The Lucy Lab Marketing Accelerator
The Lucy Lab is an 8 week virtual accelerator program that helps female founders catapult their brands from early-stage to market readiness.
Our applications are closed for the live cohort, but we are running a self-paced BETA version of Lucy Lab!


Who is the Lucy Lab for?
Female entrepreneurs and business owners who have a clearly-defined product and/or service and who want to EXPEDITE their launch into the market based on proven playbooks and a results-driven curriculum.
Who gets into the program?
Ten (10) Stellar womenpreneurs who are ready to launch and lead with confidence and take their business to the next level alongside a tight family of other founders, mentors and marketing experts.
You will leave this program with:





Thank you SO much!
I’ve received 4 new clients within weeks of graduating. This is all a result of being a part of The Lucy Lab. All of this equals INCOME that I wouldn’t have received had it not been for the ideas that came from The Lucy Lab. Thank you again!!
– Meredith LeJeune, Founder of Thought Bubble Communications
Program Highlights
The Lucy Lab is an industry-agnostic marketing focused accelerator with a proven, curated curriculum for female founders that teaches you how to build and launch products/services that your ideal customers want, need, and will pay for.
Growth Mindset
Launching a brand to market requires a specific set of mental tools to prepare you for the many obstacles you’ll overcome as you prepare to launch. We’ll teach you how to embrace progress over perfection, and how to approach your go-to-market strategy iteratively with proven feedback loops and validation tools.
Access to what matters
You’ll gain exclusive access to 1:1 coaching and group community guidance, while working side-by-side with Her Brand & Co. Co-founder/CEO, Jessica Korthuis. You’ll also get equipped with the tools and resources you need to take your product/service to market, as well as access to HB&C Community mentors and advisors.
Focus & Accountability
You can’t build your business in a vacuum. We are here to provide you with the clarity, focus, and accountability to get your brand launched and in market with the greatest chance of success. We are here to celebrate your successes and to hold you accountable to your goals during the program.





A HUGE congratulations to Shannon Leon, founder of VPack for Women, winner of The Lucy Lab Fall 2020 Pitch Competition, and winner of the American Express “100 for 100” grant program in partnership with IFundWomen.
I cannot be more proud and honored to stand alongside these women. Their dedication, hard work and determination to bring their business ideas to life is what drives me to be a better community builder, mentor, and leader for this program. I adore every single one of them!
– Jessica Korthuis, Co-founder of Her Brand & Co, Lead Lucy Lab Mentor
The Lucy Lab is essential for so many reasons.
The Lucy Lab helps to give your business a solid foundation from which you can spring forward. I promise that every penny spent on being a part of the Lucy Lab is worth it. Over a few short weeks you will learn to transform your thoughts, ideas and plans into something you might not have expected. The processes learned in The Lucy Lab are transferable to everything you do. You’ll have the support and guidance of Jess, Mari, amazing mentors and your cohorts who become your new personal network! My business is more defined and better off for the time that I spent with these amazing women.
– Carrie Bonney, Founder of Just Sip It
How the Program Works
100% virtual, accessible no matter where you are.
For 8 weeks, we’ll meet weekly every Tuesday from 12-2pm EST.
Starting on March 8, 2022, our cohort will meet weekly every Tuesday from 12-2pm EST with Jessica Korthuis, Her Brand & Co’s Co-founder and CEO as your program lead.
- Founders have weekly, pre-recorded modules they need to finish, as well as specific assignments they complete each week.
- In addition to our weekly cohort calls, participants also get access to a private Slack Channel where we work together outside of our virtual “in-person” time.
- Jessica personally supports this channel weekly, and founders can ask questions and get advice and feedback in real time.
You will be given a workbook and access to the entire curriculum that has been built on proven and practiced marketing frameworks. The knowledge you’ll acquire in this program will equip you with transferable skills that you can apply well beyond the 8-week accelerator.
The formal program ends with a live, virtual, demo-day, where you will have the opportunity to pitch your business and create a flawless pitch deck that encompasses everything you learned in the program to a panel of marketing experts and successful womenpreneurs.
Every founder will receive feedback from all mentors and guest judges to help them continue to grow past the program.
Some quick and important details:
- All weekly sessions are mandatory to attend
- You must be committed to the entirety of the program
Upon successful completion of the program, all Lucy Lab Graduates will receive a certificate of completion.
Educational Pillars
The program has been exclusively designed to address the unique challenges female founders face when branding, marketing and launching their companies. Below are our educational pillars and broad themes participants will learn:
Wise words from past grads

