In a region balancing tradition with transformation, the real question for forward-looking businesses is not whether to take risks — but which ones. As innovation gathers pace and digital capabilities expand, the decision to act boldly can define a company’s future. We asked two leaders from Bee IT to share the one risk they believe is worth taking in Adria today.
Where We See Immense Potential
Nikola Gorjanac
Co-founder & CTO Bee IT
The Adria region holds tremendous potential, particularly in the full-scale digitalisation of business. The market is rich with both foreign investors and strong domestic players. Yet, one major obstacle remains: a lack of awareness about the true value of this transformation.
Perhaps the most important — and often overlooked — advantage of digitalisation lies in data. Every piece of data can fuel growth and cut costs. However, companies still miss the opportunity to leverage user insights, habits, and behaviours. Even firms that feel mature on the local market can expand further through new digital channels — reaching not only current clients but also those previously out of reach.
The greatest potential? It lies in the next generation — new users of existing systems. Not long ago, online payments were seen as taboo. Now, forward-thinking companies are forming entire departments dedicated to the virtual world. But many market leaders remain unprepared. To stay relevant, they will need to step out of their comfort zones in the years ahead.
The value of this transformation often becomes visible only after several years of dedicated effort. Digitalisation is not a side project — it’s a core undertaking, just as complex and vital as running the business itself. Success in this environment requires serious investment of both time and resources.
Trust in the Local Ecosystem
Zoran Tovarloža
Co-founder & CTO Bee IT
Since its founding, Bee IT focused exclusively on international clients. Developed markets seemed like the logical path to growth and stability. But in recent years, we noticed a shift in the Adria region.
Local markets were maturing, companies becoming more open to digitalisation, and their needs aligning more closely with the global standards we’re used to.
At the same time, the region experienced steady economic growth, a stronger private sector, and rising investments in tech — all signs that the timing was right.
So we took the leap.
Despite concerns about leaving our comfort zone, we redirected part of our sales and development capacities toward the domestic and neighbouring markets. The initial steps were tough: we had to adapt our messaging, educate potential clients, and build trust in a market that didn’t know us yet.
Today, after several successful regional projects, we’re confident the risk paid off. Not only because of the new revenue — but because we’re contributing to the growth of the local digital scene.
In the Adria region, one risk worth taking is placing trust in your own ecosystem — because the future of these markets is being built now.
