5 Years, +1000 days & 40 notebooks at Minds Studio

It feels as though it were just last night when, seated alone with my thoughts at a Balinese table, I decided I was going to start this company.

There was no Business Model Canvas, no product, no clients, no actual Business Plan built. It was just me, stumbling alone in an inner search to find something valuable I could dedicate the next few years of my life to. I settled on an idea I’ve always cared about: helping people find the spark that only good teachers and good learning design have ignited for centuries. The spark that starts the fire of becoming a real, unstoppable learner. It’s now been over 5 years since that moment.

Minds Studio’s vision, the fuel that keeps me and the people around this company going through the ups and downs, has always been inner curiosity. Five years later, many things have played out very differently from what I originally envisioned, but that energy remains. I still feel slightly emotional when magic happens. And it happens more and more often.

Why is curiosity so important to me? Having reflected long enough on my own learning experience, I believe curiosity is the secret ingredient that enables the learning reaction to happen. It is the curiosity about what we don’t know, what we can’t understand, what brings us closer to discovering new angles of reality that end up changing our minds and rewiring our brains. It is curiosity about people who are different from us, what brings us closer, what helps us grow. One question, one answer at a time.

The obstacle doesn’t lie in cultivating curiosity – it’s an innate trait within all of us – but rather in preserving it. I believe instilling curiosity, particularly in our children, is what is going to help us solve most of our most pressing challenges as human beings. I dedicate as much time as I possibly can to address this challenge.

A 10-year mission and the 5-year check-in

I’ve allocated myself a decade to establish Minds Studio’s community and develop a sustainable business model. I’m aware that this approach may contradict conventional wisdom from Business Schools, Lean Startup methodologies, or the “Move fast and break things” mantra I once embraced, but it aligns with what I currently feel is necessary.

Committing a minimum of 10 years of my life to construct something I deeply cherish instills a sense of liberation and security within me. The company isn’t solely about seizing a money-making opportunity; rather, it serves as the platform to foster a community grounded in ideals and values. In a world fixated on speed, I find solace in a slower, more deliberate approach. Whether growth occurs swiftly or gradually, I nurture it akin to a gardener tending to growing plants. I cannot rush the process. This mindset enables me to dedicate my utmost effort to those who engage my services and the professionals within the Minds Network that I collaborate with.

This sustained and nurturing endeavor has yielded initial results, which I’d like to share with the world through a concise set of graphs, while safeguarding sensitive information. Here’s where I stand, represented by five simple and direct Key Performance Indicators, after five years of diligent work:

Total Projects executed: 30, distributed as follows

Countries where we have clients: 9, distributed as follows

Total Yearly Revenue follows this progression thus far

Total Minds Studio Members payouts follows this progression thus far

Total Minds Studio Network Members follows this progression thus far

The story I don’t like to tell

After two previous attempts with co-founders, I embarked on this project with my own savings, minimal investment, and no business partners. I transitioned from earning six figures to paying myself the minimum salary for a few months. I relinquished the fancy office, the perks, the Thursday drinks, and the health insurance. Along the way, I lost friends and partners I never thought I would. It has undeniably been brutal and mentally exhausting, to a degree that I struggle to articulate with words. Particularly in 2020, due to COVID, and during the summer of 2022 when I lost 70% of the Studio clients and nearly everything I had earned until then in one month, all while being personally devastated. I genuinely believed “that’s it” at that point. Somehow, it wasn’t. Don’t ask me why.

I took several months off work due to burnout or depression — or perhaps both; I don’t really know. There were times when I didn’t have a clue where to go or what to do. I lacked the motivation to wake up in the morning and face work. I had to reach out to my closest friends for help and question every single belief I held about myself. At some point, I lost faith in humanity and in life’s meaning. I found myself in places I never thought I’d visit, and I don’t know how I held it together. If you’re seeking for answers here, you’ll need to look elsewhere. I’m still here because I couldn’t find anything else to do with my life that would spare me that much pain while remaining true to myself.

