Moonwalk designs startup challenges organised as programs. Alone or together with a strategic or financial partner. A program creates startups and runs for two semesters with paying participants. Then the program is incorporated. With participants as sweat equity part owners of the entire portfolio. An equity crowdfunding campaign decides how many startups are launched. Moonwalk is a 100 days startup hatcher and accelerator. No one should work here for any other reason than that they really want to. I had to figure out a way to fund and source the competence of people, but also fund their activity so that we can share in the outcome. No one had really given me any pointers on how to do that, so I had to find a new model of crowdfunding, crowdsourcing and shared ownership. Me and my colleague Victor developed that over the course of two years. He was a previous customer and the most talented person I know in the areas of value-chains and complexity. I asked him to join me and he said yes. We are in this together.