A company that is newly founded or in the early-growth stage and needs more funding to grow. It accurately states its mission and vision and is part of an innovative market or solution. The startup's beneficiaries range from small communities to a continental scale, and it has the potential to have a positive impact on the planet and people. There is a high potential risk that the impact will not occur as expected because the startup is part of a very competitive market and is relatively young.

Challenger

The Archetypes depict six types of startups. They are based on three dimensions: level of establishment and transparency, impact potential and impact risk. 

How many people are affected by the solution and to what extent, together with the time period during which they will experience the change.

The people or organizations who purchase the product or service.

The startup's economic outlook, including its level of contribution to reducing unemployment and creating economic value. A high result means that the startup's current activities contribute to generating economic value for its stakeholders. 

The startup's environmental awareness and connection to the environment. This may be through partnerships or from its direct activities, and may include its contribution towards reducing global emissions or promoting energy efficiency. 

The startup's governmental approach, including how linked the core business is to a positive impact, whether through strong partnerships or direct activities. A high result represents a strong sense of governance focused on building a better world.

The startup's social awareness or connection to society. This includes evaluation of the level of vulnerability of the beneficiaries and focus on the degree of accessibility. A high result represents a significant contribution to solving a social problem. 

How much the startup scores in the four areas: Environment, Society, Governance, Economics. This will demonstrate the company's sustainable value creation. 

The stage of growth that the business is in.

The startup's type as described in the ABC Model, where an A company is a company that Acts to avoid harm, a B company is a company that Benefits stakeholders, and a C company is a company that Contributes to solutions.

What is innovative in the concept of the startup.

The startup's level of innovation, accessibility, environmental consciousness, scalability and importance for the SDGs.

Which of the startup's operations generate revenues.

Which of the SDGs the startup contributes towards. 

The main stakeholders, the geographical boundaries of the solution and the level of change experienced by the stakeholders.

Which industry the startup is operating in.

The amount of total funding raised by the startup to date.

How much the startup scores in terms of transparency. The transparency level of a startup depends on the company's efforts to show the impact of its operations.

The value the company seeks to deliver to consumers or users if they buy or use their product or service.

The startup's most important activities to deliver their value proposition, the level of outcome (postivie or negative) and the relations to the SDGs.

Environment

Governance

Economic

Social

The startup contributes to goal 9 if it provides a service or product to promote sustainable infrastructure and improve efficiency of resource use everywhere.

Industry, Innovation and Infrastructure 

The startup contributes to goal 4 if it provides a service or product with the aim to ensure quality education for all, regardless of age, gender or nationality.

Quality Education

The startup contributes to goal 3 is it provides a service or product that helps strengthen the health system everywhere and for all, focusing on reduction of mortality, prevention of diseases and support for research. 

Good Health And Well Being

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