University of Virginia Darden (institutional)

Building a Purpose-Driven Startup at UVA Darden

The video showcases Christina Washington, a second‑year Darden MBA, launching [8:12] Co., a purpose‑driven startup that offers a non‑alcoholic beverage and an events‑discovery app designed to let people celebrate without compromising faith or health. She credits UVA’s i.Lab and Darden’s entrepreneurship ecosystem for giving her a structured path from idea to launch. Washington highlights how i.Lab supplied mentors, frameworks, and a tight‑knit community that helped her refine the business model. A pivotal piece of advice from alum Patt Eagan—“do things that don’t scale”—prompted her to personally reach out to early users, building trust and a loyal support base rather than relying solely on automated outreach. “Why do you spend so much time with me?” Washington recalls, underscoring the depth of mentorship she received. The emphasis on genuine, non‑transactional relationships, both within the UVA network and Darden’s case‑method training, reinforced her confidence and communication skills. The story illustrates how purpose‑aligned ventures can thrive when backed by institutional resources and a culture of personal connection. For investors and aspiring founders, it signals that the next wave of consumer‑focused startups may emerge from academic incubators that prioritize mentorship over scale‑first tactics.