Call For Applications – She’s Next, Empowered by Visa Returns to Armenia with Pitch Contest for Women Entrepreneurs

Visa, a global leader in digital payments, announces the launch of the third wave of She’s Next, Empowered by Visa – a pitch contest for women entrepreneurs, conducted in partnership with the European Bank for Reconstruction and Development (EBRD) and with the support of the Armenian General Benevolent Union (AGBU), as an operational partner in Armenia.

She’s Next, Empowered by Visa, is a global initiative that aims to support, inspire, and help women entrepreneurs grow their businesses and work toward long-term success. Applications for the grant contest open on January 12 and will be accepted until January 31, 2026, inviting women entrepreneurs across Armenia to participate in the program and compete for the opportunity to win monetary grants to further develop their businesses. 

“We are proud to bring the third wave of She’s Next to Armenia, continuing our mission to support and celebrate women entrepreneurs. At Visa, we believe that empowering women in business is essential for driving innovation and economic growth across the region. Through this initiative, we aim to provide women with practical business knowledge, foster valuable connections, and create opportunities for them to take their ventures to the next level. By working together with our partners and the entrepreneurial community, we are committed to building a more inclusive and resilient business environment where women can thrive and lead the way toward a brighter future,” said Diana Kiguradze, Visa Regional Manager for the Caucasus and Moldova. 

This year, for the first time in Armenia, the program will be held in the form of the Elevator Pitch, a dynamic competition that helps entrepreneurs present their businesses or ideas concisely and compellingly. This format is designed to help participants master the skill of effective and confident pitching, which will help them promote ideas and attract partners and investments. 

Each stage of the competition is regulated by predefined rules that include information about selection criteria, deadlines and procedures related to the pitch contest. 

The EBRD has been a key partner of the She's Next initiative since its launch in Armenia in 2024. As part of the third wave of the project, the EBRD will conduct a comprehensive training program for the selected TOP 10 finalists, equipping them with critical business skills in pitching, marketing, and finance. 

“We are pleased to continue our partnership with Visa to support Armenia’s vibrant community of women entrepreneurs. By helping the finalists strengthen their pitching, marketing and financial planning skills, the EBRD aims to equip them with the capabilities needed to grow their businesses sustainably and compete in today’s evolving marketplace. Initiatives like She’s Next play a vital role in advancing women’s economic participation and fostering resilient, high-performing businesses across the country,” said Zara Ohanyan, National Program Manager, EBRD Armenia.

Contest Stages

• Online application submission and selection process – an independent jury will evaluate the submitted applications according to the selection criteria outlined in the official rules, conduct one-on-one interviews in online format, and shortlist the TOP 10 women entrepreneurs.
• Training sessions - The selected finalists will participate in offline training sessions focused on brand marketing, finances, and pitching techniques.
• Pitch Contest Day and Award Ceremony – after completing the training program, the finalists will present their business ideas in front of a jury in an offline format. Following the pitches, three winners will be selected: the first-place winner will receive a monetary grant of 2M Armenian drams, the second-place winner will be awarded 1.8M Armenian drams, and the third-place winner will receive 1.6M Armenian drams for developing their businesses.  

In 2026, AGBU joined the She’s Next initiative as an operational partner, supporting the selection process and contributing to key organizational aspects of the program. 

“As a dedicated and long-standing supporter of women-led businesses in Armenia, AGBU is pleased to join this vital initiative. This contest is designed to create real opportunities for women entrepreneurs, enabling them to enhance their skills and access resources that can help them grow. We are excited to witness the ambitious steps women entrepreneurs will take to expand their enterprises through this initiative," said Tatevik Manukyan, AGBU Women Entrepreneurs Program Manager.

Women entrepreneurs who own at least 51% of a business operating in Armenia and have been in business for more than one year are encouraged to apply. The applicant herself must participate in all stages of the program, including the training and pitching contest.

Interested candidates are invited to review the contest rules and selection criteria, complete the online application form, and submit it by January 31, 2026 via the official link.