Changing trends in internet startup value propositions, from the perspective of the customer

Startups are a rising trend among entrepreneurs regardless of age, educational background, and gender. However, given the rapid increase in the number of newly established startups, the percent of businesses that fail is not insignificant. One of the many reasons why startups fail is the difficulty of identifying a clear value proposition from the customer's perspective. This should be carefully considered. Hence, this research aims to analyze the information on Internet startup value propositions from the customer's perspective, during the 1990s, 2000s, and 2010s, to observe changing trends of value propositions and predict their development in the next decade as a reference for future startups. Overall, value propositions from the customer's perspective have gradually shifted over the last three decades. Several value propositions in particular, including privacy protection, security services, and legitimacy in trust, are receiving increasingly more attention from customers. From 2020 onwards, community and emotion will maintained sustainably and will continue to develop strongly. Above all, the value imparted by privacy protection and security services will remain a prime concern among the new generation of Internet startups.