Roundtable on Women in Entrepreneurship: Reflections from the “Scully Effect” Event

On Tuesday, 23 September 2025, DOBA University of Applied Sciences hosted an inspiring event titled “The Scully Effect: From TV Heroines to Real-Life Role Models.”  The roundtable, moderated by entrepreneur and author Petra Škarja, brought together five successful Slovenian businesswomen who shared their stories, challenges, and perspectives on the road to success, with the audience. The central theme of the discussion was the power of role models—both fictional, such as Agent Dana Scully (The X-Files) or Hermione Granger (Harry Potter), and real, such as Marie Curie—in inspiring and encouraging women to enter entrepreneurship.

The panellists included: Petra Melanšek, Director of Vivapen; Ana Vogrinec, participant of the FEM-Up Academy and creator of the Haloze Paradise project; Maruša Weitzer, winner of the FEM-Up Academy and founder of the start-up MAWE; Tamara Žarn Šetinc, Executive Director of Reklame Žarn; and Jasna Dominko Baloh, founder and Director of DOBA Business Group.

Women in Entrepreneurship: Challenges and Advantages

One of the central topics of discussion was whether the path for women in entrepreneurship is more demanding than that of their male counterparts. Opinions varied, but the overall tone was optimistic. Ana Vogrinec highlighted organisational skills and multitasking as important advantages women bring to entrepreneurship, helping them balance diverse challenges. Tamara Žarn Šetinc noted that while surprised reactions to her technical solutions still occur, the results always dispel doubts. A similar experience was shared by Maruša Weitzer, who faced dismissive reactions early on because she chose a more technical direction—an obstacle that became an extra motivation to develop her idea with even greater confidence.

On the other hand, Jasna Dominko Baloh stressed that the key to success lies above all in courage and continuous learning: “I don’t see a difference between men and women in entrepreneurship—I believe anyone can succeed with courage and learning.” She emphasised that learning is an inseparable part of the entrepreneurial journey. The speakers agreed that socially conditioned roles still exist but are not an obstacle to entrepreneurial activity.

When asked whether they had ever considered giving up entrepreneurship, both Petra Melanšek and Jasna Dominko Baloh agreed: entrepreneurship is not merely a career choice but a way of life. While Dominko Baloh emphasised her persistence, Melanšek admitted she initially did not want to take over the family business but eventually realised it was the right decision for her. Both stressed that entrepreneurship goes beyond being a profession—it shapes a person’s identity.

Recipe for Success: Knowledge, Perseverance, and Inner Motivation

The discussion on key traits for success showed that entrepreneurship is a multifaceted journey requiring a combination of personal and professional competences. The audience mentioned persistence, vision, and empathy, while the entrepreneurs added their own insights.

Jasna Dominko Baloh underlined the importance of continuous learning and financial literacy, defining entrepreneurship as “a relationship with oneself and society,” not just business. Tamara Žarn Šetinc pointed to inner motivation, a clearly set goal, and team support as essential elements. Petra Melanšek emphasised resilience and passion for work, saying: “If you never fall, you never get the chance to rise again.” Ana Vogrinec added that without perseverance the entrepreneurial journey cannot succeed—every failure is simply an opportunity to try again. For Maruša Weitzer, curiosity was the key driver of her entrepreneurial path.

The entrepreneurs agreed that knowledge is the foundation of every step forward. They drew from formal education, entrepreneurial academies such as FEM-Up, and mentorship, which they highlighted as a valuable support mechanism for personal and professional growth.

Looking Ahead

In the closing part of the event, the speakers shared some encouraging thoughts for future entrepreneurs. Jasna Dominko Baloh called for courage and self-trust, Tamara Žarn Šetinc emphasised the freedom that entrepreneurship brings, and Petra Melanšek stressed the importance of creating change and maintaining humanity: “Every journey begins with a first step. The direction is always right if you have a goal and find a way.”

The event concluded with a shared message: entrepreneurship is like a marathon, filled with learning, challenges, and victories. It is not only about building business models but also about personal growth and creating value for society at large. The stories of the panellists proved that courage, knowledge, and support are key factors enabling success and shaping role models for future generations.