From Silicon Valley and Sweden to Mostar: A story of coming home (and making IT work)

Recently, Rahatland media shared an inspiring story about Senad Šantić's (our CEO) journey from Sweden back to Bosnia and Herzegovina. 

For our non-Bosnian speaking friends (and let's be honest, for those who claim they speak BHS but really just nod along at family gatherings), we've translated the juicy bits.

This isn't your typical "I moved back, and everything's amazing" story. 

It's more like "I moved back, faced bureaucratic chaos, somehow didn't lose my mind, and built something pretty cool." 

Let's dive in!

Senad begins his life story by recalling his childhood:
"At four, I moved to Sweden with my parents in the early 1990s. It was challenging for our family, as we had to start over in a completely different world."

The Šantić family initially settled in northern Sweden near the Finnish border.
"We lived in old houses used as temporary shelters since it wasn’t the tourist season. The cold was extreme, and life was tough. Water would freeze, so we often had to walk to a spring to get water," Senad recalls.

He describes the stark contrast between life in Herzegovina and northern Sweden:
"It was a completely different world. The winters were brutally cold, and adapting was nearly impossible. Eventually, we realized we couldn’t stay there."

After about a year, the family moved south, eventually settling in Gothenburg.
"We traveled through several towns—Haparanda, Domerstad—before finally starting over in Gothenburg," he explains.

Life in Gothenburg

In Gothenburg, Senad began his education.
"I started in kindergarten before enrolling in school. It was challenging because I didn’t speak Swedish, but I felt accepted. Initially, we were in communities with other migrants, and I became friends with a boy from Eritrea who helped me adapt," he says.

Language barriers were a source of frustration:
"I knew what I wanted to say but lacked the words to express it. It was frustrating, but over time, I learned the language."

Senad’s engineer mother worked various jobs to support the family. She cleaned houses in Sweden, which is far from her professional expertise.

"She worked for just 4 Swedish krona an hour, which was shockingly low. Later, she developed serious health problems due to the tough working conditions," Senad recalls.

The family lived on social welfare, but that did not deter them from staying close.
"My mother was always at home, cooking the best meals, even though we were on welfare. Those were happy times because we were always together."

By 1998, Senad’s mother managed to secure a job as an engineer.
"One man recognized her potential and gave her a chance. That was a turning point for our family," Senad says.

In 1997, his parents briefly considered returning to Bosnia and Herzegovina but found it unfeasible. By 1999, his father secured a job with the Swedish Tax Agency, further stabilizing his life.

Senad and his brother, now older, began to appreciate the opportunities before them.
"We started adapting to life in Sweden and school. Our parents always supported us and guided us through those challenging years," Senad adds.

Challenges in education

Although his parents emphasized education, adapting to the Swedish school system was difficult.
"I remember teachers thinking I wasn’t ready for first grade because of language barriers. They wanted to hold me back in preschool, but my mother fought for me," Senad says.
"My mother believed I could succeed and didn’t want me to lose a year of schooling. Her determination and support were crucial," he notes. Over time, Senad mastered the language and adapted, though the beginning was full of challenges.

Friendships and multicultural influence

Growing up in Gothenburg, Senad was surrounded by children from all over the world.
"Our neighborhood was like a mini-world—Eritreans, Somalis, Chileans, and many others. It shaped me and taught me the importance of understanding and accepting different cultures," he explains.
He fondly recalls a close friend from Somalia:

"His family was entirely different from mine. When I visited their home for the first time, I was shocked by how quiet and serene everything was. There was always noise at our house—parents arguing, which was normal for us. That’s when I realized how diverse customs and expressions can be," he shares.

"This cultural exchange taught me a lot about people and how to adapt to different situations. I think this experience made me more open-minded and prepared for challenges," he adds.

Economic challenges in Sweden

Senad also remembers the economic difficulties of the early 1990s when Sweden faced a severe economic crisis.
"It was a tough time for many families. Unemployment was high, and job opportunities were scarce," he recalls.

Although his parents had a high education, they struggled to find work in their fields.
"My father, an engineer, couldn’t get a job in his field, while my mother worked physically demanding jobs," he explains.

Despite this, his parents remained firm believers in the power of education.

"Their message was clear—knowledge is the key. They never stopped investing in us, even when they had very little themselves," Senad emphasizes.

