Bilko HR — Competitive Intel & GTM (2026-05-10)

Competitive intelligence package for Bilko HR: market map, banking partnership strategy, UX teardown, GTM decisions

00 — Executive Summary

Executive Summary — Bilko HR Competitive Intelligence

Research Date: 2026-05-10
Source: Multi-agent competitive research session (Finverge/Markos Zachariadis, Vizu/Brad Frost, John orchestrator)
MC Tasks: #100274 (banking), #100279 (UX/GTM), #100272 (market map)

Key Findings

1. Direct SMB Competitor = Minimax HR (#1 Threat)

2. MojaFirma.hr Reframe — NOT a Direct Competitor

Critical correction: MojaFirma is NOT an accounting/e-invoice platform.

"MojaFirma vas pita za evidenciju. Bilko vas pita za biznis." — Proposed GTM hook

3. Mer (ex Moj-eRačun) / Visma Group — Strategic Infra Giant

4. PBZ Banking Partnership Frame

5. Bilko HR Brand Tokens (Brad Frost recommendation)

HR Market Landscape (13 Vendors Ranked)

Rank Vendor Country Threat Level Notes
1 Minimax HR (Saop) SI HIGH Regional leader, FISK 2.0, modern UX
2 e-Računi SI MEDIUM Multi-country but dated UI
3 Pantheon (Datalab) SI MEDIUM Enterprise lane, potential feeder partner
4 Arges ERP HR MEDIUM Entry-tier €3.85/mo, FISK shipping
5 Mer (Visma) HR STRATEGIC 75K senders, IS posrednik, parent = Fiken owner
6 MojaFirma.hr HR LOW HR tool only, no accounting/e-invoice
7-13 Synesis, IN2, Omnizon, Eurofaktura, FINA, HT, Hitra Various LOW Secondary or IS posrednik infrastructure only

Banking Partnership Shortlist (6 Banks)

Rank Bank Parent SMB Share Status
1 PBZ Intesa Sanpaolo 28-32% Warm (Premuz contact MC #8608)
2 Erste Erste Group 12-15% Cold, parallel track mandatory W5-6
3 Zaba UniCredit 25-28% Cold, group constraint risk
4 RBA Raiffeisen 8-10% Uncertain (RBI CSEE divestment)
5 OTP OTP Group (HU) 6-8% Backup post-W12
6 HPB State-owned 4-6% Lowest (state procurement)

CEO Decision Items (5 Outstanding)

  1. PBZ Premuz reschedule — Frame: fee income + deposit retention, FreeAgent+NatWest model
  2. Parallel bank tracks — Recommended: open Erste + Zaba by W5-W6 regardless of PBZ status
  3. IS posrednik path — MC #100273: build own vs Mer integration vs FINA fallback
  4. Visma BD timing — Recommended: HOLD until Bilko HR has demo MVP + distinct branding (no leverage otherwise)
  5. GTM sign-off — "Switch from MojaFirma" landing page + Bilko HR brand tokens (navy+gold, DM fonts)

Supporting Dossiers (This Book)

Research completed 2026-05-10 | Orchestrated by John (ALAI AI Director) | Specialist agents: Markos Zachariadis (Finverge), Brad Frost (Vizu)

01 — HR Market Map

Page 01 — HR Market Map & Competitive Ranking

Source: MC #100272 competitive research v2.1
Date: 2026-05-10
Analyst: John (ALAI orchestrator) + field intel CEO Alem Basic

Direct Competitor Ranking (HR Market, May 2026)

Tier 1 — Direct Threats

1. Minimax HR (Saop, Slovenia) — TOP THREAT

2. e-Računi (Slovenia)

3. Pantheon (Datalab, Slovenia)

4. Arges ERP (Croatia)

Tier 2 — Secondary / Niche

Tier 3 — Adjacent (HR Operational, Not Accounting)

6. MojaFirma.hr (Solution Press d.o.o., Skradin, HR)

CRITICAL REFRAME: MojaFirma is NOT an accounting/e-invoice platform.

Competitive frame for Bilko: Target MojaFirma users on e-invoice/FISK 2.0 gap, NOT on UX or paušal accounting.

GTM hook: "MojaFirma vas pita za evidenciju. Bilko vas pita za biznis." — From 1. siječnja 2026, B2B fakture moraju biti e-računi. MojaFirma to ne radi.

