Startup incubators at universities play a pivotal role in fostering innovation and supporting business growth based on academic research. By providing a conducive environment for students and researchers to develop their ideas into tangible solutions, incubators serve as a bridge between academia and industry. However, despite their significant potential, university incubators often encounter challenges that hinder startup development.

To address these issues, the Behavioral Marketing Research Group of the Faculty of Economics and Business (FEB), Universitas Sebelas Maret (UNS), conducted a Focus Group Discussion (FGD) with the UDINUS Business Incubation Center (PIB UDINUS) and several student startups from UDINUS on Wednesday, July 9, 2025.

Dr. Ahmad Ikhwan Setiawan, S.E., M.T., Chair of the Behavioral Marketing Research Group, emphasized that mentorship quality is a key factor determining startup success. “Mentors not only provide technical counsel but also assist in strategic decision-making, facilitate professional networking, and support entrepreneurial mindset development,” he stated. He also noted that incubators should build mentorship networks involving successful alumni, industry practitioners, and academics familiar with innovation and business dynamics.

Dr. Nilla Tristiarini, S.E., M.Si., CSRA., Head of the UDINUS Entrepreneurship Institute, highlighted the importance of integrating entrepreneurship into academic curricula to instill business-oriented thinking among students from an early stage. “Programs such as startup bootcamps, innovation competitions, and business training can help foster a strong entrepreneurial mindset within academic settings,” she explained.

Additionally, Prof. Budhi Haryanto, S.E., M.M., stressed that research-based startups need support in market validation to ensure their products meet industry needs. Universities, he said, can provide business training, market research, and effective marketing strategy programs to help startups identify appropriate target markets.

Proactive marketing efforts were also underscored by Amina Sukma Dewi, S.E., M.Si., who stated that leveraging online platforms such as social media, marketplaces, and digital advertising is essential for startups to broaden their customer reach. “With the right marketing strategies, startups can enhance brand awareness and accelerate business growth in the digital era,” she added.

The FGD concluded with presentations showcasing the success of five UDINUS startups in penetrating both regional and national markets, further highlighting the vital role of campus-based incubators as hubs for nurturing future-ready businesses.