Small businesses are an important part of innovation, competitiveness and economic development. Support systems such as business incubators have emerged with the purpose of helping these startups develop. The startups which are in focus in this thesis operate in different industries, in technology-based industries where commercialization and growth is in focus, to creative industries which focus on developing individual talent and creativity. The characteristics and core of the businesses differ, giving them different business logics by which the startups operate. The business logic leads the startups to face different challenges, which the thesis considers to regard liabilities of smallness, liabilities of newness and liabilities of uniqueness as well as organizing.  These variations give the startups differences in how they operate and hence, also a need for different types of support given by business incubators. Business incubator support is in the thesis categorized into three components of Networks, Infrastructure and Business Services, as suggested in a triad model of Carvalho & Galina (2015). As varying business logics makes a difference on what type of value startups produce, it is important to study the relationship between these logics and the support provided by an incubator. It is important in order to understand how incubators can adapt their support more effectively to help entrepreneurs overcome their challenges.  The thesis purpose is to broaden the understanding of how business logics and challenges of startups adhere to the industry they are in, and how the support given by business incubators can help the businesses to overcome challenges associated with these business logics. The research design was qualitative, and data was collected by performing six semi-structured interviews with entrepreneurs within creative and technology-based industries, enrolled at business incubators with these specializations.  The study results in a proposed model, giving extension to the original triad model by Carvalho & Galina (2015). In the proposed model, new dimensions of the support system as well as the nature of the startups’ business logics, and challenges are addressed. The proposed model and the study’s results may act as a guiding framework for future research in the field, aiming to gain a better understanding of the reality of startups with different business logics.