Victor Mortreu

The CEMS Global Alliance is a purpose led organization, powered by our beliefs that great leadership starts with self-leadership and societal progress requires continual exploration. In this series of interviews, we take a look at CEMS students and alumni that are contributing to make this world a more open, sustainable and inclusive world.

Humans of CEMS: Create something impactful

Today, in our Humans of CEMS series, we meet CEMS Alumn Victor Mortreu, who worked at Vision Healthcare before co-founding his startup Just Russel.

 

Could you please tell us about Just Russel in more detail?

“Just Russel” provides personalized, health-focused solutions for pets. It was founded by my brother, 2 friends and me in Belgium. Our goal was simple but ambitious: to enhance the lives of pets and their owners through data-driven solutions.

We recognized the growing demand for e-commerce during the COVID-19 pandemic, especially in the pet care sector, as more people welcomed furry companions into their homes.

Collaborating closely with veterinarians, we developed a comprehensive questionnaire that allowed us to tailor nutritional diets for each dog, ensuring they received the right balance of health and flavor. This was a significant step in addressing the concerning statistic that 60% of pets in Belgium were overweight.

Our brand was built on a foundation of customer-centricity, aiming to provide a seamless customer journey and maximum convenience. We wanted to eliminate the confusion many pet owners faced when choosing the right products for their furry friends.

In response to valuable feedback from our customers, we expanded our product range to include offerings for cats and even ventured into the world of pet insurance, becoming a one-stop shop for all pet care needs.

Our mission is to optimize the health of pets and prevent health issues. We want to make a positive impact on the pet care industry and the lives of pets and their owners.

As our success continued to grow, we set our sights on international expansion, with plans to enter markets in the Netherlands, Germany, and France. With over 25,000 subscriptions and a strong presence in larger European markets, our brand is poised for exciting growth.

 

What steps did you take to get to where you are today?

The journey to where we are today has been marked by a series of strategic steps and continuous learning. Here's an overview of the key milestones:

• Market Research: We began with extensive market research, delving deep into the pet care industry to understand its dynamics, trends, and potential areas for innovation.
• Customer Interviews: Armed with insights from our research, we engaged in meaningful conversations with pet owners to understand their pain points, needs, and desires regarding pet care products and services.
• Minimum Viable Product (MVP): We developed a Minimum Viable Product, a simplified version of our concept, to quickly test our ideas in the market. This MVP served as a valuable tool for collecting feedback and validating our assumptions.
• Feedback Loop: We established a feedback loop, incorporating customer input into our product development process. This iterative approach ensured that we were creating something genuinely valuable for our target audience.
• Timely Launch: Recognizing the importance of speed in the ever-evolving e-commerce landscape, we launched our service as soon as possible, refining it along the way based on real-world feedback.
• Scalability Challenges: While achieving success in Belgium, we encountered challenges related to the country's relatively small size, stringent regulations, and the need to operate in three languages. These challenges prompted us to explore international expansion.
• Internationalization: We made the bold decision to expand into new markets, essentially starting from scratch in each new country. This entailed adapting our business model to suit local preferences, regulations, and languages.
• Reinvestment: To facilitate our internationalization efforts, we reinvested and restructured our startup, leveraging our experience and lessons learned in Belgium to establish a presence in other countries.
• Localization: Currently, we're in the phase of localizing our services to ensure that they resonate with the unique needs and preferences of each new market. This approach aims to replicate the success we've achieved in Belgium.

 

How did the CEMS community and MIM program impact your practical skills like creativity and innovation? 

The global network is one of the most significant strengths I gained from my CEMS experience. This network is extensive and diverse and has been a wellspring of creativity and innovation. Interacting with alumni from various parts of the world has broadened my perspective and inspired innovative thinking. The exchange of ideas and experiences within this community has been instrumental in shaping my approach to problem-solving and entrepreneurship.

The international nature of the CEMS program and the exposure to a multitude of cultures has given me a deep understanding of different perspectives. This cultural diversity has provided me with a wealth of insights that I can draw upon when approaching business challenges. It has taught me to be adaptable and open to new ideas, a critical aspect of fostering innovation.

Through hands-on courses and internships in the MIM program, I gained real-world experience in various aspects of business, making me more confident in innovating and creating solutions in my day-to-day life .

The global network is one of the most significant strengths I gained from my CEMS experience. This network is extensive and diverse and has been a wellspring of creativity and innovation. Interacting with alumni from various parts of the world has broadened my perspective and inspired innovative thinking. The exchange of ideas and experiences within this community has been instrumental in shaping my approach to problem-solving and entrepreneurship.

The international nature of the CEMS program and the exposure to a multitude of cultures has given me a deep understanding of different perspectives. This cultural diversity has provided me with a wealth of insights that I can draw upon when approaching business challenges. It has taught me to be adaptable and open to new ideas, a critical aspect of fostering innovation.

Through hands-on courses and internships in the MIM program, I gained real-world experience in various aspects of business, making me more confident in innovating and creating solutions in my day-to-day life.

 

What is the role of innovation in your day-to-day work life?

The role of innovation in my day-to-day work life is nothing short of fundamental. In fact, without innovation, the very concept of my work, and the way we operate as a team, would not exist.

One significant area where innovation has transformed our daily work routine is in enabling remote work. The shift to remote work, facilitated by innovative technology solutions, has reshaped how we collaborate, communicate, and conduct our tasks. Everything now operates in the cloud, from our documents and data to our communication tools. This transition has not only increased our team's flexibility but also significantly boosted overall productivity.

Innovation continues to be at the forefront of our daily work as it drives efficiency and opens new possibilities. However, it's crucial to approach innovation with a balanced perspective. Being educated and somewhat skeptical is essential, especially as technology often advances more rapidly than regulation and can introduce new threats or challenges.

Despite the uncertainties, our approach is to test innovative solutions and embrace them cautiously. This allows us to harness the benefits of cutting-edge technology while mitigating potential risks.

 

What are some of the social benefits that Just Russel creates? 

One of the significant environmental benefits is the reduction of waste. Traditional pet food often leads to excessive waste, as dogs are frequently oversupplied with food. Just Russel's personalized approach ensures that each dog receives precisely the nutrition it needs, minimizing food waste and its associated environmental footprint.

Just Russel actively promotes local production and sourcing. By prioritizing local businesses and farmers, the company not only supports the local economy but also encourages sustainable agricultural practices. Using locally sourced ingredients reduces the carbon footprint related to transportation and contributes to the resilience of regional food systems.

Moreover, Just Russel actively supports organizations dedicated to the well-being of animals through donations and partnerships. This commitment aligns with its overarching mission to make the world a better place for pets, extending its positive impact beyond its customer base.