<![CDATA[Technology-based startups play a vital role in boosting the Indonesian economy. However, many face sustainability challenges due to misalignment with market needs and a lack of comprehensive understanding of business processes. This condition demands the application of academic theories related to increasing productivity and highlights the need for innovative solutions. Universities can significantly support the development of these startups by leveraging business incubators to enhance competitiveness in the digital era. This research aims to propose a marketplace system architecture incorporating a business incubator unit (BIU), integrating scientific knowledge with societal business interests and talents in a university. The system is developed by the enterprise architecture (EA) methodology with the the open group architecture framework (TOGAF). This approach ensures a systematic design process that aligns with best practices. This study results in several strategic artefacts that provide guidance for creating a practical environment for entrepreneurs and translating theoretical insights into actionable business strategies. The artefacts can be rigorously tested and applied in real-world business incubator settings. The proposed system addresses critical challenges startup businesses face, such as enhancing business understanding and providing a fair foundation before entering the competitive market.]]>
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