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The startup sector: innovation, speed and structuring challenges
The startup sector plays a central role in global innovation and economic transformation. Startups are key drivers of new business models, rapid technology adoption and the disruption of established players. Today, they operate across all industries: technology, finance, industry, healthcare, energy, services and digital platforms.
However, behind this image of agility and continuous innovation, the startup ecosystem faces major structural challenges. Most startups fail not due to a lack of ideas or technology, but because of their inability to structure their business model, define a clear positioning, build sustainable commercial traction or align their organization with their growth pace.
Founders face complex challenges: transforming intuition into a clear value proposition, turning a product into a marketable offer, convincing investors, building teams, industrializing processes and managing rapid growth without losing control. At each stage — ideation, launch, traction and scaling — challenges evolve and require decisive strategic trade-offs.
In this context, startup support cannot be limited to occasional mentoring or generic advice.
It requires a deep understanding of startup life cycles, operational constraints and investor expectations, as well as the ability to provide hands-on support in structuring and execution.
Key figures of the global startup ecosystem
150
Startups created every year
90%
Of startups fail
+300
Billion dollars invested annually in venture capital
10%
Of startups successfully scale up
Case study – Kleenov Algeria
End-to-end support for an eco-tech startup, from early structuring to investor readiness
Kleenov is an innovative startup operating in the eco-tech and environmental preservation sector. With a high-impact environmental solution, the company operates at the intersection of technological innovation, environmental responsibility and economic viability. Like many early-stage startups, Kleenov had a strong vision and an innovative product but faced structural challenges related to project formalization, institutional credibility and its ability to attract partners and investors.
Diwan Consulting was involved at a very early stage to support Kleenov through a comprehensive structuring approach, with a clear initial objective: building a solid business plan to obtain the Startup label in Algeria, while laying the foundations for sustainable medium- and long-term development.
Strategic structuring and business plan formalization
The engagement began with an in-depth strategic structuring phase.
Diwan Consulting teams worked closely with the founders to clarify the vision, formalize the business model and translate technological innovation into a credible and understandable value proposition for institutional and financial stakeholders.
The business plan was designed as a core structuring tool, integrating market analysis, target definition, development strategy, cost structure and financial projections. This work enabled Kleenov to present a coherent, realistic project aligned with Startup label requirements, while significantly strengthening its overall credibility.
Strategic and organizational support
Beyond the business plan, Diwan Consulting supported Kleenov across all core activities required to structure an early-stage startup. A comprehensive strategic effort was conducted to define clear priorities, a realistic roadmap and a progressive development trajectory.
From an organizational standpoint, Diwan Consulting helped structure internal operations, clarify roles and responsibilities and lay the foundations for an organization capable of scaling with growth. This was essential to move from an intuitive entrepreneurial approach to a more formal structure without losing startup agility.
Marketing structuring and commercial organization
Diwan Consulting also supported Kleenov in defining its marketing and commercial strategy. The objective was to make the eco-tech innovation understandable to various audiences — partners, institutions, potential clients and investors — while highlighting the environmental impact of the solution.
Work was conducted on message structuring, channel selection and the foundations of a commercial organization adapted to the startup’s maturity stage. The goal was to prepare Kleenov for its first traction phases while building sufficient credibility to engage with strategic partners.
Human resources and recruitment
As part of a controlled growth strategy, Diwan Consulting also supported Kleenov on HR and recruitment challenges. This included identifying key profiles, structuring competency needs and designing an organization capable of supporting the project’s development.
Investor outreach and fundraising preparation
A core pillar of the engagement focused on investor outreach and access to venture capital. Diwan Consulting supported Kleenov in structuring its pitch deck, ensuring a clear articulation of vision, innovation, business model and growth potential.
This work prepared the startup to engage with investors, incubators and entrepreneurial ecosystems, delivering a coherent and credible narrative aligned with venture capital expectations.
Industrial structuring and development strategy
Diwan Consulting also supported Kleenov on operational challenges, including the strategic reflection around setting up an industrial facility in Algeria, linked to production and deployment of the solution. This industrial dimension was integrated into a broader development strategy aligned with local constraints, growth ambitions and environmental impact objectives.
Value creation and key takeaways
Diwan Consulting’s support has enabled Kleenov to build a solid structure, clarify its vision and deploy the right tools to continue its development. Covering strategic, organizational, marketing, commercial, HR and financial dimensions, Diwan Consulting acts as a comprehensive structuring partner rather than a one-off advisor.
Conclusion
The Kleenov case study illustrates Diwan Consulting’s ability to support innovative startups from the earliest stages of development, particularly in impact-driven sectors such as eco-tech and environmental preservation. Diwan Consulting supports numerous early-stage startups and MVP-driven projects, particularly on structuring, investor access and integration into global incubators and entrepreneurial ecosystems.
This experience enables Diwan Consulting to deeply understand startup realities and deliver pragmatic, structured and value-oriented support.
