‘Do what you love, don't give up on your ideas and stick to your ideals!’

On the Promoting Enterprise portal, we are talking to the entrepreneurs on the 33 Under 33 list. This Secrets of Success initiative aims to shine the spotlight on a selection of successful young entrepreneurs, documenting their stories in an effort to inspire others to consider entrepreneurship as a career path. Today it is the turn of young Montenenegrin Đorđe Stojović.

Đorđe is from Montenegro is studying for a Master’s Degree in International Relations and Affairs. His hero is his grandfather, who always had a brave approach to life. In general, Đorđe draws energy and support from his family. He believes that entrepreneurial spirit is something that you are born with. His company, Montenegrina Capital Investment, is involved in branding, logistics and distribution.

Tell us about your business.

The Montenegrina brand started with premium chocolate. Now, after three years, we offer Montenegrina honey, Montenegrina coffee and the Montenegrina health programme. We are also working on becoming more recognisable on the domestic market.

Where did you get the idea from?

Because of my job, I have had the opportunity to see many countries and many cultures. One thing that I noticed was that almost every country has its own brand that has been inspired by that country, its flag, its crest, its anthem, or its culture in general. I found that very inspiring and worth trying in Montenegro.

How old were you when you first decided you would start your own business?

Since I was 22, I knew that I would be involved in the entrepreneurial world. At that age, I already had my first business ‘Energizer’ – a rent-a-car business.

How did you get it off the ground?

Mainly by carrying out a good assessment of the situation, market screening and having a good business drive, where I recognised what the market lacks. The most important thing was getting into independent shops where customers found our domestic products and good branding, which resulted in good traffic.

Who did you turn to for help?

I am self-made and the only support I have asked for and received was from my family. I didn’t have any help from the government, nor did I get a subsidy or loan.

Describe some of the obstacles you faced as a young person starting out in this business.

Financial institutions in my country are more inclined towards developed businesses than start-ups. Nevertheless, COVID and the resulting total lockdowns were a much bigger problem for my business and resulted in bad results in the first year. However, we did not lose faith and hope and we maintained continuity, continued with our business, and waited for better times.

How do you define success?

The formula of success is a very complex concept. Finding and doing the job of your dreams, accepting challenges, and being accepted by the collective, achieving living conditions that meet your personal requirements and finding a balance in everything is extremely difficult and we all strive for it. In addition to the luck factor, which we cannot influence, attention should be focused on the success achieved through dedicated work and healthy ambition. I also believe that it is important to work continuously on yourself, to achieve better personal results, but at the same time to contribute to the common good.

What was the most challenging aspect of setting up your business?

The most challenging aspect of setting up my business was diversification during COVID-19 times where we focused more on the domestic market and retail chains than on independent shops and the HORECA programme.

What has been the most rewarding part of your journey so far?

Precisely these moments in which my efforts and work are recognised. These moments bring me personal satisfaction that gives me driving ambition for further progress.

What are the future goals of your business, and how will you go about achieving them?

The future goals for Montenegrina are to expand to more products. We will also work on the export of Montenegrina products since I want it to be an internationally recognised national brand.

What advice would you give to other aspiring entrepreneurs out there?

It is very important to take that first step and take a calculated risk. Do what you love, don't give up on your ideas and stick to your ideals!

Follow and learn more about “Secrets of Success: 33 under 33” via the app and the Youtube SoS 33 under 33 playlist.