We’re sitting down with Krista Martin, Partner at Novy, to get an inside look at her role as a venture studio co-founder and product expert.

Krista leads the Creation and Growth stages of Novy’s six-stage process, working tirelessly to build innovative healthcare software companies that are changing the game.

In this interview, we’ll dive into what inspired her to join Eric Engelmann and David Tominsky in creating Novy, her advice for aspiring entrepreneurs considering launching their own studio or startup, and how she keeps her passions alive beyond the office.

So, let’s kick things off...

What sparked your interest in building a venture studio like Novy?

My exposure to venture studios began when I was part of building an early-stage company in Indianapolis. It was there that I saw firsthand how a strong, supportive team can turn an idea into reality faster and more efficiently. The venture studio model our partner at the time, High Alpha, ran really resonated with me because it helps founders navigate the challenges of starting up without facing every single obstacle alone.

It’s not the right fit for every entrepreneur, but it provides a way to partner with experienced co-founders and access early-stage funding, which makes a huge difference. The gap we’re filling is that of support—both operational and strategic—to help founders get their ideas off the ground quickly, without having to reinvent the wheel.

Moving from a traditional startup to a venture studio, what’s been the most unexpected or eye-opening part of the journey?

One of the most surprising things about transitioning from a traditional startup to a venture studio has been the complexity of balancing talent and revenue across multiple ventures. In a traditional startup, you’re focused on one company, one product, one team. But at Novy, we are simultaneously managing several ventures in different stages of growth, which requires a more diverse set of skills and a much broader network. 

It’s all about having the right talent at the right time to help each company grow, and that’s a different challenge than what you’d typically see in a single startup. The flexibility of our team and the depth of expertise across our six-stage process are what make this model work, and that’s been a great learning experience for me.

How would you describe the team and culture at Novy?

At Novy, the culture is all about collaboration and continuous learning. The team is incredibly open-minded, with a diverse range of skills that span across product development, strategy, operations, and business growth. What I love most is how we approach every new venture with curiosity—every day is an opportunity to learn something new. 

We’re a team that’s always evolving, which means we’re always discovering fresh ways to engage with new ideas. Our culture isn’t just about what we do—it’s about how we do it, and it’s that dynamic, creative energy that makes Novy so special.

What part of your role lights you up the most?

The most fulfilling part of my role is the collaboration with passionate founders. There’s something incredibly energizing about working with someone who believes in their idea so deeply and helping them bring it to life. I love being in the trenches with them, whether it’s brainstorming, strategizing, or troubleshooting. 

The work we do is about more than just business—it’s about turning vision into reality. Supporting founders at that stage of development is one of the most rewarding aspects of what we do at Novy. It’s a true partnership, and there’s a shared excitement that drives everything forward.

What’s your best piece of advice for someone taking their first steps into the startup world?

My #1 piece of advice for anyone starting out is to focus on preparation before diving into building. Even if you have limited resources, there’s so much groundwork you can do that will set you up for success when it’s time to find a co-founder or raise capital. 

The key is to validate your idea, understand your market, and make sure you're solving a real problem. Time spent on planning and testing early can save you a lot of money and effort down the line, and it gives you a much stronger foundation to build from.

Looking ahead, what are you most excited for over the next 6 to 12 months of the studio?

One of the most exciting things I’m looking forward to in the next 6-12 months is creating our first business and seeing how the Novy team and portfolio companies come together. The integration of our studio and portfolio teams will create a collective culture that I find incredibly exciting. I believe this will bring a new level of energy and momentum to the entire studio as we move forward.

How do you foster an environment of continuous learning while working under tight deadlines?

Curiosity is at the heart of all venture studios. To build and pursue new ideas requires a growth mindset. Each idea will take a unique plan and path to reach success. Deadlines keep us focused and can be a forcing function for the business. But I believe they also help us be more creative in how we approach challenges. When you're up against the clock, you find new ways to innovate and discover.

How do you prioritize what to work on when you have limited resources or time?

Our six-stage process helps us prioritize our work to ensure we arrive at each stage with exactly what we need to make the best decision possible. With limited resources, it’s about being strategic and making sure we’re focusing on the highest-leverage activities that move us forward and validate our assumptions.

What’s the biggest mistake you see new founders make before getting started?

The biggest mistake I see is building before validating the problem or understanding the target audience. We often have founders come to us with fully built products, and through product-market fit interviews, we struggle to even identify a clear buyer. Ensuring that you’re solving a real problem and that there’s a market for your solution is key before investing too much time or money.

What’s one thing that consistently surprises you about the Novy team?

I’m consistently amazed by how much we, as a team, iterate on our own business. We’re building a startup while working with startups, and the learnings we experience feed into both ends. It’s a continuous loop of growth and innovation, and seeing the Novy team navigate those challenges together has been incredibly rewarding.

How is Novy incorporating AI and vibe coding into its process?

The emergence of AI and vibe coding is something we’re really excited about at Novy. These tools are helping us streamline and accelerate our processes, but they wouldn’t be nearly as effective without our deep commitment to ideation and validation practices.

We’re training AI with real customer feedback, sentiment, and needs, which allows us to build more targeted, responsive products. These tools enable us to be more efficient and data-driven while maintaining our rigorous approach to understanding and solving problems.

Beyond the office, how do you unwind and recharge?

Life’s about balance. When I'm not solving big challenges at Novy, I love spending time with my kids, getting outside, and traveling. Soccer has always been a big part of my life, and I enjoy playing whenever I can. I also try to carve out time for reading—it’s a great way for me to unwind and gain new perspectives, whether it’s fiction or non-fiction.

Any favorite books or podcasts you’d recommend?

On the personal side, Kristin Hannah books never fail to make me cry, but in a good way! For professional reads, I highly recommend Multipliers, Impact Players, Monetizing Innovation, and anything by Adam Grant. 

As for podcasts, I’m hooked on Lenny’s Podcast, Brene Brown’s podcasts, and Masters of Scale. All of these are a mix of inspiration and practical insights that I carry with me throughout my work.