Interview with the Avramović sisters

Among our youth in Toronto, one can find many very talented and successful young people. Every day we hear a nice story from our friends and family, and indeed there is nothing nicer for our community than the success of our children. And when I think about the success of our young people, I cannot help but think of the Avramović sisters, Jelena (23) and Maša (21). By starting a company that produces kombucha drinks, Jelena and Maša have already started walking in the footsteps of other great entrepreneurs. In spite of the enormous competition, their business plan has already won first prize.

It was regarding this that I contacted them, in order to find out a little more about their path so far, and the work that preceded such an award.  

Jelena and Maša immigrated to Canada with their parents at the ages of three and one, respectively. After a short stay in Winnipeg, the family moved to Toronto where they live today. The idea of starting their own company was born even in their high school years. Unlike many of their peers, Jelena and Maša were already preoccupied with the ambition to find the path to their goal. Their mother’s support and influence to pick the right university was certainly one of the key elements.

Jelena graduated from the Schulich School of Business, and Maša from the Ted Rogers School of Business at Ryerson University. Maša picked entrepreneurship because, as she says, she was inspired by every course she took. She says that her studies helped her not only in business, but also in her personal life. 

SAN: You recently received a significant and prestigious monetary award for your business plan. What is that all about?

            Maša: We received the award at the Slight Business Plan Competition. Our product is YogaSoda, which in fact a version of kombucha tea: naturally fermented, rich in antioxidants, and a natural probiotic.

When asked why they think their business plan won, they said that they were very well-practiced in presenting their plan, but even more importantly, they already had a finished product that they could show.

            Jelena: We spent some time perfecting YogaSoda and we already proved that there is interest in the market for such a product. We registered the company and patented the product, so YogaSoda is now officially a trademark.

I noticed that they have a professionally made logo. Their yoga teacher, who is also a designer, helped them with that. Jelena herself made the YogaSoda bottle label, for which she first had to learn Adobe Illustrator. The sisters also designed their own website.

SAN: What did this prize mean to you?

            Maša: This is a big confirmation that we are on the right path. We feel that business is what we should be doing, and this prize is just further motivation to stay on that path.

SAN: How did you come to the idea to make this product in particular?

            Maša: Everything started with yoga. As we furthered our training, we began paying more and more attention to eating healthy, the music we listen to, the news, etc. And then we became vegetarians. In 2013, we went to the Vegetarian Food Festival in Toronto, which is where we first tried kombucha, and we really liked it. It inspired us, and we immediately started researching how to make it ourselves, above all for our own use. Then Jelena lost her job, and that was a great opportunity to turn this all into a business.

SAN: How did you find the chemical composition of the drink, and did you change it and perfect it? Did you have any professional help?

            Jelena: It is only now that we have professional help with the technological process, but this experience was invaluable with regards to production and running a business. A big part of the prize money went towards scientific research which will be done in a university, and which will analyze the nutritional value and optimal production process. The end goal is that the final product be a healthy alternative to soft drinks, while also contributing to the digestive and detoxification processes of the body.

SAN: How long did it take you to make a business plan, and when do you expect a return on your investment? How much product volume do you expect?

            Maša: We were perfecting our plan for a long time. It started in 2013, and ended with the fifth version of the plan. A business plan should not be static anyway—it should always be modified, not only from the financial standpoint, but also from the standpoint of time frames. For example, you can never foresee the product testing phase. A business plan helps foresee what actions must be done in order to arrive at a certain goal. The book The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich helped us define our plan.

The next step is to find a manufacturer. For the time being, we produce everything ourselves, and personally deliver all the orders.

SAN: How do your parents and friends see all your accomplishments?

Jelena: We had a lot of support, but many were also sceptical at the beginning. That did not discourage us, but rather we concentrated on our work and collaborated with people who supported and inspired us.

The Avramović sisters believe in a 4-hour workweek. And when I asked them if that is indeed how long they work, they said that they work much more than that, but they do believe that it is only temporary. In their free time, Jelena and Maša enjoy doing yoga or jogging, and they also teach yoga classes. They say that it helps them minimize stress and increase energy and zeal.

SAN: How did your interest in yoga even begin?

            Maša: One summer, we signed up for whole-day yoga classes, and we quickly noticed that we felt fantastic. Over time, yoga became an irresistible part of our lives. Last April, we even signed up for yoga instructor classes, so we are now certified instructors with 250 hours of yoga. We give classes to children and adults at Bliss Yoga Studio. The training was very introspective, centering, and helped us to get to know ourselves better, first and foremost. Either way, entrepreneurship is a mix of working on yourself and working on your business.   

Yoga enables us to collect our thoughts, focus, rid ourselves of outside influences, and connect our body, mind, and soul.

SAN: What do you recommend to young people who would like to follow in your footsteps, or have already started down that path?

            Jelena: To stay motivated and disciplined, especially when things do not go as planned. There are many things out of our control. It is a real skill to be able to stay focused on the end goal, and at the same time keep in mind the market possibilities. To succeed in that, we hold fast onto our priorities, and those decide what we will invest our time in. That way, we take responsibility for our lives and build our futures. To accomplish all of that, one has to give oneself time and devote oneself to one’s goal.

SAN: I noticed that you do everything together. Is there an advantage or disadvantage to that?

            Maša: It is a big advantage that we do everything together. We were just talking about that recently, and concluded that if it were not for that, we probably would not have accomplished all this. Everything is twice as easy and fun than if only one of us were in this.

SAN: What was your guiding star?

            Maša: Personal success and progress, and the fact that we always learn something new. We see it as a great stroke of luck that our parents decided to immigrate to Canada because this country offers so many possibilities. Our biggest satisfaction is that we can help others, and that motivates us every day.

SAN: What are your plans going forward?

            Jelena: We wish to preserve a healthy way of life—not only physical health, but mental health as well. The feeling of internal satisfaction and overall happiness is the most precious thing one could have. For that reason, we think we will stay with yoga and healthy eating our whole lives, and at the same time study and do what we love with all our hearts.