Startup School 25: Grow your startup with sales, AI, and cybersecurity from the very beginning

After validating your idea and starting to build your product, another decisive moment comes: how to get your project to the right people, in a secure and scalable way.

The third block of Startup School 25 , our incubation program organized in collaboration with INCIBE and financed by the European Next Generation EU funds , is focused on just that: how to launch, communicate, and sell with impact, supported by technology and taking care of your security bases.

It's a building block that grounds growth from a practical standpoint: how you define a realistic sales strategy, how you leverage artificial intelligence to scale, how you build a brand that connects, and how you secure your project from a cybersecurity perspective. 

And as always, training comes from people who are in the trenches: trainers who sell, who launch products, who automate with AI, and who work in cybersecurity every day.

⚠️ The sessions are exclusive to participating teams, but we're introducing you to the leaders because their vision can inspire beyond the program.

Block 3: Sales, AI, and cybersecurity to grow wisely

This block covers four areas that every project needs to master if it wants to grow sustainably and safely:

• Sales: How to define your sales strategy from the start, how to identify your most effective channels, and how to measure what really matters.

• Marketing and branding: how to connect with your ideal client, build a clear proposition, and differentiate yourself in a crowded market.

• Artificial Intelligence: How to use AI to save time, better understand your users, or automate processes.

• Cybersecurity: How to protect your startup from the start, avoiding common mistakes that can cost you dearly later.

This block isn't about "making noise," but rather about growing with intention. With focus, tools, and a mindset prepared to scale without compromising the essentials.

Meet the leaders of this bloc

Trainers from the Startup School 25 incubation program

We asked them what they hope to convey in their sessions, what they hope the teams take away, and what motivates them to be part of this community. Here's what they shared with us:

Paz Martín , CEO of Legal Things

What is the most valuable thing you try to convey to the participating projects?
“Legal perspective is a fundamental aspect of any project, and experience shows me that aspects such as intellectual and industrial property and data protection issues are still unknown, meaning that the obligations they entail (and also the obvious benefits) are unknown, and many participants approach these topics with “fear.” A basic understanding of the scope and benefits of good compliance in these areas—from a very practical and grounded perspective—is, for me, a valuable asset.”

What do you hope teams take away from your session?
"A roadmap for intellectual and industrial property issues and compliance with data protection regulations. At least an idea of the aspects they need to address and prioritize. Sometimes, lack of knowledge means they don't take advantage of all the protection possibilities that the legislation allows."

What motivates you to be part of initiatives like Startup School 25? Or what makes this edition special from your perspective?
“It's very exciting to see the level of the projects and the professionalism with which they're being implemented. There are excellent ideas that just need support in various areas. These initiatives serve precisely that purpose. When you start a business, you realize how little you know about issues outside your own expertise. Having a helping hand is essential for creating solid foundations for projects that can become successful businesses. In a way, those of us who participate as mentors in these projects try to provide support in the same way we would have liked to be supported in the launch of our activities and projects.”

What do you personally take away from working with early-stage entrepreneurs?
"I'm very personally satisfied because I've been around long enough to see how fledgling projects have grown into solid companies that are succeeding by occupying market niches, solving real problems, and providing jobs for many people. And, of course, generating revenue. In a way, I feel like I've contributed my small part to that success, and if the project doesn't move forward, I've helped open people's eyes to often unknown topics."

Alberto Corcóstegui Crespo , Corporate Director of Letsfinance

What is the most valuable thing you try to convey to the participating projects?
“The most valuable thing I try to convey is that funding isn't just about raising money, but about building a solid business that's attractive to investors. I want entrepreneurs to understand the importance of realistic financial planning, knowing their key metrics, and presenting their project in a clear and structured manner. A financially well-prepared startup not only has a better chance of raising investment, but also of surviving and scaling successfully.”

What do you hope teams take away from your session?
“I hope the teams walk away with a clearer understanding of how to structure their financial and investment strategy. They understand what investors are looking for in a startup, how to assess their funding needs, and what tools they can use to project their growth and profitability. I also hope they gain confidence in communicating their financial plan and defending their valuation to potential investors.”

What motivates you to be part of initiatives like Startup School 25? Or what makes this edition special from your perspective?
“I'm motivated by the opportunity to help entrepreneurs structure their ideas and turn them into financially viable businesses. Startup School 25 is unique because it creates an environment where entrepreneurs can learn not only from experts but also from other founders facing similar challenges. It also allows them to connect with a community of investors, mentors, and professionals who can be key to a startup's growth.”

What do you personally take away from working with early-stage entrepreneurs?
“Working with early-stage entrepreneurs is always a challenge and a learning experience. I'm inspired by their energy, creativity, and ability to solve problems with limited resources. It's also a constant reminder that a good idea requires impeccable execution and a solid financial model to become a sustainable business. Personally, each experience helps me better understand trends in the entrepreneurial ecosystem and the key factors that determine a startup's success.”

