Innovation in its most advanced generation takes place through widespread economic and social interactions, with the metamorphosis of knowledge, resources, and products among entities with characteristics of life, growth, evolution, and competition. These specifications represent an arrangement that is better understood and governed in the concept of ecosystem. Particularly when researchers want to study startups who are context dependent mini-organisms. This paper investigates startups innovation ecosystem to identify its main players and key roles. To this end, a systematic literature review of articles from the year 2008 to 2018 was conducted. Findings show that universities, incubators, companies, financials suppliers, accelerators and science and technology parks are the main actors. Furthermore, contextualization, midwifery, support, coaching and orchestration have been identified as key roles. Finally, the key roles have been surveyed and validated based on startups innovation capability in Hamedan province.