FORMATION OF STARTUP MARKETING STRATEGIES BASED ON THE AUTHOR’S SMIV FRAMEWORK

Abstract

The article examines approaches to demand validation in the context of startup operations and the formation of marketing and sales strategies. The limitations of traditional marketing research methods based on consumers’ stated preferences are substantiated in the context of high uncertainty in the innovation environment. It is determined that this necessitates a transition to behavioral approaches for demand assessment. The author’s SMIV (Social Media Idea Validation) framework is proposed as a tool for behavioral demand validation, grounded in revealed preference theory and lean entrepreneurship principles. Its stage-by-stage structure and the mechanism of behavioral signal triangulation are described. A comparative analysis with traditional approaches is conducted, demonstrating the advantages of SMIV in terms of speed, cost, and data validity. It is determined that the use of digital platforms enhances the accuracy of managerial decisions and the efficiency of startup commercialization.