The Opportunity

While there are many resources available to entrepreneurs, access remains uneven, especially for those from historically marginalized communities. Success too often depends on access to personal networks, unspoken expectations around credentials, and the ability to navigate complex and often opaque power dynamics. 
Many entrepreneurs feel pressure to present their identities and lived experiences in ways that are both deeply personal and high-stakes, particularly in moments of evaluation and rejection.

Recognizing these systemic barriers, a collective of Entrepreneurial Support Organizations (ESOs)  came together with a shared vision: to reimagine the entrepreneurial journey as one that is not only more transparent and equitable but also more deeply rooted in guidance, community, and care.  Their goal? To create a place where emerging entrepreneurs could go to seek support and connection.

Identifying Opportunities Through Research and Co-creation

To reimagine how to better support entrepreneurs throughout the full journey of discovering and applying for opportunities, we began by grounding ourselves in the current reality—what was working, what wasn’t, and where support systems were falling short. We conducted foundational research with key stakeholders from the ESOs, alongside past applicants and grantees, to surface core pain points and identify unmet needs.

With these insights in hand, we led collaborative ideation workshops that brought these diverse voices together. Through co-creation, we explored and prioritized potential solutions, ranging from new digital tools to enhanced support services, aimed at improving outcomes for entrepreneurs and strengthening the broader support ecosystem.

Defining a Solution: From Ideation to a Prioritized MVP

To help prioritize concept ideas and potential features that would resonate with both the ESO collective and applicants/grantees, we engaged both groups in a participatory voting activity. Stakeholders were invited to identify which opportunity areas they believed would deliver the greatest value as part of a proposed solution.

The results of this exercise played a critical role in shaping our path forward. They informed the development of a prioritized MVP designed to address the needs of our most underserved users—unconnected applicants. The proposed solution: a unified website where ESOs can share consolidated information and resources, making it easy for applicants to find and access what they need. In addition, we proposed shared tools and templates individual ESOs can use to offer a more aligned, supportive experience throughout the application process and beyond.

Collaborative Design & Development of a Unified Website

Building on the prioritized features from Phase 1 as our foundation, we moved into the design and development of a unified website for the ESO collective. The process began with a series of branding workshops that informed the creation of a comprehensive style guide, establishing the visual and tonal direction for the site.

Using low-fidelity wireframes, we facilitated strategic alignment sessions to define key pages, core messaging, calls to action, and the overall content strategy. They were then translated into high-fidelity wireframes and tested through Rapid Iterative Testing and Evaluation (RITE) sessions with applicants and grantees. Feedback from these sessions directly informed ongoing refinements to both design and messaging, ensuring the final product was intuitive, relevant, and aligned with user needs. Visual brand concepts

To extend support beyond the launch of the website, we created a practical guidance document designed to strengthen both the application and post-application experience, rooted in the inclusive design principles uncovered during discovery. Additionally, we offered technical assistance to individual ESOs through equity audits of their application materials and hosted office hours for reflection, feedback, and tailored support.