Venture lab
Each idea is a hypothesis to test, not a hill to die on.
We run structured experiments to uncover what the market truly wants — and only when we find signal, we commit deeply to developing it further.
We run structured experiments to uncover what the market truly wants — and only when we find signal, we commit deeply to developing it further.
HYPOTHESIS
In his book "The Psychology of Money", Morgan Housel explains the concept of long-tail events.
These are rare but highly impactful outcomes that drive the majority of returns, successes, or breakthroughs.
In business and investing, a small number of exceptional outcomes often account for almost all the progress.
The key insight is this: you don't need everything to work — just a few exceptional outcomes can more than compensate for everything else.
At Arta Labs, we apply this principle through rapid but disciplined experimentation. Rather than betting everything on one untested idea, we explore multiple concepts in parallel, each treated as a focused sprint designed to validate (or disprove) its potential.
When a signal is strong, only then do we double down, onboard co-founders and build with conviction.
These are rare but highly impactful outcomes that drive the majority of returns, successes, or breakthroughs.
In business and investing, a small number of exceptional outcomes often account for almost all the progress.
The key insight is this: you don't need everything to work — just a few exceptional outcomes can more than compensate for everything else.
At Arta Labs, we apply this principle through rapid but disciplined experimentation. Rather than betting everything on one untested idea, we explore multiple concepts in parallel, each treated as a focused sprint designed to validate (or disprove) its potential.
When a signal is strong, only then do we double down, onboard co-founders and build with conviction.
Experiments
BUILDING MVP
Kanban Kanban
A recursive Kanban system — think Russian dolls, where every card in a board opens into another board automatically.
UPCOMING
Sophos AI
A UI for AI. Sophos is a user interface for your favourite LLM with embeded quality of life improvements.
BUILDING MVP
Kanban Kanban
A recursive Kanban system — think Russian dolls, where every card in a board opens into another board automatically.
UPCOMING
Sophos AI
A UI for AI. Sophos is a user interface for your favourite LLM with embeded quality of life improvements.
BUILDING MVP
Kanban Kanban
A recursive Kanban system — think Russian dolls, where every card in a board opens into another board automatically.
UPCOMING
Sophos AI
A UI for AI. Sophos is a user interface for your favourite LLM with embeded quality of life improvements.
BUILDING MVP
Kanban Kanban
A recursive Kanban system — think Russian dolls, where every card in a board opens into another board automatically.
UPCOMING
Sophos AI
A UI for AI. Sophos is a user interface for your favourite LLM with embeded quality of life improvements.
BUILDING MVP
Kanban Kanban
A recursive Kanban system — think Russian dolls, where every card in a board opens into another board automatically.
BUILDING MVP
Kanban Kanban
A recursive Kanban system — think Russian dolls, where every card in a board opens into another board automatically.
UPCOMING
Sophos AI
A UI for AI. Sophos is a user interface for your favourite LLM with embeded quality of life improvements.
Coming Soon
UPCOMING
Sophos AI
A UI for AI. Sophos is a user interface for your favourite LLM with embeded quality of life improvements.
Coming Soon
Methodology
STEP 01
Ideation & Problem Discovery
We look for problems that are real and felt by scanning trends, communities, and even our own everyday pain points for signs of frustration or unmet demand. The aim is to surface insights that could spark a viable new venture, not just a clever idea.
STEP 01
Ideation & Problem Discovery
We look for problems that are real and felt by scanning trends, communities, and even our own everyday pain points for signs of frustration or unmet demand. The aim is to surface insights that could spark a viable new venture, not just a clever idea.
STEP 02
Validation Sprint
Each idea goes through a short, structured validation sprint: landing pages, waitlists, and rapid feedback loops. Within days or weeks, we collect real signals of interest and learn whether the problem–solution fit holds up outside our own assumptions.
STEP 02
Validation Sprint
Each idea goes through a short, structured validation sprint: landing pages, waitlists, and rapid feedback loops. Within days or weeks, we collect real signals of interest and learn whether the problem–solution fit holds up outside our own assumptions.
STEP 03
Decision Point
Once the data’s in, we make a call. If the signal is weak, we archive the idea and return to step 1. If it’s strong, we refine the concept and prepare it for MVP development. Every decision is guided by evidence, not attachment.
STEP 03
Decision Point
Once the data’s in, we make a call. If the signal is weak, we archive the idea and return to step 1. If it’s strong, we refine the concept and prepare it for MVP development. Every decision is guided by evidence, not attachment.
STEP 04
Onboard Co-Founders & Build MVP
Validated ideas are graduated into MVP projects where we onboard talented co-founders to build with our support. This is where experiments turn into potential startups ventures.
STEP 04
Onboard Co-Founders & Build MVP
Validated ideas are graduated into MVP projects where we onboard talented co-founders to build with our support. This is where experiments turn into potential startups ventures.
STEP 01
Ideation & Problem Discovery
We look for problems that are real and felt by scanning trends, communities, and even our own everyday pain points for signs of frustration or unmet demand. The aim is to surface insights that could spark a viable new venture, not just a clever idea.
