Anita Matt: Startups are way of life

10/17/2015 | By SWNS03

This post originally appeared on

We have been talking to Anita Matt, and here's what she has to say about business development, startups, life and a few other things.


SW: How did you came up with the idea to make such software? What was the “Eureka” moment for you?

AM: We have been working on similar projects with partners from Denmark and France before we have decided to get into the game ourselves. We had the knowledge and experience to develop a new solution that would be intuitive, simple and suitable for wide range of industries. On top of that, we have managed to join forces with Mercata company. They are the first users of Route Horizon. We have learned that one can not develop software without user’s feedback, and this is where Mercata helped us a lot. We have been analyzing all of their activities, from receiving orders to a delivery of goods, and it enabled us to create a market-ready platform.

SW: Who is making the Infora team? How have you started working together?

AM: There are eight of us at the moment with two full-time employees and six associates. Founder of the company Nebojša Gvozdenović has started working with Karlo Bala in 2009 while Infora was still part of TIAC, a Novi Sad based IT company. Dejan Bracanov and I had joined in 2011. Other team members: Žarko Milovanović, Srđan Terei, Vesna Terei Rudinski and Nenad Mirkov have started working with us a bit later. Our collaboration was spontaneous at first, and then we got more serious and joined our forces in Infora. Nebojša has great ideas, and he managed to find people who can help him make them real.

SW: In your opinion, what is a better choice – working in a startup company or some big corporation. What is more interesting for you and why?

AM: Working in a startup is not a conventional “work”. There are few rules and regulations, and working conditions are quite relaxed. Team members know each other quite well and can simply click together. On the other hand, working in a startup sometimes means working on weekends and holidays. When there is a job to be done we all work, no matter what time or day in the week it is. The startup is a way of life, especially for people who are in the management. We are thinking about the work all the time. It is not something that you can forget about as soon as you close the office door. There are no advantages of working for a big corporation.

SW: What is your advice to all the people who would like to run a startup company?

AM: First, you need to collect as much info as possible about what running a startup actually means. Talk to people who have done it, read some related books and especially a book called “The Lean Startup” by Eric Ries. If you still wish to run your startup, just go for it!

SW: Thanks Anita, it was great talking to you!