Lucy Lab was an incredible experience!
— Jenny Maenpaa, Founder, Forward in Heels & Feminist AF

YOU. ARE. HELD!!! You will want for NOTHING!! EVERY question, EVERY inquiry will be answered, and you will have solid direction and support from Jess herself. You could not be in better hands. You will never be lost.
— Lynsi Stevens, Founder, Crystal Case

I would recommend this to any female founder who is starting her business and in need of guidance and support along her journey.
— Fatima-Zohra Hakam (FZ), Founder, ZORA

This accelerator is intense!
— Caitlin Johnson, Founder, Bold Bird

Get ready to work, it's fun, robust, but it's up to you to make the most of it. Jessica makes learning fun!
— Cherie Marquez, CEO, Elasticco

This is THE best investment you could make in yourself, your company, and your time! Be all in, embrace the process, and you and your company be transformed. Guaranteed!

The Lucy Lab was a game changer!

I loved everything about this program.
The Lucy Lab helped me move pass my self-doubts and calmed my anxiety dragon.
I’m so grateful and still in awe of how much I’ve grown personally and in my business throughout the program. The intensity exceeded my expectations and so was the transformation. Special thanks to Jessica, the anchor for all founders in Lucy Lab, who attends to us individually and gave us valuable feedback and suggestions using her expertise. I am now able to speak in confidence and clarity for what my business is about, and truly own MY vision and values behind this business. Thank you Lucy Lab and Her Brand & Co! You’ve helped me accomplished so much in just a few weeks!
– Janice Wong, Founder, BeCeBe Cloth (2021 Spring pitch winner!)





Program Tuition
The Lucy Lab Accelerator is focused on ensuring that our graduates complete all of the necessary, critical, steps needed to make sure their businesses are being built on a solid foundation.
The women who go through our program become market ready in a fraction of the time it would take someone to navigate launching a product/service on their own without our resources.
/month
$295 / month for 10 months
Program Mentors
Our mentors and program leaders are second-to-none. They are marketing, communications, branding and entrepreneurial experts who deeply care about our cohort and have offered their brilliance to ensure their success.

Jessica Korthuis, Co-founder & CEO of Her Brand & Co, Creator of The Lucy Lab & Lead Cohort Mentor
A leading marketing executive with 10+ years of experience working with creative agencies, small businesses, nonprofits and global enterprises, Jessica is a powerhouse brand strategist and two-time entrepreneur. In her tenure, she has led marketing strategies for Red Bull, TedxWomen, Girls Who Code, Stanford University, and Florida Institute of Technology.
She is a mentor for the Social Enterprise Alliance, Founder Institute, brand advisor to Rebuild Globally, a 40 Under 40 Honoree, a “Women Who Mean Business” Honoree, and was most recently listed as a “Women to Watch in 2019 and Beyond” by the nationally-accredited publication, Bizwomen.
Her role as the lead cohort mentor:
Jessica will be leading you every step of the way, challenging and encouraging you to ask the right questions, she’ll get you out of your comfort zone (quickly!). Jessica makes learning super fun and engaging, she’s your go-to marketing strategist for the entire program.

Mari Milenkovic, Co-founder & COO of Her Brand & Co.
Mari has worked in marketing and communications for over 10 years, and has an MBA from Rollins Crummer Graduate School of Business. She is a ninja in all things operations, is uniquely gifted at marketing systems, goal setting and accountability, and has a distinctive ability to lead teams and mentor talent. Previously, Mari spent 10 years in higher education in program development, operations, and marketing for student affairs. She also led community development for the University of Central Florida (60k+ students), a Hispanic serving institution since 2019.
Her role as your cohort mentor:
Mari handles all operational program efforts and facilitates many of the activities, discussions, breakout rooms, and provides additional program support to help founders clarify their lean experiments, marketing ideas, and launch plans. Mari will help you create, prioritize, and get your brand launched in market.

Gino Perrotte, Communication & Public Speaking Expert, Founder of Right Brain Journeys
As an award-winning expert in culture and communication, Gino draws upon more than two decades of corporate management/training and academic research/teaching experiences to guide individuals and organizations through a strategic journey of self discovery and awareness.
Gino’s success with clients transcends cultures and industries and is anchored in his ability to create purposeful cross-cultural relationships by connecting on a human to human level. He is a published author on the subjects of culture, gender, nonverbal communication, online learning initiatives, study abroad, and soft skills.
His role as a mentor:
As an interpersonal and nonverbal communication expert, Gino will help our Ladies of the Lab prepare to deliver their pitches with power, conviction, and intention. So much of what we communicate happens nonverbally, which is especially difficult to do in the virtual world we are living in now. Gino will help our founders understand the basics of public speaking, and teach our founders how their verbal cues and nonverbal behaviors can persuade the audience to lean-in to pieces of their pitch that matters most.

