A contribution to the original post:
Here are a few things to consider in the lifecycle of start-ups and tech innovation. It's not a argument for or against the use of MSMs, but just to keep you grounded in the every day realities.
Start-up Idea and Team - business plan, articulation of business idea, tech description, market size, estimates of financial needs, pitches to various VCs (who are not all created equal).
If the company gets funded:
- Tech Dev
- Hiring
- Milestones (not just the end target, as you note, but many steps along the way, with regular reporting to the VCs and the Board (which at least one VC rep from each VC firm that has invested will sit on)
- Hits milestones, needs more money - new capital raise
- Doesn't hit milestones, but still high potential and viewed favorably - new capital raise
- Doesn't hit milestones - trouble all around - tough capital raise or maybe death valley...
- Beta testers, early adopters, champions
- Eventual launch and exit (IPO, trade sale, or bring in strategic partners who then back the firm themselves)
What else can happen:
- Founder/co-founder disputes and sometimes exits - forced or voluntary - this is disruptive and replacement of key personnel takes time and brings new risks
- Challenges in hiring enough talent quickly - competition is fierce
- Team issues - culture and integration - scaling at human level
- Natural challenges in tech dev on a given timescale in any environment - knowns, known unknowns, unknown unknowns, etc.
- Issues with suppliers - any weak spots, like shortages in a critical material?
- Competitive landscape - changes, new entrants, new product launches, new tech directions to take in response
- Market shifts or changes - for the positive or the negative w/r/t this company's product/service offering
- Follow on funding - same VC or same and new investors too? Dilution issues, and board expansion - can be smooth or can become a rocky road
- Exit time: Public markets - is the IPO window open, hot, cooling, closed?
- For acquisitions - is it a vigorous competitive market for acq. in this space, or in a lull? Who else has been acquired recently? Is there a healthy appetite or a glut already ?
Other factors - surprise obsolescence, public policy or regulatory issues that emerge, failure at certain trials (in pharma e.g., FDA clinical trials - Phases I, II, III).
And more...
How much is quantitative and how much is qualitative and how to address that in an MSM? Cool problem to study and seek to solve.
To help in your research, I'd recommend reading some start-up cases studies and some of the better VC literature (check SSRN).
Not popularized accounts, but more staid, fact-driven narratives.
Very interesting topic - good luck!