Built by someone who was in the room.
Not a software company that decided small businesses were an underserved market. A founder who spent years actually running operations inside SMEs, hit the same structural chaos this product solves, and built the tool that should have already existed.
Not a solo project
Craft11 is a team effort, even though it started with one person's frustration with how small businesses are forced to operate.
Dejan Hervol spent close to twenty years actually running small and mid-sized businesses, across a handful of genuinely different industries. Not studying the problem from outside. Living it. After the last one, he started consulting with a few early-stage companies, and kept running into the exact same structural chaos, different industry every time, identical root cause. In one of those startups he crossed paths with the President of Business Angels Slovenia. They talked it through and landed on the same conclusion: this wasn't a symptom to patch with another tool, it was structural, and it had to be fixed at the root. That conversation is where Craft11 actually started. She's backed its distribution ever since, on her own terms, no funding strings attached.
Around the same time, AI became a genuine obsession, learned the slow way starting in 2022. Late nights testing components until the laptop's fans sounded like a plane taking off earned the name "Radiator Nights," now one of the four pillars in Craft11's Vault.
The product's operational backbone comes fromDotCom d.o.o., an IT company that's been operating since 2008. They handle the scalability, security, ongoing maintenance, and customer support that turn a founder's project into something that holds up under real usage, not a part-time favor.
A founder, an operations partner with nearly two decades in the field, and someone whose job is evaluating early-stage companies for a living. That's the actual team.
Who this is for
Service businesses, creative studios, consultancies, project-based companies. Two to fifteen people. The founder is currently the operational memory of the business, and tired of being it. If that's not a category you recognise, Craft11 probably isn't built for you, and that's said plainly on purpose, not as false modesty.