Science-based startups
Sometimes referred as deep tech, or hard tech (not sure about the definitions, though), I tend to see the definition as those companies that are rooted in basic science principles, and that operate on the development of new scientific results.
Instrumentation companies (those that build tools to perform measurements) are a clear example. They build tools for scientists.
A marketing company for science-based startups, however, is not scientifically-based in itself.
And I think it is important to have a special distinction for science-based companies, because there is an inherent cost (sometimes hidden) to performing research in a startup.
See also: Risks in starting a scientific company
The confusion zone between business and technologies generates the need for research (founders keep doing what they were doing), pushing commercialization down to the future. The risk is that the amount of resources needed keep growing, which in turn means more investment is needed, diluting the founders shares or putting a temporary halt to a promising technology.
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