The introduction of a new product or service to the market is a lengthy development process that requires clear vision, a well-developed strategy, significant investments, assistance from state institutions, and ultimately the market where the product/service will be presented. Without the interested market and the consumer who will use the innovative product or service, the sense of innovation is lost, as well as the profitable side of commercialization of the product/service. Any innovative product or solution that has found its place in use over the course of history has certainly had an impact on the economic development of its country or even beyond. Innovation will be proven first and foremost in crafts and small and medium-sized enterprises. Innovation and entrepreneurship have multiple touch points, but in order for an innovation to become commercial, it must be implemented into an entrepreneurial project, which requires additional knowledge and skills to make the project viable and successful. This paper deals with the concept of innovation, Croatian innovative products, and presents a specific example of the Croatian innovative product "Roto rasp" in the company ROTO KRUNA. Through this example, one can gain insight into the whole process from innovation to product commercialization and the challenges that the innovators faced. Their project can be considered successful because the innovators have combined their knowledge, skills and experience from work environments and with great effort and perseverance have come to the realization of their goal, which is a quality and recognizable product in the domestic and foreign markets.