Serafima Bogomolova, publisher, entrepreneur at Innovatrs, tireless globetrotter and seeker of experiences, co-founded Avantoure magazine, a modern lifestyle publication. We interviewed her recently.

Avantoure is available exclusively in digital format and can only be purchased online. It focuses on inspirational individuals, adventurous travels, virtual world trends, international lifestyle and cultural issues.

Innovatrs: What made you do it? Why did you take the plunge, became an entrepreneur and give up that cosy corporate job opp?

Serafima: It was a mixture of different circumstances and influences. Prior to ‘taking the plunge’ I got a taste of what it’s like to start your own business. First when I spent a year at a media start up and then as a partner at a more established business. Both influenced my decision to go it alone. Besides, I’m an adventurer and explorer by nature.

Innovatrs: What does your venture do?

Serafima: Avontoure is a digital format lifestyle magazine. The publication is produced on the YUDU Media platform which allows rich media (such as video, audio, animations) to be incorporated into the layout of the magazine. Avantoure is distributed and sold online.

Innovatrs: What was the original @ha Idea?

Serafima: The original @ha idea was to create an interactive magazine based on a concept of ‘Life is a Game!’. We wanted it to appeal to an international audience. A lifestyle magazine, with an adventure theme, in a game-like cutting edge format (digital format with rich media elements) that knows no borders (online distribution).

Innovatrs: And when/where did it hit you?

Serafima: The idea of launching my own magazine came to me at the end of 2005 after I left Heho a Mano magazine (a luxury publication produced in Moscow). I knew a small group of like mined people in Moscow and had some funds (plus our savings), so I decided to give it a go.

Innovatrs: Is this your first business? What past experiences helped you take this fast route to masochism?

Serafima: Yes, it is my first ‘solo’ business. Many of the experiences I gathered prior to this event helped me in one way or the other. For example, while working for a media start up in London I learned about how not to do certain things. Specifically I learnt that it’s better to keep a ‘low profile’ before your venture is successful, work on establishing good relationships with the trade and your partners, so they’ll be more forgiving if things go wrong…

Innovatrs: What was running through your head when you started up? What crises hit you early on?

Serafima: It was pure exhilaration, excitement, and fun. I had loads of enthusiasm and faith in what I was doing. The toughest part was entering an undiscovered territory (e-editions were not taken seriously at that time). Pioneering is hard. Everyone is so sceptical. Further, I was a young entrepreneur in a new field. I quickly realized that my journey would be long and hard… I can only compare this to diving in the sea, into waters that are ice cold and stormy with no one around to lend a hand…

Innovatrs: What are the long-term goals for your company?

Serafima: In my field long-term goals don’t really apply, due to the high degree of unpredictability. It’s vital to stay alert to changes, be accommodating and adaptive and play it by ear when you come across the unexpected… Digital publishing is about becoming not being…

Innovatrs: What are the key lessons you’ve learnt over the past few years?

Serafima: My biggest lesson has been that you learn a lot more from failures than from successes. Without failures you would have less reason to develop and strive to excel at whatever you do… Also that a lack of money in business can be a good thing – it motivates you to think out of the box, innovate, and come up with more creative solutions.

Innovatrs: Have you felt pangs of fear or anxiety when building your business? If so, over what and how did you deal with them?

Serafima: Yes. I had a real fear of failing since our future is so uncertain… But what I realized later was that anxiety and fear are merely stages on the route to success… I overcame this fear by experiencing how failure transforms into innovation and enriches your overall experience.

Innovatrs: What big ol’ failures have you had in the past and how have they helped you get to where you are?

Serafima: I can think of two big ones. First (while working for a media start-up company) was the failure to realize a bunch of my ideas (due to the start-up folding) which left me feeling incomplete. Second (this happened when I was a partner in an already established business) came from losing a battle of wills and as a result struggling to money out of a business. Thanks to these two negative experiences I decided it would be better to go it alone and launch my own business.

Innovatrs: Have you looked for investors? If so, how?

Serafima: When I launched Avantoure I did not look for investors as I had enough savings to start up. At a later stage when I needed more development capital I looked for an investor through contacts and at a private networking community. I found 3 who showed some interest. When I engaged with them I realized they were not the right people for my business. Investing in a business is not only about bringing money, it’s also about compatibility on a personal level and bringing knowledge and contacts that complement the business one invests in. Finding an investor or business partner is like finding a husband/wife…