Bojana Nedic: Today’s Notable Young Entrepreneur

Today’s Notable Young Entrepreneur is Bojana Nedic, Co-Founder and Managing Director of Pearl’s Choice. Described as the “TripAdvisor of retirement homes,” the online platform helps families research and locate information on retirement community options in Canada.

We caught up with the Toronto-based digital entrepreneur to find out what inspires her and what advice she would share with other young professionals…


1. Describe what you do in less than 140 characters. Go.
I am the Co-Founder and Managing Director of Pearl’s Choice, Canada’s largest online resource for senior living options.

2. What was the inspiration for your career route?
I realized that I wanted to spend my life turning ideas into reality and dedicating my time to creating something that would solve real-life problems.

3. What is the most memorable milestone in your career so far?
One year ago, Pearl’s Choice began pulling in revenue. That was an incredible milestone for the site and my career. It felt like a switch flipped and suddenly, all of the team’s dedication and hard work had evolved into something real and tangible. Another milestone in my career was founding Hotline Social, the charitable arm of Pearl’s Choice. Our inaugural fundraiser was this past October and we raised over $7,000 for the Toronto Distress Centre’s Caller Reassurance Program for Seniors. I volunteered there before starting Pearl’s Choice and it is something that I am very passionate about.

4. Where do you see yourself in five years, 10 years, 20 years?
In five years, Pearl’s Choice has gone global and I’ve started my next venture. I also hope to have an impact on feminist discourse by organizing women to share their mutual experiences.

In 10 years, I see myself as an angel investor working with promising entrepreneurs and ideas. I have written a book, in collaboration with other women, where we create a cohesive dialogue and share our position on women in business.

In 20 years, I have a charitable trust and dedicate the remainder of my career to philanthropy and creating social change.

5. Do you have any advice for other young professionals?
Know yourself, know your worth! It’s funny to quote Drake, but in all seriousness, it’s important to be honest about who you are, where your skills lie and what you deserve. Hold out for the right opportunity. There were points in my career where I waitressed and modeled to pay the bills while I explored my identity further.

6. Do you support any charities? If so, which one(s) and why is it (or they) important to you?
As I mentioned above, I recently launched Hotline Social in support of seniors living in social isolation. This past October was our inaugural event and it was a huge success. I spent two years volunteering at the Distress Centres counselling people who phoned 408-HELP. What impacted me most was that over half of my recurring callers were seniors. They were lonely, socially isolated, forgotten, clinically depressed and reaching out for help.
In an effort to better support these return callers, the Distress Centres created a pilot program, known as the Caller Reassurance Program. This program matches seniors with volunteers for regularly scheduled chats. Giving them something to look forward to, providing safety checks and promoting their integration into the community.
Unfortunately, this incredible program is at risk because funding is dwindling so with Hotline Social, we are doing everything we can to raise funds and keep the program going.

7. What is one major challenge that you’ve had to overcome in your career? How did you overcome it?
I haven’t been fully honest with you…when I spoke earlier about what inspired me to take my career path, I left out an important piece of the puzzle. I was laid off two years ago. At the time, I was completely devastated. I was halfway through my Master’s, which I was completing part-time and funding through my full-time salary. I found myself in this funny spot where I was experienced but not in a management role and without a Master’s degree. I began looking for jobs and kept being offered entry level positions. I would stay up at night thinking, “I’ve got so much to offer, I’m so motivated, I need to find a role where I can use all my skills”. When one didn’t come up, I decided to create my own.

8. What does the word notable mean to you?
Notable means doing something worthwhile, whatever you define that to be. Personally, what I find worthwhile is change making.


1. Where is your favourite  place to wine/dine in your city and why?
Bar Volo for their international beer selection and Bar Raval for their cocktails and yummy food….wow, I guess I really like bars!

2. What’s the most visited website on your Internet browser? The most played song on your phone?
Most visited website is obviously Pearl’s Choice, can’t get enough of that thing!
My Spotify is currently repeating No Doubt, Spiderwebs and ASAP Rocky, Lord Pretty Flacko.

3. Who’s one person you think everyone should be following on social media?
Paul Nicklen on Instagram. He’s a National Geographic photographer and takes the most stunning wildlife photography, I’m definitely a big #fangirl.

4. What’s your favourite country to visit and why? And what’s the next one you plan on travelling to?
My favorite country to visit is Serbia because I was born there! I would love to visit a country in Africa next.

5. What gives you the greatest FOMO?
My biggest FOMO happens when I’m ordering dinner at a restaurant. I live with this irrational fear of missing out on the best menu selection. I’ve never been a jealous person, but if my dinner date orders a better meal than me, I go green with envy.

6. What’s your guiltiest pleasure?
Oh that’s easy, freestyle rapping.

7. What’s something you wish you didn’t spend so much money on? What’s something you wish you spent more on?
I wish I spent more money on international travel and less money on food. I’m pretty sure I spend 40% of my salary on food.

8. And finally, what does success look like to you? Work, play, or otherwise…
It’s funny, people always talk about the importance of work-life balance but for me, success is involving my friends, people I enjoy collaborating with and worthwhile ideas so much into my work that it feels like I’ve never worked a day in my life.

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