Skip to content

Successful Equity Fundraising for Women Entrepreneurs.

Specialist one-to-one coaching for women entrepreneurs so you can raise finance, scale your business, and build long term value in your business – even if you’ve never raised investment before.

How did it all begin?

As a serial entrepreneur and having raised over £2m in equity fundraising myself from angels, through crowdfunding and via VCs, I knew just how tough it was to raise equity finance, particularly as a female founder. So in 2016 I set up Enter The Arena to provide women entrepreneurs with the strategy, skills and support they need to be successful at securing investment.

What sets your business apart?

We uniquely provide specialist coaching, training, advice and support on equity fundraising in a way that really resonates with women. It’s all about demystifying the fundraising process, encouraging and inspiring female founders to embrace their ambition, secure the funding they need, and grow their businesses in the right way.

What is the concept behind your business or the problem you’re solving?

The sad truth is that still only 2.7% of venture funding goes to women entrepreneurs. We have a long way to go to get more female founders funding and scaling their amazing businesses – and our mission is to do what we can to empower women to get there!

Where to next/What is your brand vision?

Our goal is to support as many female founders on their growth journey as we can, with one-to-one and group coaching, workshops and our Fundraising Stories podcast. Although the primary focus is advising on equity fundraising, we also support women entrepreneurs on their subsequent growth journey, as they build shareholder value for themselves and their investors.

Julia Elliott Brown

Founder of

Enter the Arena

What do you feel passionate about/what drives you?

I’m passionate about business, seeing ideas take off, and supporting female founders in achieving their dreams

Share an example of early life that has shaped you?

My dad died when I was a teenager, but he always taught me to aim high, to follow my leadership instincts, and that I could achieve anything I wanted to if I put my mind to it.

Highlights of your business journey so far?

Raising £2m for my fashion-tech business on Upper Street.

Key lessons you have learned along the way?

That failure is ok! If you haven’t failed, you probably haven’t tried hard enough.

Best piece of advice you have received?

Trust your heart and let it guide you.

Advice to an aspiring entrepreneur or woman just starting her career?

Really get to know yourself – what you’re good at, what you love doing, what you’re passionate about – and build your future around that.

What funding route have you chosen for your business and why?

Self funded this business – it’s not capital intensive, so doesn’t need cash to grow.

Some of the challenges you have faced and how you overcame them?

A lot of people told me I was mad to only focus on working with women entrepreneurs, that I was cutting off a huge segment of the market. But I went with my heart on that decision, and haven’t regretted it one little bit.

Why is it important to support women-led business?

Women make 50% of the purchasing decisions, yet lead only 6% of scale-up businesses. This means that we have men making all the decisions about the things we buy. That’s crazy. If we support female founded business, we know that those women leaders will put the money they make back into their families and communities, and build a wealthier world for everyone.




Julia Elliott Brown

My inspiration is...

All the amazing female founders I work with.

My greatest fear is...

Not making a difference.

The most courageous thing I’ve ever done is...

Close my last business down.

Guilty pleasure?

Chocolate. And then a bit more chocolate. And then a sneaky little bit more chocolate too.

Mantra you live by?

What have you got to lose?!

Female role model?

My sister - she's awesome.

Women-led brand you love?

Pip and Nut - I'm addicted to Pippa's peanut butter! (another guilty pleasure).

Top productivity tool?

ToodleDo! Can't live without it.

Enter the Arena has created a SPECIAL OFFER exclusively for Women's Chapter Members

for FREE to view offers

Connect with

Enter the Arena

for the latest event news, business advice and inspiration