Eugeni Tsvetnenko

The colourful life of Russian-born Perth-based entrepreneur Eugeni "Zhenya" Tsvetnenko has included everything from allegations of running a mobile SMS scam through to flying US rap star Snoop Dogg to perform at his 29th birthday.

Then there are also the seven houses in Perth, the $600,000 wedding ceremony, and a total net worth estimated by BRW at $107 million in 2009. All this from a university dropout who started with $200 in his bank account.

Tsvetnenko started on the path to making his fortune in 2002 with a business that enabled customers to receive paid SMS entertainment services on their mobile phones, and moved on to mobile advertising.

Today he has interests in a range of businesses including digital signage and advertising through Lavish Channel, which supplies custom TV programming to more than 200 hairdressing salons across Australia. He also has an interest in the music label Zhenya Records.