Forbes №09 (198) 2020

СЕНТЯБРЬ 2020 | БОГАТЕЙШИЕ СЕМЬИ РОССИИ / ИНВЕСТИЦИИ 2021 / ЛУЧШИЕ ФАРМКОМПАНИИ www.forbes.ru №09 (198) 2020

№09 (198) 10

БОГАТЕЙШИХ
СЕМЕЙ РОССИИ

20

ЛУЧШИХ
ФАРМКОМПАНИЙ

РОССИИ

инвестиции 2021

ПАВЕЛ ДУРОВ

Как глобальный русский бросил вызов доллару и что из этого вышло

Рекомендованная розничная цена — 370 руб.

002 Фото Сергея Гудилина для Forbes

Содержание www.forbes.ru №09 (198) 2020

#09 (198) 2020 10

БОГАТЕЙШИХ
СЕМЕЙ РОССИИ

20

ЛУЧШИХ
ФАРМКОМПАНИЙ

РОССИИ

инвестиции 2021

ПАВЕЛ ДУРОВ

Как глобальный русский бросил вызов доллару и что из этого вышло
Рекомендованная розничная цена — 370 руб.

«Мы мечтали получить предложение от самой ПРЕДПРИНИМАТЕЛИ
«секси» компании — Facebook. И на удивление
получили». На фото: Евгений Невгень и Сергей 040
Гончар, основатели MSQRD и Locals.org Маски сброшены
Основатели приложения MSQRD строят
бизнес с Натальей Водяновой

012 024 046
От редактора
Новая беднота Работа взаймы
КОНТЕКСТ Как города решают проблемы тех, кому Три выходца из СНГ устраивают соотече-
из-за кризиса нечем платить за квартиру ственников на работу в Apple и Google
014
Список Forbes 028 БОГАТЕЙШИХ СЕМЕЙ РОССИИ
Эпоха возрождения
016 Экономика ФК «Ливерпуль» 054
Весеннее обострение Семейным фронтом
Как российский бизнес пережил 034 В рейтинге впервые за шесть лет сменился
режим самоизоляции Математическая погрешность лидер — клан Гуцериевых уступил место кла-
Обзор книжных новинок ну Ротенбергов
020
Государственная печать 036 062
Сбудутся ли предсказания Стратегия ухода Неизбежный крах
о крахе американской валюты Для каждого лидера наступает момент, когда Почему современный автопром не переживет
/ СЕРГЕЙ ГУРИЕВ он начинает бороться за сохранение своего массового распространения электромобилей
кресла. Это наносит вред проекту / ЮРИЙ КОРОПАЧИНСКИЙ
/ АНДРЕЙ ШАРОНОВ

004 Фото Getty Images

Содержание

#09 (198) 2020

«Представьте Boeing 747, который может ЛУЧШИХ
доставить на Луну экспедицию в 100 человек ФАРМКОМПАНИЙ РОССИИ
и вернуться обратно. И это не фантастика,
это происходит прямо сейчас» 118
Доходные пилюли
ИНВЕСТИЦИИ Ведущие производители лекарственных
средств в новом рейтинге Forbes

