Traction Studio


New NPS Survey (2)


Venture Lane Studio helps B2B software startups find real traction and repeatable success.

We transform early stage B2B software companies with outstanding potential into growth stage ventures through a bespoke 3.5 month program, a proven methodology from experienced entrepreneurs, and a world class support network of peer founders and mentors.


Real impact through sales success.

We might be a little old fashioned, but we believe the best indicator of startup success is real progress best shown through real revenue, customers, or trials. In our experience, this is best supported by a well tuned organization and an educated approach to fundraising.


Meet the incredible folks who made up Venture Lane Studio Cohort 1.
This is what they have to say about their time working with Venture Lane Studio and the lasting impact it’s had.



With participation in the Studio Traction Program including lifelong post-program engagement, we receive 4% of the company’s common shares. In addition, we offer an investment of up to $100K upon achieved milestones. Check out our FAQs below for more details on our investment terms.


Our next Venture Lane Studio Cohort will begin in March 2023.

Interested in applying? Click the link to submit your application for Venture Lane Studio Cohort 3.


✔  Identify acute customer pain

✔  Solidify target market and beachhead

✔  Define customer personas and messaging

✔  Produce top-of-funnel growth

✔  Create repeatable & scalable sales process & materials


✔  Recognize priorities according to company stage

✔  Implement metric & result driven company operation system

✔  Set up the foundation for a scalable organization and team

✔  Establish a structure for effective leadership, talent and financial transparency


✔  Develop the right fundraising strategy

✔  Pinpoint best fit investors

✔  Craft a comprehensive and compelling investor narrative

Like what you see? Take the next step and apply for Venture Lane Studio.


Interested in one of Venture Lane Studio’s upcoming virtual workshops?
Apply below and we’ll reach out as long as spots remain!

December 12, 2022 – Understanding Sales Funnels for Startups w/ Brian Denenberg


At Venture Lane Studio we approach things a bit differently, but always with the teams and maximum impact in mind.


We are a traction studio. Our focus is helping you figure out the most efficient  GTM strategy for your startup – market validation. This is one step towards product-market-fit and building a truly scalable business.


We believe that building something great takes time and attention.  We are the antithesis of large scale accelerator programs with dozen or even hundred-company cohorts. We concentrate on 3-4 companies at a time and align with the interests of our founders to develop a bespoke plan for each team.


Some of the best support comes from like-minded peers who face the same challenges. Our in-person and virtual community of over 1,600 B2B founders, mentors and investors are here to help and pay it forward.


Boston’s finest mentors are here to coach and advise you. We will carefully select the best matches for your particular company from a pool of over 150 mentors with impressive backgrounds and a deep understanding of the subject matter.


We’ve created a unique formula to help you.

✔  3.5-month bespoke program
✔  Hybrid program (3 weeks of required founder presence)
✔  Cohorts of 4-6 companies
✔  Focus on Go-To-Market & sales
✔  3 distinct program stages: Basecamp – Climb – Peak
✔  Post-onboarding monthly sprints
✔  Weekly Priority & Metric check-ins
✔  Bespoke program with 1:1 mentoring & workshops
✔  Individual matching from pool of 150 mentors & 700 companies
✔  Ongoing post-program support through community & events


Four key areas determine fit with our program.


We are looking for founders that have the drive and resilience to succeed. Aptitude, knowledge, skills and experience are important, but nothing tops integrity, a great attitude, and optimism for solving hard problems and attracting great people.


Our sole focus is early stage B2B software companies that solve a big and important problem for their customers in a large market. You must be incorporated as a Delaware C-corp.


Ideally you’ve already found your first real/beta customers to prove that your product solves a customer pain. Your experience with clients will help fine-tune the sales process faster and with more accuracy. We focus on products that sell to private markets.


You built your MVP or product so that customers can test or buy it. We are foremost traction specialists with a focal point of gaining customers – less on building your service or platform.


Learn more about the team behind Venture Lane.

Co-Founder & Managing Partner @ Venture Lane Studio

Co-Founder & Managing
Partner @ Venture Lane Studio

Head of Platform @ Venture Lane Studio

Community Manager @ Venture Lane Startup Hub


Meet the Venture Lane Studio mentors.

