My story
I learned to build organisations long before I built systems.
Founder and CEO of Proprium, business systems advisor, podcast host and co-author. Growing up, I was told I meddle too much, ask too many questions and read too much. This is how that became a job. For dates and sources, see my official biography.
An entrepreneur since sixteen
I knew early that I wanted to build things. At sixteen I was vice president of my town’s youth council, and later I led the city youth council as president. At university I led the local AIESEC committee, and we won the Best Leader Award and five more national awards for growth and impact.
Culture taught me coordination
I studied cultural management and spent my twenties in festivals, galleries, theatre and museum concerts. I co-founded and led the cultural association KultAkt for five years. Every project had brilliant people, and every one lost hours to work nobody had designed.
Building Proprium
In 2018, at 26, I turned a business plan into Proprium. When the pandemic cancelled every contract, I rebuilt the company around systems. In 2022 I came back to the work with a different sense of what matters. 400+ projects later, my team sets up and looks after the systems professional services firms run on.
Advising founders
Today I work directly with founders on the decisions that shape their firm: structure, systems, tools and what to build first. My rule hasn’t changed since day one.
“Technology should serve people, not the other way round.”
From my interview with Be Your Own Boss, 2025 (translated)
Flaws, rebranded
Everything I was told off for is now what clients pay for.
I ask too many questions
Ask an owner how something works and you get an accurate answer. Ask the person who does it and a whole second job appears.
I’m too loud
Big family. If you didn’t say it clearly, nobody heard it. Now I repeat back what you said until the process is actually clear.
I’m bossy
Now it’s called assertive. I’ll say when something doesn’t make sense, even if it’s the thing you hired us to build.
I read too much
The tools, the old documentation, the spreadsheet nobody has opened since 2021. That’s where the real process lives.
I’m opinionated
In Croatian we call it “pametovati”. This one is still a flaw. I’m working on it, slowly.
From my note I love getting paid to meddle in other people’s business. Literally.
Outside work
Part Leslie Knope, part Liz Lemon.
Endless enthusiasm for organising things, and a calm “what fresh chaos is this?” when they fall apart. Away from client work I collect an espresso cup from every city I visit, build LEGO, lose “ten minutes” to Warframe or Minecraft, and plan the next trip while pretending I packed light. I’m also emotionally attached to software subscriptions. I’m working on it.
Collaborations and projects
What I’ve built along the way
2024
Co-author, 100 poduzetnica
One of 100 women entrepreneurs sharing their story in the book 100 poduzetnica – A zašto ne i ti? (Naklada Calliope).
2025 to now
Host, Systems with Laura
A podcast with founders and operators about the systems behind their work. 23 episodes so far.
Ongoing
Educator at Eduza
Nine courses for consultants and solopreneurs, from choosing software to writing SOPs, and a partner in the Eduza Academy programme.
2025 to now
Columnist, Be Your Own Boss
Articles on systems, SOPs and why software isn’t a system, written for Be Your Own Boss.
2016 to 2020
Co-founder and president, KultAkt
A cultural association running projects, events and collaborations across the arts.
2013 to 2015
Local president, AIESEC
Best Leader Award, followed by national awards for growth, community impact and external recognition.
Recommendations
What people say about working with me
“She knows how to cultivate clarity in a team, maintain strong processes, and still keep the human side at the center of everything. Working with her felt structured yet flexible, focused yet warm, which is a balance that not many leaders can create.”
Rea Kurtović
Worked in Laura’s team at Proprium | 2025
“She’s honestly one of the best leaders I’ve ever worked with. Laura can handle tough projects calmly and always seems to be a few steps ahead, no matter the situation.”
Natalija Kerovec
Worked in Laura’s team at Proprium | 2024
“When she sees a problem, she’ll propose a solution, together with a list of steps 1, 2 and 3 how to get there. … This is exactly the type of person you’d want to hire if you needed to automate and organize your business operations.”
Višnja Željeznjak
Live video podcast host, Eduza | 2026
In the press
Interviews and features
Ready when you are