КОНЦЕПТУАЛЬНІ ЗАСАДИ УПРАВЛІННЯ СТАРТАПАМИ В СУЧАСНІЙ ПІДПРИЄМНИЦЬКІЙ ЕКОСИСТЕМІ

This article presents a conceptual framework for managing startups, taking into account the specific characteristics of their operations within the modern entrepreneurial ecosystem. It traces the evolution of the concept of “startup” - from a newly established enterprise to a flexible form of innovative entrepreneurial activity focused on testing market hypotheses, identifying a viable business model, and scaling up. The essence of a startup as a management object is clarified, with its characteristic features being innovation, a high level of uncertainty, limited resources, adaptability, and the dependence of management decisions on the results of market testing. It is determined that startup management is cyclical in nature and involves the sequential formulation, testing, and adjustment of decisions regarding the product, target market, business model, team, financing, and directions for further growth. The entrepreneurial ecosystem for startup development is presented as a dynamic, multilevel system of interaction among actors, resources, institutions, and infrastructure elements, linked by formal and informal connections. Its constituent actors, functional components, and role in ensuring startups’ access to financial, human, technological, and informational resources, as well as knowledge and professional networks, are identified. The authors propose an original definition of startup management within an entrepreneurial ecosystem, which combines internal management processes with the purposeful utilization of opportunities in the external environment. The principles of such management have been systematized, among which value orientation, hypothesis-driven approach, adaptability, iterativeness, resource-based rationale, phased approach, ecosystem interaction, measurability, and scalability are highlighted. Management priorities have been established for the stages of idea formation, MVP creation, market entry, business model validation, growth, and scaling. The proposed provisions form the basis for aligning product, market, organizational, and financial decisions with the resources and opportunities of the entrepreneurial ecosystem.