28 Apr Startup of the Year 2026: Meet the Judges (And What They’re Looking For This Year)

Posted at 13:25h in IC Events, Start-ups by

Entries for Startup of the Year 2026 are now closed! At this stage, it’s no longer about who applied; it’s about who holds up under scrutiny.

Because once the Top 10 is announced, the lens shifts. Founders aren’t pitching to a general audience anymore – they’re stepping in front of people who allocate capital, build systems at scale, sit on boards, and work closely with founders navigating growth.

This year’s judging panel reflects exactly that.

From Ecosystem Signal to Final Call

In 2026, we expanded the process in collaboration with The Open Letter, bringing more of the ecosystem into how startups are evaluated.

Round one has already done its job.

A cross-section of investors, corporates, and experienced founders scored entries based on what they’re seeing in market right now. That layer carries weight – 30% of the final outcome.

What comes next is more focused.

The Top 10 will now be assessed by a panel of judges who sit much closer to the decisions that shape whether a startup grows, stalls, or scales.

The Judges

Why This Mix Matters

Most founders are used to pitching in one direction, usually towards investors. But building a real business requires more than that.

You need:

  • customers who convert
  • systems that scale
  • governance that holds
  • capital that understands the journey
  • and a founder mindset that can carry all of it

This panel reflects those layers. So what gets rewarded here isn’t just a strong pitch, it’s alignment across the fundamentals.

What They’re Actually Evaluating

The scoring framework is structured, but the intent is simple: Does this business make sense and is it ready for what comes next?

1. Problem to Solve Is the team solving something real, for a clearly defined customer? And is the market worth solving for?

2. Solution / Offering Does the product actually address the problem, or just describe it well?

3. Value of the Solution Is there a business model behind it that holds up?

4. Credibility Is this grounded in evidence or assumptions?

5. Next Steps Does the team know what comes next, and how to get there?

6. Presentation Can the founder communicate clearly, under pressure, with conviction?

This feeds into the broader scoring system:

  • Ecosystem: 30%
  • Judges: 50%
  • Live pitch performance: 20%

Alongside this, People’s Choice voting opens on The Open Letter once the Top 10 is announced and continues through the final night, giving the broader community a direct say.

What Happens Next

On the night, the Top 10 will pitch live in front of this panel, the room, and the broader ecosystem.

What This Stage Reveals

By the time a startup reaches this point, the basics are already in place.

What the judges are looking for now is sharper:

  • Does the business hold up beyond the narrative?
  • Is there real evidence of traction and demand?
  • Can the founder communicate it clearly when it matters?

Because this isn’t just about picking a winner.

It’s about identifying which businesses are actually ready to move.

Be in the room

On 14 May, Innovation City brings founders, investors, and operators together for an evening of live startup pitches followed by the annual Innovation City Awards, combining early-stage momentum with recognised impact.

This is where the ecosystem intersects. You’ll see founders under pressure, judges calling what matters, and leaders recognised across categories like VC of the Year, Entrepreneur of the Year, and Cape Town Impact Award.

Part signal, part celebration, and a clear snapshot of what’s building in South Africa right now.

Seats are limited. Save yours now: https://events.theopenletter.io/events/startup-of-the-year-2026

This year’s SOTY Awards are sponsored by Absa Group and Payfast by Network.

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