Indonesia's digital economy has shown a high growth of startup companies. This phenomenon is supported by large population where the number of mobile phone users have reached a hundred million. The number of startup companies in Indonesia reached 2143 in 2019. However, 93% of them are small startups. The leveling of the startup company is measured by its valuation size. The bigger the valuation of a startup company is believed will help the digital economy development. The Ministry of Communication and Informatics of Indonesia has 1000 digital startups program as a step to reach government goal to have more unicorns and be the digital energy of Asia. In response to that, this research aims to understand the systemic impact of Indonesia's startup companies development and their valuation by using system dynamics approach. For that purpose, this paper develops conceptual system dynamics model of startup development and valuation.