Data-driven innovation is a key pillar for economic development in the 21st century, and the role and value of data in developing new products, services and business models has gained attention. This study presents the user journeys of five data-driven start-ups, and the study discusses the opportunities and barriers the entrepreneurs have met when aiming to use public data in the business development process. The study shows that young entrepreneurial firms identify opportunities – but face substantial barriers when striving to take advantage of data that can be used in value creating activities. The study reveals three important insights: first, the ecosystem for data-driven innovation is immature. Differences in culture, communication and work methods across stakeholders and sectors affect and delay the process of gaining access to data. Second, access is needed as well as network and expertise that make the process of accessing and applying data easier and quicker. Third, guidance and assistance is needed in the process of gaining access to external and public data.