Business incubators and accelerators have become a dominant mechanism for stimulating and facilitating the growth of new ventures, catering to the support needs of entrepreneurs in various stages of venture development. Yet, there is evidence that those service portfolios might not meet or match the actual needs of incubator tenants (Ratinho et al, 2012). Intangible resources offered don’t always produce the desired effect. In this study, we want to know what the demand characteristics of entrepreneurs within business acceleration programs are, and how these evolve and differ across types of entrepreneurs. By doing so, we follow calls for investigation of how role identities of entrepreneurs influence firm creation processes and their outcomes (Fauchart & Gruber, 2011).