A WORD WITH ARAM SARGSYAN
by Jesse Schwartz, Kyiv Post Staff Writer

Kyiv Post, Ukraine
June 28 2006

© Konstantin Klimenko

Aram Sargsyan, inspired entrepreneur, accidental restaurateur Aram
Sargsyan is an effortlessly warm person. Entrepreneurs often find
it necessary to affect geniality, but there is nothing disingenuous
about the man who sat before me, leisurely sipping an espresso and
explaining how a software developer like himself ended up opening a
restaurant. And, in fact, it’s in his own cafe that we’re meeting,
a few diners casually finishing off plates of fresh Armenian food.

"I wanted to have a laboratory in which I could try out and exhibit
my innovations," he says, gesturing around the room.

If he were a chef, the statement would seem less out of place – but
the connection between computing and cuisine becomes clearer as new
patrons arrive. Along with a small metal basket of pepper, salt and
napkins, the waitress also leaves behind a small handheld computer,
the menu already loaded onto the screen.

Sargsyan explains that patrons browse the selections digitally
(there’s a normal menu, of course). Then I watch as the server,
equipped with a handheld, taps the selection into the screen and the
order wirelessly feeds to the kitchen.

I ask if his system will gradually circumvent the need for a wait
staff at all, Sargsyan’s broad smile returns.

"Well, perhaps one day, but the interaction between servers and diners
– between people – is still very important." In fact, facilitating
human contact is a priority for the young inventor. "I’m working on a
system now where, along with our menu, patrons will have a selection
of games that they’ll be able to play wirelessly with each other."

While this might sound like odd behavior for people enjoying a
quick lunch, the sounds of construction in the next room underscore
Sargsyan’s foresight.

"We’re expanding, building a full bar, and we plan to have live jazz
shows soon."

For now, though, diners get to enjoy impressively fast wireless
connections free of charge as long as they bring their own laptops.

"I’d rather it be free and have people enjoying the technology and
community inside the cafe," he explains.

I soon find out that the live music is as much a passion for Sargsyan
as the art of inventing. An accomplished jazz saxophonist in his own
right back in Yerevan, the capital of his native Armenia, he spent much
of his time organizing jazz festivals in his country. After receiving
an MBA from the American University of Yerevan, Aram Sargsyan tried
his hand at many things. But, as is so often the case with immigrants
to Ukraine, he soon realized there were better opportunities abroad.

"My friend owned a distributing business in Ukraine and I explained
to him how having salesmen and warehouse managers wired with handhelds
could streamline his practice and simplify the paper trail.

I then started selling these solutions to other businesses, opening
my own software company, eSoft."

But Sargsyan realized that the lack of technological solutions in
Kyiv as well as the success of his first business underlined another
deficiency here in the capital.

"Ukraine needed more people who had basic computer skills. That why
I started BASIC education center, my training school. I was manager,
coordinator and teacher all at once. After only a year, though, the
work paid off. I brought my wife over from Armenia and she took over
the management."

This freed Sargsyan up to return to his true focus: innovative
technology. Hence, MARM, his cafe (the name is a Russian acronym for
"mobile automated workplace").

"Intel representatives here thought my idea was interesting. They
gave me funding to make two short movies about myself and my system.

I’ve sold three networks so far in Ukraine."

But the big marker, of course, is Western Europe and North America.

Aram says that the restaurant industry here isn’t ready, for the most
part, for such high-tech gadgets.

"I want to work out any bugs first. But in the West my system would be
great for large restaurants, convention centers, cruise ships… But
I’m still looking for investors who know the markets there."

I ask him if he himself plans to play during the live-music nights.

"I have a fear of playing here. In Armenia, I knew everyone and it
was easier for me. I had a band."

Sargsyan smiles and finishes the interview with a word that defines
both his life and his growing success.

"Who knows, though?" he says, smiling. "Hopefully."

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