Pricing reference (MojaFirma):

IS Posrednik Landscape (17 Registered, 7/17 Full Send+Receive)

Context: IS posrednik = Croatian e-invoice intermediary (mandatory for FISK 2.0 compliance).

Provider Role Notes
FINA State IS posrednik Fallback channel, per-doc fee
HT (Hrvatski Telekom) IS posrednik Infrastructure only, not accounting
Hitra Produkcija IS posrednik Infrastructure only
Mer (ex Moj-eRačun) IS posrednik + SaaS See strategic giant section below

Bilko options:

  1. (A) Build own IS posrednik — Requires ISO 27001 + 6+ months registration
  2. (B) Integrate via Mer (Visma) AS4 API — Fast but competitor-dependency
  3. (C) FINA fallback — State channel, per-doc fee model
  4. (D) Hybrid — Launch with (B) or (C), migrate to (A) when volume justifies

Decision: MC #100273 (H priority) — CEO input outstanding

Mer (ex Moj-eRačun) / Visma Group — Strategic Infra Giant

Triple role: Competitor, potential IS posrednik partner, potential acquirer

Scale

Parent Company

Strategic Implications

  1. As competitor: Mer has dominant IS posrednik position + accounting SaaS footprint
  2. As partner: Mer AS4 API could fast-track Bilko's FISK compliance (Option B above)
  3. As acquirer: Visma Group has history of acquiring regional SMB accounting players (Fiken 2019, multiple Nordics)

Recommendation

Do NOT open Visma BD until Bilko HR has:

  1. Demo MVP live (onboarding flow + first invoice)
  2. Branding distinct from Fiken (navy+gold tokens, DM fonts)
  3. 10-50 real HR users in production

Rationale: No leverage in partnership/acquisition conversation without product traction. Premature BD = asymmetric negotiation.

Timing: Defensive posture — monitor Mer competitive moves, defer BD to post-MVP (Q3 2026 earliest)

Market Opportunity — Paušal-Obrt Segment

Target: Croatian paušalni obrtnici (flat-rate sole traders)

Current state:

Bilko opportunity:

Decision item: CEO sign-off on paušal-obrt-first GTM positioning vs general SMB

Ranking Summary Table

Rank Vendor Country Segment Threat Level Bilko Response
1 Minimax HR (Saop) SI SMB accounting HIGH Simplicity positioning
2 e-Računi SI SMB accounting MEDIUM Modern UX advantage
3 Pantheon (Datalab) SI Enterprise ERP MEDIUM Feeder partnership
4 Arges ERP HR Entry-tier SMB MEDIUM Price pressure watch
5 Mer (Visma) HR IS posrednik + SaaS STRATEGIC Defer BD, monitor
6 MojaFirma.hr HR HR operational LOW FISK gap GTM
7-13 Synesis, IN2, Omnizon, Eurofaktura, FINA, HT, Hitra Various Legacy/niche/infra LOW No direct action

Research date: 2026-05-10 | Orchestrator: John (ALAI) | Field intel: CEO Alem Basic | Agent verification: Brad Frost (Vizu)

02 — PBZ Banking Dossier

Bilko × HR Banking — Strategic Dossier

MC #100274 | Author: Markos Zachariadis (Finverge/ALAI) | 2026-05-10 Classification: CEO-EYES — pre-commercial, not for external distribution

1. PBZ-Specific Value Proposition Memo

PBZ Profile and SMB Positioning

Privredna Banka Zagreb (PBZ), majority-owned by Intesa Sanpaolo since 1999, is Croatia's second-largest bank by total assets and commands the strongest institutional SMB franchise in the country. Intesa Sanpaolo's group strategy — articulated in the Piano d'Impresa 2022–2025 and its successor cycle — explicitly prioritises growing fee-based income through embedded digital services rather than balance-sheet expansion. PBZ has followed this with digital-first SMB products (mPay, PBZcom mobile banking for businesses) but has not yet moved to a white-label embedded accounting play. The competitive pressure from Revolut Business and neobanks entering HR is intensifying this urgency.

Tomislav Premuz — assuming he sits within PBZ's digital banking or SMB segment leadership — represents an operator looking for non-interest revenue levers and customer retention tools. The value-prop conversation must be framed in his language: reduced SMB churn, increased transaction volume through payroll/invoicing stickiness, and a defensible differentiator against challenger banks. This is not a technology conversation; it is a network economics and deposit-retention conversation.