Since starting the company, I take one week every year to reflect without technology or connection to the world. During one of these weeks, I realized that I was seeking results too prematurely, and I resolved to evaluate whether Minds Studio is succeeding — or not — as a sustainable business after 10 years of dedication. It’s a significant gamble, I know. In the meantime, I continue to support communities of learners with the expertise and learning science I’ve accumulated over the past 15 years, striving to offer something of value to them.

One thing I can say with pride is that after 5 years, I spend most of my time with people I like and deeply care about. I may have fallen short in terms of making the most money, growing the fastest, and changing the world, though.

My most valuable finding so far

One of the primary discoveries during this period of experimentation has been a personal paradigm shift resulting from my observations while collaborating with groups of learners. Previously, I had always approached the learning journey from an individual standpoint—focused on passing exams, obtaining degrees, and so forth. However, I have now witnessed and experienced the transformative power of learning within a strong community of learners.

Consequently, I now believe that acquiring new skills and knowledge is more attainable when I engage with individuals who share a common interest in the same challenge, rather than attempting it alone. Whether it’s mastering linear algebra, perfecting swing dancing, summiting a mountain, learning a new language, or grasping accounting principles, there’s something about participating in and belonging to a community of learners that evokes a sense of magic, propelling continual growth and progress. Passing tests and obtaining certifications become integrated into the journey rather than being the ultimate goal. This shift fundamentally alters one’s perspective. Suddenly, a transition happens from being a mere student to becoming a true learner, from competition to cooperation, from “me” to “us.”

This discovery has profoundly influenced the trajectory I envisioned for this project. I aspire to architect those “magical experiences” that I have personally encountered. Hence, it’s now prominently featured as the focal point on the Minds Studio homepage, and it underscores my desire for this company to be recognized for constructing “Inspiring learning communities that make learning feel like magic.”

Technology as a tool, not an end in itself

Technology will serve as a crucial component of facilitating that “magical learning” experience. Having graduated from engineering school in 2009, I’ve spent 15 years navigating the intersection of education and technology, experiencing numerous waves of excitement along the way.

The initial wave I personally witnessed was the advent of “mobile apps” following the release of the iPhone. Subsequently, there was the rise of MOOCs, Web3, Virtual Reality, Artificial Intelligence, and more. Over time, I’ve come to realize that while technologies may emerge and fade, as a practitioner, the significance lies not in the technology itself, but rather in what it empowers us to accomplish. Technology cannot—and should not—dictate the course of action; it is humans who set the direction.

Viewing various technologies as tools, similarly to physical implements, and mastering their usage by understanding their fundamental principles proves immensely beneficial. However, mastering them requires substantial effort. Otherwise, I believe our current “techno-driven” society can become indulgent and distracting rather than genuinely helpful, leading individuals to feel lost amidst the incessant noise.

Not AI, just a good old routine

Each workday, I sit before a notepad and pose a simple question to myself: “What did I accomplish yesterday, and what tasks lie ahead for today?”. I’ve repeated this routine over 1000 times now. Some days yield only a few words, while others result in more elaborate entries. This ritual provides structure and purpose to my day. It’s a habit that proves invaluable, particularly during challenging moments. The inertia of habit has propelled my progress. I urge any learner to establish such a routine and adhere to it. It’s something that AI cannot assist with.

The harsh reality is that there are no shortcuts. It’s not easy, and often, it’s not enjoyable. I’ve endured many silent days, many solitary days devoid of the excitement and camaraderie found in an office environment. I’ve questioned the point and relevance of my efforts numerous times.

The answer has always been simply: “I care about this work.” This internal conviction has remained a foundational principle throughout my professional journey, and I’m still committed to it.

The path ahead

Having weathered a pandemic, experienced setbacks, and navigated through unexpected challenges over the past 5 years, I’m cautious about envisioning the next 5 years. We may face financial struggles and close doors this year, or we may still be thriving in 20 years. Only time will tell.

