An entrepreneur at heart, Kristina has taken on the challenge of opening a private crèche in Geneva. Mother by proxy to a hundred children, discover the story of a touching and truly inspiring woman.

Kristina, can you introduce yourself in a few words?
I'm 100% Russian. When I was 14, I came to Switzerland, to Lugano, where I lived until I entered the Ecole Hôtelière de Lausanne 4 years later. I then took a master's degree in lobbying and international affairs at the Institut de Genève before entering the HEG in Fribourg to take another master's in entrepreneurship.

What made you want to become an entrepreneur?
Both my parents are entrepreneurs. I lost my dad when I was 5 and I always wanted to be like him. He was a very sociable person, always full of ideas. I always put him on a pedestal, which made my mother a bit jealous (smile). Totup is part of the BABIN SA group, which I created and named in his honor.

In your opinion, is it more complicated when you're a woman?
Yes, especially when you're young and living in Switzerland, although once you reach a certain age, things even out. When I started out, I was 27 and nobody took me seriously. They kept telling me: "You're too young, you've got no experience, this isn't your job...".

Why did you choose to open a nursery?
I've always loved and preferred the company of children to that of adults. They're frank, direct and unfiltered, just like me. It's a different, purer energy, without judgment or bad intentions. And, unlike adults, they've never let me down!

As an anecdote, one morning I arrived at the nursery in a dress and sneakers. I'd forgotten to change my shoes, and no one pointed it out to me except a little 3-year-old girl who, looking me up and down, said: "No, but you can't wear those shoes with a dress". I'm still laughing.

During my masters, several girlfriends had children and they told me about their difficulties in finding a place in a crèche. I couldn't believe it. I'd never have imagined that a developed country like Switzerland, with its numerous subsidies and social plans, would do nothing to help young parents. Today, there is a shortage of 4,000 crèche places in the Canton of Geneva alone. That's when I realized that there was a real need and an opportunity to be seized.

So I decided to do my Master's thesis on the subject of day-care centers, and started comparing private day-care centers around the world with private day-care centers in Switzerland. The result: in Switzerland, in addition to the shortage of places, no real educational program other than play is offered in day-care centers (which, as the name implies, do nothing but take care of children). It was at this point that I realized I could make a difference by offering a facility that combined play with learning, focusing on languages and mathematics. TotUp was born out of this master's thesis, with a mission: Test, Observe, Awaken, Discover, Progress.

What do you like most about your job?
Feeling useful! I know I'm doing something good for society. I've got several other projects on the side, including a bar in Lausanne, which is great fun but has nothing to do with fulfillment. After that, I'll be honest, despite all its social dimension, TotUp is still a business that has to run. Making money stimulates me.

Do you feel fulfilled?
Oh yes! I know how to be satisfied with what I have and I'm grateful for it. I'm an optimist by nature, and as far as I'm concerned, there are never any problems, only solutions. It took me 3 years to open TotUp because of the complexity of the administration, but I haven't given up yet.

How do you manage your professional and private life? What tips do you have for staying organized?
The primary motivation for setting up your own business is freedom! That's why you need to surround yourself with the right people, and stop thinking that an entrepreneur has to know how to do everything. The entrepreneur is a conductor who must above all know how to stay in his or her place and be humble. My team consists of architects, a lawyer, a general contractor, educators, an IT team, cooks and more. They are the musicians and the real added value of TotUp.

So, to answer the question YES, I do have a private life, because I know how to delegate and give responsibility to my colleagues. Of course, some periods are more intense than others, like the opening of a new crèche, when I work 300%, but then it's okay to take 2 weeks' vacation without having to justify myself.

Do you ever have doubts? If so, how do you keep going?
If you truly believe in your project, there's no reason to doubt. It's legitimate to go through periods of questioning, but you have to see them positively and as a way of progressing. Under no circumstances should the integrity of the project be called into question, otherwise you might as well stop. You need to have confidence in yourself, in your project and in your team.

Which woman(s) do you find inspiring?
My mother, a born entrepreneur. A woman who never gave up, despite many difficult trials, including the death of my dad. She's the person who believes in my project the most, after me, and she supports me enormously.

What advice would you give to those who want to start their own business?
A European surname helps (laughs). I've often heard: "You want to do business in Switzerland, but you're not really Swiss", even though I've been a naturalized citizen since 2013. On a more serious note, it's crucial to make sure before launching your project that the finances are in place. Even to launch a (good) crowdfunding project you need a budget for communication (video, sponsored posts...) and, as I've said over and over again, it's not possible to do everything yourself.

Finally, the human aspect. Never base your project on the opinions of your friends, as they are not objective. You have to be morally prepared to lose part of your entourage, mainly out of jealousy. Adults, unlike children, find it hard to be happy for others. On the contrary, they find it easier to be there when things go wrong. I wasn't prepared for that. I was disappointed by some people.

How do you view failure?
I don't think failure is bad. I see it more as a sign from the universe that it wasn't the right time. It took me 3 years to open the first crèche. At first, it was supposed to be in a different neighborhood, in a smaller space and not as good in every way. In the end, it was a blessing in disguise that it didn't happen, even if it did take several years of patience.

What are the qualities of a good entrepreneur?
First and foremost, you need to be confident, defending your project tooth and nail. Then, you have to be able to pitch your idea properly so that people want to invest their time or money. For that, you need to be a good storyteller. How many people have good ideas but don't know how to explain them? You can't count the hours if you want to achieve your goals.

What are your best and worst entrepreneurial memories to date? 

Best:
When the first crèche project was finally finalized, a mother came to register her child, crying with joy and relief. She had been waiting for this place for 2 years!

Worse still:
I have not received any support from the administration. SASAJ, the department responsible for crèches, does nothing. They are against the opening of private crèches for fear that they will go bankrupt and then have to replace the children. That kind of reasoning doesn't get us very far! A happy parent is a happy child. If the mother can't find childcare, she won't be able to develop professionally, and everyone will suffer.

What do you like to do in your spare time?
I play a lot of sport, which allows me to let off steam (hence the opening of the family sports center at the nursery). Otherwise, I spend time with my nearest and dearest and take long walks in nature to reflect. I also try to leave room for love, with the desire, one day, to start a family.

What are TotUp's next steps?
Work on the family sports center (the first in French-speaking Switzerland) is almost complete. There will also be a Beauty Center and an elementary school, (bilingual with a focus on mathematics, up to the age of 8. All in the same building, the Geneva Business Center in Lancy.

Do you have any other plans?
Between now and next year, two other crèches will open in the canton of Vaud. They are currently under construction. In Geneva, a second will open in 2022 near Thônex.

Kristina, what can we wish you today for tomorrow?
I have a project close to my heart. I'd like to succeed in including disabled children in the pre-school and school system, because today it's complicated. Especially in the private sector, because we don't get any help from the authorities. One day, I hope to convince the government to subsidize this initiative, which would be a real plus for the children and their parents. Our premises are indeed more suitable and spacious, and we have more staff.

And in 10 years' time?
I'll be a mother myself, while continuing to create new projects to help and support families.

TotUp
Geneva Business Center
Avenue des Morgines 12, 1213 Lancy, Switzerland
info@totup.ch / www.totup.ch