“Conversations about Restoration” with Hryhoii Malov, head of the "Zhirniy SMM" SMM agency, about business on the front line

Doing business in Kherson today is a real challenge and risk. The city, which is located on the front line, faces many difficulties. Still, despite this, some entrepreneurs here survive and develop, support their fellow countrymen, and build the region's future. We talked to Hryhorii Malov, former art director of the "Cat-Patriot" coffee shop and current head of the "Zhirniy SMM" SMM agency, about how to work when there are almost no customers, because the majority of the population is pensioners and vulnerable groups; about how business helps itself and the community - volunteers, organizes events, supports children, and why entrepreneurs do not feel support from the authorities: neither after shelling nor in the form of tax benefits. 

Hryhorii Malov was the art director of the "Cat on the Roof" coffee shop, known to all Kherson residents, and the "Cat-Patriot" pub created after the de-occupation. "Unfortunately, the establishment had to be closed due to difficult conditions. Rising tariffs, constant shelling of the central part of the city, and people's fear of going to the center all created such a collapse that we were no longer even breaking. There was a desire to pull the business to zero, but there was no longer any," Hryhorii Malov shares. "In parallel with the coffee shop, we started shooting videos for local businesses, and opened an SMM agency." Today, this is a team of eight people who work not only in Kherson but also in Mykolaiv, creating video content and helping entrepreneurs adapt to new realities.

According to Hryhorii, there are only a few districts in Kherson where businesses can operate safely and make a profit. At the same time, there are "red zones" where any activity is practically impossible due to the danger. This creates severe limitations for entrepreneurs who want to develop their businesses. However, there are also successful cases. For example, a company producing patriotic socks, which initially worked only for the local market, expanded thanks to online advertising and now sells products even to Europe - more than 1,500 pairs of socks were sent abroad. This case illustrates that even in difficult conditions, you can find new opportunities and develop: “As a person who had his own team, who knows how much money to invest, I can safely say that I am proud of those Kherson residents who today are not afraid to open their own business, make repairs, and take risks. This is very cool!” - says Hryhorii. 

Despite entrepreneurs' efforts to support the city's economy and create jobs for the Kherson residents, unfortunately, we increasingly hear that local authorities do not provide sufficient support for businesses. Hryhorii notes that businesses are not provided with any assistance after the shelling: “I can say from my own experience that the authorities do nothing. They do not even offer plywood sheets to sew up broken glass while drinking coffee in the same cafe with broken windows. Instead, they demand a parking fee even during wartime, in areas located 2 km from the red zone, or for official employee registration.” This creates additional pressure on businesses that are already struggling to survive. 

We asked Hryhorii what he thinks needs to be changed to make life easier for businesses in a frontline city. According to Hryhorii, one of the key problems is the lack of cooperation between entrepreneurs, which was not there even before the war: “The local authorities have made attempts to unite businesses for joint work, but most simply do not want to share profits or ideas. Everyone works only for themselves, which significantly complicates the city's development. If you are right, you simply will not survive in this system,” states Hryhorii, emphasizing the need for communication and the desire to do something for the development of Kherson. 

Although the authorities practically do not support business, the entrepreneurs themselves are trying to help the townspeople. Hryhorii Malov founded the DobroHub humanitarian headquarters, which delivered humanitarian food to local residents and military personnel. However, over time, funding decreased, donations stopped, and the center had to be closed, because there was nothing to pay for utilities: “Unfortunately, we are not alone. A lot of headquarters have closed. We were such a small center, and even large headquarters have closed. And today, I don’t even know how many of them work in the city. Now the process is even more difficult than it was. The situation is getting worse, and there is less aid.” This reflects the general trend in the city - aid is decreasing, although the need for it remains high. According to Hryhorii, there are still groups of people who need humanitarian assistance today. 

Discussing the prospects for the city’s recovery, Hryhorii emphasizes that plans for Kherson's recovery must be developed now: “We cannot wait until the war is over and only then start thinking about reconstruction. Kherson has excellent prospects and a great future,” he is convinced. 

Today, about 60-80 thousand residents remain in Kherson, while before the invasion, the population was over 320 thousand. Many people have already abandoned their roots in other cities and do not plan to return. Hryhorii believes that some residents will return, but some who were left homeless may not return. However, to stimulate return, it is necessary to create attractive conditions for life and business: benefits, tax cuts, support from the state, and the community. "If an entrepreneur pays the same taxes as in safe cities, but works in a risk zone, it is unfair," he says. Hryhorii emphasizes that to restore Kherson, it is necessary to unite the efforts of business, the authorities, and the community: "It's no business of mine - this is wrong. We must help each other, because otherwise nothing will change," he says. 

The history of Kherson business today is a story of struggle, risks, and hopes. Despite constant shelling, economic difficulties, and insufficient support from the authorities, the Kherson entrepreneurs do not give up. They are looking for new ways of development, helping the townspeople, and believing in the revival of their city. However, for sustainable development and the return of residents, systemic support is needed: tax cuts, safe zones for business, effective communication between the authorities and entrepreneurs, and joint work by all participants in the process. Only then will Kherson be able to become a city where business lives, not just survives. This conversation is an important voice from the heart of Kherson, reminding us that even in the most difficult times, there is room for optimism and development if we work together.