STEP 02
Validation Sprint
Each idea goes through a short, structured validation sprint: landing pages, waitlists, and rapid feedback loops. Within days or weeks, we collect real signals of interest and learn whether the problem–solution fit holds up outside our own assumptions.
STEP 03
Decision Point
Once the data’s in, we make a call. If the signal is weak, we archive the idea and return to step 1. If it’s strong, we refine the concept and prepare it for MVP development. Every decision is guided by evidence, not attachment.
STEP 04
Onboard Co-Founders & Build MVP
Validated ideas are graduated into MVP projects where we onboard talented co-founders to build with our support. This is where experiments turn into potential startups ventures.
STEP 01
Ideation & Problem Discovery
We look for problems that are real and felt by scanning trends, communities, and even our own everyday pain points for signs of frustration or unmet demand. The aim is to surface insights that could spark a viable new venture, not just a clever idea.
STEP 01
Ideation & Problem Discovery
We look for problems that are real and felt by scanning trends, communities, and even our own everyday pain points for signs of frustration or unmet demand. The aim is to surface insights that could spark a viable new venture, not just a clever idea.
STEP 02
Validation Sprint
Each idea goes through a short, structured validation sprint: landing pages, waitlists, and rapid feedback loops. Within days or weeks, we collect real signals of interest and learn whether the problem–solution fit holds up outside our own assumptions.
STEP 02
Validation Sprint
Each idea goes through a short, structured validation sprint: landing pages, waitlists, and rapid feedback loops. Within days or weeks, we collect real signals of interest and learn whether the problem–solution fit holds up outside our own assumptions.
STEP 03
Decision Point
Once the data’s in, we make a call. If the signal is weak, we archive the idea and return to step 1. If it’s strong, we refine the concept and prepare it for MVP development. Every decision is guided by evidence, not attachment.
STEP 03
Decision Point
Once the data’s in, we make a call. If the signal is weak, we archive the idea and return to step 1. If it’s strong, we refine the concept and prepare it for MVP development. Every decision is guided by evidence, not attachment.
STEP 04
Onboard Co-Founders & Build MVP
Validated ideas are graduated into MVP projects where we onboard talented co-founders to build with our support. This is where experiments turn into potential startups ventures.
STEP 04
Onboard Co-Founders & Build MVP
Validated ideas are graduated into MVP projects where we onboard talented co-founders to build with our support. This is where experiments turn into potential startups ventures.
Want to work with us?
Want to work with us?
We’re building a list of future co-founders. Technical or not, if you want to help launch validated ideas into startups, we’d love to connect.
We’re building a list of future co-founders. Technical or not, if you want to help launch validated ideas into startups, we’d love to connect.
LAB NOTES
Idea Relay Model
01
A small stake in large success is better than a large stake in failure. We trade equity for time and effort that can be deployed across multiple experiments. Our goal isn’t one big win, but many attempts — knowing that while most ideas fail, a few can break out and more than make up for the rest. Along the way, the networks, learnings, and systems we build compound, increasing our odds of striking gold again and again. We call this the Idea Relay Model. Instead of buying or funding proven companies like many Private Equity or Venture Capital firms, we originate ideas ourselves, validate them quickly, and relay them to entrepreneurial co-founders who collaborate on the MVP build. Arta Labs contributes the product design, validation, and systems; co-founders bring deep focus and ownership to take it forward, earning equity as they do.
Idea Relay Model
01
A small stake in large success is better than a large stake in failure. We trade equity for time and effort that can be deployed across multiple experiments. Our goal isn’t one big win, but many attempts — knowing that while most ideas fail, a few can break out and more than make up for the rest. Along the way, the networks, learnings, and systems we build compound, increasing our odds of striking gold again and again. We call this the Idea Relay Model. Instead of buying or funding proven companies like many Private Equity or Venture Capital firms, we originate ideas ourselves, validate them quickly, and relay them to entrepreneurial co-founders who collaborate on the MVP build. Arta Labs contributes the product design, validation, and systems; co-founders bring deep focus and ownership to take it forward, earning equity as they do.
Idea Relay Model
01
A small stake in large success is better than a large stake in failure. We trade equity for time and effort that can be deployed across multiple experiments. Our goal isn’t one big win, but many attempts — knowing that while most ideas fail, a few can break out and more than make up for the rest. Along the way, the networks, learnings, and systems we build compound, increasing our odds of striking gold again and again. We call this the Idea Relay Model. Instead of buying or funding proven companies like many Private Equity or Venture Capital firms, we originate ideas ourselves, validate them quickly, and relay them to entrepreneurial co-founders who collaborate on the MVP build. Arta Labs contributes the product design, validation, and systems; co-founders bring deep focus and ownership to take it forward, earning equity as they do.
