Abstract:
The paper defines the specifics of marketing activities, marketing methods and tools used at different
stages of startup life cycle. The marketing approach to the allocation of stages of startup life cycle
(idea – concept – prototype – finished product – launch) is substantiated. The model of the peculiarities
of startup marketing is presented in the study. The proposed approach to identifying essence and key
elements of startup marketing, in which marketing activity is derived from the startup life cycle stage.
The results of the study complement the scientific foundations of marketing innovative products, marketing
activities at different stages of the product life cycle in terms of the development of conceptual
provisions for marketing startups and the use of marketing methods and tools for the development of
startup by life cycle stages.