The Testbed
Discover. Experiment. Validate. Grow.
Objective
The Testbed is an initiative of the Bentley Entrepreneurship Hub (E-Hub) that enables aspiring and practicing entrepreneurs to engage directly with potential customers, test their ideas, and gain valuable real-world experience. Whether you are exploring a new business idea, developing a prototype, introducing a new product or service, or seeking to grow an existing venture, The Market Testbed offers opportunities to take your entrepreneurial efforts beyond planning and into the marketplace. Through activities conducted on campus and in surrounding communities, participants can engage customers, gather feedback, test assumptions, evaluate business models, and even generate initial sales.
Purpose
The goal is simple: Learn from the market before making significant commitments—and use those lessons to build a stronger venture.
The primary purpose of the initiative is to offer members of the Bentley community the opportunity to develop, launch, and test business ideas through experiential learning. The program is designed by the E-Hub and relies on sustained collaboration with Bentley Procurement and Division of Student Affairs. The Market Testbed supports a broad range of entrepreneurial activities, including:
- Discover Customer Needs: Engage prospective customers to better understand their problems, preferences, behaviors, and unmet needs. Conduct interviews, observe customers in relevant settings, and explore opportunities that might lead to new products or services.
- Test Products and Services: Present concepts, mockups, prototypes, or working products to potential customers. Observe how people interact with them, collect feedback, identify improvements, and determine whether your solution addresses a meaningful need.
- Experiment with Business Models: Test pricing strategies, product configurations, marketing messages, distribution channels, service delivery approaches, and other elements of your business model.
- Assess Initial Market Traction: Introduce your product or service to potential customers, generate expressions of interest, collect preorders, conduct pilot engagements, or make initial sales. Learn what it takes to attract, serve, and retain customers.
These activities are not mutually exclusive. A venture may pursue several objectives as its ideas evolve and its understanding of the market improves. The E-Hub will coordinate to provide members of Bentley community access to university resources (such as locations on campus, access to utilities such as electricity, water and internet access) so that the teams may test different ideas as well as launch and grow their ventures (with the goal of eventually transitioning to off-campus operations).
Although the primary purpose of the program is experiential learning, it is possible that the venture may generate profit. The teams are not required to share these profits with the E-Hub or the university. The E-Hub encourages the teams to consider donating the profits to a charity of their choice.
Co-Lead with the E-Hub
Faculty Coordinator
Engagement Options
Flexible Engagement Options
The Testbed recognizes that different ventures require different kinds of market engagement. The E-Hub will work with applicants to explore feasible arrangements based on the proposed activity, location, available resources, and applicable requirements. If what you are searching for is not specifically listed, please share your desired option with the E-Hub. If you need an on-campus location, the E-Hub will attempt to work with university stakeholders and your team to figure out how we can make it work for your desired option or suggest feasible alternatives.
Here are the anchors specified in the spectrum of choices above, e.g. (a) One-Day Setup: For a few hours or the whole day - on a single day; (b) Weekend Setup: For a weekend, defined as Friday 8am through Sunday 11pm; (c) Week Setup: For a week, defined as Monday 8am through Sunday 11pm; (d) Recurring Days Setup: For a regular presence every week, such as every Wednesday afternoon; (e) Multi-Week Setup: For 2 to 4 weeks, defined as Monday 8 am through Sunday 11pm of the following week; (f) Half-Semester Setup: For 8 weeks (half the semetser term), from beginning of the term to midway or midway through the end of the semester; (g) Special Events Setup: During an event such as a hockey game or a Falcon weekend or similar; or (h) Semester-Long Setup: Operate every day for an entire semester.
To qualify as a venture to be supported by this initiative, your business and the team must meet the following criteria:
The Startup must be founded and operated by Members of the Bentley community:
Independently Run: The business should be self-managed,
Revenues, Profits and Losses: The team remains responsible for revenues, profits and losses.
E-Hub or Bentley Role: The team does not share profits or losses with the university or the E-Hub.
Experiential Learning: Given the primary goal of the initiative, the E-Hub recommends donating any profits to a charity of your choice.
Compliance with University Policies: The business must adhere to all university regulations, including campus facilities, health and safety standards.
Campus Contribution: The business should offer a product, service, or experience that positively contributes to the Bentley community.
Student Commitment: The team must demonstrate a strong commitment to running and growing the business throughout the program.
The Market Testbed encourages entrepreneurs to seek out locations and environments where they can meaningfully engage their intended customers.
