‘The Most Valuable Skill I Gained at HSE Is the Ability to Think and Act Like an Entrepreneur’

Ihsannudin

© Photo by Victoria Proskurova

Ihsannudin, from Indonesia, graduated from the GSB Master's Programme 'Electronic Business and Digital Innovations' in 2023. He is the CEO and founder of a tour operator specialising in travel from Indonesia to Russia. The company has organised more than 60 group tours, serving over 1,500 Indonesian travellers. In this interview with the HSE News Service, Ihsannudin shares his insights on building an international business, the importance of a competitive academic environment, and the knowledge and skills essential for becoming a successful entrepreneur.

— Why did you decide to study at HSE? What was the most valuable skill you acquired that you now use professionally?

— First, I had a dream to continue my education abroad. I applied to several universities in Europe, but none of their programmes truly captured my interest. Then I discovered HSE University, and I found that it offered the right academic environment and a programme that matched my professional background and career goals. Looking back at my time at HSE, the most valuable skill I gained was the ability to think and act like an entrepreneur.

Studying in the E-Business and Digital Innovation programme taught me how to develop business models, identify market opportunities, and apply digital strategies effectively.

After graduation, this knowledge helped me build my own company by combining cultural experiences with customer acquisition through social media and digital marketing

— How did HSE’s rigorous academic environment prepare you for the challenges of your career?

— Studying at HSE required me to be highly proactive, disciplined, and fully engaged in every academic task. The rigorous academic environment trained me to think critically, manage complex projects, and work effectively under pressure. In addition, studying in a mix of Russian and English forced me to adapt quickly and improve my Russian language skills through extra effort. This not only strengthened my resilience and mental toughness but also prepared me for real-world business situations. Today, Russian has become an essential asset in my career, as I interact with partners, suppliers, and clients in the Russian B2B market.

The combination of academic knowledge, practical learning, and language skills from HSE has significantly contributed to my professional success

— Tell us about your professional journey from graduation to your current role.

— After completing my master’s degree at HSE University, I immediately made the decision to become an entrepreneur and founded San Ruskindo International LLC in Moscow.

The name San Ruskindo carries both personal meaning and international identity. It is formed from three elements:

• San — derived from the founder’s name, Ihsan, representing personal identity and leadership.
• Rusk — taken from ‘Ruski,’ meaning Russia in Russian, symbolising the company’s roots, experience, and operational base in Russia.
• Indo — referring to Indonesia, the founder’s home country and one of the company’s main markets.

Combined, San Ruskindo represents a bridge between Indonesia and Russia, reflecting the company’s philosophy of connecting cultures, business opportunities, and travel experiences between the two nations.

The first major milestone was transforming the company from a small travel service into a B2B land tour operator specialising in group travel across major Russian destinations. Another key turning point was building strategic partnerships with travel agencies across Southeast Asia, which helped expand the business internationally. Despite challenges such as language barriers, regulations, and market uncertainty, I continued to grow the company by focusing on service quality, trust, and strong business relationships. Today, my company operates as a trusted partner for educational tours, corporate groups, and tourism collaborations between Russia and Southeast Asia. San Ruskindo International positions itself not merely as a travel operator, but as a strategic partner in university internationalisation.

The knowledge I gained in business modelling, digital innovation, and enterprise architecture helped me design an effective business structure and build scalable operational systems. I applied many of the concepts I learned in class—such as market analysis, product development, and strategic planning, directly to my company. Today, those foundations continue to support the growth and sustainability of my business.

— Which courses at HSE had a significant impact on your career direction or way of thinking?

— One course that had a significant impact on my career was Enterprise Architecture and Business Process Management. It helped me understand how to design and structure a business model effectively, develop long-term business strategies, and create scalable operational systems. The course also emphasised leadership skills, especially in managing teams and aligning people with company goals. The knowledge I gained from this course played a key role in shaping how I built and managed my own company after graduation.

There was no single course that I would consider the most challenging; instead, the overall academic experience at HSE required perseverance, discipline, and continuous effort.

