DESIGN DRIVEN STARTUPS
Editor: Christian Weber, Stephan Husung, Marco Cantamessa, Gaetano Cascini, Dorian Marjanovic, Francesca Montagna
Author: Petersen, Søren Ingomar
Institution: ingomar & ingomar - consulting, United States of America
Section: Design Organisation and Management
This paper explores how market, technology and design execution risks influence a startups performance. First, we uncover relationships between market and technology risk and the startups success, as defined by their ability to receive financing and be acquired. We then establish unique opportunity areas for startups, based on a capital framework perspective. To assess a startup s design execution performance, in a selected market - technology position, we then develop a multi-variable linear prediction model of the startup s design execution, assessing risk based on data from previously conducted studies of eighteen design teams. Finally, we test the model s predictive power on a second set of previously conducted studies of thirteen design projects. The design driven startup predictive model can be applied to evaluating the strength of business opportunities of startup entrepreneurial ventures in the seed stage of Angel and Venture Capital investors selection and financing funnel process. In conclusion, we outline opportunities for implementing the model in a double-sided online business model to collect further evidence for the model s predictive capabilities across industries.