Founder
- Ivan Stefanovic, Founder of Booscala
My story in numbers
60+
100+
10
7+
The story so far
International
Booscala found its focus: K-Beauty.
At Cosmoprof Bologna, meeting 200+ Korean skincare exhibitors made our direction obvious.
Booscala
K-Beauty
KoreanSkincare
Amazon
Shopify
TikTok Shop
200+
Korean brands met
International
From a team of 1 to 18, we built Booscala around ambitious people, high standards, and one goal. Become world-class at e-commerce growth.
Booscala
Amazon
Beauty
1 → 18
Team members
US / UK / Germany
Amazon was only one part of the equation. We expanded into creative, CRO, Shopify, Meta, Google, operations and retention.
Amazon
Shopify
Meta Ads
Google Ads
CRO
Creative
7
New disciplines
Peru
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.
Amazon
Performance Marketing
Bootstrapped
Remote
1
Laptop, no plan
Vienna, Austria
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.
10 Businesses -$150k Debt
E-commerce
Paid Ads
Sales
Operations
$150k
Debt by 2020
Vienna, Austria
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.
Industrial Engineering
Business Processes
Economics
WU WIen
Systems thinking
Greiner Tool.Tec, Austria
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.
Engineering
Machine Design
Manufacturing
Process Optimization
Cost Reduction
15
Frist job age
Lešnica, Serbia → Kirchdorf an der Krems, Austria
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.
School
Football
2
Moved to Austria
Loznica, Serbia
Born in Serbia.
I was born in Loznica and spent my first two years in nearby Lešnica.
Loznica
Serbia
Day 1
When it all began
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.
Booscala combines Austrian standards, German systems, American ambition and Serbian resourcefulness
The bigger ambition
More than an agency.
Why I came back to Serbia
I want to build world-class in-house marketers here. People who understand customers, creative, numbers and profit, and who think like owners. An A-player is someone a great brand never wants to lose.
An A-player is someone a great brand never wants to lose.
Today: Booscala goes deeper
We're a team of 18, going all-in on K-Beauty. Every hire, tool and lesson stays in one category, because specialization compounds.
A few things about me
60+ countries, and travel is still one of my best teachers. Outside work: the gym, street food, scuba diving, and trying things I'm bad at. Surfing, yes. Bungee, once. And for the last two years, Korean skincare.
What I am building now
Not the biggest agency. A small team of exceptional marketers who go deep and think like owners.
You don't need to be great at everything. You need great people around you.
- Ivan Stefanovic, Founder of Booscala
Let's talk
30 minutes
that could change everything.
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