FORMATION OF INVESTMENT POTENTIAL OF STARTUPS IN THE SYSTEM OF MARKETING DETERMINANTS AND SUSTAINABLE DEVELOPMENT

Abstract

The acceleration of global digital transformations and the increasing scarcity of venture capital have fundamentally altered the requirements for the development and financing of new business ventures. The relevance of this study is driven by the urgent need to redefine how startup investment potential is measured in an era where traditional financial metrics no longer suffice to guarantee long-term viability. The primary objective is to establish a comprehensive framework that integrates marketing determinants and sustainable development principles into the core valuation of innovative projects. To achieve this, a multidimensional research methodology was employed, encompassing a systematic analysis of venture market trends, the synthesis of operational efficiency metrics, and a comparative evaluation of non-financial reporting standards. This approach allowed for a holistic view of how internal management decisions correlate with external investor expectations in highly volatile economic environments. The research results demonstrate that a startup's investment potential is no longer a static attribute but a dynamic synergy of market-oriented agility and environmental, social, and governance responsibility. The study identifies a critical shift in investor logic, moving toward a rigorous assessment of customer engagement quality and the scalability of digital infrastructures alongside a project’s carbon footprint and ethical governance. A key finding is the emergence of a «feedback loop» where strategic marketing investments not only drive user growth but also enhance the project’s ESG profile, thereby reducing long-term regulatory risks and increasing overall capitalization. Furthermore, the analysis reveals that the effectiveness of capital attraction is significantly higher for ventures that maintain a balance between aggressive market expansion and sustainable resource management. The practical value of this work lies in its utility for both entrepreneurs and members of the investment community. For founders, the study provides a structured «strategic dashboard» of key performance indicators that are vital for navigating various funding rounds, from initial seeding to public offerings. It offers actionable insights into optimizing marketing budgets to meet the specific transparency and sustainability requirements of modern institutional funds. For investors, the findings offer a refined diagnostic toolset for the qualitative assessment of intangible assets and the mitigation of risks associated with digital and environmental transitions. Ultimately, the integration of these multifaceted determinants facilitates the creation of more resilient business models capable of achieving stable growth within the integrated European and global economic spaces.