Conceptual Framework for Startup Enterprise Evaluation: Value of the Trust and Soft Information

The purpose of this study is to suggest ICT based conceptual evaluation model for the investors when to review the startup business. In regards, the conceptual model tried to emphasize the trust network among multi-stakeholders. Since ICT enables all businesses in real time through online channel, building the trust issues has been crucially raised. Under the digital paradigm, Industry 4.0 that maximize the automation and connectivity of information through internet invigorates the Startup business. ICT based startup has latent power of realizing the all digital convergence ideas. However, the possibilities of business succeed are not sufficient information to the investors. While there have been enterprisers achieved huge steps such as Uber, Xiaomi and AirBnB, still large number of startups have been trouble inviting funds for business. The study suggests the issues among startup companies facing the hardness in raising funds. The main issue of soft information is difficulty in analytic such as hard information. This matters to startup enterprise to obtain future funding from Venture Capital (VC) or angel investment. Existing indicators when VC or angel investments to decide investment are mainly centered to hard information (financial circumstance, market condition). Since startup enterprise has no sufficient records of hard information in the beginning, existing indicators need to be revised. Thus the value of startup enterprise should be reviewed based on future performances and capability which can be considered as soft information. In this research, preceding research and case analysis on soft information can be used in decision making process. Research found that data analysis based on SNS and Screen scraping technology in financial institution may transform soft information to objective indicator.