076 100 126
«Популяционный иммунитет нарастает,
Банки для миллионеров Миллионы миллениалов и я очень надеюсь, что вырастут и наши
ВТБ впервые занял 1-е место в рейтинге луч- Новое поколение инвесторов надувает на навыки лечения»
ших банков, предоставляющих состоятельным фондовом рынке пузырь «популярных акций» Больница в Коммунарке первой в России
клиентам услуги private banking / АЛЕКСАНДР ОРЛОВ начала принимать больных с коронавирусом.
Главный врач ГКБ N°40 Денис Проценко рас-
080 102 сказал Forbes о том, как это было
Сбывшаяся мечта
Индивидуальный подход Антон Кравченко управляет одним из самых 132
В период пандемии у инвесторов возникает доходных российских паевых фондов Игра на выбивание
много новых возможностей, но универсально- К чему привело импортозамещение в меди-
го рецепта нет как для лечения вируса, 106 цине и фармацевтике
так и для роста портфелей Фондовая вакцина
/ ДМИТРИЙ БРЕЙТЕНБИХЕР На что смотреть инвесторам во время панде- 136
мии / ИСААК БЕККЕР Битва вакцин
084 Дмитрий Морозов создал одну из
108 крупнейших фармкомпаний, сделал ее
Уроки новой «войны» Космическая одиссея лидером госзакупок и теперь рассчитывает
Попытка «закрыть» экономики удалась, а зна- Россияне и китайцы не могут инвестировать заработать на лечении COVID-19
чит, внешние шоки будут случаться и в буду- в SpaceX, но они это делают
щем. Как вести себя инвестору? 150
/ АНДРЕЙ МОВЧАН Из тюрьмы в бочку
Куда делись миллиарды Сергея Полонского
088 112
Груз платформы Звездный финтех 158
Павел Дуров привлек в TON $1,7 млрд, но вы- Необанки — это далеко уже не игрушка для Полусладкое для поколения X
нужден был закрыть проект по требованию миллениалов, инвесторы могут заработать Почему в России до сих пор любят полуслад-
американских регуляторов. И сразу же стол- на них хорошую прибыль / ОКСАНА КУЧУРА кие вина / ИГОРЬ СЕРДЮК
кнулся с недовольством инвесторов
114 160
096 Финтех с большой дороги Вне бизнеса
Охота на «единорога» Стартап Robinhood привлек миллионы непро- Мысли о противоречиях
В какие технологические стартапы фессиональных инвесторов. Куда он их при-
инвестировать ведет? / ВАДИМ ЛОГИНОВ

040 ENTREPRENEURS LOCALS.ORG

#09 (198) 2020

1,0$ mln

was invested by Gonchar
and Nevgen in the project

Who: Eugene Nevgen, Sergey Gonchar
Age: 28 y.o. each

In 2015, Eugene Nevgen and Sergey Gonchar
launched the MSQRD mobile app, where users
could try on a mask of a famous person or an
animal. A few months later the app gained 40
million users. Facebook got interested in the
startup, and in March 2016 the partners sold
the company to the social network.

041

text photo

ANASTASIA KARPOVA SERGEY GUDILIN FOR FORBES

T After leaving Facebook,
the MSQRD app founders
The MSQRD app creators Sergey Gonchar and are building a business
Eugene Nevgen live in London, but the coronavirus with Natalia Vodianova
pandemic caught them in Belarus. "We are currently
in Minsk, we came here to spend time with the team - Born in Grodno, Gonchar and Nevgen have both been
we have a Loóna development o ce here," says interested in technology and computer science since
Eugene Nevgen, sitting down in a black gaming chair childhood. They met in 2008 as high schoolers at a
across from the computer screen. The entrepreneurs city conference on computer science, to which Nevgen
and Forbes are having a Zoom call. Gonchar and brought a few projects. Gonchar got interested in
Nevgen are partners in the Bratte venture studio, Eugene's presentation and pelted the speaker with
which they created after selling MSQRD to Facebook questions. After school the friends decided to enter
and working in the social network for three years. Grodno State University and become programmers.
Through Bratte, they already invested in Flo, a wom- During their freshman and sophomore years they
en's health calendar, and launched Loóna, a bedtime worked part-time developing social games, portals
meditation project. And now, together with Natalia and forums. "I earned $1200 a month, I could a ord to
Vodianova and her partner Timon A nsky, they're get around by taxi and treat everyone with pies,"
preparing to launch a charity project called recalls Gonchar. The talented sophomore student was
Locals.org, in which they've already invested more quickly noticed, and a former employee of Lebedev's
than $1 million. What projects are MSQRD creators Studio, Ivan Dembitsky, suggested that Sergey move
building after leaving Facebook? to Montenegro in 2011 to work on a 3D visualization
startup, Realaxy. "I wanted to dive into the world of
Sergey Gonchar and garage startups, where two dudes sit down, code away,
Evgeniy Nevgen got come up with an idea, and then the whole world uses
to know each other it," says Gonchar. Therefore, he accepted the o er to
at school-age at the move without hesitation. In Montenegro, there was a
city conference on
computer science. ve-storey house by the sea with an o ce on the rst
oor. Everyone lived and worked together, just like in
the Silicon valley movies. Nevgen didn't go to Monte-
negro though, as he decided to work remotely and
nish his studies in Belarus. But a few months later he
moved from Grodno to Minsk.

