Marketing of Start-ups and Innovations in Agricultural Entrepreneurship

Agricultural development is a determining factor in ensuring food security. The intensification and innovation of agriculture is a prerequisite for meeting the food needs of the world’s population. Any innovative activity is Entrepreneurial and is based on the search for new ideas and their assessment; finding the necessary resources; Enterprise creation and management; receiving cash income, and personal satisfaction with the achieved result. The specificity of innovation is its riskiness, so often, investors simply ignore insufficiently substantiated projects. Currently, the due diligence procedure is gaining popularity, during which an investment study is carried out to establish the risks of a proposed capital transaction and develop a competent mayor to manage them. In the article, the authors considered the features and difficulties of marketing for startups and innovations in agricultural entrepreneurship and proposed a due diligence procedure to improve it. Due diligence is actions aimed at obtaining an objective picture of the object of financing. Due diligence is necessary both before investing, merging or buying a company and before starting any kind of cooperation with startups and innovations. The authors considered introducing the due diligence procedure and alternative ways of acquiring a business, indicated and analyzed the main stages of the financial due diligence procedure, and gave an example of the report of the diligence procedure for an agricultural startup.