In today's Wantrepreneur to Entrepreneur Spotlight, we're diving into the world of Salesforce transformation with Ilija Filipović, founder of Flatforce. After spending over a decade mastering Salesforce as a developer, architect, and consultant, Ilija spotted a crucial gap in the market and took action. His innovative approach of offering Salesforce consulting through a predictable subscription model has changed how small and medium-sized businesses access enterprise-level technology support. Through Flatforce, Ilija is demystifying digital transformation and making high-quality Salesforce expertise accessible to businesses that traditionally couldn't afford complex consulting engagements.
Hi, Ilija! Thanks for joining us today. Tell us about your business. Who do you serve, how do you serve them, and what's the impact that your business and work makes?
At Flatforce, we specialize in helping businesses achieve their goals through the efficient use of Salesforce technology. Our primary clients are small to medium-sized companies that want to unlock the full potential of their Salesforce investment without the complexity or unpredictability of traditional consulting models.
We serve them through a flat monthly subscription model that provides expert Salesforce consulting, implementation, and support services. This approach ensures transparency, affordability, and ongoing access to expertise without the stress of variable costs or lengthy project timelines.
The impact of our work is transformative. By streamlining workflows, automating processes, and tailoring Salesforce solutions to meet specific business needs, we empower our clients to focus on what they do best—growing their business. Many of our clients have seen significant improvements in operational efficiency, customer satisfaction, and overall business performance.
At its core, Flatforce is about making digital transformation accessible and manageable for businesses of all sizes. Our goal is to demystify Salesforce and make it a tool that drives measurable results, not just another complex software. We pride ourselves on being a true partner to our clients, helping them navigate challenges and scale with confidence.
Tell us about the moment you finally felt like you went from wantrepreneur to entrepreneur.
At Flatforce, we specialize in helping businesses achieve their goals through the efficient use of Salesforce technology. Our primary clients are small to medium-sized companies that want to unlock the full potential of their Salesforce investment without the complexity or unpredictability of traditional consulting models.
We serve them through a flat monthly subscription model that provides expert Salesforce consulting, implementation, and support services. This approach ensures transparency, affordability, and ongoing access to expertise without the stress of variable costs or lengthy project timelines.
The impact of our work is transformative. By streamlining workflows, automating processes, and tailoring Salesforce solutions to meet specific business needs, we empower our clients to focus on what they do best—growing their business. Many of our clients have seen significant improvements in operational efficiency, customer satisfaction, and overall business performance.
At its core, Flatforce is about making digital transformation accessible and manageable for businesses of all sizes. Our goal is to demystify Salesforce and make it a tool that drives measurable results, not just another complex software. We pride ourselves on being a true partner to our clients, helping them navigate challenges and scale with confidence.
Describe the moment or period in your life/career that motivated you to make the entrepreneurial leap.
The period that motivated me to make the leap into entrepreneurship was when I realized that my passion for Salesforce and digital transformation was more than just a technical skill—it was a way to drive real business change. After over a decade of working in various roles, including Salesforce Developer, Architect, and Consultant, I had the opportunity to lead major digital transformation projects across industries. While I loved solving complex problems and delivering robust solutions, I started to feel limited by the traditional consulting models, which were often project-based, expensive, and lacked long-term engagement.
What truly pushed me to take the entrepreneurial leap was seeing how many businesses struggled with adopting Salesforce and understanding its full potential. I knew there had to be a better way—something more predictable and accessible for companies that couldn’t afford expensive consulting fees or deal with lengthy engagements. That’s when I decided to create Flatforce, a service that combines my technical expertise with a model that gives businesses ongoing, affordable access to Salesforce support.
The decision wasn’t instantaneous—it came after many months of reflection and seeing the gap in the market. But when I realized how I could blend my technical background with a deep understanding of business operations, I knew it was time to take that leap and build something that could truly make a difference for companies navigating their digital transformation journey. That period of reflection and the desire to help businesses grow was the catalyst that launched me into entrepreneurship.
Describe a tool, service, or software that has been a game-changer for your business. How does it contribute to your success?
For Flatforce, our core stack—which includes Trello, Stripe, Loom, and GSuite—has been a game-changer in running and scaling the business effectively. These tools help us stay organized, efficient, and connected, making it easy to deliver our services while maintaining seamless operations.
