Family businesses are one of the most represented types of businesses, and the figures of the world economy speak of this, what is special about them is that the family earns its income through joint efforts. In order for a business venture to be considered family, it is necessary that up to two family members participate in it, who are an integral part of the management team. Certainly, there is a possibility that the owners are not family members, but in that case, family members are always involved in some specific capacity. When considering the concept of family entrepreneurship in the Republic of Croatia, we can conclude that it is not precisely defined, thus making it impossible to realistically monitor its growth because there is no definite difference between family entrepreneurship and some other form of economic activity. It is assumed that 50% of employees in Croatia work in family businesses, that most micro and small businesses in Croatia are family-owned, and that they are owned by first-generation entrepreneurs who at the same time manage the company. The research that is an integral part of this paper was carried out on the family company Enjoy usluge povezi i turizma d.o.o., which showed their growth and survival over a period of five years. Finally, a survey was conducted with the aim of analyzing the wishes and needs of the market, i.e. end consumers, in relation to the services provided by the mentioned family business.