About Aleks

In 2016, ServiceFinder was acquired by Schibsted Media Group, and Aleksandar remained with the company until 2017. He then went on to invest in several startups, real estate, and e-commerce ventures, while also founding the sneaker e-commerce store Alexander-Kay.com and the tech company Orderhero.se—a business focused on digitizing the restaurant industry.

Orderhero challenged the industry's giants and continued to grow, even as the restaurant sector was hit hard during the COVID-19 pandemic. As the market began to recover, the company set its sights on a public listing and received approval from Nasdaq Stockholm.

Shortly thereafter, a media storm was triggered by a skewed series of articles published in the spring of 2022. Despite this, the share issue was oversubscribed—clear proof of investor confidence and a testament to the hard work put in. The IPO was postponed until the fall of that year, and in combination with the war in Ukraine, economic uncertainty, and a market crash, significant challenges arose, ultimately leading the company to file for restructuring. After a prolonged restructuring period, Orderhero eventually filed for bankruptcy—nearly two years after the onset of the media storm—marking Goga’s first.

During the restructuring process, additional challenges emerged when the appointed administrator failed to carry out their duties properly. At that stage, Goga received support from Maja Stojanovic, Founder of Juridium.se, a digital law firm, which took over the process and helped him navigate through the restructuring. Over time, he realized that many of the issues could have been prevented, and the experience provided him with valuable insights into how he could further develop his leadership.

The very same day he submitted the bankruptcy filing for Orderhero.se, the 2 januari 2024, he stepped in as a co-owner and took on an operational role at Juridium.se with a focus on growth. Drawing on his previous experiences, he helped rapidly accelerate the company’s expansion. Juridium grew quickly and became a successful player in the market before being sold later that same year.

Growth and Success Strategies

Goga has extensive experience in driving growth, establishing efficient processes, building strong teams, leadership groups, and boards, as well as raising capital. He has consistently challenged organizations in a sustainable way to ensure long-term growth.

A common thread across all the companies Goga has led is a strong focus on revenue. By understanding the customer and the market at a granular level, he knows how to drive top-line growth. Many entrepreneurs get stuck in product development and forget that a business only survives by increasing revenue and driving profitability. Goga has proven his model not only in his own ventures but also by helping others grow using the same methodology.

Turning setbacks into success

Many times throughout the journey with Orderhero, he could have walked away—but Goga has an unwavering belief that every situation carries invaluable lessons. He is endlessly curious about how setbacks can be transformed into success. To him, the only true failure is giving up—everything else is simply a challenge to be understood and navigated in different ways.

Do you want to take your company to the next level?

Are you an entrepreneur looking to grow your business, navigate tough challenges, or craft a successful exit strategy? With insights from two exits and one bankruptcy, Aleksandar Goga helps you find the right path forward—so you can achieve your goals.