Startups are emerging companies based on innovation and the creation and marketing of products or services through the use of information and communication technologies, better known as ICTs. Their business models are characterized by their scalability and rapid growth, and their capital requirements are lower than those of traditional companies. The main characteristics of this type of company are that they develop innovative business models, operating with minimal costs that are lower than traditional companies, as their primary objective is rapid growth. Their main tool for gaining market awareness is the internet; they invest significant financial resources in hiring qualified professionals to implement successful online marketing strategies. The customer service department is usually an area where they place great emphasis. They seek to simplify sales or service delivery processes, and they operate with a horizontal and constantly evolving organizational structure, meaning they strive to adapt to their continuous growth. Employees in these types of companies must be highly qualified, as they naturally embrace risk as a path to success, testing new ways of working and communicating with the consumer. Failure always represents a learning experience, as they are constantly evolving.

The advantages

They are expected to generate profits quickly and motivate private investors to contribute capital and even personnel to support the company\'s growth. Startup incubators are a good alternative for entrepreneurs in their creation phase. They also help newly created companies accelerate growth. Some startups manage to develop even without the need for a physical space, in addition to being able to offer remote work and not requiring a large staff. Their main characteristics are fostering teamwork and creativity, in order to develop innovative ideas. Working in a startup, unlike traditional companies, provides a sense of belonging, since many expansion ideas are contributed by the employees themselves, generating experience and continuous learning. The workers are usually young, although there is also participation from people with more experience, regardless of age.