Forja is open to Home Improvement startups in 14 subsectors at the Design, Build, or Release stage. 360 spots available globally for Stage One. Solo founders welcome. Minimum Integrity Quotient of 7.0 required to compete.
Eligibility Requirements
360 spots. 14 Home Improvement subsectors. Open to startups in the Design, Build, or Release stage. Global access for Stage One.
Where does your startup fit?
Forja accepts startups in the Design, Build, or Release stage. Two stages are excluded.
Design Stage
ACCEPTEDYou have identified a problem and are validating whether your solution has demand. No product yet, but active research and customer conversations underway.
Active market research, customer interviews started, problem clearly defined
Build Stage
ACCEPTEDYou are building a working prototype or early product. You have validated demand and are turning it into something real. No revenue yet, but a product is taking shape.
Working prototype in progress, pricing model defined, supplier or partner conversations active
Release Stage
ACCEPTEDYou have a product in market and are generating early revenue or have pre-orders. You are proving that paying customers exist for your solution.
Product in market, early revenue or verified pre-orders, under $36K annual revenue
Mature Scale
EXCLUDEDYour business already generates over $36,000 in annual revenue or employs 5+ people. You have passed the stage where this competition adds value.
Over $36K annual revenue or 5+ employees
Concept Only
EXCLUDEDYou have an idea but have done zero validation. No research, no customer conversations, no problem definition beyond a hunch. Ideas alone do not qualify.
Zero validation, no research, no customer conversations
14 Home Improvement subsectors
Your startup must operate within one of these categories. Adjacent categories may be considered on a case-by-case basis.
Carpentry
Custom builds, cabinetmaking, structural woodwork, and contractor tools.
Woodworking
Artisan crafts, wood species selection, finishing, and maker marketplaces.
Furniture
Custom and mass-market furniture design, production, and retail.
Soft Furnishing
Upholstery, curtains, textile design, and fabric sourcing.
Wall Finishing
Painting, plastering, wallpaper, and surface preparation.
Metalwork
Welding, fabrication, blacksmithing, and architectural metalwork.
Smart Home
Home automation, security systems, energy management, and IoT.
Solar Systems
Residential solar installation, panel optimization, and energy storage.
Plumbing/Kitchen & Bath
Plumbing systems, kitchen and bathroom renovation, and fixtures.
Roofing
Roof inspection, installation, repair, and material innovation.
Landscaping
Garden design, outdoor living, irrigation, and property maintenance.
Floor Installation
Hardwood, tile, carpet, and specialty flooring solutions.
Home & Office Remodeling
General contracting, project management, and renovation coordination.
Interior Design & Fit-Out
Space planning, material sourcing, and client collaboration.
Don't see your category? Adjacent Home Improvement categories may be accepted on a case-by-case basis. Apply and explain how your startup fits the industry.
Founder and team requirements
Solo founders and small teams are both welcome. Here is what you need to know about team structure.
Solo founders welcome
You do not need a co-founder to apply. Solo founders compete on equal terms.
Maximum 3 co-founders
Teams are capped at 3 co-founders. Larger teams must designate the 3 primary founders.
1 on-camera representative
Each team must designate one person to represent the startup on camera during Stage Two.
Equity documentation
All co-founder equity splits must be documented and submitted before Stage Two begins.
Age requirement
All founders must be 18 years or older at the time of application.
What we expect from you
Stage One is designed to be compatible with a day job. Stage Two demands your full attention.
| Aspect | Stage One | Stage Two |
|---|---|---|
| Hours per week | 20 hours minimum | Full-time (40+ hours) |
| Location | Work from anywhere (virtual) | Relocate to host city |
| Check-ins | Weekly virtual check-ins | Daily standups with production |
| Social posts | 3 posts per phase | 3 posts per phase + on-camera |
| Side projects | Allowed (day job OK) | Not allowed (full-time focus) |
| On-camera | Not required | Required (1 designated representative) |
HOURS PER WEEK
20 hours minimum
Full-time (40+ hours)
LOCATION
Work from anywhere (virtual)
Relocate to host city
CHECK-INS
Weekly virtual check-ins
Daily standups with production
SOCIAL POSTS
3 posts per phase
3 posts per phase + on-camera
SIDE PROJECTS
Allowed (day job OK)
Not allowed (full-time focus)
ON-CAMERA
Not required
Required (1 designated representative)
Where you can compete from
Stage One is open globally. Stage Two requires physical relocation.
Stage One: open globally
Anyone, anywhere in the world can apply and compete in Stage One. No geographic restrictions for the virtual qualifier.
Stage Two: relocation required
Advancing startups must relocate to the host city for 12 weeks. Legal right to travel and work in the host country is mandatory.
English proficiency
All competition materials, presentations, and on-camera content are in English. Working proficiency in English is required.
Visa and travel
Contestants are responsible for their own visa arrangements and travel costs. Forja does not sponsor visas.
Non-negotiable ethical standards
Every startup is scored on 5 integrity dimensions. Minimum IQ of 7.0 to compete. 7.5 to receive funding.
Truthful Marketing
All claims about your product, service, or business must be accurate and verifiable.
Quality Delivery
Your product or service must meet the standards you promise to customers.
Transparent Pricing
Pricing must be clear, honest, and free of hidden fees or misleading terms.
Ethical Sourcing
Materials, labor, and partnerships must meet ethical standards.
Customer Communication
Responsive, honest communication with customers at every stage.
Disqualification triggers
| Trigger | Consequence |
|---|---|
| Fabricating customer testimonials or revenue data | Immediate disqualification and permanent ban |
| Integrity Quotient dropping below 7.0 | Placed on probation; below 6.5 = disqualification |
| Plagiarism or IP theft | Immediate disqualification |
| Failure to meet phase deliverables without extension approval | Elimination at next Boardroom |
| Violating NDA or confidentiality agreements | Immediate disqualification |
| Physical threats or harassment | Immediate disqualification and permanent ban |
| Accepting external funding during the competition without disclosure | Review by Integrity Panel; possible disqualification |
| Refusing on-camera participation in Stage Two | Removal from Stage Two |
Fabricating customer testimonials or revenue data
Immediate disqualification and permanent ban
Integrity Quotient dropping below 7.0
Placed on probation; below 6.5 = disqualification
Plagiarism or IP theft
Immediate disqualification
Failure to meet phase deliverables without extension approval
Elimination at next Boardroom
Violating NDA or confidentiality agreements
Immediate disqualification
Physical threats or harassment
Immediate disqualification and permanent ban
Accepting external funding during the competition without disclosure
Review by Integrity Panel; possible disqualification
Refusing on-camera participation in Stage Two
Removal from Stage Two
What judges evaluate
Problem identification
Can you clearly articulate the problem you are solving and who has it?
Market understanding
Do you understand the competitive landscape and where your solution fits?
Resourcefulness
Can you build with limited resources and find creative solutions to constraints?
Customer access
Do you have a credible path to reaching and selling to your target customers?
Commitment level
Are you prepared to meet the time, energy, and public accountability requirements?
Think you qualify? Apply now.
360 spots for the first cohort. Applications are reviewed on a rolling basis.