The Bundle Proposition

PBZ SMB client receives:

The bundle is structurally analogous to FreeAgent + NatWest/Mettle. The causal mechanism is identical: free software creates switching friction on the banking side. An SMB that reconciles daily in Bilko connected to PBZ will not easily move their current account.

What PBZ does NOT need to build: FISK compliance layer, accounting logic, bank feed aggregation, remittance rails. These are Bilko/Tok/Drop's core competencies. PBZ provides the customer base and brand trust.

Revenue Architecture for PBZ

Three models, ranked by implementation complexity:

ModelStructurePBZ EconomicsComplexity |-------|-----------|---------------|------------| Co-marketing onlyPBZ promotes Bilko; Bilko gives PBZ-referred clients free tierZero revenue, marketing valueLow Referral feeALAI pays PBZ per activated SMB account (€10–25 CPA)~€100–250K/yr at 10K activationsMedium Bundled monthly feePBZ pays ALAI per-seat fee (€3–8/SMB/month) for embedded Bilko€300K–800K ARR at 10K accountsHigh — requires contract, NDA, procurement cycle

Recommended opening position: co-marketing/referral with a path to bundled fee. This gets Premuz to a "yes" faster. Once SMBs are using Bilko through PBZ, the data on retention and transaction uplift becomes the commercial argument for moving to bundled.

On the deposit growth side: SMBs that centralise their financial operations (invoicing, payroll, bank feed) in a PBZ-connected Bilko will concentrate more working capital in their PBZ account. The float impact is not trivial — SMBs tend to park idle balances in their primary operating account.

Regulatory Prerequisites (PSD2 AISP)

This is the single most important structural point. Bilko's automatic bank feed requires reading PBZ account data via the PSD2 AISP channel. The AISP licence holder must be clearly designated.

ALAI's position: ALAI Holding AS is pursuing Finanstilsynet AISP registration for Tok (MC #1934). As a Norwegian entity (EEA/EFTA), ALAI registers with Finanstilsynet as home regulator, and Finanstilsynet passports the licence to HNB (Croatia) under PSD2 Article 28. This is a confirmed legal pathway — HNB does not require a separate Croatian application.

PBZ's role: PBZ must provide Tok access to their PSD2 API sandbox (apiportal.pbz.hr — confirmed live). PBZ does NOT need to be the licence holder. The AISP relationship is: ALAI (Tok) holds the licence; PBZ is the ASPSP (Account Servicing Payment Service Provider) that exposes the Open Banking API. This is the standard industry structure and is operationally familiar to PBZ's payment systems team.

For the Premuz meeting: Lead with FISK 2.0 urgency and the FreeAgent/NatWest analogy. Introduce the AISP structure as a technical footnote — it is already solved. The commercial conversation should dominate.

2. Six-Bank Shortlist — HR Market

RankBankParent GroupEst. SMB ShareDigital MaturityApproachRisk Flag |------|------|-------------|----------------|-----------------|----------|-----------| 1PBZIntesa Sanpaolo~28–32% (SMB loans + current accounts)High — mPay, PBZcom, PBZ API portal liveWarm — CEO already has Premuz contact (MC #8608)None identified 2Zaba (Zagrebacka Banka)UniCredit Group~25–28%High — UniCredit developer.unicredit.eu portal live, CIB-aligned digital strategyCold — no existing contact; UniCredit HQ may have parallel accounting SaaS ambitions (Azimut Libera Impresa precedent in IT)UniCredit Italy has moved toward embedded finance; Zagreb may be constrained by group policy 3ErsteErste Group~12–15%High — Erste developer portal live, George app (SMB banking) aggressive regional rolloutCold — Erste Group has its own fintech accelerator (Erste Hub Vienna); may prefer group-internal solutionsErste has a track record of building in-house (George, Erstebank Digital) — partner window may be narrow 4RBA (Raiffeisenbank Hrvatska)Raiffeisen Bank International~8–10%Medium — sandbox.rba.hr live but RBI group has been divesting CSEE positionsCold — RBI group announced CSEE divestment considerations; HR entity uncertainRaiffeisen group strategic uncertainty in SEE; potential M&A disruption 5OTP Banka HROTP Group (Hungary)~6–8% (post-Splitska banka acquisition 2022)Medium — apiportal.otpbanka.hr live; OTP group growing aggressively in HRCold — OTP has acquired extensively in HR and is building SMB digital layer; opportunity window as they integrate SplitskaOTP may prioritise in-house Hungarian fintech stack (MagnetBank model) 6HPB (Hrvatska Postanska Banka)State-owned (HR government)~4–6% (postal network + public sector)Low-medium — openbanking.hpb.hr live but innovation pace slowerCold — state ownership means longer procurement; but HPB has unique postal network reach in rural CroatiaState procurement risk: 12–18 month tender cycles, political sensitivity

