“Once upon a time there was a boy in a garage.” Until not that long ago, this would have been the beginning of the tale of many innovative start-ups. Nowadays, however, start-ups don’t necessarily develop in garages, their founders tend to be a little older, and, most importantly, they aren’t exclusively male. A new era of unconventional start-ups has begun. What does that mean? We asked two start-ups from our Start-up Incubator that best represent this trend: Fortissimo, founded by Valeria Told, and NSPulse, founded by Alberto Salvia and Federico Camiciottoli.

What did you do before founding your start-up? 

Valeria: “I was general director of the Haydn Orchestra of Trento and Bolzano. That might seem quite far removed from the world of innovation, but I’ve always been passionate about it. So, I decided to take a leap of faith and set up Fortissimo, with the aim of innovating musical education in schools”.

Alberto: “I have over twenty years of experience working in a multinational context. I’ve lived and worked in many parts of the world, and NSPulse isn’t my first start-up. In 2011, I launched an innovative food and beverage business with three other partners in Singapore. I sold it shortly after, but I still had that entrepreneurial drive. So, in July 2023, I started NSPulse with my partner, Federico. Our ambition was to transform the plant-based protein market. We chose to do this at NOI because of its centre of excellence for fermentation. Fermentation is a key topic for us, as we will be using this technique to develop our products.” 

What challenges have you encountered during this life change? 

Valeria: “The first challenge is perhaps having only yourselves to depend on. Then there’s the financial side. You need to be smart and know how to connect with investors. You also need to be good at time management. When developing a start-up, you naturally have lots of ideas, but you need to know what to focus on and be analytical and able to prioritise. So, no two days are the same for me. I’m constantly dealing with a variety of different aspects: organisation, product, accounting, financial reports, fundraising and, of course, vision. If you love working, you can start a start-up. Hard work is part of the package.” 

Alberto: “Navigating bureaucracy is a daily challenge that requires expertise. You also need to understand how to manage resources, both financial and human. You often have to deal with diverse profiles and be able to adapt your leadership style to the situation. When you're a manager at large companies, as I was before, you're used to thinking in hierarchies. This doesn’t apply to start-ups, though; a different approach is needed. However, I’ve brought many skills from my ‘previous life’. For example, when structuring our business plan, I drew on industry knowledge acquired through my past experience as an advisor and investor for other start-ups. This has given me the opportunity to learn from others' mistakes, such as ineffective business plans, lack of planning and poor cost management”.  

What does it mean to be a start-up founder, and how do you feel about this role today? 

Valeria: “To set up a start-up, you need to be a visionary — and perhaps a little crazy, too. It's like stepping into a demolished apartment and imagining what it could become, while accepting the initial risks. The most important skill is believing in the future; otherwise, it won't work. You need trust, a willingness to listen, and a desire to grow together. I’ve always looked forward in life rather than backwards. So, the start-up mindset feels very true to my identity.” 

Alberto: “At the moment, I’m feeling a little anxious. We’re in the pre-product stage (i.e. pre-revenue), but we have a clear idea of where we want to go and can’t wait to see how we perform in the market. So, I’d say I’m an impatient start-up founder.” 

How is the start-up founder community changing in your view? 

Valeria: “We’re no longer alone in garages. It's all about sharing now. You only have to spend some time at NOI to realise this. Strength comes from sharing ideas. It’s useful to connect with others to understand how they manage sales and human capital and communicate their values. The start-ups that do best are those that collaborate.” 

Alberto: “The community is more senior than you’d think. After the pandemic, many people started to question things that we’d previously accepted as true. They got back out there and took on new professional challenges. They did it with greater awareness, though. Start-up founders aren’t navigating in the dark today. They know exactly which incubators to turn to for help.” 

Valeria and Alberto’s stories illustrate this change. At NOI, we reflect this. For this reason, the Start-up Incubator’s next Call for Business Ideas is dedicated to all creative minds keen to innovate. Our Inventors and Pre-Incubation Programme is a 6-month programme that supports aspiring start-up founders and inventors free of charge with dedicated services. We give them access to the equipment and expertise of our Maker Space, where ideas take shape and become prototypes. It’s time to roll up your sleeves and persevere. Do you have an innovative business idea? Are you working on a new project with potential?

Would you like to join the new era of start-ups? Submit your idea here: https://noi.bz.it/it/per-start-up/call-for-business-ideas 

Find out more about the Start-up Incubator.