We work with founders and early teams at the earliest stages of venture formation, often before a company formally exists. This includes technology-driven startups and research-originated teams that are still validating problem, user, and value propositions.
We expect founders to be willing to test assumptions, change direction when evidence requires it, and engage in practical, iterative work. If you are looking for validation theatre or a shortcut to fundraising, we are not the right fit.
This is not a fixed curriculum. The form of engagement depends on maturity, context, and constraints.
Most early-stage support is built around pitching. We work on what comes before that: figuring out whether the thing you want to build should exist, and for whom.
That means structured discovery, real conversations with potential users and buyers, and decisions grounded in evidence rather than enthusiasm. It also means being honest about what the data says — even when it contradicts the founding thesis.
Our involvement is hands-on and iterative. We don't review decks from a distance. We work alongside founders in working sessions, help design and run experiments, and push for clarity at every decision point.
We came in thinking we knew what we were building. Ideas Forward made us prove it. Most of what we assumed turned out to be wrong, and that saved us a year of building the wrong thing.
Each collaboration looks different. What they share is an early stage, a willingness to test assumptions, and decisions that shaped the venture's direction.
Acquired by Neurons Inc Eye-tracking & AI
Started as a cloud-based eye-tracking platform for designers and marketers. During collaboration, the team pivoted from a hardware-dependent model to an AI-powered visual attention predictor — a decision that led to 93% accuracy without cameras and ultimately an acquisition by Neurons Inc in 2022.
REACH-backed Logistics emissions
Originated from internal R&D on GHG emissions monitoring conducted since 2020. The team validated a decentralized carbon accounting model for logistics providers, addressing EU reporting requirements. Won €80,000 backing from the REACH incubator and transitioned from internal research to a standalone venture.
Pre-seed funded Running events
A digital platform connecting running event organizers, sponsors, and participants. Product and business model were developed through close collaboration, leading to a €120,000 pre-seed round with IFW as lead investor alongside HeBAN angel investors.
In development AI content platform
An AI-powered platform rethinking how people consume written content. From product concept through architecture and development, the team worked through multiple iterations of scope and positioning before arriving at a validated approach to AI-assisted reading.