The need for innovations that enable system shift to circular economy is great, while the logic of current linear systems hinders this type of transition initiative. One of the most important prerequisites is to deepen the knowledge of, and remove structural barriers for startups with circular business ideas, not least obstacles identified in previous feasibility studies and projects. At the same time, Gävleborg has low innovation capacity due to weaknesses such as low renewal rate in the business sector, low frequency of foreign-born and low proportion of trademark protection, design applications and patents. The pre-study will contribute to counteracting the region's relatively low innovation capacity by laying the foundation for a long-term investment in improving the conditions for creative ideas to become startups that develop into robust companies that contribute to the circular economy. We do this with a special focus on conditions in sparsely populated areas and smaller cities.