Marketing support for scaling an innovative startup

The venture nature of scaling startups requires special attention to commercial risks, which increase many times compared to the scaling of innovative products. To minimize such risks, the most effective tools are branding technologies that orient a startup to maximize profits by increasing the number of consumers, developing and implementing relevant strategies and competition tools, and increasing the marginality of the product. This article highlights the risk zones of scaling innovative startups and a structured formula for the dependence of startup profits on market capacity, market share, and profitability, taking into account the specifics of innovation and innovative products to minimize these risks. If the startup does not pass filtering for market capacity, target market share, and planned profitability, and does not reach the target profit which could be obtained as a result of scaling, then the project is postponed. For projects that pass filtering for these three key profit multipliers, marketing methods and technologies for increasing them are proposed with planned results for each event, the timing of their implementation, and the necessary budget. The set of proposals can be a marketing basis for scaling business plans, the elements of which are presented using the example of innovative Russian products.