[squidbidness]

I usually prefer the general, English meaning of a word to apply unless there's a particularly compelling case for abusing the word, or the context conveys that specialized technical nomenclature should be expected rather than the generic meaning. The OP is a news article with a general audience, so I see no problem with applying the generic English meaning of the word "startup", which simply denotes something that's starting. The original English word does not necessarily connote speed.