Nevertheless, I’m inclined to make my intentions public and allow the universe to conspire in their realization:

  1. I aim for Minds Studio to emerge as a go-to brand for constructing learner-led communities grounded in the science of learning research. If I were to quantify it, I envision serving over 100 clients across 30 countries by the 10th year.
  2. I aspire for the internal Minds Studio community to evolve into a space where educators, learning experience designers, and technologists congregate and support one another, particularly during challenging times. I aim for the Minds Network community to surpass 1,000 members.
  3. I hope for Minds Studio to develop at least one new learning product and establish one hybrid school that evokes a sense of magic and fills us with pride.
  4. I strive for Minds Studio to identify a clear market fit and secure robust financing from its community (ensuring a runway of more than 5 years) by the 10th year. I target achieving $2.5M in Annual Recurring Revenue by year 10.
  5. I envision more than 50% of the studio’s projects dedicated to learners currently excluded or at risk of exclusion in society.

To the next 5 years 🥂,

Álvaro Sanmartín Cid

Celebrating Minds Studio’s 4th Anniversary ?

While the third year the Studio enjoyed the momentum and energy of the EdTech industry, the fourth brought the turbulence and the headwinds. This is an overdue review of how we adjusted to the changes in the environment during the last few months, including the new products and initiatives, as well as the updated planning for 2023:

What we worked on during 2022

Last year, challenges appeared on many fronts, so it was a time to go back to the core of what the Studio stands for. Building inspiring learning experiences has always been at the heart of why Minds Studio exists, so I decided to revisit the company’s purpose, and make it public. We put in place a new strategy to make it clearer what we do to build inspiring learning communities, and specified the key pillars that exist at the base of what we are building: meaningful learning, community driven, sustainable tech and equality at the core.

In line with that, I decided to invite a few professionals aligned with the Studio’s purpose to join the Minds Studio Network. This is an online space for learning designers, experience designers, architects, engineers, teachers, creatives, tech makers who are not satisfied with the current status quo. I envisioned this network as a “digital EdTech talent village” for those of us who are curious to learn new skills and strive for improvement. Here we share resources, knowledge, research, business opportunities, and generally we help each other grow while enjoying the journey together. If that sounds like you, reach out through the form you’ll find here.

In terms of business, I am glad to say that, after a challenging year, Minds Studio grew its YOY revenue 21% vs the year before, and we increased the number of clients from 7 to 10, being 50% recurrent, long term partnerships. We are currently working with companies in the UK ??, the US ??, France ??, Spain ??, Kenya ??, Singapore ?? and China ??.

Profitability decreased last year though, due to sudden changes in our clients’ businesses and general uncertainty in the market, but I am proud to say Minds Studio has managed to stay profitable since its birth in 2019.

These are some of the highlights of the last year’s work:

Research projects

We worked on 3 different research projects during 2022:


UNIR, part of the PROEDUCA Group, is a pioneering project in higher education. Born as a Spanish Online University, it counts now with +50,000 students from +90 Countries and presence in the United States, Spain, México, Perú, Colombia, Ecuador and Guatemala.

As part of the project Universidad 2023 – Starting Up Universities, we have identified and provided an in-depth analysis of 6 projects challenging the status-quo in higher education.


Portal Schools is an intentionally diverse community committed to offering students engaging, relevant and personalized learning experiences, while reimagining the traditional model of high school and providing key elements for lifelong success.  

As part of Portals’ career connected learning, we have designed a challenge for their students called “Cool schools”. The goal is to identify the elements of what makes a great school “cool” for their students. As part of this research, Portal’s students will start using design thinking and entrepreneurship tools to develop and present solutions, documenting their journeys along the way.


MasterD is the leading vocational education provider in Spain and Portugal, providing over 280 courses to more than 50,000 learners annually. MasterD is part of the KKR Group from 2020. 

At Minds Studio, we worked with the MasterD and KKR leadership teams on designing and implementing a market research to explore different EdTech business options on their international expansion.

Learning Communities – for children

In the last year, we have worked with the following companies to help them build inspiring and engaging learning communities:

Kubrio is an alternative school combining 18+ weekly live clubs, 3+ weekly live bootcamps, and 50+ on-demand nano courses, designed to help your children find their superpowers, and get them ready to become future makers and creators.

Kubrio went through a major transformation in 2022. Its learning model, brand and team went through changes, and we were glad to contribute towards building their InspirEd by Kubrio initiative.