Alberto Hospital , Managing Partner of Aptki

What is the most valuable thing you try to convey to the participating projects?
“I always offer a realistic yet optimistic view of the entrepreneur's journey. I speak to them straightforwardly, quite directly, and with real-life examples, because I believe what they need most at these stages is someone who can help them understand the risks and opportunities. I think it's quite important for them to understand how an investor thinks, how to structure a round, and how to make financial decisions that don't jeopardize their future.”

What do you hope teams take away from your session?
"I want them to leave with clear ideas. I'm not interested in them remembering nice phrases, but rather in them being clear about what they need to review in their financial model, how to improve their storytelling or pitch, or what mistakes to avoid if they're raising capital. If after my session they feel more prepared and less lost, I've achieved my goal."

What motivates you to be part of initiatives like Startup School 25? Or what makes this edition special from your perspective?
“I always seek to give back some of what I've learned over the years of entrepreneurship and working with hundreds of startups. Startup School 25 is special because it's not just about training, it's about community. There's a genuine, supportive environment, with people eager to share, make mistakes, and improve. That's not found in every program, and I think it makes the difference.”

What do you personally take away from working with early-stage entrepreneurs?
"It forces me to stay grounded. Seeing the energy, excitement (and also doubts) of those just starting out reminds me why I decided to start a business, and above all, it helps me detect patterns, hone my sense of smell, and constantly learn. If you listen carefully, there's always something you can learn, too."

Angela Alejandra Fernandez Mendoza , Co-founder of Albasafe

What is the most valuable thing you try to convey to the participating projects?
“The best part of this journey is the journey itself. The goals set may be distant and even poorly focused, but what you learn along the way is just as valuable as achieving the goal. In the end, what matters isn't the idea or the development, but the team's ability to pivot and pull together. An open mind to change is the key to success.”

What do you hope teams take away from your session?
“I hope you learn to put basic cybersecurity concepts into practice, beyond just having an antivirus installed… Cybersecurity is a discipline that begins with user security, and something as simple as knowing how to encrypt significantly increases user security. We will learn how to do this together, as well as how to securely erase and other security techniques.”

What motivates you to be part of initiatives like Startup School 25? Or what makes this edition special from your perspective?
“I've participated in two Startup Schools as an entrepreneur in the Tetuan Valley. The family and the atmosphere of absolute solidarity that it creates made it worthwhile for me to be able to share some knowledge with other entrepreneurs. When you have a safe network to express doubts and show your vulnerability as an entrepreneur, that's when you increase your chances of success. Together, we create synergies that would be unthinkable without this Startup School.”

What do you personally take away from working with early-stage entrepreneurs?
"When you're part of a space with such powerful energy, you give a little and get a lot back. The energy of an entrepreneur when they have an idea they want to develop is incomparable. The hunger to learn is incredible; it's an unstoppable energy that you're contagious with."

David Garrido Leal , Founder of Karis Digital

What is the most valuable thing you try to convey to the participating projects?
“Due to my experience as an entrepreneur, I've been able to share many failures that have taken me on a real roller coaster ride. When I arrived in Tetuan, I was completely broke, chasing a business idea that had led me to spend all my savings and lose sight of my path. Tetuan Valley has not only helped me chart my course, but it's also helped me ensure that path never fades away. That's exactly what I want to achieve. I hope other entrepreneurs find the support I found here.”

What do you hope teams take away from your session?
“My knowledge of content creation, sales, and technology. I consider myself a polymath, capable of a holistic view of my surroundings. I know this is a quality that's becoming increasingly scarce, and that's why I want to convey it in my sessions.”

What motivates you to be part of initiatives like Startup School 25? Or what makes this edition special from your perspective?
“I really enjoy making other people aware of what they really have to offer. Especially because you often need someone else to point it out to you. And that's much easier when you're surrounded by such brilliant people, who have truly taken entrepreneurial steps and are willing to share their steps and, above all, their setbacks with you. This is something Tetuan Valley truly excels at, and it's made me realize that a true entrepreneurial culture is a shared culture.”

I want to give back to the community everything it's given me since I became a part of it. Because I've participated in seven entrepreneurial communities throughout my life, but I've never found the kind of approach Tetuan Valley offers. Now I want to do my part to keep this community as vibrant as possible. The world needs fewer startuppers and more Tetuaneros. And I want to be a part of that.

What do you personally take away from working with early-stage entrepreneurs?
“I've always believed that learning is a two-way process, where both parties must learn, not just one. That's why I believe that what being here can bring me most is the excitement of those early stages, the freshness of ideas, the drive and energy of entrepreneurs pursuing a new concept from scratch… It's pure fuel for my ideas and to keep me going with my projects. Spain is a country where starting a business is already complicated enough without making it even more difficult. That's why everything is more beautiful when you surround yourself with people who remind you why you started this path…”

The base matters as much as the idea

This block concludes the Startup School 25 journey, but not the path to entrepreneurship. If we've learned anything over the years, it's that it's not enough to have a good idea or even build a good product: you have to know how to sustain it.

That's why this program exists: to help you launch your startup on a solid footing, from validation to takeoff.

Check out all our programs here . And if there aren't any open applications right now, you can also sign up for our newsletter and be the first to know. Because starting out safely doesn't mean going slower. It means being better prepared.