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By Wunderlabel on 05/15/2023


What is a Startup?

In this article we explore the question "What is a startup?” in detail. A startup is a young company that is usually still in the early stages of development. The term often refers to companies that offer innovative products or services and aim to grow quickly and gain market shares. Characteristics of a startup are a high degree of uncertainty about success, a flexible organisation and rapid adaptation to changes in the market and in technology.

Origin of the Definition “Startup”

The definition "startup" has its roots in the English language and was first used in the 1960s to describe young companies that had just been founded and did not yet have established business processes and structures. The term was coined in Silicon Valley, an area in California that became the centre of the IT and high-tech industry in the 1970s. During this time, many innovative companies were founded that ushered in a new era of technological development and continue to shape it today. In recent decades, the definition "startup" has spread worldwide and is now also used outside the technology sector to describe young companies that grow quickly and offer innovative products or services.

Is Every New Business a Startup?

No, not every new company is automatically considered a startup. 
The main difference between startups and normal companies lies in the growth strategy. While normal companies usually aim to build a solid and stable business base to achieve long-term growth, startups have an aggressive growth strategy to quickly gain market share and achieve high shareholder value. Startups are also usually more agile and innovative than established companies, as they focus on new technologies and business models.

A startup is characterised by a high degree of uncertainty about success, a flexible organisation and rapid adaptation to changes in the market and in technology.
In contrast, there are established companies that have already built up a stable business base and are pursuing a long-term growth strategy. Such companies usually already have established processes, structures and business models and are often less innovative and agile than startups.

However, it is important to note that the distinction between a startup and an established company is not always clear-cut and there are also hybrid models that combine features of both types.

What Do You Need to Launch a Startup?

To launch a startup, you usually need a business idea and a vision that focuses on an innovative technology, a new business model or a niche in the market. In addition, there are some other important factors that are required to successfully launch a startup:

1. Entrepreneurial skills: To found a startup, you need entrepreneurial skills such as the ability to identify opportunities, assess risks, make decisions and build a team.
2. A strong founding team: A successful startup usually requires a founding team that has a wide range of skills and competences to cover the different aspects of setting up and running a business.
3. Funding: Startups usually need a considerable amount of capital to realise their business ideas and bring their products or services to market. Funding can come from investors, government programmes or crowdfunding.
Funding for a startup often comes from venture capitalists, Business Angels or crowdfunding. The legal forms for startups are usually an Ltd (limited company or limited liability company) in order to minimise the risk for the founders. Another option for startups is to participate in an accelerator programme that offers coaching, networking opportunities and funding.
4. Technology and market expertise: A successful startup must have a deep understanding of the technology and the market in which it operates. This can be achieved through intensive market research and collaboration with experts.
5. A well thought-out business plan: A well-developed business plan is crucial to convey the startup's concept and convince investors to invest in the company.
6. A suitable legal form: It is important to choose the right legal form for the startup in order to minimise liability risks and meet legal requirements.
7. Time and commitment: Launching a startup usually requires a lot of time and commitment, as there are many challenges to overcome and the company has to operate in a highly competitive environment.

It is important to note that every startup process is individual and there is no "one size fits all" solution. Every startup has its own challenges and requirements that need to be taken into account.

What Should You Consider when Launching a Startup?

When launching a startup, it is important to have a clear vision and a solid business model. There should also be sufficient funding to bridge the initial phase. The founders should be able to take risks and react quickly to changes. It is also important to find the right team and build a culture that is focused on collaboration and innovation.

When launching a startup, there are many aspects that should be considered. Here are some important points to consider when launching a startup:

1. Identifying a gap in the market: It is important to find a gap in the market and offer a product or service that fills that gap.
2. Target group analysis: A thorough analysis of the target group and its needs is crucial for the success of a startup.
3. Financial planning: Sound startup financial planning and forecasting is necessary to secure the capital needed to launch and run the startup.
4. Choice of legal form: The choice of the right legal form for the startup is important because it influences the legal requirements and the liability of the founder.
5. Founding team: It is important to assemble a founding team that has the necessary skills and experience to create and run the startup.
6. Developing a business plan: A detailed business plan is crucial to communicate the startup's concept and convince investors to invest in the company.