Aubrey Hubbell, Co-founder and Chief Design Officer, Hazel
Aubrey is co-founder and Chief Design Officer of Hazel, a luxe, innovative femme care brand for the ever-evolving woman. Hazel empowers women with thoughtful, groundbreaking products – starting with the High & Dry Brief, a disposable brief for leaks. Since launching Hazel, Aubrey and her team have successfully raised millions in capital. From pitch competitions to landing investors, Aubrey knows exactly what it takes to grow and scale a brand. She received her B.F.A. in Digital Design from the University of Colorado in Denver – and studied Scandinavian design in Copenhagen, Denmark.
Her role as a mentor:
Aubrey is coming back as mentor (she was formally a guest judge for our pitch event!) to mentor our founders on everything they need to know about pitching. She is a pitch pro – and she’ll be mentoring our founders on everything from how to pitch, what should be in the pitch, design best practices for their decks, and much more.

Sarah Salvatoriello, Founder of &and&, and Brand Strategist
Sarah has spent 18+ years working with global media companies, in-house agencies, design studios, and advertising agencies as a Creative Director and Brand Strategist before jumping into her latest venture — &and&. Her full-service creative collective is on a mission to help brands show and tell their story to the world through content creation, coaching & connection. As a maker, armchair psychologist, and ISFJ, she has perfected a holistic approach to creative endeavors. Sarah is the former Creative Director for The Food Innovation Group, as well as the Former Head of Enterprise Branding Strategy for Condé Nast.
Her role as a mentor:
Sarah mentors our founders on brand positioning, value proposition statements, mission/vision and value statements, and is an excellent sounding board to ensure brands are including inclusive language in their positioning.
She will help our founders bring truth to their brand positioning statements in ways that rings authentic to them and their visions as founders.
program details & benefits
Perks from our Amazing Partners
Her Brand & Co.
Marketing & Branding Edu. for Female Founders
The 1st place winner of the pitch competition will receive a full editorial feature on the HB&C blog, feature on the She Fails Forward Podcast (produced by HB&C), and a scholarship for continued education to participate in HB&C Marketing Mastermind Program.
The GUILD
A global community curating exclusive introductions for women to meet and empower other women.
The GUILD will be providing two (2) complimentary Annual Memberships to the 1st and 2nd place winners of our pitch competition.
Entreprenistas
A New York-based media company with a top rated podcast on itunes
Entreprenistas will be gifting the grand prize winner of our pitch competition a complimentary one year membership to the Entreprenistas League, plus showcasing our People’s Choice Award on their blog and social channels. Lastly, all of our founders will receive an editorial feature showcasing their brands.
Just Sip It
the revolutionary wine tasting app that brings small-batch, bad-ass wineries into your home, no travel required.
Just Sip It will be treating the winner of our pitch competition to a wine night for her and up to three of her friends to enjoy a private tasting alongside Youngberg Hill Winery.
Innovation Women
Positioning and helping women land career-changing speaking engagements
Innovation Women will be providing the grand prize winner of our pitch competition and the People’s Choice Award with two (2) complimentary memberships to the Innovation Women Speaker Platform.
Right Brain Journeys
Transforming mindsets, perspectives and relationships through communication
Founded by Gino Perrotte, Public Speaking Expert, published author and university lecturer, Gino will be providing exclusive access to his Core Values Discovery class to the 1st place winner of our pitch competition that will focus on mastering public speaking and external communication.
FemTech Focus
a 501c3 non-profit organization founded to empower, equip, and bring together healthcare professionals, life-science entrepreneurs, and forward thinking investors to revolutionize womxn’s health and wellness.
FemTech Focus has partnered with a handful of their member companies to provide our founders with products and services that are dedicated to empower women through their mental and physical health journey.
The Female Founder Collective
By increasing the wealth and opportunities for women-owned businesses, we can significantly impact our communities for the better.
The Female Founder Collective (FFC) will be providing the winner of our demo day pitch competition a complimentary, 1 year annual membership to their exclusive community, The 10th House.
Got Questions?
We have answers.
For other questions about the program, please email [email protected]