INSIGHTS / Blog

Q&A Blog: Insights from Dr Pavlina Theodosiou on the ICURe Engage Programme

Introduce yourself and your venture

Dr Pavlina Theodosiou: My name is Dr Pavlina Theodosiou, and I am the CEO and co-founder of METzero. We are a clean tech company focused on developing a sustainable wastewater treatment solution. Our technology helps companies reduce costs associated with wastewater treatment, achieve their net-zero targets, and recover valuable resources from wastewater.

Why did you decide to take part in ICURe Engage?

Dr Pavlina Theodosiou: I decided to take part in the ICURe Explore and Exploit programme in 2022 because I was working with a promising technology as part of my postdoctoral research that I believed could make a significant impact in the industry. In academia, technologies often stop after pilot testing and remain research tools, rather than being commercialised. I wanted to find the resources and support to help me build a business case and address what’s known as the value of depth of innovation by moving a technology from research to commercialisation. The ICURe programme seemed like the perfect fit to help me through this transition.

What training did you receive on the programme?

Dr Pavlina Theodosiou: The training I received through the ICURe programme was invaluable. It helped me step out of the lab and start validating the technology in a commercial context. The programme began with a boot camp where we learned about the business model canvas, identifying value propositions, and understanding customer pain points. We also focused on market validation – testing assumptions and refining our business plans to ensure the technology would meet real-world needs.

What has it enabled you to do going forward?

Dr Pavlina Theodosiou: The programme was pivotal in giving me the confidence to move forward. It helped me confirm that there was indeed a market for our solution, and that companies would be willing to pay for it. The market validation data, market sizing insights, and customer profiles I developed during the programme were crucial in strengthening my business plan. This enabled me to present the plan to the university board, securing approval to spin out the company.

Was it important that the training was themed on biofilms?

Dr Pavlina Theodosiou: Yes, it was extremely beneficial that the cohort focused on biofilm-based innovations. It allowed us to connect with others working on similar challenges and provided an opportunity to share feedback. Since all of us had an academic background in biofilms, the technical discussions were highly relevant. Moreover, the programme helped us shift our mindset from purely academic language to a more practical, industry-oriented mindset required for commercialisation.

Would you recommend it to other researchers working on biofilms-related innovations?

Dr Pavlina Theodosiou: Absolutely – 100%.

How did you find balancing the programme with your other responsibilities, and how much time did it take up?

Dr Pavlina Theodosiou: The balance between the programme and my other responsibilities was challenging at times, but manageable. The ICURe Explore programme was a full-time commitment, and I had to pause my postdoctoral work to fully immerse myself in the training. Fortunately, with support from my manager, we were able to hire a research technician to cover some of my responsibilities during this period. The follow-up ICURe Exploit programme was part-time, which allowed me to balance it more easily with my postdoctoral work, as much of it was delivered online.

Final thoughts

I am incredibly grateful for the ICURe programme. Without it, I don’t think METzero Technologies would have existed, or at least not at this stage. The training, the coaches, the mentors, and the overall support from the ICURe team have been instrumental in helping me build the confidence to take the leap from academia into the world of entrepreneurship. The programme gave me the tools I needed to successfully spin out a company and transition into the role of CEO. Thank you so much for the opportunity.

ICURe is an Innovate UK programme, funded by the National Biofilms Innovation Centre and delivered by the SETsquared Partnership.