MODERN METHODS OF SOCIAL CAPITAL MANAGEMENT IN STARTUPS DEVELOPMENT

The paper considers issues faced by novice entrepreneurs whose activities are related to innovative development and scientific and technological studiesAmong the most pressing concerns is the lack of finance and the difficulty of attracting investors in the early stages of project development and launch. In the context of startup development, there is the intangible asset of social capital that plays a key role, often acting as the basis on which investor relations are built and maintained. Such a many-sided resource is not just a byproduct of networking, it is like the glue that holds together a complex network of interpersonal and interorganizational connections and relationships. In addition, it embraces shared values, norms and mutual understanding that facilitate cooperation within or between groups, thereby becoming a decisive factor in securing funding and developing investor relations. The level of social capital and trust may be the core that influences investors’ decisions at an early stage. So, it is cultivated not simply by presenting promising financial projections or a sound business model, but by establishing rapport that goes beyond transactional interactions. It is the entrepreneur’s ability to develop and manage the social capital of a start-up that can influence investor commitment when tangible assets are scarce and future success is quite speculative.