MODELS OF DEVELOPMENT OF STARTUP PROJECTS BASED ON GAME THEORY

The article discusses the results of research related to solving the problems of development of start-up projects in the field of information technology. Studies have shown that, as a rule, such enterprises operate in the field of providing IT services and at the same time use the SaaS business model. Working in market conditions, such enterprises offer services for using the IT products developed by them, forming a pool of loyal customers. Such clients, through subscriptions, generate cash flows to support development projects for start-up products. The conditions and features of interaction of three groups of key stakeholders (owners, users (clients) and developers) are considered. To study and analyze the mutual influence of these interactions, an approach based on the use of game theory for three stakeholders is proposed. This made it possible to flexibly define interaction strategies based on pricing policy, volume and cost of further software development for IT products and the requirements of loyal customers. The identified structural components and the interrelationships between them formed the basis of the proposed conceptual model "growing cone" for projects to create and develop complex IT products. Using the constructed mathematical descriptions of the three key stakeholders, a model of their interaction and mutual influence was developed based on game situations. In shaping their strategies of actions and influences for their own benefit, they must take into account the actions of two other stakeholders. The analysis of the research results was carried out and typical strategies of interactions of the considered stakeholders were identified. To simulate and test the proposed models, a heuristic algorithm with an optimization function was used. To generate program codes, the functionality of the Python libraries was used. An analysis is carried out and conclusions are drawn about the effectiveness of the proposed approach.