May 19, 2018 – continuing our look at the female entrepreneurs of Croatia, meet Jasmina Krkić Poznić. While being a female entrepreneur in Croatia might be a challenge, why not make it harder and try and be a pioneer in tourism in continental Croatia, a region largely ignored by the tourism gurus of Zagreb.
1. For our international readers who perhaps do not know you, quickly introduce yourself and what you do.
My name is Jasmina Krkić Poznić, and for the last ten years I have been in the tourism business.
I started with the guest house Maksimilian in the old part of Osijek called Tvrdja (Citadel) which became one of the leading tourist places for Osijek and eastern Croatia. I also established an incoming tourist agency with the goal to organize tailor-made tours for individual guests and small groups and to promote the potential of eastern Croatia. I am strongly involved in promoting the region of eastern Croatia, organizing different events, cultural manifestations, lecturing at schools, Universities, tourism fairs, etc.
I am President of the Association of Small Family Tourist Entrepreneur at the Croatian Chamber of Economy for eastern Croatia and co-founder of the health tourism cluster – Pannonian Health.
2. How did the business start, and what were the major obstacles and achievements along the way?
I had no plans to ever be in the tourist sector. I was studying medicine. Afterwards, I worked in the NGO sector for the reintegration of the post-war zone in eastern Slavonia. I had a more than decent salary, my husband also, and we decided to by some property in Osijek, renovate it and probably rent to students. It was 2007. And in that process we found a beautiful house in the old part of Osijek. It was ruined, devastated but when I saw the impressive staircase and long corridor with the doors and windows from the 19th century I fell in love. I looked my husband and said: You know what I think?
We took a housing loan from the bank (5,5 % interest in Swiss francs for 30 years). There were some loans at that time for investing in tourism with 2% interest but I was sent out from the banks with laughter in my ears. I heard explanations from -You know lady, it is not for continental Croatia, it is for the coast OR laugh behind my back – she wants to do tourism in Osijek???)
I started with the first 4 rooms in late 2008. Since I am female, (we usually have a back-up option), I thought – Ok, if I am totally wrong and “missed the whole goal” we will rent it to students and it will be enough for to cover the loan.
I didn’t know in which direction to develop. 5* hotel, hostel, apartments, …so, I chose the middle way. I started to talk to my guests, to listen to their comments, read a lot, listen to those who had something to say, especially from those who are in tourism for decades. Also, I followed some inner voice saying that I should treat my guests in the way I would like to be treated.
I read once that the Japanese, when they built a new estate, don’t pave the path for 2 years. They let the people walk, make their own paths and after they just pave it. I loved that story and this in a way, explains how I work.
In the beginning I kept my first job, worked every day until 1500. After that I was coming to Maksimilian with my 2 boys (babies at that time) working as a cleaning lady, manager, receptionist and a mum.
I managed to handle things like that for a few years and then I realized that I can’t develop my business if I am not 100% in it. It was a difficult decision to quit my job. I loved what I did. Not to mention the good salary and excellent working conditions I had.
My wish for creation was stronger than my need for security
We were growing slowly, each year we did something new, new rooms, garden, wine bar, garage and service for cycle tourists, renting bicycles…. And we continued to take care of our guests. There is a beautiful Croatian word “ugostitelj” which, sometimes has a negative connotation but it has such a nice root ”ugostiti” – to host someone.
During this time, I realized there was no agency willing to organize sightseeing, transportation, open wine cellars for individual guests, so I started to organize it by myself. I was trying to make their stay filled with the best of Slavonia, Baranja and Srijem in all aspects.
You know, guests are not going to review me based on my rooms and hospitality. They judge the whole destination. They judge me through the restaurants and pubs, museums and all the sights I recommended. Maybe it is not fair but it is my experience. So, I decided to register an incoming tourist agency doing what very few agencies here do. We have no fixed packages, we talk to our guests or people who contact us about their interests in life, needs, jobs and then we create a tour. Absolutely tailor-made.
After 10 years of work we have 14 rooms, 3 apartments, about 60-70 small groups per year for whom we organize activities.
My husband quit his job meanwhile and realized it is better to work for his wife than for Todorić.
In addition to us both, I employ 5 more people.
3. People have told me on many occasions that the perfect combination in life is to live in Croatia and to make your money abroad. Do you agree?
Hm, I wouldn’t know for sure. From my point of view, if it is a kind of job that allows someone not to be present it sounds excellent. But doing things in a way I do it is impossible. My job is my life. I can’t separate it.
