As International Women’s Day on 8 March approaches, the EIC Community is spotlighting the stories of EIC-backed women innovators who have participated in the EIC Women Leadership Programme, honouring this year’s campaign theme to ‘Accelerate Action’. Throughout this week, we will share insights from pioneering entrepreneurs driving deep-tech innovation. We begin the series with Bojana Mumović, an alumna of the EIC Women Leadership Programme, CEO and co-founder of FeJuice. She reflects on her transformative experience in the programme, and the strategic steps she has taken to advance women in innovation.
Closely in line with the International Women’s Day worldwide call to “acknowledge strategies, resources, and activities that positively impact women's advancement and to support and elevate their implementation”, the EIC Women Leadership Programme is championing women researchers and entrepreneurs in tech. It boosts their skills and builds a thriving community, offers a robust set of tools and support to boost their innovation. Its ultimate aim is to inspire, empower, and connect women innovators through training, networking events, business coaching, and mentoring opportunities to help them advance their careers and businesses in the deep-tech field.
Bojana’s mission: functional food to combat anemia
Bojana Mumović is at the forefront of health-focused innovation. As CEO and co-founder of FeJuice, a Serbian startup and Women TechEU beneficiary, she is tackling one of the most widespread yet under-addressed health issues: iron deficiency anemia. FeJuice aims to revolutionize anemia prevention with functional food solutions that are effective and free from side effects.
“My role as CMO and co-founder in FeJuice is to bring scientific innovation into the market in the form of a consumer product with strong market fit,” Bojana explains. Drawing on her background in marketing and entrepreneurship, she bridges the gap between science and consumer needs, ensuring FeJuice’s innovations reach those who need them most.
Overcoming challenges and joining the EIC Women Leadership Programme
Prior to joining the EIC Women Leadership Programme, the balance between her personal and professional life was one of her biggest challenges, forcing Bojana juggle with two companies and two children as a single mom.
Facing these challenges, Bojana was offered the opportunity to join the EIC Women Leadership Programme, and jumped for the opportunity. Reflecting on her decision to join the programme, she attests to the impact that it has had on her ability to overcome challenges: “I have been on both sides as a mentor and as a mentee in many different programmes, and I can confirm this was the best programme I participated in that strengthened my leadership skills and gave me some new superpowers.”
The power of community and shared learning
For Bojana, the most rewarding aspect of the programme was the sense of community and connection with like-minded women navigating similar challenges. Asked about what she “takes home” from the programme, she shares that she found special value on the opportunity to meet like-minded women going through the same challenges as her, pointing out that “just knowing that somebody is going through the same problems as you are is already calming – it lets you know you can do it too.”
Beyond networking, Bojana found immense value in the exchange of energy, experience, and support, elaborating on how she was able to share her own experiences as a serial entrepreneur for nearly two decades and to get feedback on them during the sessions with fellow participants:
The programme also provided Bojana with new insights and tools that she has found pivotal for her business growth. Asked about the training and coaching sessions, she highlights the impact of learning more about energy management, storytelling and leadership styles, along with getting to know the tools to raise investments.
The way forward: delegation and expansion
“The EIC Women Leadership Programme provided clarity and helped me in making strategic moves,” says Bojana, elaborating on her decision to open her own agency in Dubai just after her experience with the programme:
For Bojana, a core realisation was that it was possible to expand her business to new horizons without letting it take a toll on her personal life. “I feel like I am working fewer hours now, but business is not affected, and my wellbeing improved as well,” she shares, pointing out the power of delegating and trusting your team.
Encouraging others to join
Being an advocate for the EIC Women Leadership Programme, Bojana urges fellow women entrepreneurs to seize the opportunity: “I am already recommending the programme to everybody in my community and my advice would be not to miss the opportunity. It requires time commitment, but this is nothing compared to the value you are getting!”
About the EIC Women Leadership Programme
Supporting women innovators is integral to the EIC's strategic goals for 2021-2027, aimed at enhancing Europe’s economic competitiveness. The EIC has allocated significant resources to women-led companies, demonstrating a commitment to closing the gender gap in research and business. Initiatives like the EIC Women Leadership Programme and Women TechEU are crucial in driving deep-tech innovation and empowering women across Europe.
If you have any questions, please contact us through the EIC Community’s contact page by choosing the 'EIC Women Leadership Programme' category, or visit the frequently asked questions (FAQ).
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The EIC Women Leadership Programme is an initiative of the EIC Business Acceleration Services.
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DISCLAIMER: This information is provided in the interest of knowledge sharing and should not be interpreted as the official view of the European Commission, or any other organisation.