From idea to success: final training sessions of the "Mum Entrepreneur" programme launched at the National Centre RUSSIA

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The number of women who want to start their own business continues to grow. However, the key barrier for many remains a lack of experience and essential competencies. This was discussed by experts at the opening of the federal final training of the "Mum Entrepreneur" programme, held at the National Centre RUSSIA on 19 November. Twenty-five winners of regional stages came to Moscow for the concluding three-day training. The project is one of the key tools for supporting women’s entrepreneurial activity across the regions of Russia.

The training opened with the masterclass "Self-Presentation: How to Speak Confidently About Yourself and Your Business" delivered by psychologist and Candidate of Sociological Sciences, Anetta Orlova. She explained how to make a good impression on different audiences. The main point is to understand who you are communicating with and adjust your behaviour accordingly. Even strong perfume can undermine the effort, she noted, as it may irritate people. The speaker emphasised that striving for perfection and doubting oneself are major obstacles on the path to success.

"Many people think that a perfect person performs only perfect actions, and a bad person — only bad ones. Because of this, many believe that if they say something less than perfect, they will inevitably face judgement or mockery. But life is far more nuanced. On the one hand, audiences enjoy seeing everything executed perfectly, yet on the other — they often favour those who show a small imperfection: for example, spilling coffee on themselves during a presentation. Moreover, a perfect person can seem threatening, as they force us to remember our own imperfections. So treat yourself with kindness and do not be afraid to be vulnerable in something," Anetta Orlova told the participants.

The programme continued with a lecture by financial expert Yulia Shatokhina entitled "Project Economics: Ten Indicators of a Financial Model". She explained the difference between a financial director and an accountant, as well as between revenue and cash flow. She also presented the key financial indicators that must be monitored in any project. Yulia Shatokhina has been working with the "Mum Entrepreneur" project since 2018 and has delivered numerous author training sessions for its participants.

"I am very fond of this project, and I always respond to invitations with sincerity and great enthusiasm. I hold five-day intensive sessions for the participants in the regions and always root for their success. Besides, working with them helps me make my methods even more effective. Of course, it is difficult to teach finance and reframe someone’s previous experience in a short period of time, but today I had two objectives. The first was to prepare the participants for a 'million-rouble presentation' and help them create the slide where experts clearly see the financials and the project’s scaling potential. And the second was to ensure they leave with practical tools that help them make managerial decisions without unnecessary paperwork or relying solely on personal intuition," said Yulia Shatokhina.

The day's programme concluded with business trainer and financial expert Tatyana Yevdina. Using the example of Mark Sherrington's 5W method, she explained how to move from chaotic actions to systematic development and turn a favourite "brainchild" into a stable business mechanism. She emphasised the importance of unlocking the creative component to reach the target audience and ultimately achieve success.

"The main point I wanted to convey to the participants is that the limitations and difficulties they face are solvable, and there are concrete tools that can help. It is also important to remember that many limitations come from within, so the participants should unlock their creative potential and look at tasks more broadly. When I look into these women’s eyes, I am certain that they will succeed," Tatyana Yevdina concluded.

The "Mum Entrepreneur" programme is implemented by the Ministry of Economic Development of the Russian Federation. It is part of the toolkit of the federal project "Small and Medium-Sized Entrepreneurship" under the national project "Efficient and Competitive Economy". The initiative aims to support women on maternity leave, mothers of underage children, and women registered with employment services in starting their own businesses and putting into practice ideas they could not previously realise on their own. In 2025, the "Mum Entrepreneur" programme is being implemented in 68 regions of the country.