042 ENTREPRENEURS LOCALS.ORG

#09 (198) 2020

"I arrived with one backpack and on the very rst day o ered Nevgen to join them. MaeSens worked on the
I got to the hackathon, where I met Denis Kondra- principle of an auction: lots for meetings were
tovich and Mikhail Karpitsky, the creators of the published on the platform, anyone could place a bid,
platform for the charity meeting auction MaeSens", and the money raised went to charity. According to
recalls Eugene. The start-up already had users, the Nevgen, the service grew to 100,000 users in a year
team needed a talented designer and the partners and a half, and the team was thinking about relocating

043

6297

users have followed private
Instagram account of the
Locals.org community in London.
Later, the service will work in
Los Angeles, New York and Paris

to the United States, but the exit failed. "We didn't Maxim Kamenkov. The main product of SplitMetrics
have enough experience. I decided to go somewhere is a mobile app analytics service. Among their clients,
else," says Nevgen. In 2012, he became the rst according to Nevgen, were big IT companies like Face-
employee of Mikita Mikado's PandaDoc (document book, Google and Uber.
management automation), and in 2013, he created his
own SplitMetrics project together with partner By 2015, the project Gonchar was working on in Mon-
tenegro hadn't entered the market and Sergey decided
to return to Minsk. Nevgen was doing well — Split-
Metrics had broken even and was working with about
1,000 major clients. Over the years, while the friends
were living in di erent countries, they began to
communicate less, but they didn't lose touch. "All this
time I really missed Sergey, my closest friend and
partner. And here he comes, and I understand: we
need to think of something together. SplitMetrics was
at its peak then, and Sergey had no company to work
with at all," Nevgen recalls.

The Era of Masquerade
In the spring of 2015 the friends started looking for a
niche in which they could create a joint project. From
his experience with SplitMetrics clients Nevgen
understood that many companies were trying to devel-
op messengers like WhatsApp. "Then we decided to
make an emotion booster for video messages," recalls
Gonchar. On the Internet we found an application
created by students of Beijing University, where you
could put a virtual mask on your face". The partners
decided to improve it and began to create their own
masks. We decided to launch it in November 2015 at a
hackathon. "By the beginning of the hackathon we
didn't have all the masks-emotions ready. We decided
to make an app where people could just play a role, like
becoming an astronaut," recalls Gonchar. Nevgen
admits that he planned all this so that his friend would
have his own company. "And I wanted to build a big
story with him," says Gonchar. Within a month after
the launch, MSQRD (Masquerade) gained 1 million
users. Nevgen says that the project grew so fast that he
had to switch from SplitMetrics to MSQRD.
The app was fully functional in December 2015.

042 ENTREPRENEURS LOCALS.ORG

#09 (198) 2020

«We had a feeling that we absorbed everything we could. We decided
to give up on the money that we could have received if we had worked
for 4.5 years under the contract. We have a lot of energy and ideas.
We want to move on»

According to Gonchar, the partners didn't invest
anything in marketing and advertising, it just went
viral over Christmas and New year holidays, people
showed each other the lters with the symbols of the
year masks. In the second month of operation,
Masquerade already had 10 million users, and 40
million a month later. Despite the rapid growth, the
partners were in no hurry to monetize. "We wanted to
build a big long-running story, something like what
Tik-Tok did after us," Nevgen recalls.
It wasn't only the users who spotted "Masquerade".
According to Gonchar, within a few months, he and
Nevgen began to receive o ers of cooperation from
large companies from the United States, Israel and
Russia. "And we dreamed of getting an o er from the
"sexiest" company at that time — Facebook. And,
surprisingly, we did," says Nevgen.

Zuckerberg called
When the partners realized that the interest in the app
was growing, they started looking for someone who
could help them with an investor roadshow in the
United States. They found that someone in Nikolay
Davydov, a partner of the Gagarin Capital fund, to
whom Gonchar and Nevgen were introduced by their
mentor, the founder of maps.me Yuri Gursky. "I
noticed them among the winners of the hackathon in
Minsk and wrote to Eugene," says Davydov. Nevgen
says that at rst making contact with Facebook wasn't
the purpose of their trip to the United States — they
went there just to look around and communicate with
other companies. Gonchar says that Facebook repre-
sentatives contacted them through intermediaries, not
directly, since "corporations of this level have to be
extremely cautious at the stage of preliminary negotia-
tions." Events started developing rapidly after the rst
meeting with Facebook. "Negotiations on the deal
were nalized very quickly, over two to three weeks.
The deal itself was closed in three days," says Mikhail
Taver, Davydov's partner in the Gagarin Capital fund,
who facilitated the deal. In the United States MSQRD
was registered on January 19, 2016 and on March 9,

045

The app was released on the iOS platform in English in early 2020. Now, according to

Nevgen, Loóna already has "hundreds of thousands of users" and the project has start-

ed generating revenue (he doesn't disclose exact gures). Investors in Loóna are the

co-founders of MSQRD themselves, as well as a number of venture funds from the

Valley and business angels, including model, philanthropist and investor Natalia Vodi-

anova, who is also Eugene's investment partner in Flo.

