Co-Founder & CEO, Profit Optimizer
Advisor for Owner-Led Companies
Ran a family distribution company for 9 years. Now helps other owners build companies that don't depend entirely on them.
Bosnia and Herzegovina, Croatia, Serbia
Wholesale and Distribution, Family Business Professionalisation, Pricing Analytics, Organisational Management
Adnan started at Henkel as a Brand Manager working across Vienna and Belgrade, where he learned what structured management looks like in a large system. Then he returned to Sarajevo to run Megamix, the family distribution business, for nine years. He experienced from the inside what happens when a company grows and the systems and team don't keep up.
He left Megamix in 2020 and started advising other owner-led companies across BiH, Croatia, and Serbia on exactly those problems. In five years he's worked on 30+ company projects and serves on the supervisory boards of three active companies. The work focuses on reducing owner dependency, clarifying accountability, and helping leadership teams function as actual teams rather than groups that report to one person.
In late 2024 he co-founded Profit Optimizer — software that helps wholesale distributors make better pricing and profitability decisions from their own ERP data. The product is built directly on the problems he spent 15 years living and solving. He also writes a newsletter, Preporuke za radoznale, sharing ideas and tools from both business and life.
Ask him about:
When and how to reduce owner dependency, pricing strategy in wholesale and distribution, building a leadership team that functions without the owner in every meeting, professionalising a family business, the wholesale market in the Western Balkans
He's been on both sides — the owner carrying everything, and the advisor helping them put it down. That combination is hard to find.
When to start reducing owner dependency and what that process actually looks like
Pricing discipline in wholesale and why most distributors leave profit on the table
How to build a leadership team that leads without the owner in every important conversation
The conversations inside Dealion work because they don't happen in public. If Adnan's profile made you want a seat in that room - there's one way in.
You can find Dealion members on LinkedIn. You can sit next to them at a conference. You won't get what we get from each other.
The conversations that move deals happen in a different room. That's the one we built.