Tatiana Gschwend at the Head of Familitet: A Russian Social Innovation and Family Services Pioneer
The case tells the story of Familitet, a small social enterprise in Ryazan, Russia, and its CEO, Tatiana Gschwend. In the post-Soviet world, where institutions are still very traditional, Familitet fills certain gaps. By offering classes in family and perinatal yoga, speech therapy, and social skills; organizing workshops on marital and parental psychology, breastfeeding, and anthropology; and offering the support of a midwife, Familitet has made its mark as a trail blazer. The case describes events that took place in 2015, when Familitet was experiencing the impact of the economic crisis caused by Western sanctions. That same year, the company had been approached by a Kazakh company wishing to explore the possibility of opening a franchise - an opportunity that could be advantageous to Familitet both during the crisis and over the long term. Tatiana and her team had to decide how to respond to the crisis by adapting their business model in Ryazan and choosing the optimal business model for the Kazakh market.