Startup Ecology
A new way to find unicorns
We invest in how founders behave,
not what they pitch.
What's Broken
Most early bets fail. The founders weren't the problem.
Investors chase hype and pretty decks
Founders sit alone, repeat the same mistakes,
then burn out
We waste talent, not just capital
The One Big Flip
You can't control outcomes. You can control behavior.
We treat founder behavior as the real asset. We design an environment that rewards the right actions. Then we fund the teams who prove it.
The Three Moves
Market first, idea second
We start from proven demand and then design product.
Actions, not vanity metrics
We score founders on interviews, experiments, and learning.
So, we invest on behavior, not pitch decks
Shared upside, not silos
Every team gives a slice to a common equity pool. This makes cooperation rational
What It Feels Like
For Founders
They don't need the "perfect idea" on day one.
They do the hard work: talk to users, run tests, update beliefs.
They earn their way into checks with evidence, not theater.
If there idea dies, they can join another winning team and still share the upside.
Unfair Advantage: Our MarketingOS
Most founders guess their way from zero to first users. All our startups are validated by our dedicated MarketingOS (think in-house growth hackers running scientific marketing).
The result: faster learning, less random flailing, more real signals.
Why This Makes Better Money
We cut the dumb losses: no checks before behavior and market proof. We recycle talent instead of writing it off.
We build a portfolio where:
1
More teams find traction
2
More lessons spread across the cohort
3
Each win lifts everyone via the shared equity pool
This is early-stage capital with better odds, by design.
01
We start from proven markets, not ideas.
02
We invest based on behavior, not pitch decks.
03
We make founders share upside, so cooperation becomes rational.
The Market and Model
Over $300B went into startups last year; most of it won’t return, and more than 70% of venture-backed startups still fail.”*
We sell LPs a concentrated portfolio of teams that have already proved both market demand and founder behavior.”
“We make money like a normal fund (fees + carry), with extra upside as our founder programs and growth team become a revenue-generating platform.
Fund economics look familiar.
The way we pick and grow winners does not.
Who We Are
Atma
Growth strategist who has taken brands from zero to millions in revenue, and an author who has rewritten the rules of marketing
Jagdish Repaswal
CTO and repeat founder with real exits, who has built and scaled products used by millions.
Together they’ve coached hundreds of startups and built this playbook.
Fund 1.0: The First Proof
We're raising 3–5 million for
Startup Ecology Fund 1.0
We'll back 15–20 teams over 24 months
Capital goes into seed checks for behavior-proven teams and the core Ecology crew running our in-house growth engine..
This fund will demonstrate the value of behavior-first investing inside a shared ecosystem.
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