At SoJo, we believe that social entrepreneurship is the future of business and with the right tools and support, anyone can launch a project, solution or venture that can make money and make a positive difference in the world.

You may have noticed we use the terms 'entrepreneurship' and 'social entrepreneurship' interchangeably - that's not an accident, just our sly attempt to blur the lines between the two. To succeed as a social entrepreneur, you need all the skills and business acumen of an entrepreneur; and to build a 21st century business that will appeal to a broad audience and leave a lasting impact, you need to be thinking like a social entrepreneur. 

Our mission is to make social entrepreneurship the new normal for business by improving the business training and skills development available to social entrepreneurs and integrating these tools into 'traditional' entrepreneurship spaces.

We've been active in the social entrepreneurship field since 2012 and in late 2014 launched as the for-profit social venture we are today.

The Team

AJ Tibando, Co-Founder

AJ is passionate about helping people discover and pursue social entrepreneurship. Before SoJo, AJ worked as a political aide and Senior Policy Advisor in the Ontario government, working on policy files that ranged from post-secondary education, developing an innovation economy and social policy. 


ELLEN MARTIN, Managing Director

Ellen has a love for all things social impact. Before SoJo, Ellen was part of the Education and Engagement team at the MaRS Centre for Impact Investing, served as Interim Managing Editor of and was an Educational Resource Developer at TakingITGlobal for Educators.