POSLOVNI ĐIR Matija Sučić

Guest Matija SučićHosted by Ojdana KoharevićMay 3, 2026

Matija Sučić

About this episode

What you'll hear in this conversation

Matija Sučić entered the solar energy market in Croatia in 2012, long before the wider public interest caught up. But it was in 2020, amidst the uncertainty of a global pandemic, that he co-founded MS Dva Energo, turning a moment of crisis into a launchpad for a business now riding the wave of growing demand for renewable energy. He believes that "for some, a crisis is a failure; for others, it's a success," a sentiment that underpins his company's rapid growth. As co-owner, Sučić offers a grounded perspective on what it takes to build a business in a sector still navigating administrative hurdles and public skepticism. He details the practical realities of solar adoption in Croatia, from the evolving landscape of government incentives to the sometimes-frustrating pace of bureaucracy. This conversation is for anyone looking to understand how new markets mature, and how persistent operators find opportunity even when the system isn't yet perfect.

Insights from the conversation

What to take from this episode

MS Dva Energo started in 2020, amidst the pandemic, but the guest had been in the solar business since 2012. A crisis can be a turning point for a business if you have a solid foundation and market timing aligns, as "for some, a crisis is a failure; for others, it's a success."

Ten years ago, administrative problems significantly hindered solar adoption in Croatia; today, those barriers are falling, accelerating installation processes for households and businesses. Progress in a new sector is often measured not by ideal conditions, but by the rate at which long-standing obstacles are removed, even if the system is not yet perfect.

People often ask about subsidies, but the 20% VAT exemption on solar installations is a continuous, year-round benefit that functions as a constant subsidy, even if it's not explicitly framed as one. The most impactful government support isn't always a one-off grant, but a consistent, embedded tax relief that significantly reduces the total cost of ownership.

Local self-government units are increasingly co-financing project documentation for solar installations, with Split-Dalmatia County recently offering €1,000-€2,000 in subsidies for family homes. When direct investment is too large, look for ways to reduce the *cost of entry* for customers, like covering planning fees or initial setup expenses.

The entire solar installation process averages four to six months, but can extend to nine months, with the national energy company (HEP) dictating the pace due to staff shortages and manual processes. The real constraint in scaling an industry isn't always technology or demand, but the administrative capacity of central institutions; automating processes might be more effective than simply hiring more staff.

HEP's official documents promise a 15-day turnaround for certain paperwork, but delivery often takes 45 days, creating significant customer anxiety. When official deadlines are routinely missed, the resulting uncertainty erodes trust more than the delay itself. Consistency, even if slower, is better than false promises.

Western European countries like Germany, with fewer sunny hours, have high solar adoption despite their own administrative delays, suggesting solar is a sound investment even in less ideal conditions. If a technology works in less ideal climates, local reservations about its viability often stem from a lack of awareness, not fundamental unsuitability.

A solar investment yields an annual return of 12%, compared to 1-2% from bank savings, with a payback period of 6-8 years and a lifespan of 25-30 years. For stable households, investing in energy independence isn't just about environmental impact; it's a financial decision that significantly outperforms traditional savings.

A typical family home solar installation costs between €5,000 and €10,000, offering potential savings of 60% to 90% on electricity bills. The upfront cost, while significant, should be viewed in the context of long-term savings and financial returns, making it an accessible and strategic investment for many.

Solar energy makes homeowners independent of electricity price fluctuations and energy crises. In an inflationary environment, controlling a core household expense like electricity becomes a key strategy for maintaining purchasing power and financial stability.

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