Doyobi helps kids master English language skills by applying listening, reading, writing, speaking and critical thinking in the context of quests focused on different forms of literacies. Students learn 21st century skills while taking part in different adventures in the metaverse.

Minds Studio helped doyobi design and build the first version of Sharpening Minds, a parent community formed to explore and discuss how we can equip our kids for a digital future. Some of the topics discussed here are: positive screen time, online communication, gaming platforms, as well as general topics such as web3 and A.I. and how they impact our children’s education.

Learning Communities – for teens

Purpose in Motion (PIM) empowers young people with the education, resources, and networks to become mission-driven leaders and effective changemakers.

The Seeds For The FutureTech 4 Good program consists of an 8-day intensive program that helps university students ideate and structure tech-based solutions to local social problems. At the end of the year, students participate at a global competition to choose the projects with more potential.

At the Studio, we have evaluated and provided feedback and mentoring tech-based projects from Mozambique, Armenia, Albania, Zambia, Cyprus, Singapore, Colombia, Bahrain, Argentina, Uruguay, Paraguay… and helped them iterate their prototypes towards their annual competition.

Logo Minerva

Minerva University, a not-for-profit liberal arts university, offering a reinvented undergraduate and graduate experience for bright and motivated students from over 80 countries. Minerva’s undergraduate offering combines an interdisciplinary curriculum focused on developing and applying transferable skills; the highest academic standards; an accomplished faculty versed in the science of learning; a global, urban residential experience that traverses seven countries; and an online active learning environment, that together, result in deep and long-lasting learning.

At Minds Studio, we have been working on designing an immersive learning experience in London, in collaboration with four different partners. Over the last few years, we have also contributed towards the creation of a global university partners network.

Professional Learning Communities

Software Engineers

Logo Minerva

Andela specialises in helping the highly-skilled, global technology talent community in emerging markets, to connect with hundreds of leading companies around the world. Andela’s mission is to connect brilliance with opportunity.

At Minds Studio, we have been working to develop new EdTech user research, products and services for their growing +100,000 software engineer community irrespective of race, gender, and geography.

Data Scientists

Logo Minerva

Bitfount is a platform for distributed data science. They power deep data collaborations without data sharing, using a secure distributed environment.

At Minds Studio, we helped them design and start building a community of data scientists, custodians and researchers using sensitive data who come together to learn how to unlock its full value.


Logo Minerva

Aesthetic Intelligence Labs offers a host of services for corporate clients and individuals to help them harness the power of their senses, refine their taste levels, and apply them to building brands that stand out, careers that thrive, and businesses that last.

Aesthetic Businesses that don’t just sell goods or services that meet the needs of their customers; but they create experiences, memories and connections that last.

Minds Studio has been working since 2021 with its leadership team to provide guidance and support in the creation of a learning community supported by the appropriate tech tools. In 2022, we have completely automated the onboarding and offboarding customer flows into a new modern learning tech stack.

EdTech Garage
Logo Minerva

EdTech Garage is the network for early-stage European EdTech startups. A non-profit to help startup builders in the idea stage & founders in pre-seed/seed stage get a support network to scale faster.

Minds Studio is working with EdTech Garage on both strategic and operational levels, supporting the design and implementation of existing and new initiatives to serve the community of European EdTech founders.

Plans for 2023

We are currently on track to beat any previous forecast, despite the difficult economic situation that is threatening many markets we operate in. This year is going to be about strengthening at different levels. In particular:

  1. We want to strengthen the learning communities we are building to create an inclusive and diverse society, instead of increasing inequality by only providing high quality education to those who are already privileged.
  2. We are going to grow the network of talented and reliable partners to +100 people. We want to build the future of education together, understanding that it is not a zero sum game, but a collaborative endeavor that will raise the tide for all of us.
  3. We want to strengthen the range and scope of projects geographically (Currently in the US, Europe, Africa and Asia ).
  4. We want to continue increasing the amount of collaborations in terms of research, publishing our findings regularly and through multiple channels.

I look forward to continuing the journey surrounded by curious minds.


Founder @Minds Studio

5 Years igniting the spark of curiosity🔥. Read more here!