The business outlet “Pershyi Biznesovyi | BIZ” held the brunch “Economy of the Brave” and brought together the leaders of Ukrainian business

On July 14, at the Veranda on the River restaurant, the business publication “PERSHYI BIZNESOVYI | BIZ” held the business brunch “EKONOMIKA SMILYVYKH. RISHENNIA NOVOHO CHASU”. The event became a platform for open dialogue among business owners, CEOs, top managers, investors, marketers, HR specialists, experts and representatives of leading Ukrainian companies.

In conditions of war, economic instability and constant change, Ukrainian business needs not only quick solutions but also a professional exchange of experience, new partnerships and practical cases. The business brunch became precisely such a venue, bringing together leaders from various sectors around the topics of strategic development, corporate governance, marketing, communications, HR and the economy of the future.

The organizers of the business brunch, Viktoriia Shteinberg and Yurii Atanov noted that the main goal of the event was to create a space for open dialogue, the exchange of experience and the search for solutions for Ukrainian business.

“Ukrainian business has always worked in difficult conditions. That is precisely why we create such events — to discuss real challenges, share practical cases and find new opportunities for growth,” noted Yurii Atanov.

Viktoriia Shteinberg emphasised that the business brunch “Economy of the Brave. Solutions for the New Era” brought together entrepreneurs, executives, investors and experts who are shaping the future of the Ukrainian economy.

“We wanted to create not just an event, but a venue for honest conversations, practical cases and new partnerships. Despite the war and economic challenges, Ukrainian business continues to invest, create jobs and develop the country. This is exactly what the real economy of the bold is,” noted Viktoriia Shteinberg.

The programme was opened by Kateryna Tiuria, HRD of the restaurants Veranda, Fenix and Oishi Ba, who gave a talk on the topic “People as the main asset of a business: how to retain teams amid a staffing shortage”.

Key points of the address by Kateryna Tiuria, HRD of the Veranda, Fenix and Oishi Ba restaurants:

• A focus on the internal employer brand
  Today the main task of business is not only to attract new people but also to retain a strong team by analysing the reasons for staff turnover.
• The economics of employee retention
  Staff turnover creates significant costs, so investing in employees' development, motivation and loyalty is far more effective than constantly spending resources on new recruitment.
• Security as the foundation of trust
  Financial stability, safe working conditions and support from management build trust and help companies keep strong teams even in difficult times.

On the power of corporate social responsibility and business's contribution to the country's development spoke Yuliia Zavalishyna, director for corporate affairs and communications at Kyivstar, who spoke on the topic “The Power of Responsible Business”.

The main points of Yuliia Zavalishyna's talk:

CSR at Kyivstar is an integral part of the business strategy, which constantly adapts to the country's challenges.

• the main areas: support for the Armed Forces of Ukraine (ZSU), the medical system, education, veterans, inclusion, those affected by the war and digital accessibility;
• the company has already allocated over UAH 5.1 billion to help the country, the Armed Forces of Ukraine (ZSU), society and subscribers;
• among the key projects are “We Have to Live Here”, carried out together with the Come Back Alive Foundation, “Children's Hope” with the platform dobro.ua and the grant programme for talented young people “The Ambitious”
• the company's main principle: responsible business must not only help, but also unite people for the recovery and development of Ukraine.

Artem Honcharenko, PhD, head of the Veterans Institute of KNUBA, presented the topic “Veterans as part of the UNIT economy of Ukraine's reconstruction”, emphasising the importance of integrating veterans into the modern economy and the role of business in creating new opportunities.

The psychological barriers to scaling a business, entrepreneurs' financial scenarios and strategic decision-making were discussed by Anna Kalanterna, psychologist,candidate of sciences, in a talk “The Psychology of Big Decisions: What Prevents Businesses from Scaling”.

The main points of the talk by psychologist Anna Kalanterna:

• scaling is not merely growing the business, but above all the ability to make more complex and expensive strategic decisions;
• the main barrier to growth often lies not in the market but in the mindset of the business owner;
• a company's value depends directly on the quality of the decisions made by its leader;
• for business growth it is important to work not only on strategy but also on one's own inner limitations, fears and readiness to take responsibility for a new level of development.

One of the key parts of the programme was a panel discussion “Corporate governance: boards of directors and independent directors as a tool of resilience”.

The discussion was moderated by Nadiia Shuliak, investment consultant, human-rights defender, attorney, managing partner of the Kraun law association.

Joining the discussion were Olha Romanova — adviser for relations with state authorities AB InBev Efes Ukraine, Serhii Naumov — president of the National Association of Banks of Ukraine, and Olena Derevianko — co-founder and partner of PR-Service Agency, vice-president of the Ukrainian PR League, head of the APKBU committee on crisis communications, doctor of economics and political economy, professor.

The speakers noted that effective corporate governance today is one of the key conditions for a business's resilience and development. The participants stressed the importance of long-term strategic planning, the adoption of modern management models, systematic work with risks and the development of human capital.

