A few years ago, a startup founder set out to disrupt the logistics sector. The business plan was sharp—aggregating truck operators through an easy-to-use marketplace. Early interest from customers and investors seemed promising. But there was a gap. The platform relied entirely on manual processes and outsourced tech development, while competitors were quietly building automated route optimisation, predictive maintenance tools, and real-time tracking systems. Within a year, the market had moved on, leaving the venture struggling to keep up.
This is the reality of today’s startup ecosystem. Markets are being reshaped by artificial intelligence, deep tech, and product-led growth. In this environment, the traditional approach of building a business solely around an innovative sales or distribution strategy is losing ground. Investors, customers, and even top talent increasingly gravitate towards ventures with a strong technological core.
Business-model-first founders once thrived by leveraging market timing, aggressive growth, and smart positioning. But these advantages are fragile. Technology-based moats—built through proprietary solutions, data intelligence, or intellectual property—tend to strengthen over time, making them harder to replicate. This is why investors now look for founding teams who can either build technology themselves or integrate it meaningfully from day one.
For incubators, this shift brings two important imperatives:
Early exposure to technology thinking – Founders must be encouraged to move beyond “what the market needs” and explore “how technology can deliver it better, faster, and at scale.” Even non-technical founders should develop a strong grasp of the tools and possibilities shaping their sector.
Stronger industry-academia linkages – Startups gain credibility and capability when connected with research institutions, domain experts, and technical co-founders who can build defensible products.
Thinking like a technologist does not mean every founder must code or design hardware. It means adopting a mindset that prioritises problem-solving through technology, understands its limits, and uses it strategically. Whether in healthcare, logistics, energy, or education, technology-enabled solutions scale faster, adapt better, and inspire stronger investor confidence.
Can business-model-first founders still win? Yes—but only if technology is integrated deeply into their value proposition. The winning formula now is not “technology or business model”—it is “technology plus business model.” Those who master both will be better placed to secure funding, build resilient enterprises, and create lasting impact.
