By a E-venture a created and thus recent enterprise (Startup) in the E-Business is understood. The E-venture is thereby the result of an establishment of an enterprise in the Net Economy. First attention became these enterprises approximately 1993 with popularization and commercialization of the Internet assigns.

Components of a E-venture

The success factors with establishments of an enterprise in the E-Business orient themselves at the general characteristics of recent enterprises. Among these characteristics among other things a dynamic environment, the resources scarceness, high structure investments into immaterial fortune articles as well as frequently negative cash flow and/or no profits and a strong reference to the future positioning rank the short existence. Furthermore a high uncertainty exists over the extent and temporal occurring of an acceptance on the customer side concerning the use of Internet technologies (e.g. use of the electronic purchase). Based on these basic conditions different components of a successful establishment of an enterprise (success factors) can be derived, which consider to the starting UP characteristics. Among these components rank the aspects of core management, product, finances, Marktzugang and processes, which can have changing weighting in the different phases of the establishment. Regarding the relevance of the components/success factors however two phases can be subordinated, on the one hand the phase of the conception and on the other hand the phase of the actual conversion of the business idea.

Management

Here is located the founder persons in the center, which by its personality and motivation strongly the activities of a E-V. determine. In studies became in this connection bspw. the influence of technical, social and methodical abilities of the founders on a successful conversion of the activities within an establishment of an enterprise confirms. Likewise it behaves with the motivation of the founder or the founder team. High load limits, success pressure, self-assurance and risk consciousness coin/shape likewise the actions of a lasting more more conception and later conversion phase. While in the first development phases of a new enterprise creativity on and dominate analytic-conceptional thinking on the other side, increasingly industry experience, knowledge by connections in the Net Economy and genuine experiences in the operational management count with the structure of a E-venture. This combination in a founder team is rare. Founders may not shrink from here to merge promptly experienced managers. Furthermore the communication authority and the guidance ability play a special role.

Product

This component concerns the achievement and/or offer configuration of a E-V. The electronic product and/or service offer must be specified and communicated regarding the customer use. In the center the question is then located whether the customer the electronic achievement of the E-V. on basis of the information technology at all inquires and whether also a Zahlungsbereitschaft is present. A goal is it furthermore to obtain over the output achievement with one electronic creation of value an increase in value (VALUE Added) for the customer and/or an however position characteristic in relation to the competition at the market.

Processes

Here it concerns in particular to leave the critical stage of informal and uncontrolled activities within a recent enterprise promptly. This applies particularly to the work, financial and organization processes as solid operational foundation of each enterprise. This means in the core that Kernprozesse of the enterprise are stably established and with the organizational structure to harmonize to be supposed. Furthermore it concerns many activities at the same time in this connection also to initiate not too since otherwise the danger exists that some are only unsatisfactorily worked on. A meaningful project and process management are necessary therefore.

Marktzugang

This component in the E-V. to ensure meant not only the market entrance and to establish a product and/or a mark to reach but above all the customers and satisfy their needs. Basis for this is first the development of a price, a product corresponding to real market conditions and communication politics. This requires flexibility in the use of different variants of the product and service organization. Over the realization of a durable customer entrance then the success of the distribution politics determines itself.

Financing

Here it depends to guarantee the activities by the aspect of liquidity. Two substantial criteria are important: On the one hand it requires straight in the start time high investments into the technology and into the structure of enterprise, which may not affect on the other hand however the Free cash flow too strongly negatively. The financing and is often a substantial weak point of a multiplicity of enterprises in the Net Economy. The continuously updated financial plan should make both a realistic estimate possible of the enterprise at any time and point the actual financing need out.

Reference works

• Kollmann, T. (Hrsg. /2005): Gabler compact encyclopedia establishment of an enterprise: 1.500 terms look up, understand, use. Wiesbaden: Gabler.
• Kollmann, T. (2004): E-venture. Bases of the establishment of an enterprise in the Net Economy. Wiesbaden: Gabler.

See also

E-Entrepreneurship, Net Economy, Startup

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