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Hitting it big with event decor

Aug 06 2014 19:26
Carin Smith

Johannesburg - Alosha Lynov of event decor company 3D Deco was born in Uzbekistan and stayed in Moldova and Moscow before his family relocated to Johannesburg in 1995.

He studied creative brand communications at Vega.

In 2000 he went to a rave party and saw some UV decor, and decided that he could do better than that.

For three years he decorated clubs and parties, while he was studying at Vega. When he completed his degree, he switched his business to corporate events.

The business just mushroomed.

Alosha spoke to Fin24 about his creative journey as an entrepreneur:



How and when did you become an entrepreneur?

When my dad decided to stop giving me pocket money at the age of 14.

I started buying Chinese speakers and selling them on junk mail at R500 profit.

I learnt a lot from this experience, so starting my own company selling my own designs and creations was far more rewarding.

What made you decide to do that?

Lack of cash and the need to have my own pocket money, which I never got from my parents.

Wise words from Dr John Demartini, human behaviour specialist: “If you want your child to be an entrepreneur kick their ass, and if you want them to work for other people kiss their ass.”

What was the gap you saw in the market?

The need for liquid and organic shapes inside venues. Rooms are too square and we are round.

Decor needed to complement and add to an event as opposed to being a background item to fill space.

Explain a bit more about what 3D Deco does.

3D Deco delivers curvilinear, awe-inspiring event and exhibition decor.

Our creative and fluid event space transformations utilise tension fabric in wall and ceiling coverage, dynamic branding and 3D FX Mobiles.

All our products refract intelligent lighting and sunlight, casting multidimensional shadows.

3D Deco's new range of artworks employ the biogeometry energy of shape to lift and dissipate electromagnetic radiation.

3D Deco's use of aromatherapy oils adds to a memorable, healing and holistic experience for the guests.

What success have you had so far?

Within my first year of business I was asked to decorate the Coca Cola Dome in Johannesburg.

I was incredibly nervous, but we did it. I have an amazing team whom I have personally trained.

From there, things flourished. I was pulling in clients such as Nedbank, MTN, Samsung and more.

Currently I am growing the business to become a worldwide franchise.

What are the challenges?

Event decor is the first item to be scrapped when in comes to events so with the economic slowdown decor has been reduced, affecting all those in this business.

How do you handle challenges?

I look for benefits.

The benefit of having fewer on-site jobs is that I have been able to spend time developing my eco billion dollar concepts, as well as bringing in new concepts into 3D Deco.

How did you fund your business?

Fourteen years ago when I started with 60 toothpicks and a polystyrene ball to decorate clubs, I borrowed R4 000 for a trailer from my dad.

Back then I was still staying with my parents and my business operated from their garage.

The first trance party I decorated I earned R100. I used this to buy a whole car full of hobos and spiky balls, which allowed me to make more decor and make more cash.

From that it grew very quickly. I had seen a gap in the market and went for it.

What lessons did you learn?

Budgeting. I never saved. I used my profits to attend international workshops as well as to put what I had learned into practice back home.

For example, I built my own house on our land in Gouna, Knysna. While all of this was a great investment, looking back I would rather have saved first and attended the workshops later on the interest earned.

What advice would you have for other entrepreneurs?

Have a vision. Write a short paragraph of exactly what it is you offer or would like to offer to people.

Do a value determination on John Demartini's website. It is free and valuable advice.

I had a dream 14 years ago of doing something different in event decor and I did it. If your dream is strong enough, you can achieve anything.

Put South Africa and Africa in context as far as your business and opportunities for entrepreneurs are concerned.

Every single crisis, whether environmental, industrial, medical, financial or even personal, is a massive opportunity to develop products, services or ideas to solve them and make money.

What are your future plans?

I want to develop my billion dollar ideas into reality. Some of these are:

- A food growing machine: a real eco property development with a food forest, wetlands and all the eco systems in place;

- Creating conscious living training centre hubs all over Africa.

Anything else?

Practise self-mastery, for this will determine the outcome of your business and your financial balance.

- Fin24

* Share your experience of setting up your business and get published or simply ask a question. Our business panel can put you on the right path.

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decor  |  entrepreneurs  |  small business
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