FACTORS AFFECTING THE STARTUP’S COMPETITIVENESS IN THE ONLINE EDUCATION MARKET

This paper presents a study on the significance of the factors affecting the competitiveness of small innovative enterprises — start-ups in the online education market in Russia. The article reflects the main theoretical and practical aspects of competitiveness in the online segment of the education market. The most and least important factors of competitiveness for small innovative enterprises in the online education market are highlighted. Based on the analysis of the literature, 34 factors were identified that can theoretically influence the competitiveness of a small innovative enterprise — a start-up operating in the online education market. As part of the study, 52 entrepreneurs who created companies in the online education segment in our country were interviewed. Each statement in the survey corresponded to one factor of competitiveness, the importance of which had to be assessed on a 5-point scale. According to the ranking, the most important factors are: (1) mutual understanding between the founders; (2) customer relations; (3) the size of the potential market segment; (4) non-material motivation; (5) leadership of the startup founders. The least significant factors are: (1) office; (2) multinational staff; (3) the ability for employees to work together in the same location; (4) the founders` degree in management; (5) the employees` university degree. Based on the factors identified as a result of the study, recommendations are given that allow founders and managers of startups in the online education market to build new and adjust existing strategies for the development of their business, thus increasing their market value.

entrepreneurship, competitiveness, competition, online education, startup, strategy, business model, innovation, business development, recommendations

Pavliukevich E. D. Factors affecting the startup’s competitiveness in the online education market. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2023;4(65):19—24. DOI: 10.25683/VOLBI.2023.65.783.