Mom, Entrepreneur, Dreamer: How a Volgograd Resident Built One of the Most Dynamic Businesses

In a world where changes happen suddenly and stability seems a luxury, those who aren«t afraid to start from scratch are especially inspiring. The story of entrepreneur Nadia Tarasenko is a vivid confirmation of that. After losing her job in the midst of the pandemic, she didn»t give up, but spotted an opportunity where others saw a dead end and started her own business.

Today, Nadia already has 14 order pickup points in Volgograd, she easily combines motherhood with a successful business, and her example proves: even the toughest trial can become a growth point for a big and truly significant start.

From Cashier to Manager

Nadia Tarasenko is 41 years old. By education, she is an accountant-economist, but she never worked a day in that profession. In her youth, she had to earn money for her studies herself, and life quickly taught her independence. Once, she started working as a salesperson-cashier in a well-known Volgograd chain and grew to become a store manager.

To become a manager at 21, Nadia had to overcome many trials: pass professional selection and prove in practice that a small, fragile girl is capable of managing a large store.

— I never gave up, believed that if I wanted something, I would definitely get it. And after the company believed in me, I worked there for 13 years, mastered all processes from warehouse to administration. But when federal chains began entering Volgograd, the situation changed. Stores were closing, stability was becoming less and less. Then I decided on changes again — and passed the strict selection for a federal shoe chain, where I became a manager. Another dream, at that time, came true.

The work was beloved: planning meetings, reports, managing people — all of it inspired the girl. But in 2020, the pandemic struck.

Pandemic, Closed Stores, and… Courier Uniform

When shopping centers closed, Nadia was left without work and the ability to count on her husband«s help — he was caught by the lockdown in Saint Petersburg.

— The shopping center where I worked was closed, and I was left without a job. At that moment, I became truly scared: I have a child, no income, and my beloved husband was stuck in Saint Petersburg and couldn«t leave the city. But if something doesn»t work out — it«s just a reason to get up and try differently. I talked with colleagues from my old job, and they suggested I deliver orders to customers from Wildberries pickup points. The PPs themselves were also closed at that time, and I hadn»t even heard of the marketplace. But I made a decision instantly: filled out the form and went. We delivered both groceries and branded clothing to other regions. Then I simply fell in love with this rhythm and the opportunity to help people get what they need, especially in such a difficult time. The work brought stable income, and most importantly, inspiration, — recalls Nadia.

When restrictions were lifted, she returned to her shoe chain, but the thought of never depending on employment again didn«t leave her. Thus appeared the idea to open her own order pickup point in her hometown. Nadia started saving money for her own business, studying locations. And in 2021, she opened the first point — in a small district of Volgograd, where there was no convenient place for receiving orders before.

— I worked as a manager at my main job, and spent weekends at my own order pickup point. It was very hard, but it didn«t stop me; excitement appeared, and Wildberries gave me what I was looking for: stability, clear rules, support, and the opportunity to grow. Moreover, opening a PP, as it turned out, is not difficult at all: there are clear rules, a understandable brand book, a support system.

Pregnancy, Stroller, Renovation, and a Series of New Openings

Just two months later, Nadia had three points. In 2022, Nadia found out she was expecting a child. Many in her place would have slowed down the pace, but our heroine decided otherwise.

— Being pregnant, I opened another five pickup points. My little son was already a small businessman by then: even though a belly-dweller, he helped me in everything, gave strength and motivation. Right after giving birth, I opened three more pickup points: I got into the groove and couldn«t stop. I handled business with a stroller in one hand and a phone — in the other, opened, built, negotiated, painted walls, assembled furniture. I am that person whom motherhood charges for career feats. And after attending a specialized event for Wildberries partners in Moscow, I was so inspired that I decided to keep opening. By the way, I recently opened my own PP and called it »Born,« because it was opened on Wildberries» birthday, for me it«s a symbol of new life. It coincided and, probably not for nothing.

