.
We put a hard stop to any ideas that pulled the brand in irrelevant directions.
We kept only what sold — and what had genuine potential.

"You filter, filter, filter… Without your critical thinking, we would never have reached ‘Lesnaya Liniya’. I remember thinking: if Maria said ‘it works’, then it’s really great."

We expanded the brand’s touchpoints with the audience

Using my architectural blueprint, we launched social channels — Telegram, YouTube, Max, TikTok — all run by Eduard himself.

We set the creative direction and built the visual system

We figured out how to stand apart from competitors while staying true to who we are — aligned with the brand’s image and Eduard’s personality.
We created new products within the focus categories.
We developed visual standards that let the team work independently, without me.

"I don’t know how you sense what the customer needs. You see it all, end to end — which direction to go, who to sell to, what to sell, how to sell."

"That infographic you made a year and a half ago? Still works. Great CTR, strong click-through, steady sales."

The following year, we set a new trajectory

We analysed the potential of several directions and chose pressed herbal tablets — which the operational team produced on their own.
We created the USP and RTB, and built a visual framework for the product cards — currently being tested with A/B tests.

"We talked about this in August: should we do it or not, tablets or capsules. You were still unsure, but we decided to go ahead. And here they are."

THE RESULT

Multiple growth, two years in a row:
Year 1: +159%
Year 2: +106%

5.3x growth over 2 years in FMCG, in a tough economic climate, with all the marketplace fees, requirements, and tax changes — made possible because the owner trusted the recommendations and moved on them almost instantly.

WHAT THE OWNER SAYS

On focus and calm

"I should have called you long ago. Everything clicked into place in my head, and I finally felt at ease."

On the role of a compass

"You gave me a course, a direction to move in. Like a captain showing which way the wind blows."

On results

"We’re hitting X2. December will be X3. We wouldn’t have pulled it off without you."

On value

"In five years, your hour will cost a million."

MY ROLE AND WHAT COMES NEXT

I was the product and brand architect. I set the direction, built the system, put the standards in place.

At the packaging stage, I deliberately stepped down from architecture to hands-on execution — because the market simply didn’t have contractors who could deliver at the quality required. It was a conscious choice: pick up the axe and build the foundation myself.

Today, I work differently.
I stay at the level of business architect and strategic partner. If operational involvement isn’t needed, I don’t dive in. If it is, I can — because I know exactly how it’s done.

This project shows that I can:

Spot emerging trends and refocus the business
Architect a brand and product — right down to product cards and ads
Create standards that work without my constant presence
Drive multiple growth
When it matters — pick up the axe and deliver personally to make the system work

What’s next
Promoting the tablets in a highly competitive category. The team is working within the architecture I set.

B2B PROJECT. Overcoming 20-Year Habits

Business architecture. Working through internal resistance. An external “buddy-partner”

BACKGROUND

Elena has run a niche B2B business for twenty years. Her clients include leading banks, pharmaceutical companies, and top marketplaces. Yet the business wasn’t growing.

Elena ran everything herself — buried in day-to-day operations, with no room to step back and see the bigger picture. And this, despite having clients ready to spend more on entirely new types of work.

WE UNCOVERED THE PAINS THAT KEPT GROWTH AT BAY

Deep habit and operational overload meant she couldn’t see the alternatives
A fear of delegating the very things she was an expert in
No acute necessity — so she couldn’t push herself

"When you’re running, running, running in the routine, you just miss it."
"I can’t afford to risk my reputation and do things any old how."
"When I tell myself I have to do something, it doesn’t happen. It comes from being too comfortable — when you have enough, you don’t move."

We defined what was actually needed:

a buddy-partner to help restructure, to be there when things felt scary, to help hand over pieces of the work to new people, and to stop her from sliding back into the routine.

"If someone kicks me, I’ll do it. But I need someone right next to me who will kick."

WHAT WE DID IN 2 MONTHS

We started delegating

Brought in a team member for routine operational tasks
Found a second person to join
Elena began to release her grip on control

We repositioned the business for new types of work

Defined the USP
Structured the case studies
Built a sales presentation

Signed a contract with a major client for a new type of work — we’re now waiting for the brief.

WHAT DIDN’T HAPPEN — AND WHY THAT’S PERFECTLY NORMAL

The sales meeting didn’t go brilliantly — which let us see management mistakes we can fix.

Elena admits:: "I didn’t do any of the things you told me."

Why it’s normal: twenty years of habit don’t dissolve in two months. Resistance is self-protection.

THE RESULT

Tangible first steps have been made:

A person has been hired for day-to-day operations, a second person is on the way.
A contract with a major client has been signed.
A sales presentation is ready.

What hasn’t happened yet:

A perfect client impression, concrete growth numbers, a full business overhaul.

WHAT THE OWNER SAYS

On trust and expertise

"I don’t question your expertise. You’re a whole person: you set a task and you get it done, no delay. What I value most is your systemic way of working and your extremely precise understanding of what’s needed. You can be trusted with complexity, and I can be confident in the result."

On making me think

"Do you know what your greatest value is? You make me think. You were the push that made me think about any of this."

On being stuck

"I haven’t really moved forward, and that’s not your fault. But because of you, at least I understand what needs to change."

On the format she needs

"On a long leash, I won’t do a thing. I need a short leash. I need to see the whole elephant — and then go build the house, brick by brick."

MY ROLE AND WHAT COMES NEXT

I was the external partner who helped uncover the blind spots,
bring structure to the chaos, and take the first real steps.

This project shows that I can:

Uncover pain points the owner doesn’t see
Become the external “kick” when they can’t push themselves
Help hire key people, or assemble a distributed team for the task, and start delegating
Reposition a business for new types of work aimed at a B2B audience

What’s next
In 6–12 months, systemic growth is possible if the owner puts the recommendations into practice. For now, we’ve agreed to come back to everything later on and talk about the next steps.

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