Strategic read: PBZ (Intesa) and Erste are the most structurally aligned. PBZ via existing Premuz relationship is the clear first mover. Erste is the highest-quality backup — Erste Group's George app has demonstrated that a traditional bank CAN build compelling SMB digital products, which means Erste leadership will understand the value prop faster than a bank that has never invested in digital SMB. Zaba (UniCredit) is a strong second-tier target but carries group-level constraint risk. RBA and OTP are tactical options if PBZ negotiations stall past W12.

3. Outreach Sequencing Plan (12-Week Minimum)

WeekActionOwnerGate / KPI |------|--------|-------|-----------| W1CEO (Alem) resumes contact with Tomislav Premuz — reschedule meeting. Send 1-pager: Bilko + Drop bundle, FreeAgent/NatWest analogy, FISK 2.0 urgency hookAlemMeeting confirmed within W2 W2Deliver PBZ value-prop deck (5 slides max: HR-FISK urgency, bundle economics, AISP structure, pilot scope proposal, revenue model options)John (deck) / Alem (delivery)Deck delivered; Premuz feedback received W3PBZ internal circulation — assume Premuz needs 1-2 internal meetings before responding. Send follow-up with pilot scope doc: 100 SMB beta, 90-day window, no-cost to PBZAlemVerbal go/no-go from Premuz W4If green: agree pilot commercial terms (co-marketing minimum viable agreement). If no response: escalate to Intesa Sanpaolo group BD contact via LinkedIn or Intesa Digital Factory MilanAlemTerm sheet or escalation path confirmed W5Begin Zaba (UniCredit) cold outreach — target SMB digital or partnerships lead at UniCredit Croatia. Use LinkedIn + referral if available. Send same 1-pagerJohn (prep) / Alem (outreach)First response or meeting booked W6Begin Erste HR cold outreach — target Erste Hub or Erste Croatia SMB lead. Leverage Erste Group's public fintech partner programme if applicableJohn (prep) / Alem (outreach)First response or meeting booked W7PBZ: if pilot agreed, begin technical scoping — PBZ API sandbox credentials, Tok integration plan, Bilko HR tenant setupDev team (Bilko/Tok)Sandbox credentials received W8PBZ pilot launch (if on track): 100 PBZ SMB beta users, Bilko free, automated bank feed via Tok AISP sandboxDev + Alem100 activations or agreed reduced target W9Measure pilot KPIs: activation rate, daily active, bank-feed connection rate, FISK invoice sent countJohnKPI dashboard live W10If PBZ pilot green: prepare commercial proposal (bundled fee model, €3–8/SMB/month). Begin OTP and RBA outreach (parallel)AlemCommercial proposal drafted W11PBZ commercial negotiation — present pilot data as evidence. Introduce bundled monthly fee modelAlemNegotiation initiated W12Decision gate: (A) PBZ pilot data strong → proceed to LOI / commercial agreement. (B) PBZ stalled → escalate to Intesa group + accelerate Erste/Zaba trackCEO decisionLOI signed or pivot confirmed

Decision gates: W4 (PBZ go/no-go), W8 (pilot activation threshold), W12 (commercial agreement or pivot). If PBZ does not respond by W6, do NOT wait — begin parallel Erste and Zaba tracks immediately.

4. PSD2 AISP Regulatory Quick-Take

Core question: Does Bilko need its own AISP licence, or can it ride PBZ's?

Answer: Neither option applies in the standard form. PBZ is the ASPSP, not an AISP. PBZ exposes the PSD2 API; it does not aggregate other banks. Bilko itself is the end-user application — it does not hold the AISP licence. The AISP function sits in Tok, which is ALAI's dedicated Open Banking platform. This is a clean three-party architecture: Tok (AISP licence holder) connects to PBZ's API, pulls account data with user consent, and delivers a structured bank feed to Bilko. The SMB user consents via a PSD2 SCA redirect to PBZ's portal.

