Alesia Stets , 43 years

The second generation of a family business, with a board of directors as a family tradition

Business is a family story for me. I grew up in a family business: at home, we talked more about work than the weather. From childhood, I saw what my parents did, and even then I knew I wanted to be part of it. I have never worked as an employee, because I always felt that my calling was to continue the family business. My brother and I are the 2nd generation of the family business, developing it further while preserving its traditions and values and adding modern approaches and global opportunities.

Today, our family owns a group of companies operating in various sectors. Each of us is responsible for our own project, and each business area also has its own CEO and senior management team, who report to the family board of directors. 

A family business that is passed on, not started from scratch

How did the business idea come about?

I am continuing the family business.

Business is in my blood, and it’s my natural environment—no courses or startups

What key skills helped you launch the business?

This business is in my blood. I have been part of a family business since childhood; it is my natural environment.

War as a catalyst for Alibaba and helping Ukrainian manufacturers reach the world

What were the 3 most difficult challenges you faced in the early years?

The biggest challenge for us, as for many others, was the war. But as they say, a crisis is an opportunity. At the time, this motivated us to strengthen our presence in international markets and, now, to help other Ukrainian manufacturers gain representation abroad through the Alibaba platform. The hardest part was reconciling Ukrainian realities with global standards. This includes bureaucracy and the mental barriers faced by our manufacturers, who often think that no one abroad needs their products. My challenge, and that of our team, is to prove that Ukrainian goods deserve a place on the international stage. We know how difficult it is to find customers, and now we help other Ukrainian manufacturers do so. To work more effectively, we actively use artificial intelligence, especially in marketing and analytics. This includes keyword selection, automating customer communications, and forecasting trends. We are very fortunate that the Alibaba platform has the most powerful artificial intelligence built into it. It helps us reduce the time spent on analytics and gain insights that enable manufacturers to enter the markets where demand for their products is highest. This allows us to adapt to the market faster and provide our clients with practical tools.

Market diversification and Made in Ukraine as a strategy, not just a place of origin

What crises has your business faced, and how have you overcome them?

We have weathered market crises, war, shifts in demand, and export transformation. The hardest part is not external circumstances, but the speed of decision-making. We overcame this through market diversification, digitalization, and entering international platforms. As Peter Drucker said: «The best way to predict the future is to create it».

Global business-to-business and partnerships instead of competition—what scaled the business

Which decisions proved most effective for the company’s growth?

A focus on global markets, partnerships instead of competition, and systematic marketing. The most impactful decision was entering international business-to-business markets and adopting a “Made in Ukraine” strategy as a brand, not just a product. The scale of your thinking equals the scale of your results.

The pursuit of perfection and doing everything yourself—and delegation as the most valuable lesson

Which of your mistakes do you now consider your most valuable experience?

Wanting to do everything perfectly and on my own. It slows growth. The most valuable lesson is to delegate and think strategically instead of getting caught up in operational routines. Mistakes are not failures; they are the price of growing faster.