Marketing of Innovative startup

Abstract

In this article, understanding the place and essence of an innovative product startup marketing is discussed. The marketing concept of innovative startup maintenance at stages of Pre-Seed, Seed, and Startup is formulated. It is shown that at different stages of a startup life cycle, it deals with various consumers. The structure of the actions for each stage, directed to the understanding of the market and consumers, is described. Classification of innovative startups markets stages is offered. The authors formulated a task to define how marketing influences at the startup and how critical its transformation is from one stage to another. In the research, startup marketing must use its specific set of instruments at every stage. At the Pre-Seed stage, the main participants are businessmen who introduce an idea, and the market can be determined as a market of ideas. At the Seed stage, investors are key clients, and the search for future customers becomes the main marketing goal. At the Sale stage market of startups is forming, where investors and final customers become principal figures. For innovators, it is very important to study the ways of product use and know customers’ positive and negative feedback. After examining customer reactions to new products and knowing his appreciation of their properties, we may contact product creators to introduce possible changes into functional characteristics.