The execution-only competition for Home Improvement
360 startups. 16 weeks. $250,000 in investment. No pitches. No prototypes. Only proof.
What is Forja?
Forjais the world's first execution-only startup competition for the Home Improvement industry. 360 startups compete over 16 weeks for $250,000 in investment capital. Every contestant must design, build, and release a real product to a real paying customer. No pitches. No prototypes. No slide decks. Only proof of execution. Forja is built and operated by Design Glyphe LLC.
Three commitments, no exceptions
Forja is built on three principles that apply to every competition round, every contestant, and every partner we work with.
Every product starts with a real problem
Intent means understanding the problem before touching the solution. In the Home Improvement industry, too many products are built around what is easy to build, not what customers actually need. Forja starts every competition cycle by requiring contestants to anchor to a verified, specific problem worth solving before a single line of code is written.
Execution is a moral act
Integrity is not a brand value on a poster. It is the standard by which we measure every startup, every submission, and every partnership in Forja. The Home Improvement sector has a well-documented trust problem. Build with integrity means that quality of delivery, honest communication, and ethical sourcing are not optional attributes. They are the entry requirement.
Shipping without evidence is just noise
Ideas have no market value until they reach a paying customer. Release with proof means that at every stage of the competition, contestants must demonstrate real adoption, real delivery, and real feedback. This principle is non-negotiable. It underpins the Forja scoring system, the advancement criteria, and the Integrity Quotient that determines who qualifies for investment.
The standard that runs through everything
The Integrity Quotient (IQ) is the scoring framework at the heart of Forja. Five dimensions. Each scored 1 to 10. IQ equals the average. Minimum 7.0 to compete in Forja. Minimum 7.5 for investment funding.
Truthful Marketing
Does the business accurately represent its services, results, and capabilities to prospective customers? No exaggerated claims, fake testimonials, or misleading offers.
Quality Delivery
Does the business consistently deliver the standard of work it promises? Quality is assessed against customer expectations and independently verifiable completion standards.
Transparent Pricing
Are prices, fees, and total costs communicated clearly before work begins? No hidden charges, surprise invoices, or unexplained cost escalations after the customer commits.
Ethical Sourcing
Are materials, labour, and sub-contractors sourced responsibly? Ethical sourcing covers fair pay, supply chain transparency, and environmental consideration in procurement decisions.
Customer Communication
Is the business responsive, proactive, and honest in its communications? This includes update frequency, complaint handling, and the quality of information provided throughout the project lifecycle.
The Integrity Quotient determines who competes in Forja, who advances to Stage Two, and who qualifies for investment funding.
Four values that are non-negotiable
These are not aspirational statements. They are the filters we use to make decisions about what to build, who to work with, and how to measure success.
Execution over optics
The Home Improvement sector does not have a shortage of companies claiming to be the best. It has a shortage of companies that can prove it. At Forja, every startup that competes is evaluated on demonstrated results. What you shipped. Who paid for it. What they said. Claims without evidence do not advance.
Infrastructure, not transactions
Forja is not a one-off event. It is infrastructure for the Home Improvement startup ecosystem. Every cohort generates a new pipeline of verified, execution-tested founders. Every competition round raises the standard for what it means to build in this sector. The goal is not a single winner. It is a permanent shift in how Home Improvement startups are built and judged.
Global reach, sector depth
The Home Improvement industry is a multi-trillion dollar sector that spans every country in the world, yet it remains fragmented, under-digitised, and deeply underserved by the startup and investor ecosystem. We build with a global lens from day one. The competition is internationally distributed. The expo is multinational. The discovery engine prioritises the markets where the need is highest.
Integrity as a competitive advantage
In a sector where horror stories about contractors are common, trustworthiness is a genuine differentiator. The Integrity Quotient is not a nice-to-have marketing frame. It is the filter through which every business in our ecosystem is assessed. High IQ scores lead to better customer acquisition, higher retention, stronger reviews, and stronger investment terms. Integrity compounds.
Get involved with Forja
Whether you are a Home Improvement startup ready to compete, a brand looking to partner with a growing ecosystem, or an investor exploring the sector, there is a place for you here.