Validation of Challenges for the Development of the Marketing Plan for Startups Considering the Post-COVID-19 Reality: An Exploratory Analysis of the Brazilian Context Using Lawshe’s Method

Background: The post-COVID-19 scenario has demonstrated the increasing importance of marketing for organizations, as retailers and entrepreneurs have had to adapt to new ways of selling their products and services. In this regard, this research aimed to identify challenges for developing the marketing plan of startups and validate them from the perspective of managers in the field, considering the market characteristics inherent to the post-COVID-19 era; Methods: To achieve this, a literature review and a survey were conducted among professionals in the field. The collected data were analyzed using the quantitative Lawshe method. Results: The results indicate that, for the development of the marketing plan of startups considering the post-COVID-19 reality, it is important to prioritize overcoming the challenges of “Consumer behavior pattern change”, “Differentiation from the competition”, “Digital expansion”, “Innovation capacity of companies”, “Creation of transformative marketing”, and “Reevaluation of marketing channels in the post-pandemic period”; Conclusions: Therefore, it can be concluded that these challenges reflect the main concerns and obstacles faced by startups in building effective marketing strategies and striving for a competitive position in the market. By recognizing and understanding these challenges, startups will be better prepared to face adversity and seize opportunities in this new market context.