Family’s commitment to education

Senad highlights how his parents, despite the hardships, prioritized education.
"My mother and father taught us that knowledge is something no one can take away. Even though we lived on welfare for the first five to six years, they always put our development first," he explains.
Despite her demanding work, his mother was always present for her children.

"She always cooked, cared for us, and was there for anything we needed. Those were special times because we were very close as a family," he says.

By the late 1990s, the family’s situation began to stabilize.
"My mother finally got a job as an engineer, which marked a significant change for us. It was her struggle and success," he concludes.

The first opportunity to return to Bosnia and Herzegovina

In 1997, Senad Šantić’s parents considered returning to Bosnia and Herzegovina.
"They talked about going back, but there were simply no opportunities. It wasn’t until 1999 that my father secured a permanent job with the Swedish Tax Agency, solidifying our stay in Sweden," 
At that time, Senad and his brother were already teenagers.

"We were starting to build our lives in Sweden, but our parents always reminded us of our roots and the values they carried from Bosnia and Herzegovina," he says.

Senad attributes much of his identity to his family and the Bosnian language.
"There’s a special moment when you realize how important community and culture are—it often brought me back to balance."

In their home, speaking any language other than Bosnian was not allowed.

"Of course, as time went on—when I was in college and later started my company—I spent less time with my parents and spoke Bosnian less frequently, even though it’s my mother tongue," he reflects.
The diminishing use of the language wasn’t just about losing words; it was about a feeling.

"When I visited Bosnia and Herzegovina during summers, especially in the countryside where my relatives lived, I noticed they spoke a distinct rural dialect. It reminded me of my roots but also made it challenging to fully fit in," he shares.

He recalls appearing on a TV show once and being told he used some outdated expressions.
"People thought my language sounded strange, but it felt natural. After eight years of intensely reconnecting with the Bosnian language, it all feels natural again."

Despite spending 25 years away from his homeland, Senad says he hasn’t lost touch with his roots.
"I’ve returned to my language and culture, and now they are part of my daily life."

Education and early interest in technology

Senad credits his father as a visionary.
"While living in Bosnia and Herzegovina, my father had a friend, Miro, who was a programmer during the early days of computing. Together, they worked on simple computer systems that made tasks easier and saved time"

This exposure inspired Senad’s father to buy the family’s first computer.
"Even though he didn’t know exactly how we’d use it, he was determined to teach us the basics. Thanks to his foresight, my brother and I grew up with computers," he says.

When the family moved to Sweden, despite living on social welfare, Senad’s father insisted on buying a computer.

"He’d say, ‘You should play on the computer than waste time on the streets.’ That computer became my ticket into the world of technology." 

At the age of 12 or 13, Senad started creating his first websites.
"At the same time, I was deeply passionate about basketball and dreamed of a professional career, but technology increasingly captivated my attention," 

His initial websites were focused on sports leagues, publishing results and player information.
Later, he created a website dedicated to basketball dunks—a concept highly innovative at the time.
"This was long before YouTube, so finding video content online was extremely challenging," he says.

Senad scoured forums and platforms to find videos, edited them, and uploaded them to his website.
"I didn’t have enough money for servers or domains, but people in the online community recognized my efforts and offered me free hosting," 

His website quickly gained popularity, attracting thousands of daily visitors.
"However, the servers couldn’t handle the traffic. A man from Canada, who provided me free hosting, eventually said he couldn’t afford to support the site anymore because of the high costs," he says.

Though disappointed, the experience confirmed Senad’s passion for technology.
"I realized I wanted to dedicate my life to developing similar projects."

High school and focus on IT

Senad attended a specialized IT high school in Sweden.
"Here, I could fully channel my interests into web design and development. By then, I was certain that technology was my future, and I approached every project with great enthusiasm." 

After high school, Senad deliberated between studying architecture and computer science.
"I was drawn to architecture for its creativity and to computer science for its technical aspects. Ultimately, I chose computer science because I wanted to build on what I had already started," he explains.

University and initial challenges

Senad enrolled at a university in Gothenburg but quickly realized the curriculum wasn’t entirely suited to his aspirations.

"The program was geared toward preparing students for jobs in large corporations like Volvo and SKF. While those were excellent companies, I wanted something different—freedom to create and innovate." 

During his studies, Senad founded his first company, focusing on website development.
"There were many challenges at first, and several projects failed. However, each failure was a learning opportunity," he says.

