From the trenches to a national-scale project: how a veteran is developing a new type of tourism in Ukraine.

Maksym Stukalo is a veteran of the Armed Forces of Ukraine, and before that, a successful manager with 16 years of experience in multinational corporations, specializing in launching new products. Among the companies he worked for in Ukraine are Coca-Cola, Philip Morris, METRO Cash and Carry, and Zakaz.ua.

Today, the veteran is developing his own project – a new type of vacation in mobile homes on wheels – campers, which is new to Ukraine. His idea is not just to create a place in the mountains to relax in a camper, but to develop an entire network of campsites where you can stay with your mobile home. Such a network doesn't yet exist in Ukraine.

How the business idea came about, how the entrepreneur develops it, where he gets the money, and who helps him – in the LIGA.net article.

Maxim started thinking about mobile homes, their convenience and mobility, in the trenches on the Donetsk direction, where he ended up after volunteering for the army in February 2022.

The man served as the commander of a fire support platoon and often moved from position to position. Each time, the soldiers had to set up their living quarters from scratch: dig trenches for bunkers, build kitchens, showers, toilets, and underground shelters.

"I thought then: how cool it would be if there were mobile homes like that. Just bury it in a big trench, and then dig it up and move it to another place," he says.

The idea was developed later. After his second serious injury in 2023, Maksym was demobilized. The veteran suffered from severe post-traumatic stress disorder (PTSD). To help her husband, his wife took him to the Carpathians for a month, arranging a peaceful rest in nature.

"This helped me a lot. And that idea from the trenches plus the experience from the Carpathians – all of this resulted in the idea of mobile homes and a peaceful family vacation in nature," says the veteran.

After his vacation, Maksym set about implementing his idea. He decided to apply for the "Worth Starting Your Own Business" competition of the Ukrainian Veterans Fund and won it, receiving 1.5 million hryvnias.

He added his own 800,000 hryvnias, which he received for rehabilitation after being wounded. This amount was enough to purchase three campers in the summer of 2023. He named his project Mandry in UA.

Now, to scale up his business, the man is participating in eight different programs for veterans. He has already won in the veteran support program from the "MHP – to the community" foundation, a joint aid project from Mastercard and Forbes Ukraine, and the state's educational grant program "Trajectory 2".

He applied for another grant program for veterans and their family members on Diia, and is participating in the Red Cross's educational and grant program for entrepreneurs, Redpreneur.

"First and foremost, I want to help our people discover their own country. I even have a slogan: 'Discover your Ukraine with Mandry in UA'," the veteran explains his motivation.

With the funds received, Maksym purchased a plot of land in the resort area of Transcarpathia in the village of Chenadiyevo, where his first campers are now located. The entrepreneur plans to buy more.

The first mobile homes purchased were from foreign manufacturers. One of them is large, at 20 square meters, which is also its drawback: such a camper is difficult to move due to its large weight and size.

The veteran began to look for more mobile solutions. That's how he came across the Ukrainian camper manufacturer Lifestyle Camper.

"It turned out that they are trendsetters in the world of campers, who exported almost 100% of their products abroad," says the entrepreneur.

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Inclusive space in the mountains

Maksym started cooperating with a Ukrainian brand, and even became its partner: now he has the right to sell Ukrainian campers. In addition, together with the company owners, they are developing a new camper – a two-story one, equipped to meet the needs of people with disabilities.

"This is an absolute sensation in the world of mobile homes. It will be lightweight, despite being two-story. On the first floor, there will be a shower, toilet, and kitchen adapted for people with obvious disabilities, such as those who have lost an arm or leg," the entrepreneur describes the innovation.

Existing mobile homes are also being converted to meet these needs. The veteran's comrades will be able to rest in them on preferential terms.

"I have many friends and comrades with disabilities. I want them all to come to visit me. That's why we're widening the aisles, arranging amenities inside, and making audio recordings for the visually impaired," says Maksym.

