On Tuesday, 23 September 2025, DOBA Business School hosted an inspiring event titled “The Scully Effect: From TV Heroines to Real-Life Role Models.” Moderated by entrepreneur and author Petra Škarja, the roundtable brought together five accomplished Slovenian businesswomen who shared their stories, challenges, and reflections on entrepreneurship.
The aim was to showcase the results of the FEM-Up project through diverse stories. Key achievements were presented, along with an open invitation to join the upcoming FEM-Up Academy 2026, which will continue to support young women in developing innovative business ideas.
The event highlighted the power of role models in motivating women to pursue business and leadership. Figures such as Agent Dana Scully from The X-Files, Hermione Granger from Harry Potter and scientists like Marie Curie were presented among others as examples of determination and influence. Building on this theme, the panel featured Slovenian entrepreneurs Petra Melanšek from Vivapen, Ana Vogrinec from Haloze Paradise and participant in FEM-Up Academy, Maruša Weitzer, founder of MAWE and FEM-Up Academy winner, Tamara Žarn Šetinc from Reklame Žarn, and Jasna Dominko Baloh from DOBA Business Group.
The event was a resounding success, attracting a diverse audience, including many enthusiastic high school students. Participants expressed a high level of satisfaction with the event and emphasized their interest in attending more such gatherings in the future.
Women in Entrepreneurship: Challenges and Advantages
The panel explored whether women face a steeper climb in entrepreneurship than men. Stories varied: some recalled raised eyebrows when entering technical fields, others spoke of balancing home and business. Yet the tone was optimistic, with a shared belief that challenges can become strengths. As Ana Vogrinec noted: “Organizational skills and multitasking are not just survival tools, they are strengths we bring into entrepreneurship.” For Jasna Dominko Baloh, entrepreneurship is rooted in courage and lifelong learning. Both she and Petra Melanšek agreed it is not just a profession but a way of life.
Recipe for Success: Knowledge, Perseverance, and Inner Motivation
Success, the panellists agreed, comes from persistence, vision, and empathy. As Jasna Dominko Baloh highlighted: »Continuous learning is essential. Without it, nothing works—especially not in entrepreneurship, where evolving, adapting, and expanding your knowledge is absolutely crucial.«
The roundtable ended on the note that entrepreneurship is not only about building businesses but also about personal growth and creating value for society.
