Emptying my mind... looking at domain name... okay, first thoughts:
"Hmm, not totally sure. Must have something to do with startups for sure. What's the 'forward' mean? Is this a site to help startups... move forward? Perhaps a source of startup advice? To accelerate them, whatever that might mean? Or... to sell them? To push them forward to someone else? Nah, can't be that. Maybe it's got something to do with helping startups move forward."
Straight stream of consciousness, take it for what it's worth :-)
P.S. If I had seen this name on an ad, without a prompt to guess what it was, I would be more confused. The initial confusion would have stopped me from trying to figure it out; I would have just walked away and dismissed it as an odd name - unless there was a tagline or descriptive logo that offered more context.