Female founders hail boost from Chamber pitch competition – as 2025 deadline nears

Two female founders have hailed the positive impact on their business after reaching the final of a competition designed to showcase West Midlands’ best women-led SMEs and start-ups.

Dr Aditi Desai (pictured) is the co-founder and CEO of iCount, the Wolverhampton-based medtech firm who won the 2024 Women Entrepreneurs Pitch Competition, delivered by Greater Birmingham Chambers of Commerce, NatWest and the British Business Bank.

Ahead of this week’s deadline for the 2025 competition, Dr Aditi has been reflecting on her experience 12 months ago.

Dr Aditi delivered a winning pitch for iCount, the company which has developed a safety device to prevent medical complications during childbirth and surgery.

She said the competition – in which finalists receive the opportunity to pitch to a live panel of business leaders and investment experts – proved to be a valuable experience in how to communicate her firm’s offering.

And Dr Aditi said success in the Chamber-led competition has opened doors to new stakeholders, investors and collaborators.

She explained: “Winning the award was a genuinely uplifting experience. The application process was clear and thoughtful, prompting me to reflect deeply on my journey.

“The pitching training was valuable and helped me refine how I communicated my innovation.

“The event itself was inspiring, filled with energy, connection, and genuine celebration of women-led innovation across the region.

“Since then, the recognition has opened doors to conversations with NHS stakeholders, investors, and collaborators who may not have otherwise come across our work.

“I'm grateful to the Greater Birmingham Chambers for creating such a powerful platform."

Among the 2024 finalists was MIXD Reality, creators of the first interactive and inclusive Augmented Reality children’s book.

Founder Pamela Aculey said: “Taking part in the Women Entrepreneurs Pitch Competition was a real turning point for MIXD Reality.

“The application process encouraged us to sharpen our vision, and the event itself was both empowering and inspiring.

“Making the final three gave us incredible exposure and the chance to share our mission of transforming storytelling through inclusive, interactive Augmented Reality.

“The invaluable feedback we received from the judges has helped us streamline our business and refine our strategy — lessons that continue to shape our journey today.”

The deadline to enter the 2025 Women Entrepreneurs Pitch Competition is this Wednesday (17 September).