Ruby McKenzie
Ukrainian women in the business arena are actively reshaping traditional gender roles and
redefining the paradigm of a successful leader. Going beyond mere managerial excellence,
they emerge as catalysts for innovation, playing a pivotal role in introducing novel solutions
and strategies. Despite advancements in the 21st century, persistent stereotypical barriers
from the «male-dominated world» continue to affect these women. Even as successful and
independent women make strides, they still face attempts to impede their progress. Yana
Matviychuk, a Ukrainian entrepreneur and founder of the creative agency ARENA CS,
provides firsthand insights, illuminating the challenges and triumphs encountered in
navigating the ever-evolving landscape of Ukrainian business.
More and more women entrepreneurs are emerging, especially during times of war
The surge of women in entrepreneurship, particularly amidst conflict, is reshaping Ukraine’s
business landscape. Over the past decade, there has been a notable uptick in
entrepreneurial activities, shining a spotlight on the pivotal role played by women in this
evolving scenario. According to analytical data from YouControl, the year 2020 witnessed a
5% increase in women establishing individual entrepreneurial entities (FOPs) compared to
men, solidifying a trend observed over the last four years.
From 2010 to 2020, women consistently outpaced men by 1% in the initiation of their
businesses. In 2022, an impressive 48% of new FOPs in Ukraine were launched by women,
with their preferred sectors often spanning «services», «tourism», and «freelance». Despite this, the overall count of companies founded by men remains three times higher. A parallel gender disparity is evident in corporate leadership, where women hold just over 30% of top managerial positions, predominantly in state institutions, educational establishments, catering, and social insurance sectors.
Ukrainian entrepreneur Yana Matviychuk strongly advocates for a reversal of this trend.
Given the significant gender gap, the imperative of developing programs and initiatives to
support women’s entrepreneurship in Ukraine cannot be overstated. Simultaneously, there is a need to anticipate traditional attitudes from some seemingly modern and successful men, who still hold the belief that women do not belong in substantial business roles.
From a modest $300 startup and a bold vision emerges the inspiring tale of Yana Matviychuk’s journey in founding a flourishing enterprise In 2004, Yana Matviychuk laid the cornerstone for ARENA CS, a company that has since risen to prominence as a leader in Ukraine’s vibrant event industry. Boasting an impressive portfolio of nearly 10,000 projects, their client roster includes international giants, global organizations, and distinguished Ukrainian brands. It’s a narrative rooted in humble beginnings — fueled by ambition, a fervent desire for self-realization, and a limited initial capital.
As Matviychuk Yana accumulated expertise and secured pivotal clients, she set out to curate a dream team. She underscores the indispensable role of uniting and harnessing the full potential of individuals for navigating the intricacies of the event market successfully.
At the heart of ARENA CS’s triumph lies a team cultivated through effective leadership, unwavering motivation, and a steadfast commitment to three enduring principles: freedom, responsibility, and results. These principles permeate every facet of the company’s operations, influencing interactions with clients and shaping internal communications.
ARENA CS transcends the realm of standard event coordination, offering a bespoke and
high-quality service that goes above and beyond conventional practices. Each member of
the event organizing team possesses the autonomy to make decisions and shoulders
accountability for their execution.
These principles served as a guiding compass, steering the company through the challenges of the pandemic and positioning it among the first to resume operations amidst a full-scale war. During periods of enforced inactivity, the team leveraged their skills, redirecting resources to support the military. On March 29, 2022, ARENA CS clients received reassuring letters: «I want to inform you that the ARENA CS team continues its work. All contracts and tariffs remain valid. Partners welcomed this news, and the company swiftly resumed its core activities, contributing to the economic resilience of the nation in conflict».
Volunteerism — driven by compassion, not publicity
Yana Matviychuk consistently underscores her primary strength as the ability to conceive
and execute ambitious projects. Her dynamic expertise extends across various spheres,
encompassing business, personal development, educational endeavors, the formation of
alliances among top entrepreneurs, and more. The significance of these skills became
particularly pronounced with the onset of a full-scale invasion, where the urgent needs of
both the army and society demanded immediate and effective action.
In response, Yana Matviychuk emerged as a trailblazer in providing support to the army. She
adeptly mobilized funds from activists and entrepreneurs, and explored avenues for procuring essential supplies like medicines, food, transportation, and body armor. Within a remarkably short span, a substantial sum of 100 million UAH was raised, effectively addressing critical requirements. Notably, a significant portion of this aid was directed to the Zaporizhzhia Military Hospital under the leadership of Viktor Pysanko at that time.
In the spring of 2022, Yana Matviychuk, in collaboration with business associates, laid the
foundation for the Women’s Aid International Foundation. This organization is dedicated to
assisting individuals with disabilities, displaced populations, and the elderly. Over time,
thousands of people have received meaningful support. Importantly, the foundation goes beyond traditional humanitarian aid, offering comprehensive training programs for social workers and volunteers, and organizing culturally enriching events.
Despite the impactful nature of these initiatives, they may not always find their way into
mainstream media or capture widespread attention. Yana Matviychuk operates with a
distinct focus — she doesn’t seek community acclaim for her efforts in organizing
assistance, and certainly refrains from leveraging this aspect of her work for self-promotion.
Gender equality: A hollow promise? Confronting stereotypes in the Ukrainian business landscape
While Yana Matviychuk’s narrative stands as a beacon of inspiration, it regrettably
represents more of an exception than the norm in Ukraine. The number of women
independently realizing their business ambitions and ascending to leadership remains
disappointingly limited. Several factors contribute to this disparity, with prominent ones
being:
- stereotypes: astonishingly, some business figures still fail to view women as equals.
Currently, such a notion may seem antiquated, yet it stubbornly persists. Certain
entrepreneurs adhere to the outdated belief that crucial business matters,
investments, and lucrative contracts should be exclusively entrusted to male
partners; - apprehension: some entrepreneurs harbor concerns that successful women in
business will overshadow their male counterparts, precipitating significant societal
changes. The fear is that they might struggle to adapt to these shifts and eventually
face failure; - envy: describing the origins of this sentiment is complex, but many women in
business have found themselves denied investments, loans, or opportunities due to
this pervasive bias.
Unfortunately, dismantling these entrenched biases is a prolonged process, not unique to
Ukraine. According to the World Economic Forum, achieving global gender equality in the
economy is projected to take approximately 250 more years. Nonetheless, Yana Matviychuk
remains optimistic, asserting that substantial changes in Ukrainian society are on the
horizon.
«We need a robust economy. People should be able to establish their businesses and earn
money without encountering prejudice or having their opportunities blocked. For Ukraine,
this is a matter of survival and preparedness for emerging challenges», emphasizes the
entrepreneur.
