Today we’d like to introduce you to Misha Stouklov.
Hi Misha, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My parents were immigrants to the US in the 90s after the Soviet Union fell apart and they had no money or prospects. I was born in the US while my family was struggling to establish their new roots. They instilled within me the immigrant ethos of hard work to achieve the American dream.
I grew up in the suburbs of Los Angeles and graduated HS as valedictorian, to go on to the #1 entrepreneurship college, Babson, on a presidential scholarship. After graduation, I started a business on my own with only $1000 for my website and the state fees.
My business is selling high tech products called “thermoelectric coolers”. They use electrical current within semiconductor elements to cool things such as lasers, biotech devices, and industrial sensors. I found a few manufacturers in Kazakhstan and Uzbekistan without a US presence, and told them I’d sell their products for free (only getting a commission on sales).
My first year, I struggled greatly and made ~$12,000. After that, with grit and determination, the business steadily grew more to be where it is today.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
As with any business, it is always up and down. Here are the biggest challenges I faced:
1) Doubt from others when starting.
Many people told me it was a bad idea to start a business, that I would fail, and that it is better to use my degree to get a job instead. This was especially difficult the first 2-3 years of starting, when I wasn’t making enough money to survive.
2) Dealing with unethical practices.
After spending a few years growing with a supplier, I found out they were stealing clients from me. I had to find a new supplier to work with, and start things “fresh”. My revenue tumbled greatly, but I built an outstanding relationship with my new supplier and continue to grow together.
3) Motivation and burnout.
I work alone from home, sometimes spending up to 12 hours a day on the computer with constant meetings, phone calls, and emails. It can be difficult sometimes to continue to find motivation when things are slow, and to keep working hard when you have many distractions around you. To cope, I have found taking a week off to travel every ~3 months or so helps me get a change of scenery.
4) Changing business conditions. Since I import products from other countries, the new constantly changing tariffs have added a lot of stress and uncertainty.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
We are a distributor for high-tech products called thermoelectric coolers. They are used for cooling lasers, biotech devices, industrial sensors, and more.
We have two suppliers: one in Kazakhstan and one in Uzbekistan. We represent the manufacturers in the Americas and Europe.
To help my brand stand out, my main focus is excellent customer service and personalized relationships with my customers. I take time to get to know them and to treat them as people, rather than just logging them into a system and pushing papers. In the B2B industry, responses are often slow and lead times are long. I make sure to respond to customers within an hour or less, and to ensure all their needs are met. I act as an intermediary between the client and the manufacturer, helping to negotiate prices, lead times, and overall design specifications and project plans.
We’d love to hear about how you think about risk taking?
1) Starting my business.
As I mentioned in other sections, just starting a business is daunting. I had to live with my parents and depend on them for food and shelter while I was struggling to barely make ends meet.
2) Continuing when times were tough.
There were many times, especially during the first two years, where I was looking for jobs and ready to quit. I am glad I took the risk to continue and to follow my dreams of being a business owner.
3) Travelling abroad alone.
I spent about 6 months travelling throughout Mexico and Colombia, almost as a “digital nomad”. I chose these areas since they were in the same time zone, and close to fly to so I could go home for urgent business matters that required me in-person. It taught me a lot about other ways of life, cultures, and the wonders the world has to offer.
4) Pulling the trigger on a lifelong dream.
In 2024, I finally “bit the bullet” and purchased my dream car: a Ferrari 488 spider. I am a massive car enthusiast, and have never owned such a performance car. I am also quite frugal, so it was a tough decision to make, but I do not regret it at all. I am now the events coordinator of our local Ferrari club chapter, and have made amazing new friendships.
