FRACTAL founder and CEO Artem Borodatyuk is considering creating a new direction, which he is currently calling “Fractal 2.” Unlike the group’s current model, where businesses are mostly created and developed within an ecosystem, the new structure could acquire companies that have already found their market.
FRACTAL founder and CEO Artem Borodatyuk is considering creating a new direction, which he is currently calling “Fractal 2.” Unlike the group’s current model, where businesses are mostly created and developed within an ecosystem, the new structure could acquire companies that have already found their market.
Borodatyuk told about this in an interview with dev.ua.
According to him, one of the biggest challenges for startup studios is finding product-market fit, that is, the moment when the product really finds demand in the market. Even a strong team can make a mistake with the market, price, or launch time.
"We actually managed to find about five large businesses that we could build," says Borodatyuk.
So in a potential “Fractal 2,” he would like to actually “outsource the search for product-market fit” and buy companies that have already proven the viability of their model. Borodatyuk calls this model a serial acquirer. That’s why he’s currently studying the experience of companies that regularly buy other businesses and then develop them within a decentralized group.
Also, starting a new business is becoming increasingly expensive. According to Borodatyuk's very rough estimate, starting a service company in Ukraine may require $200,000–300,000, and a food company — about $1–2 million. However, for now, Fractal 2 is just an idea, but the entrepreneur also sees Ukraine as a potential market for such a model due to the lower cost of businesses compared to developed markets.
Previously, dev.ua wrote that FRACTAL had already purchased ready-made businesses and shares in them. In particular, in 2025, the group bought the influencer marketing agency WhyNot? Enot, and also acquired a share in the video production studio LOCATION, which became the 30th business in the FRACTAL ecosystem.
