Your entrepreneurial experience demonstrates a number of qualities that an admissions committee may like to see: initiative, leadership, management experience, organization, an ability to conceive of new ideas and bring them through the process of execution, etc. With that in mind, your experiences in the startup may be excellent material for one of your essays, can possibly be included in your resume, and should also be prepared for during your interviews.
Understand also, though, that an admissions committee would also like to see advancement from what you've once done. Your undergrad startup should not be the peak of your professional existence, so also consider using your startup experience as material for lessons learned or as a reference point to demonstrate your maturation and professional development.
I would not get overly creative with the application itself, though, unless a program you're applying to offers some multimedia option (which a few schools have done over the past couple years).
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