Traction Studio for B2B Tech Startups
We believe that sales and traction are the #1 indicators for startup success.
About The Studio
Venture Lane Studio specializes in guiding B2B Tech startups to tangible traction and repeatable success. We transform promising early stage B2B software companies into growth stage ventures through our bespoke 12 week program, coupled with an investment of up to $100K. Leveraging proven methodologies from seasoned entrepreneurs and a robust support network of peers and mentors, we pave the path to success.
We believe the best indicator of startup success is real progress best shown through revenue, customer acquisition, or successful trials. Establishing a well-organized structure and adopting a strategic approach to fundraising are pivotal for success. Explore our journey and discover why we’re recognized as New England’s premier B2B tech traction Studio.
Three main things to expect from our traction studio
Welcome to Venture Lane Studio, where impact, support, and innovation meet
Go-to-Market Success
- 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
Efficient operating systems
- Recognize priorities according to company stage
- Implement metric & result driven company operations system
- Set up the foundation for a scalable organization and team
- Establish a structure for effective leadership, talent, and financial transparency
Fundraising
- Develop the right fundraising strategy
- Pinpoint best fit investors
- Craft a comprehensive and compelling investor narrative
What some of our founders had to say
We asked founders some questions about their experience at Venture Lane Studio and here's what they shared.
I started understanding, perhaps demystifying, the sales process in the B2B setup. We were able to understand the exact steps we had to take to hit specific milestones and achieve goals.
Carlos Sierra
Founder and CEO of Twnel
From the very beginning, we got set up for success by having the right people in the right seats, the structure, and the values working in one operating system.
Angela Castillo Llinas
Co-Founder of HelloGuru
VLS has far exceeded my expectations and the return-on-effort is extraordinary. We're more energized than ever, and that's entirely due to the focus, clarity, and new skills we're getting from the program.
Dan Zollman
Founder and CEO of Qase
Refining our sales process and the way we’re tracking progress within the company itself. The OKR process was also really helpful in getting the whole team aligned.
Brendan Guerin
Co-Founder and CEO of Prism Bio
Studio Spotlights
Just a few of our founders' impacts and stories during their time in the Venture Lane Studio program.
Past cohort companies
Program Structure
Venture Lane Studio kicks off our bespoke 12 week program twice a year
2 Weeks
Workshops & Diagnostics
The program begins with a 2-week onboarding period held at our Venture Lane Studio headquarters in Boston, MA. Each day will be filled with hands-on workshops designed to uncover insights and needs surrounding current and future go-to-market strategy, org structure, operating systems, financial aspects, and product roadmap.
Foundations
• Attend daily robust working sessions for GTM, financials, organization, and product at our Boston, MA headquarters
• 1:1 time with team executives
• Lead mentor assignment
• OKR and pipeline set-up and tracking
6 Weeks
Sprint #1 Objectives
We collaborate with the founding team to turn your insights into actions by breaking down priorities into a series of measurable objectives and projects for Sprint #1. Regular cadences with the Venture Lane team and Lead Mentors are designed to accelerate progress and address blockers against set objectives.
Rhythm
• 2x weekly OKR check-in sessions
• Weekly 1:1 time with executive team
• Weekly pipeline review with lead mentors
• 2x weekly curated workshops
• Tactical mentor and investor introductions
6 Weeks
Sprint #2 Objectives
You've set your sights on the finish line and defined what you need to accomplish in the last 6 weeks of the program. To get there, you actively engage with the Venture Lane team and community through structured programming and tactical intros to reach objectives in sales, fundraising, product, and org.
Acceleration
• 2x weekly OKR check-in sessions
• Weekly 1:1 time with executive team
• Weekly pipeline review with lead mentors
• 2x weekly curated workshops
• Structured mentor and investor relations
6+ Months
Ongoing Support
As a VLS graduate, your achievements will propel you into the next stage as a growth stage startup. Post-program, we will continue to be available to you as well as support you through ongoing founder circles, check-ins with the Venture Lane team, and dedicated sessions with your lead mentor, ensuring continued success.
Lasting Success
• Weekly pipeline review meetings with your lead mentor for 6+ months
• Integration into Venture Lane community and optional coworking
• Ad-hoc sessions with Venture Lane team executives
• Invitation to join post-program cadences
Throughout The Studio Program you will receive:
Applicant Checklist
Four key areas to determine fit with our program
Driven Founders
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.
A B2B Tech Company
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.
A Thought Out Go-to-Market
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.
A Ready Product
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.
Sounds like you? Applications are currently closed, but let's get in touch for our next cohort.
Leaders & Mentors Spotlight
A few of our leaders and mentors who provide guidance, support, and expertise throughout the duration of the program.
Christian Magel
Founder and Managing PartnerPartnerCo-Founded companies with more than $600M combined revenue
2 IPOs & 1 acquisition with prior companies
Scaling companies from $0 to $100N in revenue, Company Operating System, & Fundraising
Jeffrey Beir
General PartnerPartnerMulti-Time Co-Founder, CEO, & Venture Investor
IPO & 3 M&A exits
Product, Growth, & Capital
Brian Denenberg
Sales Advisor, Mentor, & InvestorMentor6-Time Founder, 25+ years of senior sales experience
Executive at companies that were acquired by Thomson Reuters, Hewlett Packard, Business Week, Quadient, & Yellow Media. Founder creator of the Agile Sales Method ™
GTM strategy, Sales, Growing Revenues from $0M to $5M
Mike Schumann
Founder, Principal, Fractional CRO, & InvestorMentorOver $2B in valuations & enabled multiple acquisitions
Track achieving revenue goals & establishing repeatable, scalable, & predictable revenue engines
GTM Strategy & Execution, Accelerating Revenue Generation
Mark Maragni
Serial Business Builder, Sales Mentor, & Angel InvestorMentorGrew multiple companies to $20M+, building beachheads from scratch
Multi-million dollar exit, built one of the fastest selling products in the world
Sales Operations, GTM strategy
Some of our mentors
A few of our active leaders and mentors from our community we’d like to introduce you to.
Frequently asked questions
During our 3.5-month Venture Lane Studio program we work with a cohort of 3-6 companies to nail Go-To-Market strategy, define their sales process, and successfully execute fundraising. Structurally, our program is divided into four stages: Program Onboarding (2 weeks), Sprint #1 (6 weeks), Sprint #2 (6 weeks), and Post Program (6+ months). 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:
- 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.
- $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.
- 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 two 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 Coworking 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 are not currently accepting applications for Venture Lane Studio Cohort 6 on a rolling basis. Cohort 6 is set to begin September 2024.
Our program runs twice a year and our applications are reviewed on a rolling basis. By submitting an application now, your company will be considered for our next cohort.
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, and/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 / 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.
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