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In the early 2000s, the new term "Unicorns" appeared in the economic literature, uniting startups with a market capitalization of more than $ 1 billion. in five years. In today's highly globalized market, public management is interested in ensuring the rapid development of powerful, competitive companies that stimulate the growth of the national economy. Powerful startup companies of interest to both national and foreign investors. The purpose of the article is to formulate the main stages of assessing the competitiveness of "unicorns" and create conditions for improving its level in the post- Soviet space. General scientific methods of analogy and comparison, induction and deduction, modeling, hypothetical, historical and logical methods have been used. The scientific novelty of the obtained results is as follows: approaches to the selection of potential startup projects "unicorns" have been economically justified; a practical approach to creating a social climate and legal framework that will promote the emergence and reproduction of "unicorns" has been proposed; approaches to determining the stages of "death", "resuscitation" and "resurrection" of "unicorns" have been formulated. The practical significance of the obtained results lies in the formation of proposals of an applied nature aimed at the development of startup companies in Ukraine. It has been concluded that for the birth and effective functioning of "unicorns" it is necessary to combine human, structural and consumer capital, which will increase the capitalization of the enterprise. It has been determined that the environment of origin and functioning of "unicorns" is not limited to software, but covers all areas where intellectual capital can be increased. It has also been concluded that innovations and startups are a kind of activity that requires not only great knowledge, but also a specific talent sharpened for this type of activity. The ability to propose new solutions is a source of renewal, implementing the principles of intellectual capital, which is becoming dominant in the XXI century. Further research will be aimed at clarifying and improving the proposed options for creating conditions to increase the level and number of "unicorns" in Ukraine.