New Venture Modeling Strategies for Information Technology Business Startups

Information technology (IT) startup owners often lack new venture modeling strategies to sustain their businesses beyond 5 years. Information technology startup owners with backgrounds in software development, IT project management, and computer engineering need to know about the strategies discovered in the study to make operational, modeling, and project level decisions that ensure sustained organizational profitability. Grounded in Kim and Mauborgne’s blue ocean theory, the purpose of this qualitative multiple case study was to explore new venture modeling strategies some information technology startup owners use to sustain their businesses beyond 5 years. Study participants comprised 3 IT startup business owners in California, operating successful businesses beyond 5 years. Data were collected from semistructured interviews, information publicly available on participants’ firm websites, sustainability databases, and participants’ firm sales sheets. Thematic data analysis was used to analyze the data; 4 themes emerged: (a) disruptive technology/selling, (b) value/cost tradeoff, (c) agility in technology, and (d) data analysis. A key recommendation is for IT startup business owners to develop innovative products that are first to market to scale and succeed beyond 5 years. Implications for positive social change include the potential for increased IT firm startup tax revenues, which will improve community social programs. The study findings will add knowledge that helps information technology startups owners craft new venture modeling strategies to support sales and sustainability.