Starting something from scratch?

That takes mettle.

We help startups move from ideation to launch. With a process designed to be efficient and effective, we mine customer insights, drill into your competitors, build a strategy, then help pitch investors to make sure they see the value of your brand.

Lecture hall

A brand incubator

We believe the only thing as important as the product you’re developing is the brand that’s behind it. That’s why we created METTLEurgy. We want to give startup businesses a stronger foundation and that starts with helping them understand and address customers’ needs, developing brand strategy and crafting a brand narrative, all of which are critical to getting investors’ attention and their funding.

Conference room


We work together to bring your vision to market through thoughtful brand stewardship. Complete the application.

A star behind an fence ornament


We introduce you to great startups to invest your resources and expand your portfolio. Emails us to be the first to hear about new opportunities.

Building facade


We’re passionate about supporting Franklin and fueling its entrepreneurial ecosystem.

Benefits and opportunities

Join our brand incubator and enjoy two years of access to our resources, including:

  • Mentorship from brand and industry veterans
  • A growing investor database
  • An elite list of advisors
  • Access to creative talent
  • Office and meeting space with built-in resources
  • A physical address for mailing
  • A vibrant, supportive startup community
  • Convenient location in downtown Franklin, TN

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