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Writer's pictureAthlete Capital

High Five of Startup Evaluation

Updated: Jul 5, 2023

The five most important fields for you to evaluate a startup


1. Idea


The business idea of a startup should offer some advantages over potential competitors. You should analyze it carefully to ensure that a clear and compelling Unique Selling Proposition (USP) is recognizable. The goal is to develop the idea into a sustainable business concept with a meaningful go-to-market strategy. Additionally, it is important that future customers understand the offer of a startup immediately and can use it intuitively without instructions. You can also question yourself: Do I understand the concept right away? For example, Warren Buffett once said that he only invests in companies whose idea and business model he understands. The idea should seamlessly integrate into existing solutions and ranges and need no explanation. Another criterion that can positively influence the evaluation of an idea is the solution of a startup should be difficult to copy and it would be good if the company has registered a commercial protection right, such as a patent, to protect it as best as possible. In case of financing, it is advantageous to have assets such as copyrights, research results, software code or similar, to secure the investment additionally.


2. Timing


We all know that it is crucial to be in the right place at the right time. The solution of a startup should best address an international megatrend, so that marketing and distribution can be simplified upon market entry. The timing of a startup is particularly promising when the market conditions for a successful product launch were only created very shortly. For example, if the megatrend has not been around for long, then there is a higher chance of starting as a pioneer in the market and owning the largest market share immediately through this advantage. Moreover, the market should be in a progressive development and not already stagnating or declining. In short, the "time-to-market" is crucial for the success of the company. If this is fully in line with the trend, then there is a chance of a number of possible attractive partnerships that can strengthen the company in its external representation and visibility.


3. Team


Many investors say that they make their investment decisions almost exclusively based on their gut feeling about the founding team. It's not that simple, of course, but it shows that the team is one of the most important factors for the success of a startup. The team should have the right mix of skills, experience, and motivation to successfully implement the idea and business model. A well-functioning team is characterized by a high level of trust, open communication, and a clear division of tasks. Additionally, the team should have a high level of commitment and a willingness to take risks. A founding team with previous experience in the relevant industry is also an advantage. Finally, the team should have a clear vision of the company's development and be able to communicate this to investors and other stakeholders.


4. Market & Competition


The market and competition analysis is one of the most important parts of evaluating a startup. It is essential to have a clear understanding of the size and growth potential of the market in which the startup operates. This includes analyzing the target customers, their needs and pain points, and how the startup's product or service addresses them. Additionally, it is important to understand the competitive landscape, including the existing and potential competitors, their strengths and weaknesses, and how the startup differentiates itself. A startup that operates in a large and growing market with little competition has a higher chance of success than one that operates in a small or saturated market.


5. Strategischer Fit


The financial analysis of a startup is crucial to understand the company's current and future financial situation. This includes analyzing the startup's revenue and expense structure, its cash flow, and its current and projected financial performance. It is also important to understand the startup's funding history, including previous investments and the use of funds. A startup with a solid financial plan and a clear path to profitability is more attractive to investors than one without. Additionally, it is important to understand the startup's capital requirements and how it plans to raise funds in the future.




In summary, evaluating a startup involves analyzing a variety of factors including the idea, timing, team, market and competition, and financials. By carefully evaluating these factors, investors and potential partners can gain a better understanding of the startup's potential for success and make more informed decisions.



References: capacura, Bill Gross

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