One of his early projects was a website offering health advice. It allowed users to input symptoms and receive potential diagnoses.

"Although I was happy with the idea, I didn’t have enough resources to fully realize it," he reflects.

Persistence pays off
Senad eventually developed a successful website that gained significant traction despite initial setbacks.
"Through advertisements, I started earning money and realized I could make a living from my projects. This motivated me to keep going," he says.

At university, Senad focused on practical subjects for his future.

"For example, I only studied algorithms to pass exams because I knew that wasn’t my passion. Instead, I poured all my energy into developing my projects," he explains.
 

While studying, Senad dedicated weekends to his projects.
"I spent hours in front of the computer, developing websites and exploring new ideas. It was exhausting, but I believed the effort would pay off," he shares.

He didn't see significant results for the first four or five years.
"My father often asked, ‘Does it make sense to invest so much when there’s no tangible outcome?’ But I believed entrepreneurship isn’t linear—it’s full of ups and downs before you achieve success," he explains.
Finally, one of his projects—a website for learning new foreign words—succeeded wildly.

"It attracted thousands of daily visitors, and through ads, I started earning enough to cover expenses and live off my work. That success encouraged me to fully commit to my projects," he says.

Journey to America

An opportunity to go to America arose during his studies, enabling Senad to gain new experiences.
"My colleague Nikola Mirković, now my business partner, and I decided to apply for an exchange program," he recalls.

Senad and Nikola had shared many experiences, from playing basketball to studying and dreaming big.
"Going to America was our shared dream. I remember waiting in line all night to secure our spots," he says.
Senad ended up in San Francisco, while Nikola was in San Jose.

"The cities were close, so we frequently met to share experiences. Living in America was an incredible experience that opened my eyes to new possibilities," he concludes.

Experience in Silicon Valley

Living in San Francisco was a turning point for me. Silicon Valley is the global hub of innovation, where everyone works on something big. "Every conversation in a café was about startups and technology. That energy and the people’s focus on innovation were contagious," Senad recalls.

I first encountered the term "startup" in Silicon Valley. There, I realized that a startup is not just a new company—it’s an organization with big ambitions to change the world. That philosophy motivated me to think more broadly and deeply about my projects.

However, while there, I noticed one thing—I lacked knowledge about the business side of entrepreneurship.

 "I realized that while I was technically skilled, I needed to learn more about business—how to attract investors, scale projects, and manage a company," says Senad.

Returning to Sweden and business direction

After returning from America, I expanded my education and enrolled in a business school focused on entrepreneurship. The program was unique, accepting only twenty students annually, emphasizing developing your own companies.

The first year was theoretical, but the second year was entirely practical. We had the opportunity to work on our projects in an environment that simulated the real business world, and that experience was invaluable.

First business partner and new projects

During college, I met a professor who already owned a company. One day, he told me, "I have an idea for an app for Swedish schools. Would you be interested in working on it with me?" This opportunity to learn from someone more experienced and develop a new project was invaluable.

We started a company and developed an app that became very successful. The company still exists, although I recently sold my share after 14 years. At that point, I felt the need for new challenges and decided to focus on new projects.

Inspiration from Silicon Valley

At that moment, my focus was on exploring the world. America was entirely different from anything I had seen before. Most of my life had been spent between Bosnia and Herzegovina and Sweden, and while I eagerly awaited summers in Bosnia and Herzegovina, I had never had the chance to see other parts of the world. San Francisco felt like a magnetic force—a place where technology and innovation are at their epicenter.

When I arrived, I didn’t fully understand the significance of Silicon Valley. I soon realized it was the global center of technology. All the major companies, like Google and Facebook, originated from this region. The energy of the place was incredible—everyone was working on a major project or idea. In cafés, you’d hear conversations about startups, plans to launch companies, and ambitions to change the world. It was a place where everyone dreamed big.

The importance of business knowledge

It was during this time that I became aware of my limitations. Although I was an engineer and understood the technical aspects well, I realized I needed to learn more about business to keep up with conversations and understand the language of business.

Returning to Sweden and educational focus

When I returned from America, my father asked me, "What’s your next step? Will you continue studying?" I remember choosing my first degree when I picked a three-year program from a brochure. My father insisted on choosing a serious field and believed education was the key to success. In the end, I decided to enroll in an entrepreneurship program.

