The Richmond Entrepreneurship Academy (REA)

The Richmond Entrepreneurship Academy REA will provide free access to training, mentorship, and commercialization opportunities to entrepreneurs to address the need for more affordable, accessible training to support small businesses.


Co-work at Shift Retail Lab

Entrepreneurs will access:



When you are selected to test your ideas out at Shift, we give you a little stipend that you can use for product development, advertising, display design, and more.


We have a mandatory workshop to get you all set up at Shift. Our bootcamp will give you a foundation in design thinking and support you in creating your display and feedback questionnaire.

Feedback Friday

During your time as a Shelfie, you will have a feedback event where you will present your idea and display to an enthusiastic community for feedback. Feedback Friday is designed as a round table discussion with peers, community members, staff and more. 


Micro-credentials are short, flexible, asynchronous learning modules designed to help participants develop the specialized, job-ready skills. Our Shelfies are required to complete our micro-credential courses.

Popup Market

You and your peers will collaborate to plan and promote a popup market event. You can sell your product or get in-person feedback on your idea.


Students from VCU Ad Club are interning to help entrepreneurs on campus and off with branding and marketing support. Let us know what help you need and fill out this form and we will match you with an intern!


Shift Retail Lab at VCU is brought to you by the VCU da Vinci Center for Innovation. Construction of Shift Retail Lab was made possible by a partnership with Mark Hourigan and Hourigan Group. Branding created by students from VCU Brandcenter.

VCU da Vinci Center for Innovation

Shift Retail Lab is brought to you by VCU da Vinci Center