About me
Born in Serbia.
Raised in Austria.
Built around the world.
My story in numbers
The story so far
Booscala found its focus: K-Beauty.
At Cosmoprof Bologna, meeting 200+ Korean skincare exhibitors made our direction obvious.
International
Booscala
K-Beauty
KoreanSkincare
Amazon
Shopify
TikTok Shop
Building Booscala in Serbia.
From a team of 1 to 21, we built Booscala around ambitious people, high standards, and one goal. Become world-class at e-commerce growth.
International
Booscala
Amazon
Beauty
From Amazon to full e-commerce.
Amazon was only one part of the equation. We expanded into creative, CRO, Shopify, Meta, Google, operations and retention.
US / UK / Germany
Amazon
Shopify
Meta Ads
Google Ads
CRO
Creative
Booscala started in Peru.
COVID wiped out most of my client work. With a laptop, limited cash and no real plan, I started rebuilding around e-commerce.
Peru
Amazon
Performance Marketing
Bootstrapped
Remote
I started 10 businesses. All failed.
I kept starting, failing, learning and trying again. By 2020, I was around $150k in debt. Those failures taught me sales, ads, e-commerce, operations and what actually makes a business work.
Vienna, Austria
10 Businesses -$150k Debt
E-commerce
Paid Ads
Sales
Operations
Engineering taught me how to think in systems.
I studied Industrial Engineering at TU Wien. Processes, numbers and systems stuck with me, but I already knew I wanted to build businesses.
Vienna, Austria
Industrial Engineering
Business Processes
Economics
My first job taught me to optimize everything.
I started at 15 and worked my way through technical engineering, machine design, construction and manufacturing operations. The job was simple: save time, reduce cost and improve efficiency.
Greiner Tool.Tec, Austria
Engineering
Machine Design
Manufacturing
Process Optimization
Cost Reduction
From one small village to another.
We moved to Austria when I was two. I grew up in Kirchdorf with school, football, friends and classic village life.
Lešnica, Serbia → Kirchdorf an der Krems, Austria
School
Football
Born in Serbia.
I was born in Loznica and spent my first two years in nearby Lešnica.
Loznica, Serbia
Loznica
Serbia
Global mindset
Four mindsets.
One operating system.
Travelling through more than 60 countries, growing up between Serbia and Austria, working across German-speaking markets and building for US brands changed how I think. I do not believe one country has the perfect mindset, so I take the best parts from each.
01
Austria
Discipline and reliability
Prepare properly. Keep standards high. Do what you said you would do.
02
Germany
Precision and systems.
Measure. Document. Remove inefficiency. Build processes that hold up.
03
USA
Hybrid
Ambition and speed.
04
Serbia
Resourcefulness and hunger
Find a way. Adapt quickly. Make something happen without perfect conditions.
The bigger ambition
More Than an Agency
Why I came back to Serbia
I do not only want to grow an agency. I want to build world-class in-house marketers here. People who do more than complete tasks or know one advertising dashboard. People who understand customers, creative, numbers, operations, profit and growth, and who think like owners.
An A-player is someone a great brand never wants to lose.
Today: Booscala goes deeper
Booscala is now a team of around 18 people. After years of going wider, we are deliberately going deeper into K-Beauty. Every new hire, tool, experiment, process and lesson stays inside the same category. That is intentional because specialization compounds. We do not want to know a little about every industry. We want to understand beauty e-commerce deeply, across Amazon, Shopify, creators, paid media, retention and operations.
A few things about me
I have travelled through more than 60 countries and still count travel as one of my best teachers. Outside work, you will usually find me in the gym, looking for street food, scuba diving when I get the chance, or trying something I am not particularly good at yet. Surfing is one example. Bungee jumping was one-time only. And yes, I genuinely enjoy making money. I have stopped pretending otherwise. And of course over the last 2 years I got passionate about Korean Skincare…
What I am building now
Not the biggest agency. Not hundreds of clients. Not another outsourced marketing company. I want a small team of exceptional marketers who understand the whole business, question things, go deep and think like owners.
You do not need to be great at everything. You need great people around you.
That is the company I am building now. That is Booscala.
- Ivan Stefanovic, Founder of Booscala
Let's talk
30 minutes
that could change everything.
Book a free 30-minute consultation - we'll review your marketplace setup together, share our perspective, and identify the biggest opportunities and growth levers. No pitch, no pressure.
