Sergiy would go on to start his first business in 4th grade. The beginning of Minecraft’s mass-popularity in his elementary school inspired Sergiy to create competing Minecraft Merchandise for his peers, and he put up his entire savings into this project: $50. Sergiy pitched the idea to his younger brother, Daniel Montano, who agreed to invest an additional $50 through a debt-equity financing deal. The duo went on to produce the merchandise and try to convince their classmates to buy their Minecraft shirts with no success. Although a failure, this first business served him an early lesson of failure and a stepping stone to his next projects.

As with any teenager, Sergiy had an insatiable desire for the newest video-games that could not be quelled by his family’s financial hardship, giving him the drive to start his second business: reselling 99¢ candy in middle school. In contrast to his botched product design, this candy business would go on to secure him some of his first video games and prove to be a successful business until his middle school graduation when he hung up his candy-selling duffle bag.

Sergiy and Anahit Baghshetsyan explored the possibility of starting a business together. Over time, they continued to bounce ideas off the other, but ultimately wanted to use their business knowledge to positively impact the world. Over dinner, Sergiy and Anahit would finally settle on their idea: a social enterprise that would help cnildren from vulnerable communities make art, put them on products, sell those products, and donate a portion of those profits back to organizations that help those children.

In July 2023, Sergiy and Anahit co-founded Toon LLC, a social enterprise dedicated to helping children from underprivileged communities around the world through art. Toon currently collaborates with organizations and institutions throughout North America, Europe, and Asia in an effort to raise awareness about vulnerable children's communities, make their voices heard, and provide funding for these communities directly from products purchased from Toon. Toon acts as a platform to showcase and offer customers art created by children
on various products, donating a portion back to their respective organizations.

To date, Toon has partnered with Hathi Hayati (Jordan), ACE Charity Africa (Nigeria), Louse` Foundation (Armenia), and Teach For Armenia.

Sergiy’s responsibilities range from starting and registering the business, managing the finances, contract drafting, website creation, and negotiations betwee Toon and various nonprofit organizations and businesses around the world.

When Sergiy’s father began to advertise a research symposium in newspapers across the United States in December 2017, Sergiy knew he had to step in. He believed that, to protect the longevity of his family’s finances and for the family business, that newspaper advertising would not succeed.

Sergiy would go on to challenge his father, insisting that the company should invest a portion of that marketing budget into online advertising avenues such as Google Ads. That challenge was met with an onslaught of scrutiny, citing both the novelty of online advertising as well as the lack of personel to properly execute any marketing campaign, let alone an effective online campaign. Eventually, his mother would go onto convince his father in the potential of using online advertising where Sergiy would lead the program, at the mere age of 15.

His father would eventually give in, giving Sergiy a small marketing budget to attempt to attract attendees to a research symposium in Orlando, Florida. After his high school classes and sports practice, Sergiy would develop this marketing campaign, knowing that it was the last of the family funds during a critical time. Sergiy’s Google Ad campaign would attract 41 people to this symposium, while his father’s newspaper advertisements attracted 2. With this success, sparked the beginning of Zhittya’s progression.

Now Sergiy manages a multi-million dollar marketing campaign on various platforms, attracting tens of thousands of patients, investors, and partners from around the world. Beyond his expertise in digital marketing, Sergiy has been able to explore other avenues of business: having raised over $250,000 USD from investors, handling logistics of international presentations, participating in governmental negotiations and contract negotiations, handling international trade and deals, as well as managing and leading his own marketing team.

Sergiy’s experience at Zhittya Genesis Medicine has also had a positive impact on the world, as Zhittya pursues treatments for diseases such as Parkinson’s Disease, Heart Disease, and various other diseases.