You can build something impressive and still feel pulled in every direction. Too many ideas. Too many responsibilities. The ability to make things happen, without a clear sense of where you want to go.
After working on hundreds of projects with people across the corporate and entrepreneurial worlds — and building several ventures of my own — I’ve seen how easily our strengths become our bottlenecks. Ideas scatter our focus. Getting things done becomes doing everything ourselves.
That is why the work starts with you. Understanding what drives you, what stretches you thin, and what you want to build gives your energy a direction.
Identity → Leadership → SystemsA more intentional way to build.
01 / About Andrea
A founder. A builder. A person first.
I’m Andrea — a serial entrepreneur, speaker, mentor, and startup ecosystem builder. For over 20 years, I’ve brought people, ideas, and complex projects together through event organisation and project management. Connecting people is at the heart of how I work. I truly believe that your network is your net worth — and I bring that belief to life by building relationships and communities.
I studied investment management and collected skills along the way, with the energy of someone trying to become everything her businesses needed. Then I survived a serious car accident. My recovery became the subject of doctoral dissertations, and my comeback story was shared through filmed TV features. For me, however, it meant learning life lessons the hard way — lessons I now share through my keynote speaking and work with others.
Experience has taught me to recognize people’s strengths, including my own, and where we get in our own way. I care about the person behind the business: how we lead, where our attention goes, and how our work supports what matters. "Founder’s Identity" as an assessment created by me, offers a starting point. From there, I help founders turn that awareness into clearer priorities, personal standards, and practical systems that make work easier to manage.
Building ventures and learning through accelerators has shaped my approach to innovation: find a simpler way to do something that matters. I apply that through clear standards and useful systems — including Pet Travel Advisor, my startup inspired by my love of travelling and my dog, Mila, making travelling with dogs simpler.
You deserve the same attention you give to everything you are building.
02 / Founder’s Identity
Your strengths shape your bottlenecks.
Explore six ways founders can show up in their businesses. Notice the pattern you recognise, the pressure it creates, and one practical shift to try.
01
The Visionary
Finds new possibilities and spots opportunities early, bringing creative ideas to life.
Where the bottleneck begins
Too many directions can leave ideas unfinished. Commit to one priority for 90 days and set other possibilities aside.
02
The Builder
Turns intention into action with speed, resourcefulness, and a drive to deliver.
Where the bottleneck begins
Solving everything personally makes growth depend on your energy. Delegate or automate one recurring task with a clear outcome.
03
The Optimizer
Improves quality through close analysis, careful refinement, and attention to detail.
Where the bottleneck begins
Endless refinement can delay launches and feedback. Release a useful version, then improve it through real experience.
04
The Connector
Creates opportunities through communication, partnerships, and strong relationships.
Where the bottleneck begins
Too many conversations and commitments spread attention thin. Keep those that support your main goal and set clear boundaries.
05
The Operator
Creates reliable structure and repeatable processes that keep the business running.
Where the bottleneck begins
Control and complex processes can become work in themselves. Simplify a process and give someone clear ownership.
06
The Adapter
Responds to change with resilience, experimentation, and practical problem solving.
Where the bottleneck begins
Frequent pivots can reset progress. Keep one strategic commitment consistent long enough for learning and results to accumulate.
The free assessment highlights a primary pattern and a secondary tendency. Use them as a starting point for self-reflection about how you work, rather than a fixed identity.
Working together
Turn self-awareness into a clearer way forward.
I help solo founders and small-business owners turn self-awareness into clear priorities, personal standards, and practical systems so their work feels lighter and more focused.
Identity
A clearer role
Understand where your strengths matter most and what you are ready to stop carrying.
Leadership
A focused priority
Identify the bottleneck to address first and the decisions or responsibilities that need clearer ownership.
Systems
A practical next step
Shape a manageable action plan, with processes and AI considered where they can support your work.
Startup · Pet-friendly travel · Business standardization
A platform helping pet owners discover pet-friendly places and destinations mapped against defined standards, supported by AI-powered tools and a growing community.
Corporate events and team experiences for national and international companies and organisations — created with the same care I bring to my own projects.
A podcast I created and hosted with the Science and Technology Park Novi Sad, sharing founders’ stories, lessons, and ideas while connecting them with mentors and investors.
04
Mila Pet Fashion
Fashion · Product design · Production
A fashion brand for small dogs, inspired by my Maltese, Mila, and sold worldwide — built from product design through production and sales.
06 / Let’s connect
What are you building — and who are you becoming?
Tell me about your business, your next event, or the question you are working through. Let’s start a conversation.
