Seven lessons from women entrepreneurs on starting and running a business

Seven lessons from women entrepreneurs on starting and running a business

Seven women entrepreneurs from the Western Balkans stepped into the dynamic environment of GITEX AI Europe to network, explore partnerships, showcase their businesses and attract investment at one of Europe's largest technology and AI events.

Supported by the “EU4GE Regional Programme on Women's Economic Empowerment and Ending Violence against Women in the Western Balkans,” funded by the European Union, they participated in Capital Quest, the final stage of the Women’s Entrepreneurship EXPO 2025-2026. There, they presented their businesses to global investors, connected with venture capital funds and international angel investors, gained visibility, and exchanged insights with industry leaders.

We joined them at GITEX AI Europe to hear the practical lessons they learned while building their business and how participating in Capital Quest help shape their entrepreneurial journey.

1. "What women take, they multiply"

Joana Myzeqari from Albania is the CEO of “What In Albania,” a booking and travel app that helps travellers plan, book and experience the entire journey on a single platform.

“What women take, they multiply. They will take your money and multiply it.”

Her advice to the next generation of women founders, including her daughter, is to trust their dreams. “Opportunities are there; you just have to grab them.” For Myzeqari, participating in the Women’s Entrepreneurship EXPO was a breakthrough for her startup. “We were about to scale, but we didn't have the opportunity to meet many investors in one place.”

2. “The possibilities go beyond our countries”

Ilma Čekić from Bosnia and Herzegovina created “MojObrt” (MyTrade), a bookkeeping and accounting platform for small entrepreneurs.

Her biggest lesson is that entrepreneurs need to think beyond local markets.

“The possibilities go beyond our countries, beyond our markets. We have to get out there to see what's possible and how we can work on it.”

She says GITEX provided exactly what her business needed. “GITEX helped us build the network we needed, access the resources we needed, and receive the mentorship we needed.”

3. “Confidence comes from work, not the other way around”

Sanja Gardašević from Montenegro founded “ZUNO Games,” a platform that helps organizations transform compliance documentation and training into interactive, engaging and gamified experiences while keeping content up to date as regulations change.

She believes investing in women-led businesses is not about diversity; it is about opportunity. “Every woman founder I know has reached where she is through perseverance, grit, persistence and ingenuity. They have built their own systems in environments where infrastructure, funding or resources are often limited.”

Her advice is to stay curious, keep learning and trust yourself.

“If your gut is telling you something, go after it, even if the loudest person in the room disagrees. If you're thinking about starting your own business, don't wait for it to be perfect. It never will be unless you get out there and learn the market. Confidence comes from work, not the other way around.”

She says participating in the Women’s Entrepreneurship EXPO and GITEX put her company on the global map. “In just a couple of days, we met investors, partners and clients that would otherwise have taken years to reach. It shows that great ideas can come from anywhere and that we are supported to make them happen.”

4. “See women-led startups as businesses”

Katarina Milosevska from North Macedonia founded “Infoverse,” which develops customized Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) solutions tailored to each company’s needs.

She hopes investors will look beyond labels.

“I wish investors would see women-led startups as businesses, not as women-led startups. Throughout my career, I’ve seen many women build great companies and bring real value to the market simply because they are competent and know what they are doing."

She says GITEX gave her team confidence and valuable connections. “The contacts we made helped us sharpen our story, build confidence and accelerate our path to the global market.”

5. “Don’t let yourself be intimidated by technology”

Milosevska also encourages women to stay curious and keep learning. “Don’t be intimidated by technology. Technology is solving real human problems, and women bring empathy, creativity and patience to that process. Do not let any stereotype define who you are or what you can achieve.”

6. “Women-led startups are strong investment opportunities”

Olga Petrović is the co-founder and CEO of “NeoFunction,” an oral-tech startup from Serbia. The company developed a device that helps patients with fixed orthodontic appliances maintain better oral health.

She believes investors should recognize women founders for what they are.

“Women-led startups are not a social category. They are strong investment opportunities.”

Her lesson from building a business is straightforward. “Don’t wait, start immediately. You're never fully ready, but you have to learn, ask questions, enter the room and start building.” With the support of UN Women and the GITEX platform, Petrović connected with international investors, partners and new markets. “We also improved our visibility, and that has been one of the biggest benefits.”

7. “Nothing is perfect; just start”

Dunja Vuckovic is the founder and CEO of “NanoPrime” from Serbia, a care coordination platform for elderly care.

“We deliver personalized care plans tailored to each adult based on the location and needs.” Her lesson learned is clear.

“Don't be afraid. Just start. Nothing is perfect. Believe in yourself.”

She says that the support she received through the Women’s Entrepreneurship EXPO exceeded her expectations. “The mentorship, the time invested in us, and the support we received were beyond anything I could imagine. From practical advice to introductions to partners, everything helped us to grow. We received validation from a market we couldn't have reached on our own.”

Launched by UN Women Europe and Central Asia in 2021, the Women’s Entrepreneurship EXPO 2025-2026 is a regional platform that fosters a vibrant ecosystem for women-led businesses through mentoring, peer learning and networking.