This article intends to open a debate on the changes the start-up movementneeds; both in terms of business models, methods of analysis and presentation, bothin the solicitation of supporting policies the movement is asking. The questionarises from an ambiguity and a breaking point: the ambiguity is the use of theterm "startup", initially, until 15 years ago, reserved for new high-tech initiativeswith a rapid growth and fast IPO exit; now the term is more extended and is usedto stimulate self-employment projects following the Kauffmann report assessment:The breaking point is in the Global Change: the raising ”economy 4.0” is a joblesseconomy where technology, the same as a startup should push, will offer a cost savingorganizations with less and less need of human labor.

Relevance to innovation. Change in training young hopeful entrepreneur, drivingthem to self-employment through the creation of new business. Change in preparingthem to conduct their businesses with much more flexible attitude than what hascharacterized the current global economic crisis. Two reflections at a glance: howto organize and present an ”initial” business plan in future ”liquid and flexible”economies, how to generate new support policies mixing technologies, social innovation,employment and regional development. The paper presents some indications togenerate public program to boost business creation.