Developing a Strategy for Launching EdTech Startup

The aim of the paper is to create a strategy for launching an online speedreading school for youth. Three tasks have been set for this purpose. The first is the marketing study of environmental factors and the target audience. The second is the search for suitable business practices for the startup strategy. The third is the creation of a business model and a business plan. The results are as follows. The analysis of the startup's target audience allowed us to obtain valuable insights for the marketing strategy. At the trend review stage, the disadvantages of current online courses, characteristics of a loyal target audience and leading channels for attracting customers were identified. The analysis of the macro environment revealed limitations in the launch and development of the startup. In the analysis of the microenvironment, the attractiveness of the chosen niche was confirmed. During the competitive analysis, the strongest competitors were identified and a competitive advantage was found for each of them. As part of the theoretical review, business modeling tools, fundraising tools for Russian startups, and approaches for developing a marketing strategy were considered. At the stage of business modeling, a value proposition was formulated, and options for further development of the startup were found. In the marketing strategy, the school's brand was designed, the content of the product, pricing policy, access to the online product and ways to promote it were determined. The school's landing page was created, demonstrating its brand, product, and competitive advantages, using insights obtained during the analysis of the target audience. In the organizational plan, the tasks of the school and the staff necessary for their implementation were determined; the optimal organizational and legal form and tax system were selected. The financial plan allowed us to get an idea of the structure of income and expenses of the startup in the first year of its operation.