TEHNOBIZ Sanjin Španovic i Emanuel Stojanov

Guest Sanjin Španovic i Emanuel StojanovHosted by Dražen TomićMay 3, 2026

Sanjin Španovic i Emanuel Stojanov

About this episode

What you'll hear in this conversation

Sanjin Španović started writing a book about Velimir Zajec, a legendary Croatian footballer. But instead of approaching a traditional publisher, he turned to crowdfunding — a method often seen as reserved for tech startups and gadgets. His goal wasn't just to secure funds for research and printing. It was to build a community around the story itself, connecting sport, culture, and business in a way that felt more collaborative than transactional. He didn't just ask for money; he offered people a chance to participate in the book's creation, to own a piece of it before it was even finished. This approach created a unique dynamic: a project driven by collective emotion and shared anticipation, rather than just a financial investment. This conversation explores how a non-tech project can thrive on a crowdfunding platform, and why the "soft" benefits of community building and sustained visibility can outweigh a simple cash injection. You'll hear why some projects are better suited for crowdfunding than for business angels, and what it takes to turn a book into a living, talked-about entity long after its initial campaign.

Insights from the conversation

What to take from this episode

Sanjin Španović turned to crowdfunding for his book about football legend Velimir Zajec, rather than a traditional publisher. While often associated with technology, crowdfunding's real power lies in mobilizing shared emotion and community around a story, regardless of the product type.

Selling over 200 copies of the book in advance, before it was even finished, demonstrated a level of trust and commitment from backers. When early customers buy something sight unseen, it's a more potent validation signal than simply reaching a financial target.

Sanjin credits his prior career as a sports journalist and the network he built through it for the campaign's credibility. Crowdfunding isn't a standalone magic bullet; success often depends on the creator's existing reputation and the community they've already cultivated over years.

Backers received unique rewards, like special edition "Blue Bear" beer from a local brewery, linking the footballer's nickname ("Zeko" or Rabbit) with the brewery's name ("Medvjed" or Bear). Creative, emotionally resonant rewards transform financial contributions into a shared experience, making backers feel part of the story, not just customers.

The crowdfunding campaign became an ongoing content engine, with updates and blog posts on zajec5.com keeping the project in the media spotlight. A well-executed crowdfunding effort extends far beyond fundraising; it acts as a sustained marketing and communication platform that builds anticipation over time.

Sanjin plans exclusive pre-promotions for early backers, followed by a wider book tour across Croatia and Herzegovina. Rewarding initial supporters with special access creates a sense of ownership, then leveraging that early momentum for broader outreach ensures the project's life extends beyond the campaign itself.

Sanjin notes that a book project wouldn't attract business angels, and simple sponsorships wouldn't generate the same value as the crowdfunding story. The optimal funding model depends on the project's inherent appeal; for some ventures, the community engagement of crowdfunding offers a far greater return than a purely financial investment.

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