Prince Daniel's Fellowship inspired aspiring entrepreneurs at BTH

Blekinge Institute of Technology hosted a visit by Prince Daniel's Fellowship to inspire the next generation of entrepreneurs. Joined by entrepreneurs Charlotta Zetterström and Joel Hellermark, Prince Daniel led a discussion on entrepreneurship, setbacks, and the importance of having the courage to pursue one’s ideas.

Students, business owners, and others interested in entrepreneurship gathered at Blekinge Institute of Technology when Prince Daniel’s Fellowship visited Karlskrona. During a panel discussion led by Prince Daniel, Charlotta Zetterström from the bakery chain Fabrique and Joel Hellermark, founder of the AI company Sana, shared their experiences of starting and growing businesses.

For BTH, the visit was an opportunity to highlight the importance of entrepreneurship, innovation, and collaboration between academia and the business community.

“It is incredibly valuable for our students to meet entrepreneurs who have turned their ideas into internationally successful companies. It provides both inspiration and practical insights into what it takes to bring ideas to life and make a difference in society. There is tremendous potential for innovation in the region, and we see BTH’s opportunity to host Prince Daniel's Fellowship as recognition of that,” says Henric Johnson, Vice-Chancellor of BTH.

Personal stories about the opportunities and challenges of entrepreneurship
During the panel discussion, the audience heard about two different entrepreneurial journeys. Charlotta Zetterström shared how she and her husband left the finance industry to start a small bakery in Stockholm. Since then, Fabrique has grown into an international business with bakeries in London and New York.

Joel Hellermark spoke about his early interest in programming and artificial intelligence, which led him to found Sana. However, his entrepreneurial journey has not been without challenges. At one point during the pandemic, the company had only three months’ worth of cash left and needed to raise new capital to keep going.

“I think we were so obsessed and so determined that we were never going to give up,” said Joel Hellermark.

The conversation also centred on the importance of finding your passion, building the right team, and continuing to grow. Both entrepreneurs emphasised how much work it takes to run a business, but also how rewarding it can be.

“It takes a lot of energy, but it also gives you so much energy in return,” said Charlotta Zetterström, who described entrepreneurship as her great passion.