CEO @ Gradifi,
EIR @ Harvard Business School,
COO @ Paypal Media Network

Founder & CEO @ Zingeroo,
Founder & CEO @ ZappRx

Managing Partner @ Mentor Foundry,
General Partner @ North Bridge Venture Partners,
Co-Founder @ eRoom Technology

Managing Partner & Co-Founder @ RevUp Capital

Co-Founder & COO @ Fairmarkit

Director of Revenue @ Relevize

Co-Founder & CEO @ Machinery Partner,
Co-Founder & CEO @ docTrackr

Co-Founder @ Sales Hunters,
CMO @ Channel Partners,
CEO @ LikeJobs

Chief Product Officer @ Pixability

Venture Ecosystem Partnerships Lead @ Vouch Insurance,
Principal Ventures & Labs @ E*TRADE

Director @Silicon Valley Bank,
Co-Founder @ EverTrue

Partner @ Gunderson Dettmer

Co-Founder @ LinkSquares,
Co-Founder @ Ucloser

VP Customer Success @ Snyk,
VP Customer Success @ CommentSold

Principle Growth Marketer @ Axonius

General Manager @ ProfitWell,
Head of Sales @ Matchbox Inc


During our 3.5-month Venture Lane Studio program, we work with a cohort of 4-6 companies to nail Go-To-Market strategy, define their sales process, and successfully execute fundraising. Structurally, our program is divided into three stages: Basecamp (2 weeks), Climb (11 weeks), Peak (1 week). Post-onboarding we’ll begin a series of three, one-month sprints during which we do check-ins, host workshops, meet 1:1, and connect you with our pool of mentors. After these three stages we carry on with a post-program that ensures you have all the tools you need to succeed independently. 

We look for a few key things in each of our studio companies: great founders, awesome market opportunity, at minimum a first MVP, first customers, and a B2B software component. These key areas allow us to reach alignment with the founders and startups we help, offering us a “big picture” view of who you are as a company and how we can best support you.


The following outlines our investment approach for our Studio cohort companies. With an emphasis on traction, our investment is intended to align investor/team interests by defining and achieving key success milestones. Our investment take three separate forms:


    1. Common Shares: In exchange for your participation in our Venture Lane Studio program, you will grant us 4% of your company’s common shares or warrants. This also affords you lifetime access to the Venture Lane community and resources. This grant aligns us with the founders, the team, and your interests with a focus on long term value creation – we only benefit from an exit when you do.
    2. $100K Investment: Venture Lane will invest $50K at the start of the Studio program in the form of a SAFE via an SPV. An additional up to $50K will be invested by the investment committee after the program upon successful attainment of mutually agreed business milestones. The SAFE will have industry standard terms with a post-money cap that is determined by traction and previous capital raised.
    3. Pro-Rata Rights: Venture Lane is provided the right to invest at least 5% in subsequent rounds until Series A.

Prior to the start of each cohort we encourage companies and founders who are interested to apply on the “Studio” page of our website. Once your application is received and reviewed, we will reach out to schedule a call if we think you’d be a good fit for the program. Post phone call we’ll arrange an individual business model workshop with a small number of companies. This allows us to learn more about you and your startup as well as offers you a peek into our Studio style. If we reach alignment with you during this workshop, we’ll proceed with adding you to the cohort.

We call ourselves a “bespoke” program for a reason – it’s up to you! The program can be entirely in-person at our space in downtown Boston or we can adopt a remote model. Please note: Although we offer a remote option we ask that founders be present in-person in Boston during the first 2 weeks of the program and during the final week of the program.

Of course! That’s one the perks of being a Studio company, you have access to the Venture Lane co-working space during your time in the program. Just let us know in advance if you or your team are planning on working out the space.

We’re currently working with Cohort 2, but if you’re interesting in being considered for Cohort 3 we encourage you to apply here. The application deadline for Cohort 3 is January 15, 2023. Cohort 3 programming will begin in March 2023.

We focus primarily on B2B companies that have a software component. If you have contracts with government agencies or organizations that’s okay as well. Our Studio program is not geared towards companies that are strictly hardware focused, have a B2C model or are based in the life sciences.

Companies that apply to the Venture Lane Studio need to be fully incorporated Delaware C-Corps and shall reincorporate in Delaware prior to joining the Venture Lane Studio Program. Companies agree to establish a stock option pool of no less than 15% on a fully-diluted basis (the “Equity Pool”).

Yes! Sometimes timing is the hardest part – perhaps our cohort is full or you experience changes in your business structure or operations. Whatever the case may be, we encourage companies to reapply if they are not admitted their first time around.

There are several ways to learn a bit more about Venture Lane Studio and our approach. Venture Lane offers a myriad of programming and events that offer connection with our community and a deeper understanding of our “why”. Also, you’re always welcome to stop by the VL space at 55 Court Street, Floor 2, right in the heart of downtown Boston.

Still have questions about Venture Lane Studio? Drop us a line and we’ll get back to you with answers!