Is ALAI Norway (EFTA) a blocker for the EU AISP licence? This was a legitimate concern, but internal regulatory research (croatia-hnb-aisp-guide.md, verified 2026-03-03) confirms it is not a blocker. Norway is an EEA/EFTA member and is covered by PSD2 passporting under Article 28. ALAI registers with Finanstilsynet (Norway) as home regulator, and Finanstilsynet notifies HNB (Croatia). No separate Croatian entity or Croatian application is needed. This is the same pathway used by multiple Norwegian and Icelandic fintechs operating across EEA.

Timeline: Finanstilsynet review is 2–3 months from a complete application. PII insurance procurement (mandatory prerequisite) takes 4–8 weeks. Total: approximately 6 months from PII start to Croatian bank feed live. Target was September 2026 per the internal roadmap. For the PBZ banking partnership, the Tok AISP status is the critical path dependency — a PBZ pilot that requires live bank feed cannot commence before Finanstilsynet grants registration. Sandbox testing can proceed now without AISP registration (PBZ sandbox does not require NCA credentials).

HANFA note: HANFA is Croatia's financial markets regulator (securities, insurance). Payment institution licensing in Croatia falls under HNB (Hrvatska Narodna Banka), not HANFA. Confusion between the two is common — ensure any PBZ-facing communication uses "HNB" as the regulatory reference.

Estimated costs (Year 1, Tok/Croatia AISP):

PSD3 risk: PSD3 (expected 2026–2027) will likely tighten AISP obligations (enhanced consent flows, FIDA data expansion) but will not invalidate existing EEA passporting architecture. Monitor EBA consultation timelines; no action required before Finanstilsynet registration is complete.

Evidence Base

All findings derive from verified source files:

MC #8608 (PBZ/Premuz) and MC #1934 (Tok AISP registration) are the two active blocking tasks that must run in parallel for this dossier to convert into a live pilot.

03 — MojaFirma UX Teardown + Switch GTM

MojaFirma.hr — UX Teardown & Bilko Competitive Positioning

MC #100279 | Brad Frost / Vizu | 2026-05-10 Live recon: mojafirma.hr (Solution Press d.o.o., Skradin, HR) | Datum fetcha: 2026-05-10

1. Sto je MojaFirma zapravo (bitna korekcija framing-a)

MojaFirma NIJE accounting SaaS niti e-invoice platforma. CEO intel "paušalnim obrt modul = direktan accounting overlap" zahtijeva korekciju.

Live recon pokazuje: MojaFirma je HR operativni alat — evidencija radnog vremena, odsutnosti, putni nalozi, kilometraža. Fokus je NN 55/2024 (pravilnik o evidenciji rada), ne PDV/e-računi.

Paušalni obrt modul postoji ali kao godišnji pregled primitaka + PO-SD obrazac — porezna forma, ne puno računovodstvo. URL /usluge/pausalni-obrt vraća 404 (nije ni javno dostupna landing stranica). Nema B2B e-invoice, nema HR-FISK integracije, nema fakturiranja.

Zaključak za Bilku: MojaFirma se takmiči sa Bilkom samo u HR/operativnom sloju, ne u core accounting/e-invoice prostoru. Bilko ima čistiji put prema paušalnim obrtnicima kroz fakturiranje + e-računi — to MojaFirma ne nudi.

2. Visual Quality Assessment

Tech stack: Next.js 14 (App Router), Tailwind CSS, Inter + Lexend fontovi, GTM.

DimenzijaOcjenaKomentar |---|---|---| Tipografija6/10Inter+Lexend kombinacija funkcionalna ali ne razlikuje brand. text-5xl sm:text-6xl lg:text-7xl hero — preveliki jumps, nema intermediate breakpoints. Boje5/10Blue-600 → Indigo-600 gradient svuda. Hero, CTA, navbar, pricing card — identičan gradient. Nema sekundarnog sistema. Violet za Business plan, Emerald za Free — ad hoc, ne sistemski. Spacing5/10Tailwind defaults, vidljiv py-24 px-4 pattern koji se ponavlja mehanički. Nema dizajn tokena — sve je hardcode u klasama. Hijerarhija6/10H1 radi posao ali odmah ispod postoje 2 featured card-a (oružje + employee login) koji prekidaju tok prema CTA. Korisnik mora scrollati 3+ ekrana da dođe do pricing-a. Mobile5/10Responsive klase postoje (sm:flex-row, md:grid-cols-3) ali nije mobile-first dizajniran. Nav hamburger je afterthought. max-scale=5 u viewportu signal je starije implementacije. Dark mode4/10Implementiran kroz dark: klase ali nedosljedan — neke komponente imaju loš kontrast u dark modu. Ilustracije/screenshotovi2/10Nema product screenshotova na homepageu. OG image je jedina slika (/og-image.png). Korisnik nema vizualni dokaz kako aplikacija izgleda.

