This media concept is for those who are actually running a business—not for those who are merely «interested in entrepreneurship» or seeking «success stories.» It is for those who wake up every morning and think, «What’s going to go wrong again today?»

Most business media tells you how to earn a million, how to scale, how to become successful. But the person who runs their own workshop, their own shop, or their own small factory faces something else. How to cover a cash shortfall. What to do if a partner leaves and takes the clients. How to survive an audit. Why employees leave, even when you pay them fairly.

These things aren’t talked about. It’s assumed that if you have a business, you must be confident, positive, and always know what to do. If you don’t know, you’re considered a bad entrepreneur.

We write about the real operational challenges of small businesses. Not about «the path to freedom» or «how to find yourself.» But about what happens every day: money, people, laws, platforms, burnout.

Specific Topics:

Criteria we use for evaluation
Subject and Style. Is this a «success story» or a real-world operational case with challenges.Target Audience. Is it for passive «observers» or for those actively running the business.Publication Venues. Website, Telegram, VK, YouTube, email newsletter, podcasts.Formats. Articles, case studies, audio, video, infographics, UGC.Tone of Voice. Is it delivered «top-down» as an expert or «peer-to-peer» as a colleague.User-Generated Content (UGC). And what kind of experience is showcased—successes or failures.Aesthetic. Is it a glossy publication or something more raw and authentic.

Russian Business (RB.RU)
Selection Criteria: Launched in August 2025 on the domain rb.ru as a «bold business glossy» featuring sections such as «Stories, ” „Neuroprofiles, ” „Reviews, ” and „Opinions.“
Potential Rationale: This is a rebrand of Rusbase, but with a new team and a fresh positioning. Over time, it may overlap more significantly with „Everything in Order“ in terms of audience.New Bank Brand Media
Selection Criteria: Any bank that launches similar media content targeting SMEs. Sber has 5 brand media outlets, and Alfa-Bank has Rusbase.
Potential Rationale: The market for B2B brand media is growing, and new players could capture the niche of „honest conversation.“Niche Telegram Channels for Sellers
Selection Criteria: Channels focusing on marketplaces (Wildberries, Ozon) that are already discussing industry challenges.
Potential Rationale: They could capture a segment of the audience on specific topics, although they do not directly compete with „Everything in Order“ across the entire spectrum of subjects.

1. The issue of small business challenges is rarely covered in the media.Most media outlets write about «how to make money, ” „how to scale, ” or „success stories.“ Issues, mistakes, and failures are discussed only in niche Telegram channels, or not at all. This creates a space for media that honestly dissects real-world situations.

2. The project’s immediate territory is a „candid conversation about business.“Competitors focus on positivity, information dissemination, or functioning as a „magazine.“ None of them build content around problems. „ALL ABOUT THE BUSINESS“ can capture this niche.

3. Differentiation might be based not on topics, but on the manner of presentation.„ALL ABOUT THE BUSINESS“ does not necessarily need to seek unique topics. Its distinction lies in its honest perspective: not „how to do it, ” but „what might go wrong and how to survive it.“

4. It is important to transition from problem to solution and support.The problem becomes not the final topic, but the starting point for a conversation about how other entrepreneurs handled similar situations. This creates a sense of „I am not alone.“

5. The UGC mechanism of „Failure Stories“ can become part of the positioning.Competitors use UGC for successful case studies. „ALL ABOUT THE BUSINESS“ can collect stories of mistakes. This lowers the barrier to publishing and builds trust.

6. One piece of content can be developed into several formats.The analysis of a single problem can exist as an article, a series of cards, a short video, or a post with a specific observation. This helps maintain the depth of the topic and adapt it for various platforms.

Telegram : the main channel for «candid conversations» and anonymous stories.VK: a community for discussing case studies and collecting UGC.Email Newsletter: «the week’s breakdown» featuring a real story of failure.UGC Mechanism: anonymous or open submission; the editorial team helps with presentation, and the best stories are featured in Telegram and the newsletter.

1. Business as Daily Work, Not a «Success Story»
We approach entrepreneurship not through the lens of «how to earn» or «how to scale, ” but through real problems and challenges. Unlike our competitors, honest discussion about business is our constant perspective.2. UGC Mechanism: „Failure Stories“ Over „Company Blogs“
For our competitors, UGC focuses on successful case studies. For us—it’s about stories of mistakes. This lowers the barrier to publishing. Not everyone is ready to boast, but many are ready to share what went wrong. This creates a „I am not alone“ effect.3. One Question—Multiple Perspectives
Each piece connects a single problem with different viewpoints: legal, financial, human. We don’t claim there is one definitive solution. We show that the conventional approach is not the only way.