THE COMPLEX OF THE STARTUP MARKETING STRATEGIES AND THE DEVELOPMENT OF THE MATHEMATICAL MODELS FOR PREDICTING THEIR SUCCESS ON THE MARKET OF THE SCIENTIFIC AND TECHNICAL PRODUCTS

Abstract

Startup-projects are an influential socio-economic phenomenon, while the development of the startup industry is a determining factor of the competitiveness of the country. This determines the relevance of the conducted investigation. The aim of the study was to identify the factors that have the most significant impact on the development of particular startups and startup industry in the countries around the world, as well as the construction of the mathematical models and the development of the method for forecasting the success of startups; and also the formation of the complex of the startup marketing strategies. In accordance with the stated aim, regression models, including multi-parameter ones, were created. They can be used to evaluate the success of the startups in the country and are based on the analysis of the socio-economic indicators, as well as indices and ratings of countries around the world. The examples of the determined dependencies and created models for the evaluation of the startup success were presented. The following parameters have been used in the models: The Freedom in the World Score (FWS), The Open Data Barometer Score (ODB) and also GDP and ODB simultaneously. The system of the startup success determinants was developed. According to this system, determinants were divided into external (legal support, scientific and technological level, competitive environment, etc.) and internal (leadership, resource capabilities, indicators of the team, etc.). The marketing strategies for the startup projects were offered – completely independent, independent with the minimization of the rights loss, acceleration of the scaling, reanimation, minimization of the promotional efforts. A system of the tracks for them was developed. The stages of the life cycle of the startup-projects were defined – approbation, capitalization and business scaling. It was also established that pricing is one of the key aspects that have to be considered when choosing a marketing strategy for a startup-project. It has been determined that differentiation is the most appropriate way to ensure the competitiveness of the startup.