FRANŠIZNI KLUB Ines Slunjski

Guest Ines LunskiMay 3, 2026

Ines Lunski

About this episode

What you'll hear in this conversation

Ines Slunjski, master franchisee for Edukido in Croatia, is not just building a business; she's cultivating an environment where children learn to think, not just to memorize. Her path into educational franchises began not with a business plan, but with a keen observation from her own work in kindergartens: the traditional system, however well-intentioned, often falls short of meeting children's full developmental needs. That insight led her to seek out programs that foster creativity, problem-solving, and critical thinking through play. Edukido, an international concept that uses Lego bricks for structured learning, bridges this gap. Slunjski's approach challenges the notion that learning must be rigid, instead offering an environment where, as she puts it, "our goal is not to give children 'ready-made answers,' but to teach them how to think." This conversation explores the surprising market dynamics of educational franchises, the subtle signals that indicate a concept's true potential, and the critical role of the individual franchisee even within a proven model. Readers will walk away with a clearer understanding of how personal conviction, market insight, and smart execution converge to create successful, impactful educational ventures that resonate with both children and their parents.

Insights from the conversation

What to take from this episode

Ines Slunjski's earliest memory of Lego isn't just playing, but building houses with her grandfather—a repetitive yet formative activity that taught her the joy of creating something of her own. The businesses that scale often have roots in deeply personal, almost involuntary preparations from childhood, where play becomes an early primer for future enterprise.

Signing the master franchise agreement for Edukido brought a mix of pride, excitement, and significant responsibility, yet Slunjski felt a deep conviction that "I was doing the right thing." Major career decisions, especially those involving significant personal investment, are often driven less by a calculated risk assessment and more by an intuitive sense of alignment with one's purpose.

Slunjski's brief but crucial experience as a kindergarten teacher revealed that children's developmental needs often extend beyond what the traditional system can provide. Direct, front-line experience with a target audience can uncover unmet needs and market gaps more effectively than abstract market research, providing a clear path for new ventures.

Despite numerous educational franchises in Croatia, Slunjski maintains that there is "a piece of the pie for everyone" as long as quality is prioritized and offerings are distinct. A seemingly crowded market isn't necessarily saturated; parents are willing to invest in multiple complementary activities if each offers unique value and supports different aspects of a child's development.

Edukido distinguishes itself by teaching children "how to think, not what to think," fostering problem-solving, creativity, and the understanding that multiple paths can lead to a correct answer. In a content-rich world, the most valuable education shifts from delivering information to cultivating critical thinking and adaptability, preparing children for complex challenges rather than predetermined solutions.

While workshops are typically grouped by age (3-12), Edukido uses an initial trial lesson to assess each child's individual characteristics and place them in groups with similar abilities. Effective learning environments prioritize individual needs over rigid age categories; tailoring groups to ability rather than just birthdate maximizes engagement and developmental progress.

The return on investment for an Edukido franchise is often faster in smaller towns due to less competition and easier personal connections with schools and kindergartens. Scaling a franchise isn't always about targeting the largest markets first; smaller communities can offer a more fertile ground for initial growth and quicker validation due to lower barriers to entry and stronger local networks.

While the franchisor provides comprehensive support, Slunjski emphasizes that the franchisee's "engagement" and entrepreneurial capabilities are ultimately responsible for new enrollments and the overall success of their unit. Even with a proven concept and full support, the success of a franchise unit hinges on the local operator's drive and ability to execute. The model provides the engine; the franchisee provides the fuel.

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Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution