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The finalists consult their computers and confer with their mentors as they wait to be called to their Jury Room. Once inside, the presentation they have spent such time preparing is divided into two parts: first, an oral presentation of their business, using all multimedia back-ups they choose. Then comes the Question and Answer section: having carefully studied each finalist’s proposal and business plan, the Jury members raise any issues that have not been covered and probe the key points they deem paramount for success.

Financials are a fundamental. ‘Some entrepreneurs tend to neglect this aspect, focusing on their Big Idea,’ one Juror comments. ‘It can come as quite a challenge to have to present them in detail.’ Other important areas are management style, the viability of the business, scaling it up and scrutiny of the business model.

The presentations may seem long, but they pass in a heartbeat. It’s a one-shot opportunity, so preparation is essential, just like pitching to investors in the business world. But the men and women who form the Juries of the Cartier Women’s Initiative Awards – all volunteers, all passionate about encouraging women in business – have a key distinction: they are there to appreciate, not to judge, and they engage with each finalist.

The day ends with a General Jury Meeting at which the Presidents and members go over their impressions concerning the quality of the presentations.

After 24 hours of deliberation, the Laureates are announced at the Awards ceremony. But the Juries’ participation does not stop there. The following day, they reconvene to give the all-important Jury feedback sessions – half an hour for each finalist and Laureate – a private sitting to discuss their performance and help them focus on any weaker points or goals.

Whatever the outcome, every finalist or Laureate will concur: tough or compelling, auspicious or testing, this dialogue with their Jury is an invaluable part of the Cartier Women’s Initiative Awards.