Sveukupno vizualno: funkcionalno ali generičko. Izgleda kao Tailwind starter kit, ne kao produkt s vizualnim identitetom. CEO "vizuelno su pravi crap" — potvrđeno.

3. Information Architecture & Navigation

Nav struktura:
`
Rješenja (dropdown) | Usluge | Kalkulatori | Članci | Kontakt
Prijava | Registracija
`

Problemi:

Pricing page IA: Free / Pro / Business / Enterprise — standardno. No: Pro plan kaže "Do 25 zaposlenika" ali NEMA jasan list benefita koji Free nema (samo bold checkmarks). Korisnik mora čitati sve linije da nađe razliku.

4. Form / Onboarding UX

Signup URL: /auth/signup?source=homepage-hero&intent=worktime&entry=homepage

Pozitivno:

Frikcije (pretpostavljeno iz strukture, ne iz otvorenog siguppa jer je auth-only):

5. AI Agent Prezentacija

Jedina referenca na AI u javnom dijelu:

Ocjena: prazno obećanje. Nema:

"Prirodnim jezikom upravljaj evidencijom" je claim bez dokaza na javnom dijelu sajta. Za kupca koji to čita — to je marketing copy, ne produkt.

6. Trust Signals

SignalPrisutanKomentar |---|---|---| Klijentske firme / logotipiNENula TestimonijaliNENema ni jednog Broj korisnika / firmiNE"Za male hrvatske firme" — vague Security badges (SSL, GDPR)PARCIJALNOGDPR mention u feature listi, DPA stranica postoji, ali nema SSL badge, SOC2, niti audit certifikat Lokalni trust (HR)DAPravilnik NN 55/2024 badge, hrvatski praznici, Porezna uprava PO-SD Osnivač/timNESolution Press d.o.o. iz Skradina — nema team page Mediji / pressNENema

7. Konkretni "Sta je pokvareno" — lista

Nema product screenshotova — korisnik kupuje slijepo. Jedina slika na sajtu je OG slika. AI claim bez dokaza — "AI Asistent" svuda ali nula demonstracije. U 2026. to djeluje hollow. Hero flow je prekinut — između H1 i CTA buttonsa postoje 2 featured module (oružje!, employee login) koje korisnik nije tražio. Konverzioni tok je prekinut. Evidencija oružja u hero sekciji — na vrhu landing pagea, iznad fold-a, stoji "Evidencija trgovine oružjem za poslovnice". Ovo je niche B2B dodatak koji diskvalificira mainstream SMB kupca — pogrešno pozicioniranje. Pricing page nema jasnu diferencijaciju — checkmarke su iste vizualno, razlika nije jasna na prvi pogled. Nema social proof — niti jedan testimonijal, niti jedna firma-klijent. Paušalni obrt modul nema landing stranicu — URL 404. Ako je modul postoji, nije prodavan. Dark mode je nedovršen — gradient pozadine u bg-gradient-to-br from-blue-50 via-white to-indigo-50 ne funkcionira u dark modu. Font kontrast — text-slate-500 na bijeloj pozadini u feature listama — potencijalni WCAG AA fail na manjim ekranima. Nema mobile app — pure web, nema PWA instalaćije niti App Store/Google Play linka.

8. Bilko UX Moat — 7 Dimenzija Prednosti

#DimenzijaMojaFirma stanjeBilko oportunitet |---|---|---|---| 1E-invoice (HR-FISK 2.0)Nije prisutnoDirektna B2B e-račun integracija, compliance od dana 1 — MojaFirma ne može pratiti 2Full accounting flowEvidencija primitaka + PO-SD forma — to je toFakturiranje, PDV, troškovi, bankovni izvodi, sve u jednom — Fiken model za HR SMB 3Product screenshots u onboardinguNula vizualnog proof-aInteractive demo (Fiken stil) — korisnik vidi produkt prije registracije 4Design tokens sistemskiAd hoc Tailwind klase, nema brand identityKonzistentna vizualna hijerarhija, branded palette, Fiken-grade typography 5AI koji se dokazujeBadge claim bez demoEmbedded AI demo u hero sekciji — konkretni primjer: "Izgeneriraj fakturu za Marko d.o.o." 6Social proof od startNema niti jednog testimonijala3 realna klijenta s imenom, firmom i gradom — bosnian/hr SMB kontekst odmah 7Mobile-firstResponsive ali ne mobile-firstPWA ili React Native app — paušalac na terenu, ne za stolom