4. Let’s talk about the business climate in Croatia, which does not have the best reputation. Give us some positives and some negatives.
⦁ We are an over-regulated country. Trying to stop some abnormalities with new regulation, which makes life and work more complicated for those how are trying to do things by the rules. We would be more than happy (and I am absolutely sure that most of entrepreneurs are like that) to have clear, long lasting, achievable regulation and not to live in fear- what I am doing wrong?
⦁ The majority of people have taken just the rights of the free market economy, but not the obligations.
⦁ Most of those who write, implement and control laws and regulations have not spent a single day in the “real sector”.
BUT- An undeveloped market is also an opportunity. And this is good, I see possibilities for improving, new jobs, business development every day. Comparing with other countries, the quality of our life is better. Probably some people will strongly disagree but I’ve been traveling a lot and there is no part of the world where people live better and work less than in Croatia.
5. If there are three things which you could change to improve things dramatically, what would they be?
Haha, if I was a fairy
-I would change the mentality of the people in Slavonia and Baranja. Stop complaining and expecting someone will come and solve the problems. They won’t! And charity didn’t save anyone
– Deregulation! An open market is the best regulator.
– Major changes in the education system. It doesn’t prepare our kids for the future.
6. Your advice to foreign entrepreneurs interested in investing in Croatia? And to young local businessmen who want to try?
If you are evaluating your business through the quality of your and your family life this is an excellent destination. Watching your kids growing up, walking safely through the suburbs during the night is priceless.
You know, I came here as a refugee. I changed 4 countries and 16 cities before I chose to live in Osijek. This city is not given by birth to me, it is my choice.
I believe it gives me credibility to talk about it. 😉
And young ones?
You know that sentence from Paulo Coelho people often use— ‘And, when you want something, all the universe conspires in helping you to achieve it.’?
I DISAGREE. I believed in it when I was 20. Now, I believe we should fight and do our best. Do the best you can and new ideas and opportunities will come to you. It is a shame not to try; it is not a shame to fail.
And be careful, if something is working in the next village, it doesn’t mean it will work in yours.
7. How do you think the business climate will look in 10 years in Croatia?
You mean is it going to improve? I can hope but no one knows it. People will slowly learn that there are no jobs for life. Education is a lifelong process. Whether we want to or not, we will have to open our country to the foreign workers. I like that.
But for me the more important is the question is – what is not going to change? Thinking about the work I do – people will always like to travel. No VR technology can change it. Especially if the focus is on someone’s needs.
8. How has 2013 EU entry changed business in Croatia?
Nothing happened overnight. A lot of my guests are business people and I remember the years 2013 and 2014 when suppliers were coming just to keep contacts. No projects.
In the last 3 years things are waking up, but it is more because the situation in EU is better after the big crisis. Croatians are using the possibility to go and work in other countries. I know it is a big problem and it scares me occasionally but I don’t think it is necessarily a bad thing (like our media like to point out). Going abroad, learning about working attitudes, open markets, possibilities… will bring back some open-minded people who will come back with some new ideas. The possibility to choose makes us free people.
At the same time, I would like to mention the IT industry in Osijek which is growing rapidly in the last 5 years. This is a completely new industry and society of pretty much invisible people. It employs thousands of experts.
People are used to big companies in the past, when 2000-3000 people were going to work in the morning through the same door. Expecting someone will come and build a new factory. Factories exist but not in the way they used to. Jobs are changing, companies with thousands of people rarely exist, now we have a numbers of small studios working on projects all around the world. Those small companies are the foundation of every healthy economy and it makes me optimistic.
9. Being an entrepreneur in Croatia is not easy. What are the additional challenges experienced by female entrepreneurs in your opinion?
I believe being female is my advantage. We are thorough, we take care about details, we are more conscientious. In tourism those are good qualities. Was it extremely difficult when kids were very small? Yes it was. There is no state support. At all. Only obstacles. But it is society who thinks that taking care of children and housework are primarily a mother’s job. So, the biggest challenge I had was with myself. When I accepted myself, organized priorities, became aware that having help is not a sign of weakness, it became much better. I behave, walk and talk as “proud to be women “
10. If you knew now what you knew then, would you have decided to go ahead? What was good, what was bad, and what would you do differently next time?
Uh, this is difficult. You know that expression – All great things were done by inexperienced people a moment before they became experienced? Let’s keep it that way.
Are you a female entrepreneur in Croatia who would like to be featured in this series? Contact us on [email protected]