The program was prestigious, admitting only 20 students per year. Its focus was on developing companies, where the first year was theoretical, and the second year was in an "incubator"—a practical environment where we developed our projects. It was an incredible experience that helped me understand how to turn an idea into a functional business.

Toward the end of college, my professor approached me about developing an app for Swedish schools. "I have an idea, and I want us to work together," he said. It was a chance to collaborate with someone experienced and learn directly from practice.

The professor already had experience—he had founded a company in 2000, sold it, and returned to academia. The project became successful, and the company still exists. After 14 years of working in that company, I decided to sell my share because I felt it was time for new challenges.
This marked the beginning of my journey toward even more ambitious goals.

Returning to Bosnia and Herzegovina

I have always wanted to return to Mostar. Even as a child, I loved spending summers in Bijelo Polje, and that longing never left me. My brother had already returned to Bosnia and Herzegovina, working remotely for Swedish companies, which motivated me further.

When I decided to share my plans with my parents, I was nervous about how they would react. However, they supported me without hesitation. My father said, "If it doesn’t work out, you can always return." That support was crucial.
 

I immediately contacted my friend Nikola, my long-time colleague and partner on various projects. I proposed that we start a company in Bosnia and Herzegovina. I would move to Mostar to organize the team, and he would focus on finding clients in Sweden. His optimism and support were invaluable.

The first client 

Our first client was a former karate coach I had worked with. His company developed snow removal systems in Sweden, and he was ready to give us an opportunity. That’s how everything began.

The first year wasn’t easy. I had launched a company in a field where I wasn’t entirely confident. While I was familiar with IT, running a consultancy, negotiating with clients, and setting prices were all new to me.
I faced many uncertainties but told myself I wouldn’t give up. There were challenging moments, but after the first 12 months, I felt things were falling into place. The company became stable, and I felt satisfied and secure in my decision.

This happened during a new emigration wave from Bosnia and Herzegovina around 2015 or 2016. Many had lost hope for positive change, waiting for improvements since the war, but they never seemed to come.

Adapting to Bosnia and Herzegovina’s challenges

Living and working in Sweden has given me experience with a highly organized system. Coming to a country like Bosnia and Herzegovina, which was far less structured, was a stark contrast. Still, I didn’t see the country’s problems as insurmountable.

For me, every problem is something that can be solved. My mindset was, "What’s the issue? What’s holding us back?" We have the internet, computers, and global connectivity. I believed the strategies I applied in Sweden and America could work in Bosnia and Herzegovina.

Partnering with Nikola

I spoke earlier about Nikola, who had also lived in America. For four years, he dedicated himself to a project for nightclubs and events, working tirelessly despite setbacks and frustrations.
Nikola’s perseverance and resilience inspired me, and I knew we shared the same values. This partnership became a foundation for our ventures in Bosnia and Herzegovina.

Reverse brain drain

By 2016, I noticed more friends returning to Bosnia and Herzegovina from Sweden, America, and Canada. My inbox was full of messages from people wanting to discuss returning. Although I couldn’t always provide concrete answers, I saw a renewed sense of hope among people.

Bosnia and Herzegovina has changed over the past eight years, and while challenges remain, there’s a growing belief that positive changes are possible.

Creating a global impact in Bosnia and Herzegovina
Our firm decided to reinvest part of the revenue from consulting services into developing our products. One such product, AvidNote, is a tool for researchers, especially PhD students, and is now used by over 100,000 people worldwide, including prestigious universities like Princeton, Harvard, and Helsinki.
 

"This product was built in our offices in Mostar, proving that global success can originate from Bosnia and Herzegovina."

Digital nomad initiative

The pandemic accelerated many trends, including the rise of digital nomads. Inspired by this, I wanted to create a space in Bosnia and Herzegovinawhere digital nomads could work and live.

We purchased a motel in Mostar’s Old Town and transformed it into a co-living and coworking space. It has ergonomic chairs, monitors, high-speed internet, and shared workspaces. This space attracts digital nomads who stay for extended periods, bringing fresh ideas, knowledge, and experience to the local community.

Balancing business and purpose

Looking back, I see how our company evolved from just a business to a vehicle for positive societal impact. Initially, I wanted to live in Mostar because I loved it, but over time, I realized the broader significance of what we’re doing.

Our initiatives demonstrate that success is possible in Bosnia and Herzegovina and encourage others to stay and build their futures here.

