Customer Relations Development in the Context of Startups\' Marketing Strategy

Business creation is inextricably linked with risks. At the initial stage of the startup building, a number of questions arise that determine how the business will develop: who are the customers, where to find them, what are their needs, why and how they make purchases. Answers to such questions can be obtained by applying Steve Blanc's client development methodology. In Russia it has become popular approximately since 2011, today it continues to gain popularity, especially in the field of IT-startup. However, in other market fields, superficial knowledge of the technology of building relationships with customers prevails, particularly in Russia, which is the basis of the problem of this study. The practical importance of this problem was considered on the example of a startup connected with the medical field, since Medical technology is one of the fastest growing and promising for today. The empirical object of research is the medical company "A-Medproekt" - a start-up for the sale of medical instruments and products, the organization of medical educational events. The theoretical object is the method of building relationships with customers in the context of the startup marketing strategy, and the subject is the tools used to build relationships with customers. The aim of the research is to develop a value proposition map for A-Medproject. Respondents of the study are surgeons using surgical implants in their practice. As a result of the study, a customer profile was made and a map of the value proposition was proposed, which required further testing in the future.