refer to the original post. The assumption being made is that, although the great Billrich doesn't have this particular folder on his drive, the OP, who defined the criteria upon which everybody (aside from the great Billrich, of course) is making suggestions. the fact that the OP says:
set TM="Ticket Folder"
start C:\fold1\fold2\TM
cannot find TM
start C:\fold1\fold2\%TM
cannot find TM
start C:\fold1\fold2\%%TM
cannot find %TM
basically means that these folders do not actually exist on their machine either, and rather they are providing this code as an example of what they need, which they expressed earlier.
There are in fact two issues the OP was having; one was the use of quotes around the folder name, which Salmon Trout explained requires a set of "" to define no title before the quotes around the actual folder name. The folder name itself, as presented by the OP above, is acquired by a path (not necessarily C:\fold1\fold2, but rather that is being used as an alias for the actual folder name and to indicate to those of us with cognitive capabilites that they intend to use this sort of command on folders in the heirarchy) which is built using the TM environment variable. the TM variable is, in his above example, being set to "Ticket Folder" this in and of itself presents another issue; the proper assignment should be, as Helpmeh, another PWWPA (Post Who Was Paying Attention) pointed out, without quotes. Instead, the final command should be
set TM=Ticket Folder
start "" "C:\fold1\fold2\%TM%"
Now, to clarify again; the folders will probably not exist on anybody elses machine, and in fact since they are simply abstractions of the actual problem and not true folder names on the OP's machine they probably don't exist there. This of course makes it difficult to locate such abstractions on ones PC, especially when you set the variable to the wrong value. But not to worry, the concept is simple to explain.
When the OP specified Fold1\fold2\ etc, they are not in fact, speaking of actual folders by this name, but rather they are explaining that they will work with multiple folder names- or more precisely, that the actual names of the folders aren't important. The important point is explained earlier in the post, which is that they are having issues with the start command and using quotes. The examples given also suggest that they have not yet had experience using Environment variables, which, unlike loop variables on the command line (one percent sign preceding) or loop variables in a batch file (two percent signs preceding) require a percent sign on either side of the variable name. Again, having the proper data in the variable is of the utmost importance, and setting it to some arbitrary value is hardly the best way to test the method, especially when the setting given my the OP clearly indicates it is used to specify a single folder name within a folder hierarchy.
Considering the length of this post, I can make the apt prediction that by ignoring much if it you'll be able to continue to post your illogic and additionally make comments about how unnecessary the girth of my post was. The fact is your understanding of the concepts involved is the issue, not the length of my post, and your complete avoidance of that issue is what prevents you from learning these new things as they are presented to you, a statement made on several occasions my multiple users.