Julianna Keeling Contributor Julianna Keeling is the founder of Terravive (sustainable packaging company). Formerly Product at Juicero. If you’re serious about starting and scaling your business in school, treat your time in school like an extended incubator. While you may experience high levels of academic stress, your “real world” financial stress and transition to adulthood are buffered. Understand why you’re in school The key advantage of starting your business in school is that you have the time to test different ideas and evaluate which idea generates traction without high stakes.