On Campus
- The E-Hub works with university partners to facilitate access to selected campus locations, facilities, and events where participants may conduct approved customer engagement and business activities.
Beyond Campus
- Participants may also propose activities in surrounding communities, including local business districts, community events, markets, retail environments, and other settings relevant to their intended customers.
- The E-Hub may assist participants in exploring appropriate opportunities and identifying potential partners or venues. All activities are subject to applicable permissions, policies, and regulations.
On Campus Locations
| Location | Description | Facilities |
|---|---|---|
| Falcon Lab (Lower LaCava) | Located on the lower level just before the entrance to the cafe on left. | Several adjustable shelves, Two tables with wheels, Chairs, Refrigerator, Electricity, Display screen |
| natural! Storefront (Student Center) | Located on the second floor at the top of the stairs in the natural! (storefront only). | Tables, Chairs, Access to Electricity |
| Across DD (Student Center) | Located on the lower level near the main entrance, across from Dunkin Donuts. | Tables, Chairs, Potential Access to Electricity |
| Third Floor (Smith) | Located on the third floor of Smith alongside the staircase going down. | Tables, Chairs, No access to Electricity |
| Other | Additional locations (e.g. Bentey Arena) may be identified and added here. | Depends on the location |
How to choose a location
| Startup Idea | Target Market Segment | How the Founder Might Conduct Customer Discovery | Location |
|---|---|---|---|
| Healthy Meal Subscription — Affordable, nutritious meals for busy students | College students, especially those living off campus | Display sample menus, interview students about eating habits and spending, test meal combinations and price points, and collect trial subscriptions | On-campus: student gathering areas |
| Student Fashion Brand — Original clothing and accessories | Students and young professionals interested in distinctive fashion | Display sample products, observe reactions, gather feedback on designs and prices, and accept preorders | Both: campus events and community markets |
| AI Study Companion — Personalized study assistance | Undergraduate and graduate students | Demonstrate a working prototype, observe students completing realistic tasks, and identify which capabilities they would actually use | On-campus: library and student common areas |
| Smart Equipment Bag — A sensor-equipped bag that helps users avoid forgetting important items | Athletes, gym users, and frequent travelers | Demonstrate a prototype, ask customers about forgotten items and existing routines, and observe how they organize their equipment | Both: campus recreation facilities and fitness centers |
| Personalized Art and Gifts — Custom artwork, prints, and handcrafted items | Young professionals, gift buyers, and art enthusiasts | Exhibit products, invite visitors to select designs, test customization preferences and pricing, and offer initial purchases | Off-campus: art fairs, craft markets, community events |
| Pet Care Service — Dog walking and pet-sitting services | Pet owners, especially working professionals | Interview owners about current care arrangements, identify service gaps, test scheduling and pricing packages, and recruit customers for a trial | Off-campus: neighborhood events, pet-friendly community spaces |
| Sustainable Household Products — Refillable cleaning and personal-care products | Environmentally conscious students and local households | Demonstrate the refill concept, compare packaging alternatives, test willingness to pay, and collect trial orders | Both: campus sustainability events and community markets |
| Family Restaurant Expansion — Catering or packaged foods based on an existing family restaurant | Local businesses, event organizers, and households | Present sample menus, offer tastings where permitted, explore catering needs, evaluate price points, and seek small pilot orders | Off-campus: local business districts and community events |
| Student Moving and Storage Service — Affordable moving assistance and storage coordination | Students changing residences and their families | Interview students about moving experiences, test different service bundles, collect reservations, and run a limited pilot | On-campus: student residences and student events |
| Elderly Independence Solution — Technology or services that help older adults live independently | Older adults, family caregivers, and senior-service organizations | Demonstrate an early prototype, observe usability, interview caregivers and potential purchasers, and assess important accessibility and trust concerns | Off-campus: senior centers and community organizations |
| Local Business AI Assistant — AI tools for scheduling, customer service, or administrative work | Small-business owners and managers | Interview owners about existing workflows, demonstrate specific applications, observe where the tools fit or fail, and recruit businesses for pilots | Off-campus: local business districts and business networking events |
| Financial Coaching for Young Adults — Budgeting and financial-planning assistance | College students and early-career professionals | Conduct short interviews about financial decisions, test alternative service offerings, demonstrate planning tools, and assess interest in follow-up sessions | Both: campus events and young-professional gatherings |
| Pop-Up Coffee or Beverage Venture — Specialty beverages with a distinctive concept | Students, professionals, and local coffee consumers | Offer samples where permitted, evaluate flavor preferences, compare pricing, observe purchase choices, and test repeat-purchase interest | Both: campus events and local community markets |
| Wellness and Fitness Coaching — Personalized fitness or wellness programs | Students, working professionals, and older adults | Present sample programs, interview prospective customers about current routines, test program formats, and recruit participants for introductory sessions | Both: campus recreation areas and community fitness events |
| Digital Solutions for Local Retailers — Inventory, loyalty, or marketing tools | Independent retailers and neighborhood businesses | Visit participating retailers, understand their daily operational challenges, demonstrate mockups, and identify businesses willing to participate in a pilot | Off-campus: downtown Waltham and surrounding business communities |
| Creative Business or Independent Studio — Photography, graphic design, or branding services | Entrepreneurs, community organizations, and small businesses | Display a portfolio, review prospective clients' needs, compare service packages, and offer a limited introductory engagement | Both: campus entrepreneurship events and local business gatherings |
Notes:
- The availability On Campus locations is subject to reservations that may be made by other entities within Bentley for their operations.