Equity Splits
02
Equity splits vary depending on the circumstances. Often, we begin around a 50/50 partnership with a technical co-founder. Over time, ownership rebalances to reflect who is contributing most to growth. If Arta Labs takes a lighter role, we’re comfortable with our stake adjusting so that the active founders hold meaningful ownership. Our objective isn’t to cling to equity, but to build fair partnerships that give each venture the best chance to succeed. Instead of acquiring large stakes and consolidate control, our aim is the opposite: to give builders more ownership and decision-making power once a concept moves beyond validation. This frees up our energy to focus on where we add the most value — the pre-MVP stages of ideation, design, and validation. We step back so co-founders can take the driver’s seat, while we loop back to run the next experiment. We are successful when we own many minority stakes in many successfull ventures as valuable partners to founders. Over time, this creates a portfolio of ventures — not by investing in existing companies, but by building them from the ground up. The dynamic is similar to a venture fund or PE portfolio: a few long-tail successes more than offset the many that don’t break through. The difference is that our risk is time and creative effort, not so much capital. We invest attention, systems, and learning cycles — a compounding resource that strengthens with every experiment.
Equity Splits
02
Equity splits vary depending on the circumstances. Often, we begin around a 50/50 partnership with a technical co-founder. Over time, ownership rebalances to reflect who is contributing most to growth. If Arta Labs takes a lighter role, we’re comfortable with our stake adjusting so that the active founders hold meaningful ownership. Our objective isn’t to cling to equity, but to build fair partnerships that give each venture the best chance to succeed. Instead of acquiring large stakes and consolidate control, our aim is the opposite: to give builders more ownership and decision-making power once a concept moves beyond validation. This frees up our energy to focus on where we add the most value — the pre-MVP stages of ideation, design, and validation. We step back so co-founders can take the driver’s seat, while we loop back to run the next experiment. We are successful when we own many minority stakes in many successfull ventures as valuable partners to founders. Over time, this creates a portfolio of ventures — not by investing in existing companies, but by building them from the ground up. The dynamic is similar to a venture fund or PE portfolio: a few long-tail successes more than offset the many that don’t break through. The difference is that our risk is time and creative effort, not so much capital. We invest attention, systems, and learning cycles — a compounding resource that strengthens with every experiment.
Equity Splits
02
Equity splits vary depending on the circumstances. Often, we begin around a 50/50 partnership with a technical co-founder. Over time, ownership rebalances to reflect who is contributing most to growth. If Arta Labs takes a lighter role, we’re comfortable with our stake adjusting so that the active founders hold meaningful ownership. Our objective isn’t to cling to equity, but to build fair partnerships that give each venture the best chance to succeed. Instead of acquiring large stakes and consolidate control, our aim is the opposite: to give builders more ownership and decision-making power once a concept moves beyond validation. This frees up our energy to focus on where we add the most value — the pre-MVP stages of ideation, design, and validation. We step back so co-founders can take the driver’s seat, while we loop back to run the next experiment. We are successful when we own many minority stakes in many successfull ventures as valuable partners to founders. Over time, this creates a portfolio of ventures — not by investing in existing companies, but by building them from the ground up. The dynamic is similar to a venture fund or PE portfolio: a few long-tail successes more than offset the many that don’t break through. The difference is that our risk is time and creative effort, not so much capital. We invest attention, systems, and learning cycles — a compounding resource that strengthens with every experiment.
Core Team Roles
03
To keep the relay moving, our core team plays three essential roles: Designer — Shapes the value proposition, designs landing pages and prototypes, and crafts the narrative that communicates the idea. Engineer — implements designs, establishing landing pages for validation, including waitlists, surveys, and tracking systems to capture early signals without overbuilding. Provides technical expertise. Consultant — Once validation succeeds, this role acts as Arta Labs’ representative within the venture. They guide early project milestones, help recruit co-founders, and connect ventures with the right support and resources.
Core Team Roles
03
To keep the relay moving, our core team plays three essential roles: Designer — Shapes the value proposition, designs landing pages and prototypes, and crafts the narrative that communicates the idea. Engineer — implements designs, establishing landing pages for validation, including waitlists, surveys, and tracking systems to capture early signals without overbuilding. Provides technical expertise. Consultant — Once validation succeeds, this role acts as Arta Labs’ representative within the venture. They guide early project milestones, help recruit co-founders, and connect ventures with the right support and resources.
Core Team Roles
03
To keep the relay moving, our core team plays three essential roles: Designer — Shapes the value proposition, designs landing pages and prototypes, and crafts the narrative that communicates the idea. Engineer — implements designs, establishing landing pages for validation, including waitlists, surveys, and tracking systems to capture early signals without overbuilding. Provides technical expertise. Consultant — Once validation succeeds, this role acts as Arta Labs’ representative within the venture. They guide early project milestones, help recruit co-founders, and connect ventures with the right support and resources.
LAB NOTES
ARTA LABS © 2025
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
ARTA LABS © 2025
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
ARTA LABS © 2025
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator
“Fail fast, fail often, fail forward.”
— Silicon Valley mantra
“People ignore design that ignores people.”
— Frank Chimero
“Good design is good business.”
— Thomas J. Watson Jr.
“The only way to win is to learn faster than anyone else.”
— Eric Ries, The Lean Startup
“Make something people want.”
— Paul Graham, Y Combinator