Developing a startup project strategy concept with risk assessment

Relevance. Modern markets are characterized by a large number of business participants, which creates fierce competition. Without a clearly defined strategy and risk assessment, it is difficult for a startup to establish a stable market position, avoid mistakes, and quickly adapt to changes. Developing a startup strategy concept helps identify unique advantages and minimize threats from competitors and the external environment. The consumer market is constantly changing, and it is important for startups to promptly identify new trends and adapt their strategy. Risk analysis helps understand which changes may negatively impact the business and develop plans to minimize them. A strategy based on a systematic risk assessment enables the early identification of potential threats and the development of measures to eliminate or mitigate them, thereby increasing the likelihood of a successful launch and development of startups. Therefore, developing a startup project strategy concept that takes into account the assessment of promotion risks is a relevant scientific and practical issue.

The purpose is develop a startup project strategy concept that takes into account the assessment of promotion risks.

Objectives: Identify and assess the risks of a specific startup project; Develop a strategy concept for the creation and promotion of this startup, as well as a content marketing strategy for the project, taking into account the phases of the life cycle, and detail it; and justify the importance and significance of the obtained results.

Methodology. The research methodology includes methods for analyzing startup risks, as well as approaches to developing a strategy concept for a startup project, taking into account the assessment of promotion risks.

Results: the risks of a specific startup project were identified and assessed; a strategy concept for the creation and promotion of this startup was developed, taking into account the assessment of the risks of creation and promotion of the startup project; a content marketing strategy for the project, taking into account the phases of the life cycle, was developed and detailed.

Conclusion. The importance and significance of the author's concept of a startup project strategy is substantiated, taking into account the risk assessment of its promotion.

1. Rozhkova, E. V. "The Essence and Characteristics of a Startup in the Modern Economy" / E. V. Rozhkova, L. R. Mingacheva // Competitiveness in the Global World: Economics, Science, and Technology. - 2022. - No. 4. - pp. 57-60.

2. Kryzhanovskaya, O. A. "Market Research for the Implementation of a Startup Project in Modern Economic Conditions" / O. A. Kryzhanovskaya, K. E. Pakhomov // Bulletin of the Southwestern State University. Series: Economics. Sociology. Management. - 2022. - Vol. 12, No. 4. - pp. 156-167.

3. Golovin, T. Y. Lean Startup Methodology as a Base for an Entrepreneurship Opportunity Model / T. Y. Golovin // Economy and Entrepreneurship. - 2025. - No. 7 (180). - P. 814-817.

4. Azoev, G. L. Marketing Technologies for Scaling the Business of an Innovative Startup / G. L. Azoev, E. V. Sumarokova. - Moscow: Rusains Limited Liability Company, 2023. - 126 p.

5. Prozorovskaya, L. V. Comprehensive Assessment of Strategic Planning at Enterprises in the Development of Innovations / L. V. Prozorovskaya, E. A. Efanova // Bulletin of Tambov University. Series: Humanities. - 2009. - No. 11 (79). - P. 77-88.

6. Kaliberdin, P. A. Marketing strategies for supporting a technology startup at the early stages of its life cycle / P. A. Kaliberdin // Construction Economics. - 2024. - No. 3. - Pp. 31-34.

7. Kovalchuk, M. A. Features of the formation of a startup business model / M. A. Kovalchuk, M. G. Treiman // Construction Economics. - 2025. - No. 6. - Pp. 170-172.

8. Kasych, A. & Amelyaniuk, A. (2020). The Nature of Startup Development: Concepts, Theories, Trends, Conditions // Littera Scripta. 13. 10.36708/Littera_Scripta2020/1/11 // https://www.researchgate.net/publication/342817942_The_Nature_of_Startup_Development_Concepts_Theories_Trends_Conditions

9. Kasych, A. & Dzhura, A. (2019). Startups as a form of entrepreneurial activity: concept, meaning, foreign experience // Investytsiyi: praktyka ta dosvid. 24. 10.32702/2306-6814.2019.2.24 // https://www.researchgate.net/publication/330834782_Startups_as_a_form_of_entrepreneurial_activity_concept_meaning_foreign_experience

10. Khavrova, K. & Pluzhnikova, L. (2021). The importance of startups in entrepreneurship // Business Navigator. 10.32847/business-navigator.63-19 // https://www.researchgate.net/publication/352023860_The_importance_of_startups_in_entrepreneurship

11. Vinokurova, T. P. Tax risk: economic essence, methods of analysis and assessment, directions for their improvement / T. P. Vinokurova // Economy and management (Minsk). - 2012. - No. 4 (32). - P. 103-110.

12. Issues of economic development of the risk management system in national companies of Kazakhstan / K. O. Shayakhmetova, S. N. Valieva, A. Sakenkyzy, A. A. Shynybayev // The financial system in the context of creating a model of sustainable economic development of Kazakhstan: Collection of materials of the International scientific and practical conference, Astana, February 1, 2024. – Astana: IP "Bulatov A.Zh.", 2024. – Pp. 435-441.

13. The Main Components of a Successful Startup Strategy / L. S. Charyeva, A. N. Ashirova, E. G. Davletova [et al.] // Young Scientist. – 2023. – No. 46 (493). – Pp. 139-141.

14. Gubkin, I. I. Features of Marketing Strategy at Various Stages of a Startup Life Cycle / I. I. Gubkin // Student Bulletin. – 2024. – No. 20-13 (306). – Pp. 18-21.

15. Andryushchenko, D. V. Marketing Strategy for Startup Promotion / D. V. Andryushchenko // Actual Problems of Social, Humanitarian and Scientific-Technical Knowledge. – 2022. – No. 3-4 (31). – P. 5-8.

16. Nevostruev, P. Yu. Marketing concept of searching for consumer value of a startup / P. Yu. Nevostruev // E-Scio. – 2020. – No. 4 (43). – P. 479-485.

17. Safronova, Ya. D. Business plan for a startup: adaptation and risk management strategies / Ya. D. Safronova // Science of the 21st century: current directions of development. – 2025. – No. 1-2. – P. 14-18.

18. Artyukhova, I. V. Startup Development Strategy / I. V. Artyukhova, M. E. Emirov // Trends in the Functioning of Modern Enterprises and Organizations: Collection of abstracts of participants in the scientific and practical conference of faculty, students and young scientists dedicated to the Day of Russian Science, Simferopol, February 8, 2021. - Simferopol: Crimean Federal University named after V. I. Vernadsky, 2021. - P. 112-113.

19. Tokarev, B. E. The Concept of Multi-Level Marketing of an Innovative Startup / B. E. Tokarev // Bulletin of the University. - 2017. - No. 3. - P. 158-164.

20. Kryzhanovskaya, O. A. Selecting a channel for promoting a startup project in the modern media space / O. A. Kryzhanovskaya // Bulletin of the South-West State University. Series: Economics. Sociology. Management. - 2024. - Vol. 14, No. 4. - P. 162-173.