How a Local Entrepreneur Is Connecting Groningen and Macedonia Through Innovation
"We are in a unique position where we can use the networks we built abroad to create meaningful change back home while also benefiting from the resources available here."
Finding Opportunity in Groningen
For many international students, Groningen is more than just a temporary stop for education—it becomes a home and a launchpad for opportunity. Zhive Ristovski, an entrepreneur originally from Macedonia, exemplifies this transition. A graduate from the Faculty of Economics and Business at the University of Groningen, Zhive has embraced the city's vibrant, youthful atmosphere to build two initiatives: Cable, a digital marketing agency, and Mostovi (meaning "bridges" in Macedonian), an organisation focused on bridging talent between Macedonia and the world.
"I really like the city here; it's vibrant, young, and filled with people from diverse backgrounds," Zhive explains. "It offers an incredible environment for starting a business, with accessible networks and a supportive entrepreneurial culture."
His decision to remain in Groningen after graduation was influenced by the increasing opportunities for growth and collaboration. The city’s startup ecosystem, combined with the University’s resources and entrepreneurial networks, provided the ideal foundation for his ventures.
Giving Brands an Authentic Voice
Cable, one of Zhive’s initiatives, is a digital marketing agency that specializes in influencer content and user-generated content (UGC). "With the rise of AI-generated content, the demand for authentic human interaction has never been higher," he says. Cable connects brands with influencers to create genuine product endorsements that resonate with audiences.
The journey from being a freelance marketer to running a structured agency was made easier with the support of Evernomic, a venture studio with a strong presence in Groningen among other European cities. "Evernomic helped me transition from part-time freelance work to running a full-time business, offering support in business development, networking, and strategic planning," Zhive explains.
Cable has grown steadily, expanding its team to include editors, content creators, outreach managers, and interns—many of whom hail from Macedonia. "We started with just one person in September, and now we have a team that keeps growing," he says. The agency’s hybrid work model allows talent from different parts of the world to contribute remotely.
Reversing Brain Drain with Flexible Solutions
Mostovi is Zhive’s second initiative, aimed at addressing Macedonia’s brain drain problem—the mass migration of young, talented individuals seeking better opportunities abroad. The country loses an estimated €330 million annually due to its brightest minds leaving and not returning.
"Many students, including myself, received scholarships from the Macedonian government to study abroad, with the condition that we return and work in the country for twice the duration of our studies," he explains. Failure to comply results in a hefty penalty—Zhive himself faced a potential €1.5 million repayment if he did not return to Macedonia.
Instead of moving back permanently, Zhive negotiated with the Macedonian government to allow returning talent to contribute remotely through Mostovi. This initiative enables scholarship recipients to fulfill their obligations by working on Macedonian projects while staying abroad.
"We created four key ways for them to contribute: mentorship, events and workshops, academic research, and building digital solutions for local institutions," he explains.
Bridging Groningen and Macedonia
Despite being based in Groningen, Mostovi maintains strong connections with Macedonia. One of its flagship projects, a month-long hackathon, is designed to empower young Macedonian entrepreneurs and professionals by providing training and mentorship. "The hackathon will take place in Macedonia, but we’re inviting entrepreneurs and experts from Groningen to participate as mentors or sponsors," he says.
Another major focus of Mostovi is academic research. Many scholarship recipients conduct research abroad that could benefit Macedonia but struggle to implement their findings locally. Mostovi helps facilitate collaborations between these researchers and local institutions. A current project addresses Skopje’s severe air pollution—one of the worst in the world—by analyzing environmental factors and proposing sustainable solutions.
Lastly, Mostovi is involved in digitising government processes in Macedonia. "We are developing digital tools and services that the country lacks, providing talent and expertise from our scholarship network to assist in modernisation efforts."
The Role of Groningen’s Startup Ecosystem
Zhive’s success highlights how Groningen’s startup environment enables international entrepreneurs to thrive while maintaining ties to their home countries. "The city offers an excellent mix of business resources, startup incubators, and a collaborative mindset, making it ideal for launching international ventures," he notes.
Groningen’s openness to English-speaking businesses, combined with its emphasis on innovation, allows entrepreneurs like Zhive to create globally connected businesses. Moreover, its strong academic community helps foster a talent pipeline that supports these ventures.
Entrepreneurship Beyond Borders
Zhive’s journey demonstrates that staying in Groningen doesn’t mean leaving home behind. By leveraging the city’s opportunities and maintaining strong connections with Macedonia, he has created a sustainable and impactful model for international entrepreneurship.
"We are in a unique position where we can use the networks we built abroad to create meaningful change back home while also benefiting from the resources available here," he says. "We don’t have to choose between one or the other—we can build a bridge."
Through Cable and Mostovi, Zhive is not just running businesses—he is showcasing what it means to be a global entrepreneur from a seemingly small city like Groningen.