Among the key points of the discussion:

• a business should plan its development at least three years ahead, regularly revising its strategy in line with new challenges;
• boards of directors and independent directors help make balanced decisions, increase investor confidence and ensure continuity of management;
• risk management must become a daily practice for companies — from energy independence and logistics to cybersecurity and market diversification;
• a business's main asset remains its people, so retaining teams, developing competencies, building a talent pool and caring for employees' mental health are a strategic priority;
• scaling a business requires systematic corporate governance that creates the basis for attracting investment, entering international markets and long-term growth.

No less lively was the panel discussion “Media Strategies and PR: Attention, Influence and Reputation”. The discussion was moderated by Dmytro Chepur — head of the special projects department at Mind UA.

Joining the discussion were Dmytro Samoliuk — Head of Digital at “My – Ukraina”, “My Ukraina+”, Valentyna Yovenko — director of corporate communications of the Apteka 9-1-1 chain, Oksana Kononova — CEO & Founder of LOOQME, Viktoriia Martyniuk — Deputy Director of the strategic communications agency PointeR, and Serhii Demchenko — head of the corporate communications department of the ATB corporation.

The speakers noted that under today's conditions reputation has become one of a company's most valuable assets, and effective communication directly affects the trust of clients, partners and investors.

Key points of the discussion:

• reputation must be managed systematically: regularly measure the level of trust, analyse brand mentions and react quickly to changes;
• trust is more important than reach — attention can be bought, whereas reputation is built through consistent work and quality communication;
• crisis communications must be part of the business strategy: companies must have clear response protocols, message libraries and constantly update their communication scenarios;
• artificial intelligence is already actively used for analytics, monitoring the information space and automating processes, but it cannot fully replace human expertise in creating quality content and strategic communications;
• a strong brand and a consistent reputation strategy help a business overcome crises faster, retain the loyalty of its audience and strengthen its position in the market.

The discussion block was concluded by the panel “Marketing for the bold: how to build a brand when resources are limited”.

The moderator was Alina Smyshliak-Boroda — director of reputation management and CSR at Kormotech.

Joining the conversation were Borys Tsomaia — CMO of the company RIEL, Viktor Ivanchenko — Head of Strategy & R&D Megapolis+, Viktoriia Zhezhera — director of the marketing and communications department at COMINBANK, Viktoriia Sereda — marketing director of the Sens bookstore chain.

The participants discussed the new behaviour of the Ukrainian consumer, trust in brands, marketing on limited budgets, the effectiveness of marketing investment, the power of content, the role of community and building a Love Brand in Ukrainian conditions.

Key points of the discussion:

• marketing is an investment that ensures long-term business growth, not merely a cost item;
• the effectiveness of marketing must be measured through KPIs, analytics and real business results;
• artificial intelligence is a tool for the marketer, but it does not replace human expertise and creativity;
• strong brands are built through values, honest communication, social responsibility and the development of communities;
• under conditions of limited resources, partnerships, collaborations and quality content demonstrate the greatest effectiveness;

Ukrainian business proves: even in a crisis a brand can be developed if you act consistently and focus on people's needs

The host of the business brunch was Mariia Skyba — presenter of the TV channel “My — Ukraina”.

Throughout the day, participants had the opportunity not only to hear leading experts analyse practical cases but also to find new partners, exchange experience, discuss current business challenges and establish professional contacts.

In addition to a busy business programme, the organisers prepared for the participants a special draw of valuable gifts from the event's partners. Guests had the chance to win exquisite earrings with natural Akoya pearls from the Japanese jewellery brand YAMAGIWA, as well as a stylish men's bracelet from the Italian brand COMETE UOMO, the second line of the world-famous brand BARAKA. The prize draw was a pleasant conclusion to the packed programme and another occasion for positive emotions and lively exchange among the participants.

Business brunch “ECONOMY OF THE BRAVE. SOLUTIONS OF THE NEW ERA” confirmed once again that open dialogue, professional expertise and partnership are becoming the foundation for the development of Ukrainian business and the economy even in the most difficult times.

Partners of the event: Veranda on the River,  Maison Castel,  Principessa Jewellery Group, Yamagiwa, BARAKA, AB InBev Efes Ukraine, Kyivstar, The “9-1-1” pharmacy chain,  Anna Kalanterna, Morshynska

Media partners: “My-Ukraina+”,  “My-Ukraina”, 33 Kanal, Mind UA, the TV channel “Pryamyi”,  the Apostrof media holding, “Komentari”,  Delo.ua, “Minfin”, Finance.ua, SPEKA, The Page, «Dilova Stolytsia», Marie Claire Ukraine. Business PRO, Studio of my Dreams, GLORY Magazine, Best People Club, BUT.IN.UA, Super Lady, Infovision,  ProfBuild, Megapolis+ 

PERSHYI BIZNESOVYI | BIZ — a platform for those who make decisions. It is here that leaders meet, new ideas are born and partnerships are formed that change Ukrainian business.

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