Assessment tools and strategies for the growth of the market share of a scalable innovative startup

The most problematic stage of a startup's life is the transition from a prototype to mass production. In relation to innovative products, these are also the risks of diffusion of innovation. Overcoming these problems requires singling out the scaling process as a separate direction of planning, in which increasing market share is one of the key parameters to success. Together with the growth of the market capacity and profitability of scalable products, an increase in the market share ensures an increase in startup profits. For innovation, this is the main criterion to success. Based on this thesis, the authors propose methods for calculating the indicators of market shares by value and quantity of products, and a scheme for positioning startups according to these indicators. For the correct use of the market share indicators in business scaling plans, tools for analyzing their mutual dynamics and the main drivers of growth are offered. The technology of building a competitive market map has been developed, which is necessary for the formation of strategies for the competition of innovative products with the existing ones on the market. The proposals for the development of strategies for increasing the market share by reducing costs, customization and work in special market niches are presented. An illustration of the strategies is presented on the example of Russian innovative products.