"The idea is pretty simple," Sefferman said. "Come up with ideas, iterate on those ideas, build product, talk to customers and once we have an idea that's fruitful, we'll recruit the best business talent to co-found the company and spin it out."

Assembler Labs will then focus on finding investors.

"We believe in this concept," Sefferman said. "Even if we have a great idea, we need validation and there's no better validation than an external funding source. If not, we'll kill the idea."

Killing ideas or potential companies is a staple of a startup studio, Sefferman said. He said the group expects 70 percent of all ideas will fail their feasibility standard, another 10 percent won't get attention from a worthy co-founder and another 10 percent won't attract an investor.

Assembler Labs, which is bootstrapped from the proceeds of selling MobileDevHQ, is operating out of space at TechStars Detroit but is seeking space of its own.

The pair is hashing out about 24 startup ideas, almost all of which will fail, Sefferman said.

"We've killed two ideas already," Sefferman said. "We view that as success. There's so many opportunities out there that focusing on an idea that is just isn't good enough takes away from ones that are. We're slowly building a network of folks that are engaged in the startup community and that includes investors, friends and advisers from around the country that will shape the Detroit startup scene."