In addition, the entrepreneur is developing special tourist routes for visitors with disabilities. To do this, he plans to involve students from the tourism faculty of Uzhhorod National University.

The entrepreneur is ready to provide scholarships to those who develop inclusive routes in the Mukachevo district. And to make it easier for people with disabilities to travel the route, he will purchase golf carts and quad bikes.

He is also planning a separate type of recreation for military personnel who crave thrills. The veteran understands that they are used to the constant adrenaline rush on the front lines, and they lack it in civilian life. In Maxim's opinion, extreme sports can be a great alternative. He plans to purchase electric bikes that can be used for mountain riding.

"They don't harm the environment. People can get the thrill they're looking for by riding in the mountains and satisfy their need for an adrenaline rush. They can also be taken with you along with a camper – there are special mounts," says Maksym.

According to the project commitments, the veteran must provide six free vacation sessions for military personnel. One session is a weekend: two days and two nights.

"As a rule, servicemen have never rested for free. After their vacation, they thank us for having such a thing and pay in full," he says.

The entrepreneur also plans to employ combat veterans in his company. The veteran is confident that this will help them and motivate them.

After reaching the break-even point, Maksym's project is to transform into a social enterprise that will help communities:

"I plan to lease land from farmers that cannot be used for crops. These are cliffs, beautiful places near lakes. They will receive money, the communities will receive taxes, and we will be able to set up campsites there."

In addition to organizing recreation for military personnel, Maksym helps his fellow soldiers as a volunteer. Every two to three weeks, he goes to them with targeted assistance or sends it by mail. He also conducts sessions for HR, company directors, and heads of amalgamated territorial communities on working with veterans as a trainer at the Kyiv-Mohyla Academy on veteran affairs.

In parallel, the entrepreneur is developing a network of campsites. His plans include establishing such sites every 300 kilometers across the country. These will be fenced areas with security, electricity, water, and sewage connections. He plans to expand, in part, through franchising. It will also be possible to rent campers from Maksym.

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The veteran is already negotiating with the state enterprise "Forests of Ukraine" in the Volyn region to set up eight stops at the "Lisovychok" recreation areas.

"You can't build anything permanent there. But we are ready to equip the territory specifically for such small houses. We also have many Soviet sanatoriums in very beautiful places. They don't need to do much to start making money. And people will be able to come with campers to stay and relax," the entrepreneur shares his thoughts.

Another area is large gas station chains.

"I understand that it's not very nice to rest near a gas station. But this option is not bad, so that there is an opportunity to stop, replenish necessary supplies, and spend the night in an emergency situation," the veteran explains his logic.

Maxim's clients find out about his company mainly through the internet. Most of them don't understand the culture of camping in campervans.

"I have to fight this a lot, explain it, because it's not cheap vacation. Yes, we have more tents because it's more affordable. But if we calculate how much money is spent on barbecues, shish kebabs, and overnight stops, the cost turns out to be the same as renting a camper," says Maksym.

The entrepreneur calculates: renting a camper costs 5-9 euros per day. For a week – 49 euros, if it's more than a week – 39 euros per day.

"People say that it's cheaper in a hotel, but it doesn't have the freedom, the wilderness, the escape vacation that is now rapidly developing in Ukraine and the world," the entrepreneur explains the advantages.

Maxim's business philosophy is simple: not to conquer nature, but to integrate into it.

"I don't want to conquer anything, I don't want to build with concrete, I don't want to uproot trees. I want to come with a little house to a place where I can drive, stop, rest, listen to a mountain stream, cuckoos, nightingales. And then pack up and leave, without disturbing any process in this world," says the entrepreneur.

The media product is produced by LIGA.net with Askold and Dir Fund as a part of the the Strong Civil Society of Ukraine – a Driver towards Reforms and Democracy project, implemented by ISAR Ednannia, funded by Norway and Sweden. The contents of this publication are the sole responsibility of LIGA.net and can in no way be taken to reflect the views the Government of Norway, the Government of Sweden and ISAR Ednannia.