A Qualitative Research on Selected Performance Indicators for Investment Decision Process: A Framework for FinTech Startups in Turkey

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Altuğ Fayda S. N., Şencan A., Aksoy Ö., Yazıcı S.

Journal of Business, Economics and Finance, vol.9, no.1, pp.28-41, 2020 (Peer-Reviewed Journal)


Purpose- The purpose of this study is to help investors in their decision-making process in funding Financial Technology (FinTech) Startups by developing a framework of key performance indicators for effective financial resource allocation. A better understanding of investors’ point of view for FinTech Startups is also targeted.

Methodology- The study is conducted as structured face-to-face interviews with a sample of four angel investors and four venture capitals. In the interviews, selected indicators from the literature and finance industry experts’ declarations were presented in four groups: Firm, Owner/Founder, Financial or Marketing/Procurement Characteristics. It was asked whether these indicators were used in the decision-making process or were there extra indicators not listed here.

Findings- The widely accepted indicators were found shareholder structure, experience of major decision makers, increase in net sales, existence and amount of VC or other funding, number of clients, serving to consumers or businesses and expected developments in the startup’s sector.

Conclusion- Results of this study may help investors in their decision-making process in funding FinTech Startups FinTech startups are also targeted to have a better understanding of investors’ point of view. This study contributes to the common understanding on investment dynamics in Turkish FinTech ecosystem, which is expected to have a major role in FinTech industry.