Обзор подходов к формированию ценностного предложения в инновационных стартапах

The article substantiates the assertion about the predominant role of studying consumers' value orientations in the creation of innovative products. It is shown that MVP (Minimum Viable Product), which corresponds to the target audience's perceptions of benefits and their expectations, is an effective market testing tool and a source of information about consumer preferences. Attention is paid to the concepts of «lean startup» and «lean consumer development» from the point of view of assessing opportunities to reduce risks associated with cost and time overruns in developing and bringing to market an innovative product. In order to expand the boundaries of research attention, the authors made an attempt to logically combine F. Kotler's models of buying behavior and A. Osterwalder's value proposition development. An overview of some of the methods and tools of innovative product development that contribute to the value proposition is presented.

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