Women’s Entrepreneurial Excellence: Insights from the EINSTEIN Project Panel Session

From Networking to Knowledge: About the Conference

In a vibrant convergence of visionaries and innovators, the eighth edition of the international conference “Business on High Heels” unfolded on June 14 and 15, 2024, in Novi Sad, Serbia. Organised by the Association “Business on High Heels”, a consortium partner in the EINSTEIN project, this two-day international event brought together a diverse array of participants from various spheres, including business, academia, industry, government, and the public sector.

The conference catalyzed knowledge exchange, fostering a supportive ecosystem for entrepreneurial endeavours.

Over the course of the event, attendees were treated to a plethora of enlightening lectures, networking opportunities, workshops, training sessions, mentoring programs, and thought-provoking panel discussions. The Conference aimed to inspire, motivate, and equip participants with the tools necessary to navigate the ever-evolving entrepreneurial landscape. Themes such as innovation, cooperation, science, economy, and marketing took centre stage, igniting discussions and sparking ideas that could potentially shape the future.

Awakening Creativity: The First Day’s Highlights

The inaugural day, aptly titled “Business and R’n’R,” set the tone for the conference with a series of workshops designed to awaken creativity in the realm of social media and hone public speaking skills. These interactive sessions provided attendees with invaluable insights and practical strategies to leverage digital platforms effectively and captivate audiences with their entrepreneurial visions.

The Entrepreneurial Odyssey: Exploring Diverse Perspectives

The second day of the conference was a veritable odyssey into the multifaceted world of entrepreneurship. Four panel sessions and several lectures delved into a wide array of topics, including marketing, event organisation, artificial intelligence (AI) applications and tools for startups, small and medium-sized enterprises (SMEs), and micro-enterprises (MEs). Additionally, the spotlight was cast on young entrepreneurial women, whose innovative ideas and fresh perspectives promised to change business, the public sector, and even the realms of science.

The Business on High Heels Association: A Catalyst for Empowerment

The story behind the Business on High Heels association is one of unwavering commitment to empowering and promoting female entrepreneurship and innovation. Established in 2016, this dynamic NGO has organised over ten conferences and a staggering 100 smaller events throughout Serbia, implementing more than twenty projects to date. Its mission is to create a supportive ecosystem that nurtures the entrepreneurial aspirations of women, fostering their growth and success.

Empowering Women Entrepreneurs: A Deep Dive into the EINSTEIN Project Nucleus

The second day of the conference was marked by Panel discussion no. 2: EINSTEIN project and innovations in entrepreneurship, which, due to numerous questions and interaction with the audience, broke through the scheduled duration. The panellists were more than willing to share their experiences and knowledge about the Horizon Europe programme and the opportunities it provides for all those who have good ideas and innovations.

The panellists discovered, based on the questions and interaction, that there were a lot of representatives of science, agriculture, and medicine in the audience who were curious to get detailed information about theranostics, edible sensors, but also all other innovations brought by robotics in medicine.

Panellists Unravelling the EINSTEIN Project’s Potential

The esteemed panel featured a distinguished lineup of experts, each contributing their unique perspectives and experiences to the discourse. Dr. Kristina Petrović, the EINSTEIN Project Manager, adeptly moderated the session, facilitating a dynamic exchange of ideas and insights.

Among the panellists was Prof. Dr. Goran Stojanović, the Project Coordinator and a full professor at the Faculty of Technical Sciences, University of Novi Sad. His expertise and leadership in the EINSTEIN project provided invaluable insights into the project’s objectives and potential impact.

Dr. Miloš Rajković, a project manager at the Vojvodina Organic Cluster, brought a wealth of knowledge and experience to the panel, illuminating the intersection of innovation and sustainable agriculture.

Representing the medical domain, Dr. Zoltan Perlaki, Sales Manager at Paroco Medical Equipment and a representative of the NEW Hospital, shed light on the transformative power of theranostics and edible sensors in healthcare.

Dr. Vladimir Todorović, Head of the Center for Development at the Science and Technology Park Novi Sad, offered a unique perspective on fostering innovation ecosystems and nurturing entrepreneurial ventures.

Rounding out the esteemed panel was Milan Šolaja, CEO of the Vojvodina ICT Cluster (VOICT), who shared his insights into the pivotal role of information and communication technologies (ICT) in driving entrepreneurial success.

Disseminating Knowledge

In addition to the captivating panel discussion, the EINSTEIN project received further exposure through a dedicated magazine published by the Business on High Heels Association. This annual publication provided attendees with an in-depth exploration of the project’s objectives, achievements, and future endeavours.

Moreover, attendees were greeted with goodie bags containing a wealth of informative materials, including a printed brochure that offered a comprehensive overview of the EINSTEIN project. This thoughtful gesture ensured that participants could delve deeper into the project’s intricacies, fostering a greater understanding and appreciation of its innovative initiatives.


The eighth edition of the “Business on High Heels” conference in Novi Sad, Serbia, served as a resounding testament to the power of collaboration, innovation, and entrepreneurial spirit. By bringing together a diverse array of stakeholders, the event facilitated the exchange of knowledge, ideas, and best practices, propelling the entrepreneurial ecosystem forward.

The EINSTEIN project, with its pioneering nutrifood-based solutions and unwavering commitment to empowering entrepreneurs, emerged as a focal point, captivating attendees with its potential to transform industries and shape the future.

As the conference drew to a close, attendees departed with a renewed sense of inspiration, armed with invaluable insights and a determination to turn their entrepreneurial visions into reality.

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