“…Croll and Yoskovitz (2013) identified metrics used in six types of startups: e-commerce, software as a service (SaaS), mobile apps, media sites, usergenerated content and two-sided marketplaces (see Table I). Muntean et al (2016) also studied the performance of e-commerce startups, and revealed several key performance indicators, such as the shopping cart dropout rate, average revenue per visitor, order conversion rate, average number of products in an order and average value of an order. Other researchers have identified further important measures, including survival, employment growth, sales growth (Bruderl andPreisendorfer, 1998), growth (McKelvie andWiklund, 2010), growth rate, sales volume, business stability, customer acceptance, overall satisfaction of the entrepreneur (Sebora et al, 2009), employment growth, rate of return, productivity (Reid and Smith, 2000), employment created, profits, turnover, creation of financial assets (McCartan-Quinn and Carson, 2003), the annual rate of growth of the business in terms of sales turnover since startup (Basu, 1998) and profit (Fu et al, 2002).…”