“Once upon a time there was a sexist world where everything was bad.” This Video Proves Female Business Leaders Do Exist (and Succeed)

“Once there was a sexist world where everything was bad. a young woman, Alice, who wanted to become a business manager…” The Sista collective, which fights for more equity in funding for women-owned companies, is standing up. Out of the Anthill with a brand new campaign full of irony, unveiled this Wednesday, April 24th. Purposeful? Encourage women who want to start a business and investors to support them.

In the faux-fairytale feel of the video, titled “Alice in Wonderland,” Alice (played by Alison Chassan, featured in the #Sijetaiselle campaign) takes us on a not-so-challenging journey to meet successful leaders. Between realism and fiction, Alice meets the fairy Léa Salame, who allows her to track down these creatures, rarer than unicorns, “powerful women”, interpreted here by Stéphane Palese, head of Française des jeux Director, Arbia Smiti, Serial Technology. entrepreneur and Kelly Masol, founder of hair brand Les Secrets de Loly.

“Less than a tip”

True to the Sista code, this unique campaign mocks gender stereotypes to encourage “women to take control of their own history, and the entire economy to change its vision of female entrepreneurs,” the collective describes. And for good reason, the observation in France is still alarming: 88% of fundraising goes to companies managed by men alone. In turn, start-ups founded by women are 30% less likely to be funded by large venture capital funds than those led by men and receive on average 2.5 times less money than those founded by men. “And yet women are there. They’re there, they’re taking over, and that’s what the little clip says. deep down, women are just as ambitious as men,” asserts Sista co-founder Tatiana Jama. Madame Figaro.

“Financing continues to be a problem for women entrepreneurs.
Despite the awareness of recent years, things are not happening or are happening very slowly. Although women represent about 30% of entrepreneurs in France, the percentage of funds that investors today allocate to start-ups founded by women is only 2%. It’s less than a tip and just humiliating,” the author warns Entrepreneurship, the new feminism (Eds de L’Observatoire), available in bookshops from this Wednesday.

To change things faster, Tatiana Jama created Sistafund in 2022, the first investment fund created to finance start-ups founded by female entrepreneurs and gender-balanced teams. As Tatiana Jama argues, “the more we strengthen funding for women, the more we create virtuous circles and the more we accelerate the equality that, unfortunately, is not yet there. And this, although it is the big reason for Emmanuel Macron’s five-year tenure. To your wallets, then.