Reliable Niche and Stable Partner

Nadia emphasizes: choosing Wildberries as a partner became one of the key decisions.

— PPs — this is a stable niche that brings guaranteed income. Plus, Wildberries has a clear business model and huge support for entrepreneurs. Now everything is so transparent: there is a WB PP heat map, a profit calculator, analysis tools, everything can be calculated if you approach things wisely. Moreover, starting has become much easier than when the first PPs were opening. And the investment in opening a point is among the most accessible, on average it«s 200,000–300,000 rubles (approximately $2,000–$3,000 at current rates). And payback — from three to five months. I don»t know where you can start your own business on such terms now. It«s very profitable.

«I Love This Rhythm» — About Multitasking, Family, and Team

Today, 53 people work in Nadia«s team — and she personally analyzes statistics, monitors point dynamics, encourages the best employees, and helps the weak become stronger.

— The most beloved thing in my work — is my team. These are strong, ambitious people with whom we do a common cause and grow together. Many of the managers have gone through the whole journey with me from scratch. They understand me at half a word, know all the processes, and I trust them completely. I highly value my team«s work and try to honestly encourage them, develop a motivation system and work with analytics. For example, I have statistics that in real-time allows immediately seeing where something needs to be improved. I believe that you can»t demand results if you haven«t trained, so first we teach, support, repeat — and only then draw conclusions.

Nadia is helped not only by iron discipline but also by a loving family: her husband is responsible for the technical part of the PP work, and her mother — for caring for the grandson. The entrepreneur herself manages the economy, comfort, and atmosphere at the pickup points.

— I know for sure: without my mom, I wouldn«t have achieved anything. She — is my backup. And my son — is my motivator. He was with me from the first days: in a stroller, in arms, in a cradle. He»s already used to mom working, but always being nearby. And knowing how important comfort is, I installed a children«s corner with pencils and coloring books in each of my PPs so that moms could calmly try on clothes while the child draws. I adore opening new points: choose a room, think through coziness, set up fitting rooms, order equipment — and in a few days see how empty space turns into a warm, comfortable PP. But the most pleasant thing is when local residents, even at the renovation stage, approach, thank and ask when we»ll open. For them, a new point — is real joy, and seeing this feedback is incredibly inspiring.

«Today It»s a Problem, Tomorrow It«s Already a Trifle»

Nadia is one of those people who turn challenges into opportunities. In summer, receiving an invitation from Wildberries to a major event for entrepreneurs «Growth Platform» in Moscow, she didn«t hesitate. She postponed vacation, rearranged plans — and went.

— I was chosen as the one from Volgograd. My hands were trembling with excitement. It was such a chance that it couldn«t be missed, and although the dates overlapped with my vacation, I organized everything to manage everything and get maximum benefit.

Returning, she already on the way monitored advertisements, looked for new premises, negotiated with landlords, and right on the way to vacation continued expanding her network.

— I remember how once someone familiar said to me: «Nadia, stop, you work too much — it»s scary.« And I just smiled, because stopping is scariest for me. Any challenges can be turned into opportunities: today it»s a problem, tomorrow — already a trifle. I live like that. I like multitasking, movement, rhythm. Monotonous and calm life is the worst for me. Perhaps that«s why I have few girlfriends, — smiles Nadia.

«Happiness in Labor» — The Entrepreneur«s Philosophy

Today Nadia Tarasenko — is not just an entrepreneur. She proves that in crisis you can find a growth point, and experience, perseverance, and faith in oneself work wonders. To beginning entrepreneurs, she gives such advice:

— Don«t wait for the perfect moment. It won»t come. Just start. If you fall — get up and move on. If it doesn«t work the first time — try again. Ups and downs are just part of life. And most importantly, don»t justify yourself with «it»s not fate.« If I thought so, nothing would have happened. I»m sure that in each of us lives a little «businessman» waiting for their hour. You just need to give them a chance.