Central Eastern Europe, especially the Western Balkans region, is attracting the attention of big economies since its (small) market size and greater homogeneity make it an interesting testing ground for new emerging models that still need to acquire proof of concept and validation. The Western Balkans, with a population of 17.5M, have the potential to become an incubator of change that can validate innovative business models at a very early stage so they can be replicated and adapted at scale to achieve widespread impact.