12 After moving to London, Eugene wanted to revive the Belarusian project MaeSens.
"After the success of Flo, it became clear that business can and should carry a social
mission. I'm no longer interested in doing business for the sake of money," says
Nevgen. Back in 2017, in London, through the founder of Prisma Alexey Moiseenkov,

12 people work in the Locals.org team he met Timon A nsky, a partner of Vodianova, and told him about "for friends only"

in Minsk, London and the USA charity auctions. A nsky got excited: "We kept on talking with Eugene and Natalia

about MaeSens. But it wasn't the right time, because

Eugene was still with Facebook and there would be a

con ict of interest. And Natalia and I were completely

engrossed in our own charity app Elbi," he says. The

partners only shook hands in July 2020. The project

Locals.org has four co-founders: Nevgen, Gonchar,

Natalia Vodianova and Timon A nsky. They don't

Facebook announced the purchase. Nevgen and disclose their shares in the project. "I really believe in

Gonchar rst settled in the social network's London the idea behind Locals.org. Even before the pandemic,

o ce, and then Nevgen moved to Menlo Park. The it was clear that the future belongs to local socializing

partners and Taver don't disclose the transaction and pastime," says Vodianova. According to Nevgen's

amount, referring to the con dentiality agreement. idea, unlike in Maesens, anyone can o er any amount

According to several venture capitalists interviewed for a meeting or joint experience in Locals.org, and

by Forbes, MSQRD could be valued in "tens of money will not be a decisive factor. It is the host (the

millions of dollars". Under the terms of the same person to meet whom there's a bidding war) who will

agreement, both founders were required to work for decide which bidder exactly to meet and what the

the corporation for 4.5 years in order to fully integrate pastime will be. In addition, the host can nish accept-

the technology within Facebook. However, they did it ing applications at any time and make a group meeting.

in two and got bored. "We wanted to be involved in the 80% of the meeting funds will go to charity, and 20%

world of startups. We already had some money from to develop the platform and grow the community.

the sale of the company. We started investing in other According to Nevgen, the partners have already

projects to socialize with the founders," says Nevgen. invested more than $1 million of their own money in

In 2019, both MSQRD founders resigned from Face- the development of the platform, but there are no

book: "We had the feeling that we'd absorbed every- third-party investors in the project. Natalia and

thing we could. We decided to give up the money that Timon drew resources, experience and employees of

we could have received if we'd worked 4.5 years under Elbi. "Eight years after leaving MaeSens, I dreamed

the contract. We have a lot of energy and ideas. We that we would have the time, money, knowledge and

want to move on," explains Gonchar. connections to get back to this topic and make it

New MaeSens global. That's why we actually left Facebook," explains

Nevgen.

However, the partners didn't go back to Minsk: The project is already working for the community in

Gonchar remained in London, and Nevgen rst settled London, with 6297 users on its closed Instagram

in California, and then also decided to move to the account. The promotion strategy will not be the same

UK. In April 2019, Sergey Gonchar and Eugene as with MSQRD. "We don't need exponential user

Nevgen announced a new joint project — together with growth here," says Gonchar. The community will

the "MSQRD old guard" they launched the venture launch in London before the fall. There are 12 people

studio Bratte, which creates companies "with a focus on the team of Locals.org, they work in Minsk,

on the mobile consumer market". Through Bratte, London and the USA. The partners are going to mone-

partners invested in Flo, a mobile women's health tize the platform on transaction fees, with paid options

calendar with Belarusian roots. One of the rst appearing later. "Whatever the social mission, it is

projects of the studio is Loóna, a bedtime routine necessary that the business pays o , is competitive and

application, which the entrepreneurs launched togeth- can grow quickly. Together we are building a socially

er with Andrew Yanchurevich and Dmitry Doryn, responsible and, at the same time, sustainable

former employees of MSQRD. business," says Nevgen.