How Forja Works
Two stages. 16 weeks. 360 Home Improvement startups designing, building, and releasing real products to real paying customers.
Qualify virtual. Compete live.
Stage One is your proving ground. Stage Two is the main event. Only the top 10% make the cut.
4 weeks
100% virtual, globally distributed
- Work from anywhere in the world
- Keep your day job during the qualifier
- Weekly check-ins with assigned mentors
- 3 social media posts required per phase
- Scored on Market Validation (60%) + Judge Assessment (40%)
12 weeks
Hybrid live competition (physical + livestream)
- Relocate to the host city for the duration
- Full-time commitment, no side projects
- Daily standups with production crew
- On-camera participation required
- Modeled on 'The Apprentice' format
- Waitlist: ranks 37-44 as replacements
DURATION
4 weeks
12 weeks
FORMAT
100% virtual
Live + broadcast
STARTUPS
360 maximum
36 (top 10%)
COMMITMENT
20 hrs/week
Full-time
LOCATION
Global (remote)
Host city (relocate)
SCORING
Market 60% / Judge 40%
Boardroom eliminations
SOCIAL POSTS
3 per phase
3 per phase + on-camera
Not a pitch competition. Not an accelerator.
Forja is an execution-only startup competition. Here is how it compares to the programs founders are familiar with.
WHAT GETS JUDGED
Real products shipped to real paying customers
Growth metrics, traction, team potential
Slide decks and verbal presentations
INDUSTRY FOCUS
Home Improvement only (14 subsectors)
All industries (generalist)
All industries (generalist)
EQUITY MODEL
10–18% via SAFE, tiered by placement (1st: 10–12%, 2nd: 13–15%, 3rd: 15–18%). 4-year vesting, 1-year cliff
6-10% upfront for program access
None (cash prize, no equity)
INVESTMENT AMOUNT
$250,000 total ($150K / $65K / $35K)
$125K-$500K typical (varies)
$5K-$50K typical
DURATION
16 weeks (4-week qualifier + 12-week main)
3-6 months
1 day to 1 week
CUSTOMER REQUIREMENT
Judged on it. $1,500 USD in verified revenue from 2+ independent customers is the minimum commercial viability standard judges apply — not a barrier to apply
No (traction encouraged, not required)
No
FORMAT
Stage One virtual, Stage Two live hybrid
In-person or hybrid cohort
In-person or virtual event
SELECTION METHOD
Application + execution in Stage One
Application + interview
Application or invitation
FRAMEWORK
Design, Build, Release (structured phases)
Curriculum-based (lectures, mentors)
No framework (present and compete)
Three phases. Zero shortcuts.
Every startup moves through the same three phases in order. Each phase has specific deliverables that must be completed before advancing.
Design
Validate the problem before you build the solution.
Weeks 1-2 (Stage One) or Weeks 1-4 (Stage Two)
REQUIRED DELIVERABLES
- Conduct 20 customer discovery interviews minimum
- Document a clear solution blueprint
- Define your unique value proposition
- Complete a competitive analysis of existing solutions
- Identify your target subsector and customer profile
Build
Turn validated insights into a working product.
Weeks 2-3 (Stage One) or Weeks 5-10 (Stage Two)
REQUIRED DELIVERABLES
- Deliver a working prototype (not a mockup or slide deck)
- Establish a pricing model based on customer feedback
- Secure supplier relationships or partnerships
- Build the infrastructure to accept payments
- Document your build process publicly
Release
Ship to real customers and prove revenue.
Weeks 3-4 (Stage One) or Weeks 11-16 (Stage Two)
REQUIRED DELIVERABLES
- Acquire 1 paying customer or 10 verified pre-orders
- Collect at least 1 customer testimonial
- Provide verifiable revenue proof
- Demonstrate a repeatable sales process
- Present at Demo Day with live metrics
Built for the Home Improvement industry
Every startup must operate within one of these 14 subsectors. Case-by-case exceptions may be considered for adjacent categories.
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.
From kickoff to Demo Day
The full competition from qualification to the final reveal. Design, Build, Release, and prove everything.
Dec 1 – Dec 29, 2026
Competition Kicks Off
360 startups begin Stage One. Design phase starts.
Build Phase Begins
Transition from research to prototyping.
Release Phase Begins
Ship to real customers. Revenue clock starts.
Stage One Ends
Top 10% (36 startups) advance. Waitlist ranks 37-44.
Jan 6 – Mar 30, 2027
Stage Two Begins
36 startups arrive on site. Live competition starts filming.
Design (Extended)
Deep market validation with mentor support and cameras rolling.
Build (Extended)
Working products built under live production conditions.
Release (Extended)
Revenue sprint. Real customers, real money, real proof.
Demo Day + Finals
Top 5 present to the Investor Panel. Winners announced.
What counts as a paying customer
This is the standard judges, investors, and Forja leadership use to evaluate commercial viability when selecting winners — not a barrier to apply.
How judges evaluate your revenue proof
- Judges assess commercial viability against a minimum of $1,500 USD in verified revenue, cumulative across at least 2 independent paying customers (one $1,500+ transaction, multiple transactions totalling $1,500+, or part payment on a larger $15K–$25K project) — this is the winner-selection standard, not a barrier to apply
- Independent third party only (no family, friends, affiliates, co-founders, or team members)
- Each transaction documented with an invoice — cash transactions without invoices are not accepted
- Verifiable customer contact information provided to judges
- Authenticated written or video testimonial for each transaction confirming the purchase and experience
- Delivered product or service (not just a deposit)
What does NOT count
- Any transaction from family, friends, affiliates, co-founders, or team members — disqualified regardless of amount
- Cash transactions without invoices
- Deposits or pre-payments without delivery
- Free trials, freemium users, or beta testers
- Barter arrangements or in-kind exchanges
- Cumulative revenue under $1,500 USD or revenue concentrated in a single customer (must be 2+ independent)
- Purchases made under duress or incentivized with kickbacks
Public output requirements
Forja is not a behind-closed-doors competition. Contestants build in public, share their journey, and demonstrate progress openly.
Social Media Posts
3 posts per phase (9 total minimum). Document your journey, share progress, and build in public. Posts must be authentic, not scripted.
Demo Day Presentation
All Stage Two finalists present live at Demo Day. Pitch your product, show your metrics, and answer questions from the Investor Panel.
On-Camera Participation
Stage Two contestants participate in filmed segments. 1 designated on-camera representative per team required.
Weekly Check-ins
Stage One: virtual weekly check-ins. Stage Two: daily standups with the production team.
Ready to design, build, and release?
360 spots. 14 subsectors. 16 weeks to prove your startup can ship a real product to real paying customers.