- After your application to the program is approved, the E-Hub will work with you to find the time at the location of your choice.
- It is expected that each operating location is left exactly as you found it when you arrived, free of any mess left behind.
Application
Applicants are encouraged to propose a market engagement activity suited to their venture's current stage and objectives. Applications should describe:
- The venture: What is your business idea, product, or service?
- The target market: Who are the prospective customers or users you wish to engage?
- The proposed activity: What do you intend to discover, test, validate, or accomplish, and how will you do it?
- The setting and duration: Where would you like to conduct the activity, and for how long?
- The expected outcomes: What information or evidence would help you decide on your venture's next steps?
- Remember: The Market Testbed is not only about demonstrating that your idea works. Discovering what does not work—and understanding why—can be just as valuable.
Review and Approval
The E-Hub will review applications and work with participants to refine proposed activities and determine feasible arrangements.
Approval of requests will be done by a committee made up of: a representative from the E-Hub (nominated by the E-hub Director), a representative from Academic Affairs (nominated by the VP of Student Affairs), a representative from Procurement (nominated by Associate VP, Procurement and Campus Services), a representative from the Faculty Council of the E-Hub, a representative from the Legal Counsel (nominated by the General Counsel), and a representative from the student community (invited by the E-Hub).
The committee reserves the right to request further details, suggest amendments and refinements, approve or deny an application from the student/student team. The decision of the committee is final. The student/student team may re-apply.
Sunset
As a part of the application process, the student/student team will need to specify how they will wind down the business operations, including any details necessary for ensuring that the locations being used are left without the need for clean-up.
Seed Funding
- The E-Hub will be able to provide seed funding (max $500) to supplement the funding brought to the venture by the student team.
- This seed funding does not result in any equity in the business for the E-Hub nor does it require any future ownership or return of funds.
- This seed funding does not represent a prize. It represents the commitment from the E-Hub to support this initiative.
- Accepting the seed funding will require that students/student teams to submit reports showing appropriate expenses.
Revenues, Profits and Losses
- The revenues and profits from the SBC (or any losses they may incur) remain the responsibility of the students/student teams.
- While not a requirement of this program, it is recommended that each business consider donating their profits to a charity.
Interplay with the E-Hub Incubator
- Teams who have been selected to move ahead in Round 1 of the E-Hub Incubator Program will be given preference during the review process.
The following represent important guidelines for SBC that reflect its status as an approved entity operating on the Bentley campus:
- Your startup cannot use the Bentley University logo
- Your startup cannot use the Bentley University name
- Your startup cannot run aggressive advertising
- Your startup cannot conduct business from a residence hall
- Your startup cannot use personal locking mechanisms for a location that has been assigned to you
- Your startup cannot use Bentley email lists
- Your startup cannot use Bentley university address as the mailing address
- Your startup must prominently display a sign to indicate support from the E-Hub SBC initiative at all times (particularly for on-campus locations).
What might a team consider as the primary reason for participating in this program
| Type | Primary Objective | Examples of Evidence |
|---|---|---|
| Discover | Understand customer problems, needs, and behaviors | Interview findings, observations, unmet needs |
| Validate | Evaluate a proposed product, service, or business model | Prototype feedback, usability findings, pricing responses |
| Gain Traction | Test actual customer acquisition and purchasing behavior | Preorders, initial sales, paid pilots, repeat purchases |