Helena Matuša
Episode · #730
RITAM POSLA Helena Matuša
Guest Helena MatušaHosted by Lidija KiseljakMay 3, 2026
Helena Matuša
About this episode
What you'll hear in this conversation
In a region where the prevailing business sentiment is often a plea to simply "let us work," the Krapina-Zagorje County Entrepreneurial Center has found its unique mission. Helena Matuša, its director, describes the center not as an intervener, but as a clarifying force, sifting through the "forest of information" to deliver precise support. Her work has helped the county earn recognition from the Financial Times as a top European entrepreneurial region. This conversation explores how a public entity can foster private sector growth by doing less of what's expected and more of what's truly needed, from nurturing startups to building a talent pipeline that keeps skilled workers from crossing borders.
Insights from the conversation
What to take from this episode
01
The Entrepreneurial Center was founded in 1998, when the consulting market was still developing in Croatia and new credit lines for businesses were emerging. Local government can effectively fill market gaps by providing support services when the private sector is not yet mature enough to meet demand.
02
Helena Matuša quotes local business leaders who say the best support is to "let us work," explaining that the center's role is to clear the "forest of information." Effective public support for business isn't about direct intervention, but about simplifying the landscape and making critical information accessible and actionable.
03
Part of the center's function is connecting small, innovative startups with larger, established companies. Breakthroughs often originate in agile, smaller ecosystems, but their potential is fully realised when integrated and scaled within larger, more structured enterprises.
04
The incubator offers a tiered subsidy model, covering 75% of rent in the first year, 50% in the second, and 25% in the third. Gradually reducing support encourages businesses to build self-sufficiency and become financially independent, rather than relying on perpetual subsidies.
05
The incubator includes dedicated production space, not just offices, enabling startups like an ecological wallpaper manufacturer or a woodworker to scale their physical output. Incubators should broaden their scope beyond digital services to support diverse industries, recognising that tangible production also requires early-stage infrastructure and guidance.
06
The Center for Robotics at Krapina High School collaborates directly with major local companies like Omco and Vetropack, ensuring students gain immediately applicable skills. Direct industry involvement in vocational training creates a talent pipeline that meets current employer needs and helps retain skilled workers within the region.
07
The IT firm Codex started with two employees in the incubator and grew to over 30, eventually buying its own premises and winning significant industry awards. The true measure of an incubator's success is not how long companies stay, but how quickly and robustly they outgrow its support and establish independent operations.
08
After three years in the incubator, a woodworking startup expanded its operations and diversified into the energy sector. Early-stage support can enable entrepreneurs not only to scale their initial business model but also to explore and successfully pivot into adjacent or entirely new markets.