Studying in an international environment with different languages and cultures, especially using both Russian and English, pushed me to work harder and adapt quickly

Although some subjects were demanding, I enjoyed the process because many of the courses were connected to my previous professional experience. They helped me sharpen my skills and apply academic concepts to real business situations. In the end, the challenges strengthened my work ethic and ability to learn independently.

— How has the HSE alumni network helped you in your career?

— I continue to stay connected with fellow alumni, both in Russia and internationally. These relationships are valuable for building long-term professional networks, exchanging ideas, and exploring potential collaborations in business and education. I believe the strength of the HSE alumni community will play a bigger role in future opportunities and partnerships.

Studying at HSE, which brings together students from many countries and cultures, helped me develop strong communication and collaboration skills.

I learned how to build relationships with people from different backgrounds, exchange knowledge, and work as part of an international team

The competitive academic environment encouraged me to be open- minded, proactive, and solution-oriented. These experiences prepared me to work globally and today they help me manage partnerships and business relations across different countries.

— What advice would you give to your younger self on your first day at HSE? What would you say to current students pursuing a similar career path?

— I would say: never stop dreaming and always believe in your ability to grow. The world is constantly changing, and success comes to those who are willing to adapt, stay curious, and keep learning. Challenges will come, but with resilience, vision, and the right people around you, you can overcome anything and turn every experience into progress.

You should never underestimate any opportunity that comes your way. Do not wait for the ‘perfect’ moment or the ‘perfect’ job.

Success often begins by taking small opportunities and turning them into something bigger

Opportunity rarely comes twice, and sometimes the path to what you truly want only becomes clear after you take the first step. Be proactive, be consistent, and keep learning as you go.

— How did HSE help you bridge the gap between academic theory and real-world practice?

— HSE helped me bridge the gap between academic theory and real-world practice by combining practical case studies, industry-focused projects, and teamwork with students from different professional backgrounds.

The university promotes a problem-solving mindset rather than just academic memorisation, which made the learning experience highly applicable to real business situations

In addition, the strong international reputation and prestige of HSE gave me more credibility in the professional world, especially when building partnerships and business collaborations abroad. This combination of practical learning and academic recognition helped me confidently apply theory to real-world entrepreneurship.

— How did project work at HSE contribute to your CV and career? How is your degree perceived by employers?

— Several group projects and practical assignments at HSE played an important role in shaping my career. These projects allowed me to work on real business cases, analyse market strategies, and build business models from scratch. They helped me understand how to transform ideas into sustainable business plans, which later became very useful when I started my own company.

In my experience, employers and business partners do not focus only on the academic degree itself, but they do recognise the value of being a graduate of HSE. The university has a strong international reputation and is known for its high academic standards, especially in economics, business, and technology.

Being an HSE graduate often creates a positive first impression, as it is associated with strong analytical skills, discipline, and global exposure

This academic background adds credibility in professional environments, especially when working internationally.

— What does a typical day in your professional life look like, and how does it connect to what you studied?

— A typical day in my professional life involves managing business operations, building partnerships, and developing new strategies for company growth. I oversee communication with our B2B travel partners, negotiate with suppliers, review financial performance, and lead my team in planning tour programmes across Russia. I also focus on digital marketing and business development, using online platforms to reach international clients. This connects directly to what I studied at HSE—especially in areas like business modelling, digital innovation, and strategic management. The knowledge I gained from my master’s programme has helped me make data-driven decisions, structure business processes efficiently, and grow my company in a competitive international market.

— What are your career aspirations, and how does your foundation from HSE support them?

— My goal is to continue expanding my company internationally and build stronger cooperation between Russia and Southeast Asia in the fields of tourism, education, and business development. I am also working to create sustainable programmes that connect universities and industries globally.

In February 2025, I had the opportunity to collaborate with HSE University as an official partner in organising an internship programme for students of the Master’s in Strategic Corporate Finance

This partnership is an important step toward future educational projects such as campus visits, student mobility programmes, and international training programmes. The foundation I gained at HSE, especially in strategic thinking, business analysis, and leadership, continues to support my long-term vision of building impactful international collaborations.