With a view to enhancing the entrepreneurial activity of universities, the authors explore the concepts and features of the "experimental lab", presenting it as an effective means of supporting entrepreneurial training programmes and helping students to turn ideas into actual start-ups. In this context, the term experimental lab refers to a network of entrepreneurial individuals from universities, research laboratories, the financial sector and industry who become part of an innovative ecosystem to sustain entrepreneurship. To evaluate the educational effectiveness of an experimental lab, the authors developed a virtual platform (ExperimentaLab) and simulated its everyday dynamics through role play. Data analysis revealed that ExperimentaLab could effectively process an idea and make it potentially ready for the market and investors: It is thus found to be a valid training tool for the entrepreneurial university. Based on the simulation results, the authors propose a framework for further investigation of the technique.