Viktor Hulenko, 39 years

From military service to a full-cycle advertising and production company

I am Viktor Hulenko, founder of ABC SOLUTION — a full-cycle advertising and production company in Kyiv that has been operating in the Ukrainian market for 12 years. From the outset, I was guided by accountability and measurable results. Military service instilled in me discipline, a systematic approach, and the ability to make decisions under pressure. My deliberate decision to leave the service marked my transition into entrepreneurship.

From a side job to a manufacturing business

My business began as a way to earn extra income. Over time, it grew into my own full-cycle production of advertising materials. Today, the company specializes in: - manufacturing advertising products - installing advertising structures - producing outdoor advertising - delivering complex advertising projects in Kyiv.

We operate throughout Ukraine, but our main focus is Kyiv and Kyiv Oblast. In 2020, at the start of the coronavirus pandemic, I did not change my plans to build our own production facility using borrowed funds, even though the business sector was stagnating. The strategy remained unchanged — to develop a manufacturing company, not a brokerage business.

In 2022, I made a conscious choice to stay in Ukraine and continue investing in production during the war. I chose a model of:

• gradual growth
• flexible adaptation to change and new challenges

In business, I systematically turn constraints into opportunities for growth. Working with limited budgets and small teams, I built effective processes without excessive bureaucracy. A focus on finding and hiring strong professionals, decentralized management, and ongoing dialogue with frontline employees enabled the company to get through the coronavirus crisis and the full-scale war with minimal losses.

The works of Jack Welch and Remarque influenced my worldview, teaching me to think critically and better understand the nature of social processes. Mentorship from a military colonel strengthened my resolve and sense of responsibility in my actions. My guiding principle remains unchanged: «Those who are afraid die».

An idea that began with a simple desire to earn extra money

How did the business idea come about?

The idea was simple — to earn extra money. Gradually, a side job turned into a structured business with its own production of advertising materials.

Full commitment and constant adaptation as the foundation

What key skills helped you build a full-cycle advertising production business?

• Being fully involved in the processes,
• A desire to achieve a high level of personal expertise,
• Constantly adapting to new conditions.

A limited budget and a team without expensive specialists

What were the 3 toughest challenges you overcame in the early years?

1. Working with a limited budget
2. Building a team without being able to hire expensive specialists in the field
3. The constant need to improve the product

Coronavirus, war, and a staffing crisis: how I got through all three

What crises has the manufacturing business faced, and how did you overcome them?

• The coronavirus crisis and the war were both associated with a drop in workload. I overcame them by keeping team cuts to a minimum.
• The second was a staffing crisis, which I am addressing by staying as involved as possible in conversations with employees, including frontline staff.

Hiring strong people and getting decentralization right

Which decisions are most effective for growing a company?

1. A systematic approach to finding and hiring high-quality employees
2. Getting decentralization of management right.

Why a gradual-growth strategy helped me avoid major mistakes

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

I made no strategic mistakes. A gradual-growth strategy made it possible to address mistakes at an early stage.