9. "Prijelaz s MojaFirme" Landing Page Koncept

URL: bilko.app/hr/prelazi-s-moje-firme (ili slično)

Struktura:

`
[HERO]
Naslov: Odlazite od MojaFirme?
Bilko radi sve što ona radi — i ispostavlja e-račune.
Subtitle: Evidencija rada, putni nalozi, kilometraža + B2B e-fakturiranje.
Sve što HR-FISK 2.0 zahtijeva, na jednom miestu.
CTA: Uvezi podatke besplatno →

[COMPARISON TABLE]
Featura | MojaFirma | Bilko
---------+-----------+------
Evidencija rada | DA | DA
Putni nalozi | DA | DA
B2B e-računi (FISK) | NE | DA
PDV obračun | NE | DA
Fakturiranje | NE | DA
Bankovni uvozi | NE | DA
Mobile app | NE | DA

[MIGRATION HOOK]
"Uvoz CSV podataka iz MojaFirme u 3 koraka."
(Smanjuje switching cost — konkretno, ne apstraktno)

[3 TESTIMONIJALA]
Real HR paušalci — ime, grad, tip biznisa

[PRICING CTA]
Jednake ili niže cijene. Viši compliance.
`

Copy hookovi:

10. Design Token Preporuka za Bilko HR Launch

Cilj: "premium vs MojaFirma" bez being pretentious — HR SMB kupac je pragmatičan.

Paleta — odmak od blue/indigo commodity:
`
--color-brand-primary: #1B4F72 / deep navy — ozbiljnost, ne startup modri /
--color-brand-accent: #E8A838 / topla zlatna — HR kuna heritage, povjerenje /
--color-surface-base: #FAFAF8 / warm white, ne cold #FFFFFF /
--color-surface-elevated: #FFFFFF
--color-text-primary: #1A1A1A
--color-text-secondary: #5C5C5C
--color-success: #2D6A4F / deep green, ne emerald-500 /
--color-danger: #C0392B
`

MojaFirma koristi from-blue-500 to-indigo-600 svuda — Bilko se odmah razlikuje toplijim navyjem i zlatom.

Tipografija:
`
--font-display: "DM Serif Display" / authority, ne tech-bro /
--font-body: "DM Sans" / čitljivo, moderno, nije Inter clone /
--font-mono: "JetBrains Mono" / za iznose i kodove /
`

Spacing skala (8px base, ne Tailwind default 4px):
`
--space-xs: 8px
--space-sm: 16px
--space-md: 24px
--space-lg: 40px
--space-xl: 64px
--space-2xl: 96px
`

Border radius — blago "ozbiljniji" od MojaFirme:
`
--radius-sm: 6px / inputs /
--radius-md: 10px / cards /
--radius-lg: 16px / panels /
--radius-xl: 24px / hero blocks /
`

11. CEO Decision Items

PitanjePreporuka |---|---| Je li "switch from MojaFirma" GTM worth it?DA, ali pozicionirati na e-invoice gap, ne na UX. UX je lak win ali kupac dolazi zbog FISK compliance — to je pain point koji MojaFirma ne rješava. Treba li posebna landing stranica?DA. Switching page s comparison tablicom i CSV import hookom. Niska ulaganja, direktan SEO hit na "MojaFirma alternativa". Paušalni obrt kao zasebni onboarding flow?DA. MojaFirma ga ima ali ne prodaje (404 URL). Bilko može biti prvi u HR za paušal + e-račun kombinirano. Design tokens investicija?Visoka ROI. Navy+zlatna paleta + DM fontovi = odmah drugačiji "osjećaj" od commodity plave. 1-2 dana rada, ne 2 sprintova.

Recon: live fetch mojafirma.hr 2026-05-10. Paušalni obrt subpage vraća 404 — modul nije javno dostupan za prodaju. Pricing potvrđen: Free/Pro €29.99/Business €59.99. AI agent: marketinški claim bez javne demonstracije.