Wizard Electronic creates light and special effects - LED monitors are becoming more popular

(Photo: Marko Andrejić)

- Today, everything has to be show! - Sinisa Boskovic, owner of Wizard Electronic from Ruma which, for more than 20 years, has been dealing with “everything that has to do with lights and special effects” says. In his interview for eKapija he says that they are the busiest at the moment with equipping discotheques and clubs, decoration of wedding halls, light and other effects at concerts as well as in TV studios and all that with the help of LED monitors.

He admits that he started this business in early nineties without serious preparation and intention.

He set up Wizard Electronic in 1993 in Ruma. Sinisa Boskovic says it was an awkward period but “for the one who wants to work, there are no sanctions or obstacles”. He started his business aloe and at that time there was no loan or support program. Today, the company has 15 people.

- This is not mass production so the number of employees depends on market demands. As for the initial start, in early nineties there were no subsidies and similar benefits and we took loans for a few times for this for current operations or liquidity. We mainly funded ourselves on our own and the company has had organic growth.

(Photo: Marko Andrejić)

The company produces in the workshop in Ruma “anything that it can and that is remunerative” even though according to our collocutor it is not a big portion of product range. They import some 80% of final products from abroad.

- We mainly import from China and sell all around Bosnia and Herzegovina and Serbia. Mass production is not remunerative for us, mainly for raw materials which are more expensive than for instance to Chinese since they produce million series. At our market, LED lightening is the most wanted at our market and we are the leader in that segment and we imported some new things which have not existed here – Boskovic explains.

He says Wizard Electronic offers LED monitors of different sizes which can be used indoor and outdoor and price range matches it. These devices have their shelf life but quality LED monitor can last ten years.

Satisfied users often recommend services of this company to their colleagues and business partners so it is one of important sales channels. Apart from that, they always take part at all important fairs. Orders through internet are rare although the option exists since activity is such that buyers in most of the cases want to see light and special effects.

Unmaintained market

Sinisa Boskovic says Serbian market is quite unmaintained and that size in this case does not play a key role – “problem is that people do not believe each other and avoid working since they do not want to step into jungle”.

He outlines every relation with a buyer is practically a step into risk for a number of payment collection issues since the state does not guarantee enough. He thinks a firm guarantee would contribute that people work and invest much more and that is “A condition to make everything go round”.

Boskovic says he is not thinking about competitors while he “is never satisfied with the results since it can always be better”.

Sinisa Boskovic says that Wizard Electronic has not stepped into cooperation with marketing agencies and media sufficiently and that there is plenty of space there for development and progress.

Marko Andrejic