Bosniaa nd Herzegovina’s potential
Bosnia and Herzegovina has immense potential, especially when tapping into its diaspora. By connecting local talent with global resources, we can achieve significant progress.

In ten years, I see Bosnia and Herzegovina leveraging technology and digitalization to narrow the gap with developed countries. We can build a prosperous future by learning from examples like Estonia and Ireland and fostering a sense of unity and vision.

The key is to foster trust and collaboration between local communities and the diaspora. With a shared effort and vision, Bosnia and Herzegovina can thrive.

Challenges and lessons from Bosnia and Herzegovina

When I returned to Bosnia and Herzegovina in 2016, I faced unexpected challenges. While I knew Bosnia and Herzegovina lacked the level of organization seen in Sweden, the hurdles were more complex.

One major obstacle was navigating bureaucracy and adapting to a slower pace of doing business. While Sweden operates with precision and predictability, Bosnia and Herzegovina requires flexibility and creativity to get things done. Despite this, I approached every challenge with a problem-solving mindset, believing there was always a way forward.

Contrasts between systems: Sweden, America, and Bosnia and Herzegovina

Sweden provided me and my family with stability and opportunity. The country’s social safety net is unparalleled, offering free education, healthcare, and family support. My mother often described Sweden as "a bird in a cage"—everything is provided, but strict rules and systems limit freedom.

America, on the other hand, represented the opposite extreme. It was a land of raw capitalism, where success often depended entirely on individual effort. Living in San Francisco, I experienced stark contrasts—one street reflected wealth and innovation, while the next revealed homelessness and chaos. These contrasts shaped my understanding of global systems and emphasized the importance of balance.

Bosnia and Herzegovina, in comparison, offers a sense of freedom but lacks Sweden's infrastructure and safety nets. However, this freedom allows for creativity and innovation, making building something meaningful with the right mindset and perseverance possible.

One of my guiding principles is fostering fairness and collaboration within my companies. For example, we implemented a profit-sharing model where we distribute 50% of profits among employees. This approach not only motivated the team but also built trust and loyalty.

I’ve also emphasized reinvesting in our local community. By creating opportunities for young professionals to stay and work in Bosnia and Herzegovina, we aim to counter the brain drain and demonstrate that success is possible here.

Digital nomads and sustainable toursim

The co-living and coworking space in Mostar has been one of my most fulfilling projects. By attracting digital nomads, we’re extending the tourist season and creating a more sustainable model for tourism.
Digital nomads bring new ideas, skills, and connections to the local community. The space isn’t just a place to work—it’s a hub for collaboration and cultural exchange. This initiative can inspire others to think creatively about using Bosnia and Herzegovina’s unique assets.

The broader mission

What started as a personal journey to build a life in Mostar has evolved into a mission to contribute to Bosnia and Herzegovina’s development. While the challenges are significant, I’ve learned that small, consistent efforts can create meaningful change.

For example, our product AvidNote has gained global recognition, a testament to what can be achieved in Bosnia and Herzegovina. Similarly, our work with digital nomads showcases the potential to reimagine tourism and attract talent to the region.

I see a growing trend of people from the diaspora returning to Bosnia and Herzegovina, bringing with them knowledge, resources, and new perspectives. These individuals represent a vital link between Bosnia and Herzegovina and the rest of the world.

I’ve noticed a renewed sense of hope in conversations with diaspora members. Many are willing to invest their time and resources in Bosnia and Herzegovina, providing trust and a clear vision for the future.

Looking ahead
Bosnia and Herzegovina has all the ingredients for success: natural beauty, talent, and a resilient community. The key is harnessing these strengths through collaboration, innovation, and a commitment to progress.
Bosnia and Herzegovina can create a brighter future for all its citizens by building trust between the diaspora and the local community, fostering entrepreneurship, and embracing technology.

Through my experiences in Sweden, America, and Bosnia and Herzegovina, I’ve learned that success comes from finding purpose and contributing to something larger than yourself. Bosnia’s potential is immense, and I’m committed to unlocking it.

Returning to Bosnia and Herzegovina was one of the best decisions of my life. It’s given me a sense of purpose and the opportunity to leave a lasting impact. 

My journey has shown me that with the right mindset and determination, you can create meaningful change, no matter where you are.

I believe Bosnia and Herzegovina’s story is still being written, and with a shared vision and effort, the best chapters are yet to come. 🌟