Joe Donovan isn’t taking the traditional route to developing a startup.

That’s because he’s launching a “startup studio,” an increasingly common organization that generally brainstorms multiple startup ideas and tests them out — sticking with the most promising ones. It’s different from, say, an entrepreneur with an idea who finds investors, goes through an accelerator and looks for an “exit” so its investors can make money.

The studio, called Forward Venture Partners, will consist of Donovan, 43, and several of his employees at his copywriting company, ProPRcopy. They will test startup ideas to serve other businesses or educational organizations, two areas that Donovan knows well. Read the full story here.