An important approach to creating a startup is the "Lean Startup'' method. The term "Lean Startup'' was coined by Eric Ries and refers to a method in which a startup experiments and gathers feedback quickly and cost-effectively to improve the product or service and better meet customer needs. A Lean Startup also uses agile methods to respond quickly and flexibly to changes in the market and customer needs.

The 5 Startup Phases

There are different models to describe the phases that startups go through, but a common description is the following:

1. Brainstorming: In this phase, the founders have an idea they want to pursue, but not yet a complete concept or business model.
2. Launch: In this phase, the company is officially established and the founders begin to refine their concept and develop the first products or services.
3. Early growth: In this phase, the company starts to grow and gain customers. It can also be the phase of the so-called "product-market fit", in which the product or service is successfully established on the market.
4. Scaling: This phase is about scaling the company quickly and accelerating growth. This may require attracting investors or adapting the business model.
5. Maturity stage: In this stage, the company has achieved a stable position in the market and focuses on optimising processes and expanding the product range. It can also be a time when the company starts to think about expanding into new markets or geographical regions.

It is important to note that not all startups go through all of these phases, or that the phases may occur in a different order or overlap. Every business has its own unique journey.

At its core, Lean Startup is about minimising risk and costs by learning and adapting quickly. The concept involves three core phases: Build, Measure and Learn. In the Build phase, a minimum viable product or service is developed that meets customer needs. In the Measure phase, data is collected and analysed to see how customers respond to the product. In the Learn phase, the product is adapted based on the feedback and data to better meet customer needs.

By applying the Lean Startup concept, startups can get to market faster and more effectively because they can learn and adapt quickly without wasting a lot of time and resources.

Successful Startups - Examples

There are many successful startups that have excelled on a global scale in recent years. Here are a few examples:

Airbnb: The accommodation rental platform has revolutionised the travel industry and is now one of the most profitable companies in the world.
Uber: The ride-hailing company has changed the way we get around and is very successful in many countries around the world.
Spotify: The music streaming platform has revolutionised the way we listen to music and is now one of the largest streaming services in the world.
Slack: The collaboration platform has changed the way teams communicate and work together.
Zoom: The video conferencing platform became synonymous with virtual collaboration during the COVID 19 pandemic and has quickly risen to become one of the largest technology companies in the world.
Peloton: The company offers interactive fitness equipment and programmes and experienced a huge boom during the pandemic.
SpaceX: The space company, founded by Elon Musk, has opened up the possibility of taking space travel to a new level by drastically reducing the cost of access to space.

These companies not only have successful business models, but also innovative ideas and strong corporate cultures that have made them successful and sustainable businesses.

What are the Pros and Cons of a Startup?

There are many advantages and disadvantages to setting up a startup. Here are some important points:

Advantages of Startups

The advantages of a startup are a high degree of flexibility and agility, the opportunity to grow quickly and gain market shares, and the chance to achieve a high shareholder value.

1. Innovative: Startups often have innovative ideas and approaches that can be unique and groundbreaking.
2. Flexibility: Startups are often more flexible than established companies because they can react more quickly to changes in the market and customer needs.
3. Potential for rapid growth: Startups can grow quickly and offer a high return for investors and founders.
4. Independence: Founders can make their own decisions and build their own business without being dependent on an established company or supervisor.
5. Fulfilment: Starting your own business can be very fulfilling for many people and give them a sense of fulfilment.

Disadvantages of Startups

However, the disadvantages are high uncertainty and the risk of failure, a high workload and a lack of resources in the initial phase. Competition in a dynamic market environment can also be very high.

1. Startup risk: Startups are riskier than established companies because they often operate in an uncertain and rapidly changing market.
2. Startup funding: It can be difficult to raise the capital needed to start and run a startup.
3. Uncertainty: Uncertainty about the success of the business can lead to stress and financial burdens for the founders.
4. Workload: The founders and employees of startups often have to work long hours and do many tasks themselves, as there are often no established structures or processes.
5. Competition: Startups often have to compete against established companies and other startups fighting for the same market and customers.

Overall, startups can be a rewarding way to build an innovative business and offer high potential for growth and success. However, it is important to consider the risks and challenges and plan carefully before embarking on a startup adventure.

Don't miss these blog posts from Wunderlabel: 

Do I Have What it Takes to Build a Business?

Opening an Etsy Shop: What You Need to Know

How to Get Started with a Craft Business Website

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