Stakeholder mapping is a method that start-ups can use to identify all relevant Identifying, analysing and prioritising stakeholders. This includes individuals, groups or organisations that influence the company or are affected by its decisions.
The aim is to gain a better understanding of the interests, expectations and scope for influence of the various stakeholders. On this basis, founders can tailor their communication, build important relationships and identify potential conflicts at an early stage.
Typical stakeholders in a start-up include:
- Founders and staff
- Customers and users
- Investors and funders
- Corporate partners
- Suppliers and service providers
- Government departments and public institutions
- Universities and research institutions
- Media representatives
- Competitors
- social or regional interest groups
In stakeholder mapping, stakeholders are often categorised according to their Impact on the start-up and her Interest in its development classified as:
| Influence and interest | Recommended handling |
| High impact, high interest | involve them closely and consult with them regularly |
| High impact, low interest | provide targeted information and ensure customer satisfaction |
| Little influence, high interest | keep people regularly informed and seek feedback |
| Little influence, little interest | monitor and reassess in the event of changes |
Stakeholder mapping can be carried out in several steps:
- Identifying stakeholders
Identify all internal and external individuals, groups and organisations that are relevant to the start-up.
- Analysing interests
Assess what goals, expectations or potential concerns the respective stakeholders may have.
- Assess the impact
Assess the extent to which stakeholders can influence decisions, funding, market access or public perception.
- Setting priorities
Determine which relationships are particularly important and how closely they should be nurtured.
- Planning communication
Define appropriate messages, channels, responsibilities and contact intervals.
Stakeholder mapping helps start-ups to:
- identifying key decision-makers at an early stage
- To target communication initiatives more effectively
- Building support for projects and change
- to minimise potential resistance and conflict
- Developing partnerships strategically
- To better assess risks and opportunities in the business environment
A common mistake is to focus solely on investors and customers. Employees, public authorities, business partners and regional networks can also have a significant influence on a start-up’s development.
The mapping should also be updated regularly. New funding rounds, market entries, partnerships or regulatory changes can lead to shifts in the interests and influence of individual stakeholders.
innoWerft supports founders in identifying relevant stakeholders from the worlds of business, research, finance and the public sector, strategically prioritising relationships, and establishing suitable contacts with investors, companies, experts and network partners.