In addition to this, we also use Salesforce internally, and everything is integrated via API. This integration allows us to seamlessly connect our project management and financial systems with Salesforce, streamlining our processes and providing us with real-time data on client projects and performance. It enables us to manage and track engagements, monitor client success, and automate workflows efficiently, which is critical as we continue to scale and deliver high-quality results to our clients.
We know that success is very often a non-linear path. Tell us about a failure, pivot point, or lesson that changed your course or direction and helped to get you where you are today.
One of the most significant lessons I learned came early in my entrepreneurial journey when I initially tried to offer traditional project-based consulting. I had great technical skills and a solid understanding of Salesforce, but I quickly realized that the traditional model of pricing by the project and scope was not sustainable for me or for many of my clients. The constant back-and-forth over deliverables, timelines, and costs created friction, and I wasn’t able to build long-term relationships or provide consistent support.
That experience was a huge turning point. It taught me that in order to scale and create lasting value, I needed to rethink my business model. That's when I decided to pivot toward a monthly subscription model, offering ongoing Salesforce support and digital transformation services. The shift to a predictable pricing structure not only gave clients more transparency but also allowed me to foster long-term relationships and work on continuous improvement rather than focusing on one-off projects.
It wasn’t an easy transition, and there were moments of doubt along the way, but it taught me the power of adaptability. The experience reinforced that understanding your clients' needs—and being willing to adjust your approach to meet those needs—is key to long-term success. That lesson in flexibility and aligning business models with customer expectations has been central to Flatforce's growth and continued success.
What unconventional strategy did you employ that significantly impacted your business?
One unconventional strategy that had a significant impact on Flatforce was adopting a flat monthly fee model for Salesforce consulting, rather than relying on traditional project-based or hourly billing. This approach might seem counterintuitive in an industry where custom project pricing is the norm, but it’s been a game-changer for both our clients and our business.
Most consultants and agencies price their services by the hour or by the project, which often leads to fluctuating costs for clients and limited ongoing support. By offering a flat fee, we removed the uncertainty around costs and made it easier for businesses to budget and plan for Salesforce support. It also created a more stable and predictable income stream for Flatforce, allowing us to focus on building long-term relationships rather than constantly chasing new projects or billing hours.
The model also fostered a deeper partnership with our clients. Instead of the traditional "done and dusted" approach, we could work with clients continuously, ensuring their Salesforce setup evolved with their needs. This ongoing relationship has led to higher client retention and more referrals, as clients value the consistency and flexibility the model provides.
This strategy, while unconventional in the Salesforce consulting space, has proven to be one of the most impactful decisions for Flatforce. It aligns our success with that of our clients and positions us as a trusted partner in their digital transformation journey, rather than just a vendor for one-off projects.
What’s something you wish you knew sooner that you’d give as advice for aspiring or newer entrepreneurs?
One of the biggest pieces of advice I’d give to aspiring entrepreneurs is to embrace failure as a learning experience, not a setback. Early on, I was afraid of making mistakes or failing in some way, and that fear often held me back from taking the necessary risks to grow. What I’ve since realized is that failure is an inevitable part of the entrepreneurial journey and, when approached the right way, can be one of your greatest teachers.
Had I known sooner that making mistakes—whether it’s in business strategy, pricing models, or client relationships—wasn't something to fear but rather something to learn from, I would have been able to make faster, more confident decisions. The most valuable lessons I’ve learned have often come from moments of failure or pivoting in response to challenges. The key is to learn from each experience, adapt quickly, and move forward with a mindset of growth rather than defeat.
Additionally, I would tell new entrepreneurs not to get too attached to their initial ideas. The market will often push you to refine and pivot your business model, and being flexible and open to change is crucial for long-term success. Don’t be afraid to iterate, evolve, and even throw away ideas that aren’t working—what’s most important is finding a solution that truly serves your customers and aligns with your strengths.
Want to dive deeper into Ilija's work? Here are some links:
- Visit Flatforce's website flatforce.co
- Connect with Ilija on LinkedIn: Ilija Filipovic
- Follow Flatforce on LinkedIn
