Based on Gimlet Media, Inc.'s StartUp, the series stars Zach Braff, Tiya Sircar, Hillary Anne Matthews, Elisha Henig, Audyssie James and Michael Imperioli.

The series follows Alex Schuman, a radio journalist, husband, and father of two, who decides to quit his job and start his own company.

On August 29, 2016, it was announced that ABC had ordered Start Up, a single-camera comedy television series, as a put pilot.

[14] Radio journalist Alex Schuman has tired of only being allowed to do feel-good stories, so he quits his job and decides to instead create his own podcast through which he believes he can change the world.

Meanwhile, Deirdre and Eddie are arguing and eventually sabotage each other by scheduling two important meetings at the same time; both of which Alex has to attend.

Alex feels his authority is being undermined by this (and Eddie's behaviour in general), and the two have an altercation which quickly turns physical.

To promote his podcast Our Family's Business, Alex goes on the raunchy Vanessa Stanhope Show where he is baited into revealing he had sex with Rooni on their first date.

Alex has put an expensive focus group on Ajana's new podcast, but Deirdre accidentally deletes all the feedback.

Alex worries she is badmouthing him whenever she talks in Bengali, so he downloads a translating app which accidentally reveals a big secret.

The site's critics consensus reads, "By failing to establish the credibility of its lead, Alex, Inc loses sight an appealing premise and strands a likable Zach Braff in a sea of wasted potential.