To set up a new business can be a complex and demanding task in a highly regulated society. There is a need for many contacts with and applications for permits to different public authorities. There exists e-government support for new businesses, e.g. business link portals with information and services based on a life-event approach. This presented research contains formulation of a vision for a renewed e-government support for business set up (an assemblage information system; joined-up support for application processes; a reversed application process). This is characterized as visionary design research, which is argued to be a legitimate research approach. The paper articulates a visionary design research approach based on multi-grounding principles. Grounding of the emergent vision is done in theoretical pre-knowledge, internally through vision coherence and empirically in identified problematic situations, articulated goals and opinions/assessments from knowledgeable practitioners.