From Teacher to Entrepreneur: The Inspiring Journey Behind ‘Happy Kids’

Tatjana Rackov Sinadinović’s journey from passionate educator to pioneering entrepreneur is inspiring. As the founder and director of “Happy Kids,” the largest private preschool institution in Serbia, Tatjana has revolutionized early childhood education and created a thriving business that reflects her deep commitment to nurturing young minds. Balancing her roles as a mother, businesswoman, and visionary leader, Tatjana’s story exemplifies the power of vision, resilience, and the drive to make a meaningful impact on future generations. With a unique blend of personal dedication and professional expertise, she has transformed her dream into reality, shaping the future of education in Serbia. As she continues to expand her influence, Tatjana remains focused on empowering other women to pursue their dreams and find fulfilment in their personal and professional lives.

You studied at the Faculty of Philology and later completed a Doctorate in Science. Can you share what inspired you to pursue these fields?

Since childhood, I dreamed of becoming a teacher. My role models were my teachers from kindergarten and school. After finishing high school, I enrolled in the Faculty of Philology, graduating in 1996 from the Department of Language and Literature. That same year, I started working as an English teacher in a high school—a role I cherished for the next ten years.

In 2006, I decided to open one of my country’s first private preschool institutions, “Happy Kids.” At the time, I had no prior experience in business, but I was driven by a strong desire to create something meaningful. There weren’t many private kindergartens in Belgrade then, so the company grew rapidly. Every day brought new challenges involving children, parents, and employees, which required me to solve problems and learn on the go. I had to master child psychology, pedagogy, and business management. Google became my best teacher, and I travelled extensively, visiting advanced kindergartens in wealthier countries to observe their methods. These experiences inspired me to adapt and build innovative approaches tailored to the Serbian context.

“Happy Kids” soon became the leading brand in the preschool market, with new kindergartens opening one after another. As the business expanded, I realized that online resources were no longer sufficient to manage such a complex and responsible enterprise. I pursued further education, completing doctoral studies at the Faculty of Management and Business Administration, which equipped me with the knowledge to elevate “Happy Kids” to its full potential.

Today, “Happy Kids” operates with a strong customer-focused ethos, prioritizing the care, education, and well-being of children. Our positive organizational culture and unique values form the foundation of our success. We have developed a documented, repeatable, and well-understood “know-how” model, making “Happy Kids” a role model for other kindergartens in Serbia.

You are the founder and director of Happy Kids, the largest private preschool institution in Serbia. Can you tell us how you started this venture?

My entrepreneurial journey began in 1996 when I started my first job as an English teacher in high school. Though I loved teaching, the work eventually became monotonous. While working in education, I also helped my husband with his private business, where I gained insights into running a company.

When our eldest son, Mihajlo, was born, I struggled to find a kindergarten that met our family’s needs. That’s when the idea of opening my own private nursery emerged. My vision was to create a nurturing environment where children felt loved, happy, and secure, while parents could trust that their little ones were in the best hands. Today, “Happy Kids” is the realization of that vision, mission, and core values.

As a mother and a successful businesswoman, how do you balance these two important roles in your life?

My roles as a mother and businesswoman are deeply intertwined. I have three children, all of whom attended “Happy Kids.” When they were younger, my primary motivation for running the business was their well-being. We spent our days together at the kindergarten—they played with their peers, and I worked. This arrangement brought me peace and motivated me to give my best.

When my children started school, they continued coming to the kindergarten after classes to have lunch and do their homework. This allowed me to stay closely involved in their development. We also hired a personal teacher to support their education when my husband and I were unavailable. During business trips, my family often accompanied me, which helped us stay connected.

Today, my children are older and have their own interests. Mihajlo (23) works with his father, Vuk (17) is in high school and plans to study business, while Nina (12) is an artist at heart, with a passion for ballet and acting. She even starred in a popular Serbian children’s film, “Vučje Bobice.”

With video surveillance in our kindergartens, I can monitor daily activities remotely, often working from home. My family and career remain my greatest loves, and I strive to organize my time effectively to find harmony between the two.

You’ve mentioned enjoying reading, travelling, and learning. How do these activities contribute to your personal growth?

Reading, travelling, and learning are my passions—they nourish my mind and soul. I often read books on business and psychology to enhance my professional skills and gain new insights.

I also travel frequently, combining work and leisure. Four times a year, I travel with “Happy Kids” staff and children to explore interesting destinations in Serbia. These trips energize me and provide a mental reset. Abroad, I visit kindergartens to observe different educational models and attend professional conferences to stay updated on global trends.

Learning is an ongoing process for me. I draw lessons from daily interactions, movies, news, and life experiences. With limited free time, I choose my activities, books, and associations carefully, ensuring they align with my goals and values.

Public speaking and writing a book are among your goals for 2025. How do you plan to develop these skills, and what can we expect from the book?

In 2025, I plan to share my knowledge and experience on parenting through social media and other platforms. Childhood is a critical period for personality development, and I believe that the way adults treat children has a profound impact on their emotional well-being. Many adults misunderstand children due to their inability to articulate emotions, leading to inappropriate reactions.

As a mother of three and a leader in early childhood education for 18 years, I feel well-equipped to offer guidance to young parents. My goal is to write a book on parenting, focusing on fostering emotional intelligence and resilience in children. Through this project, I aim to strengthen my reputation, develop public speaking skills, and inspire others with my experiences.

You’ve shared that you aim to empower women to feel fulfilled and pursue their dreams. How do you envision achieving this through your future business?

While I don’t have a concrete plan yet, empowering women is a personal aspiration. Many women in my company look up to me and draw inspiration from my energy, vision, and approach to life. I hope to use my influence to encourage women to believe in themselves, follow their ambitions, and achieve financial and emotional independence.

With such an impressive career, how important has social media been for you in building your brand and connecting with your audience?

Social media hasn’t played a major role in building my brand so far. My best marketing has been through personal interactions. People trust me because they feel my positive energy and authenticity.

Moving forward, I plan to use social media more strategically to highlight my journey as a businesswoman and inspire others. I aim to motivate young women in Serbia to pursue their dreams, express their talents, and grow both emotionally and financially. By sharing my story, I hope to create a community of empowered and self-assured women.