Take a look at the various Business Excellence Frameworks around the globe. Links to the European EFQM model, the US Baldridge Business Excellence Model, the Singaporean Business Excellence Model (from SPRINGS) and the Malaysian Business Excellence Framework below
Use a focus group from the target market, and or survey of the target customers. The best approach is to conduct a market test. The feedback from the market test will be useful for formulating a strategy for entering the market, and the results of the test will help the start-up in raising money.