What is a startup studio?

A key characteristic that sets startup studios apart is their bespoke approach to nurturing business ideas. Unlike traditional incubators or accelerators, which often provide a standardized set of resources and mentorship to a broad range of startups, studios typically engage in a more hands-on, deeply involved process of building businesses from the ground up. This process is guided by a framework that is unique to each studio, reflecting its individual ethos, expertise, and strategic goals.

“By developing frameworks for generating and validating ideas, creating an MVP, and launching the product to the market, the process becomes faster.”

Max Pog,  Entrepreneur

1. Tailored Ideation and Development Processes: Each studio has its own way of generating and developing ideas. Some may focus on internal brainstorming sessions with their team of experts, while others might source ideas from external entrepreneurs or through collaborations. The development process also varies – some studios might emphasize rapid prototyping and quick market testing, while others might spend more time in the research and development phase, depending on their target market and the nature of the products or services they are developing.

2. Customized Evaluation and Validation Stages: The criteria and methods used to evaluate and validate ideas also differ from studio to studio. While one studio might prioritize market potential and scalability as key metrics, another might focus more on technological innovation or alignment with specific industry trends. The validation process can involve anything from consumer focus groups to beta testing in real-world environments, shaped by the studio's specific expertise and market knowledge.

3. Diverse Funding and Scaling Strategies: As with their ideation and validation processes, startup studios also adopt various funding and scaling strategies. Some might rely on a mix of self-funding and external investment, while others might reinvest profits from successful ventures. The approach to scaling businesses can range from aggressive market expansion to more gradual, sustainable growth models, depending on the studio's risk appetite and the nature of the businesses it develops.

4. Unique Cultural and Operational Philosophies: Perhaps most importantly, each studio embodies a unique cultural and operational philosophy that influences its framework. This can include specific working styles, decision-making processes, and the overall approach to risk and innovation. For instance, a studio with a strong technological focus might have a different approach to problem-solving and project management compared to one that is more consumer-focused.

The Model

The Studio model is different to a venture studio and an incubator in some critical ways. A startup studio will typically cultivate their own ideas and begin the ideation process with practices that have been proved successful in the past.


1. Idea Generation and Funneling: The process begins with generating a wide range of ideas. Unlike a single startup focusing on one idea, a startup studio like Waverley Studios creates and explores numerous ideas simultaneously. This 'funneling' approach means that while many ideas are considered, only the most promising ones are pursued further. This method acknowledges that not every idea will be successful, but by starting with a larger pool, the chances of finding viable business opportunities increase.

2. Rigorous Evaluation and Culling: As ideas move through the stages of the framework (Labs, Validation, POC, GTM, Scale), they are rigorously evaluated. This evaluation is based on market potential, feasibility, scalability, and alignment with the studio's expertise and resources. Ideas that don't meet these criteria are culled at various stages. This selective process is crucial as it ensures resources and efforts are concentrated on the most promising ventures.

3. Experience and Expertise: One of the key strengths of the startup studio model is the accumulated experience and expertise in launching multiple companies. Waverley Studios, with its history of building businesses, has a wealth of knowledge about what works and what doesn't. This expertise significantly increases the likelihood of success for new ventures. The studio's team understands the nuances of market entry, scaling businesses, and navigating challenges, which is invaluable for fledgling companies.

4. Portfolio Approach and Risk Diversification: By working on multiple startups simultaneously, Waverley Studios adopts a portfolio approach. This strategy not only diversifies risk but also increases the chances of success. While some ventures might not succeed, others could achieve significant success, thereby compensating for any losses and contributing to the overall profitability of the portfolio. This 'weight of numbers' approach means that the studio doesn't rely on the success of a single venture.

5. Resource Allocation and Synergy: In a startup studio, resources such as capital, talent, and infrastructure are allocated efficiently across various projects. There's a synergy in this model, as learnings and successes from one venture can be applied to others. Shared resources and knowledge lead to more efficient operations and a higher overall success rate.

6. Equity and Investment: Typically, a startup studio like Waverley Studios retains a significant stake in the companies it helps create. This ownership interest aligns the studio's success with that of its startups. The studio's investment goes beyond just financial; it includes time, resources, and strategic guidance, which are crucial for the growth of these companies.

With a long term outlook in mind, the studio’s journey through many and varied companies should yield impacts that are to be felt by people for decades to come.

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