From October 2nd to 5th, Rovinj hosts the second MBF a prestigious B2B event that gathers key decision makers from the private, public and academic sectors. Maja Borovina Frankić entrepreneur, founder of the digital platform Building.hr and MBF for Diplomacy&Commerce magazine reveals plans for this year’s edition of MBF, but also how the idea for organizing a real B2B event in a country where it seems everyone organizes something similar developed and what makes the difference in this case. Maja Borovina Frankić is living her dreams by doing this job but also developing the world of entrepreneurs, and raising the level of business in Croatia.
1.Where did the idea for organizing such an event come from (now for the second year in a row) and what sets it apart from the others?
I’ve attended many events both in Croatia and abroad, and I noticed a significant gap between the quality of local events compared to the ones I found truly valuable internationally. It was a surprising realization: despite the number of events held in our market, there wasn’t a single event that could represent the entire market in meaningful way. If you ask any professional working in the Croatian market whether there’s a standout event they could invite an important international partner or investor to—one where they could get a real sense of the market and its potential—there simply hasn’t been a clear answer. That’s exactly why we created the MBF: to fill this gap by offering a unique, high-level event for both established entrepreneurs and those interested in entering or investing in our market. What truly sets MBF apart is our core focus—not on creating “just another event,” but on creating real value. We’re not trying to cater to everyone. Our aim is to remain exclusive in a positive, meaningful way, by being a relevant cross-section of the market. Our goal is not to make people ask whether they should attend MBF, but to reach the point where it becomes obvious— they simply can’t afford not to be there.
2. You also made an effort to take everything digitally to the next level and launched the digital platform Building.hr. How does it work and how do you describe the synergy between the platform and the event itself?
Building.hr is a simple yet highly effective digital tool designed to streamline B2B interactions within the market. With just one inquiry, users can easily reach out to a wide range of relevant companies and services, making the entire process significantly more efficient. The MBF event was a natural next step. While digital tools are indispensable for daily operations, strategic decisions and meaningful networking still happen best in person. What makes this combination truly powerful is the integration: unlike most events, where you might meet people but lose touch afterward, MBF is directly connected with Building.hr, so those connections can continue and grow throughout the year. In that sense, the platform and the event complement each other perfectly.
3. What does MBF 2025 specifically bring to participants and what is the focus of the conference, topics and program this year?
MBF is an exclusive business event designed to truly serve the interests of its participants. One of the unique aspects of MBF is our approach to the exhibition segment—rather than having traditional product displays, we’ve created carefully designed lounge areas. These lounges not only improve visibility for brands but also encourage meaningful interaction in a more relaxed, engaging environment. We also offer dedicated networking lounges, where participants can build connections, discuss potential collaborations, and enjoy quality conversations in a comfortable setting. The conference itself provides a macroeconomic perspective on the most relevant and current developments across various industries. Our goal is to present content that is both inspiring and forward-thinking— lectures that introduce innovations, share success stories, or provide fresh insights into emerging trends. In addition to the core business program, MBF also includes entertainment and social events, which offer a more informal setting for networking . As for this year’s topics, they span a broad range: infrastructure, investments, hospitality, real estate, and digital tools. We also focus on personal and professional development through sessions on leadership, communication skills, and other essential soft skills.
4. How important is it to have relevant participants, lecturers from the country and abroad, and what criteria do you use to select conference speakers?
It feels like everything we do, we do the harder way. When your focus is on creating real value, not just putting on an event, then that’s the only path worth taking. All our lecturers and speakers are selected through a year-long process of preparation for MBF. We build relationships and start conversations with people we meet throughout the year, or with those who reach out to us expressing interest in contributing. Because everyone involved in organizing MBF—myself included, as well as the members of the organizing board—are professionals actively working in their respective sectors, we’re deeply connected to what’s happening in the industry and know which individuals are truly relevant. We don’t do promotional pitches or product presentations. Every speaker and every session is chosen to bring valuable insights, spark meaningful discussion, or introduce innovation. Our goal is to ensure that all content presented at the conference carries substance and relevance. We also strive to make our panels diverse and interdisciplinary— bringing together speakers from different sectors to provide a broader, more dynamic perspective on the topics we cover.
5. Of all the topics you cover, what do you think are the most interesting, not to mention the most important, in the current circumstances we live in both locally and globally (economy, geopolitics, green energy, raw materials…)?
Every topic we cover is interesting in its own way, but I’d say the most important ones are those that genuinely encourage people to take a step forward—to think differently, act more boldly, or innovate within their field. Ultimately, the audience decides which topics resonate the most. The best topics are always those that spark a strong reaction—whether it’s inspiration, motivation, or a sense of clarity. These are the lectures and panels that stay with you, that make you want to do something new or finally solve a challenge you’ve been facing. what truly defines the value of a topic is its power to create a call to action— to move people from passive listening to active engagement and change.
6. What is your message to our readers, what is most important in business and life? What guides you?
Recently, I was searching for a quote to put on my LinkedIn profile—something that would truly reflect my values. It took quite a while, because I knew that when I saw the right one, I’d recognize it immediately and identify with it. Over the years, through both work and life, we all read a lot and come across countless powerful thoughts—especially in today’s digital world, where we absorb so much content daily. There are many great quotes out there, but the one that truly resonated with me was: “Be the change you wish to see in the world.