Forms and Methods of Launching the First Product in the Startup

Technologies development, changes in customer preferences, economy globalization and more aggressive market competition are the factors that leads to the emergence of the most flexible, innovation-oriented startup companies that produce new products and create new markets. The «startup» term often appears in various news sources, appears in a variety of works devoted to business and management. However, the definition of «startup» is given blurry, viewed from a different angle and does not give unambiguous clarity in matters related to NPD, strategies choice, tools and methods for risk reduction and analysis. Moreover, it offers many interpretations of the concept "new" and "innovative" product, which is the main component of any startup. The main tasks of the present paper are to describe the startup, give a clear definition of what kind of product should be developed in a startup and identify new approaches and strategies for the development of both product and business innovation under conditions of extreme uncertainty. Hypotheses of work are formed on the basis of theoretical material. Next, the article considers the business model of the online aggregators, Russian aggregators market, reveals the specific features, characteristics and trends. The aim of this work is the formation of specific recommendations to help ensure a successful commercialization process and reduce the risk of failure of product in a startup aggregator. Present paper work includes the analysis of numerous theoretical sources of the problems and issues of development of startups, disassembled practical cases of launching products in aggregators, justified hypotheses, and implemented objectives and purpose.