Abstract: Considering the current theoretical and practical difficulties in the pre-evaluation of business models for start-up companies, this study employed qualitative and quantitative research methodology such as R-clustering and coefficient of variation analysis to establish quantitative and hierarchical business model pre-evaluation indicators for start-ups. The index system includes three levels: target level, criterion level, and indicator level. Target level contains competitiveness index. criterion level is consisted by the index of innovation, growth, efficency, stability, profitability, division, and tolerance. Indicator level includes 29 indicators such as novelty and degree of differentiation. This study enriched the pre-evaluation research of business model and established a preliminary communication bridge in the current diversified and decentralized pre-evaluation research of business models, providing operable evaluation for start-ups to make choices among potential business plans. The index system is helpful to the deepening of the theoretical research and practical exploration of the business model.

Key words: start-up enterprises, business model, evaluation indicator system, R-clustering, variation coefficient, experts&rsquo, experience