Startup as Diploma: Introducing a Digital Product to the Tourism Market in Russia: Marketing Activities Planning and Evaluating to Launch a Digital Product in Tourism

The thesis is a research aimed at identifying key strategies and methods of marketing activities for the successful launch and scaling of a digital product. The objectives of this study were clearly formulated taking into account the business goals of the product, which made it possible to identify key areas of marketing efforts and achieve the goals in the process. Achieved goals include successfully validating Product-Market Fit and developing an effective marketing strategy. Non-standard channels for attracting users were identified, an analysis of the costs of attracting and retaining users was carried out, and key metrics for the success of the product were identified. Completion of the assigned tasks allowed us to conclude that the main goal of the work has been achieved - the development of an effective marketing strategy that can ensure the successful launch and scaling of the product on the Russian market with the receipt of the first profit by the third year of development.