The article explores the current challenges faced by startup projects in the contemporary economic landscape, focusing on their achievements and the factors that contribute to their failures. A particular emphasis is placed on the influence of digital transformation, strategic planning, investment strategies, and external environment on the performance of startups. The purpose of this study is to identify the key factors contributing to the success or failure of startups, to establish patterns of their development. The research methodology encompasses a comparative analysis of successful and unsuccessful startup cases from China, Kazakhstan, and other countries, as well as the utilization of statistical data and empirical observations. A case method was employed to examine real-world examples of startup activities and to pinpoint the reasons for their success or failure. The originality and value of this work lies in its comprehensive approach to analyzing the factors that influence startup success. By combining international, Chinese, and Kazakh perspectives, the study identifies patterns that can be applied to develop effective strategies for new ventures. The results of the research demonstrate that successful startups actively embrace digital technologies, have a flexible business model, and engage in strategic planning. They also have access to investment opportunities. Unsuccessful projects tend to be limited to the local market, lack digitalization, and struggle with marketing efforts. The practical value of this study is its potential to inform the development of startup strategies, mitigate risks, and foster innovation.

Startup, digitalization, investment, strategic planning, success, innovation