In the article we address recurring causes of failures in starting up a new company. In particular, we explore flaws in entrepreneurs’ mental model when dealing with feedback and delays in building up stocks of assets. The work that we are presenting is in progress but scored the following targets. First, under a theoretical point of view, we laid down borders to define a theoretical territory where the strong connections can be observed that entwine literatures on start-up, on the resource-based view of the firm and system dynamics. Second, we created an experimental laboratory to test individuals’ recurring mistakes when dealing with a start-up. Further developments of this work are in the direction of setting an experimental protocol to conduct empirical research on a sample of players.