The purpose of the article is to study the models of forming of business income (monetization models) as a subsystem component of the overall business model of the company through a logical relationship: «business monetization model – business model of the company – global business ecosystem» to substantiate the most effective models in modern conditions of strengthening digitalization of economic development. The article visualizes the mechanism for forming the e-business strategy «from data analysis to strategy», that is, generalized, structured and in a certain way systematized data be of value – i. e., the knowledge that a company can use in developing its business strategy. The methodology for forming a business model of a company is analyzed on the basis of 4 key components: «Who? – What? – How? – Why?». The article provides a detailed analysis of monetization models for digital business (online format) in terms of their implementation, as well as generalized characterizations of each model; the key advantages and disadvantages of their implementation are distinguished. Attention is paid to the following monetization models: transactional income model (or production model of business monetization); markup model; advertising model; licensing model; arbitration model; commission (partnership/affiliate) monetization model; model of open innovation; model of «income from the sale of services»; subscription model (Freemium/Premium), as well as to the innovative and creative business models of companies and, in particular, their monetization models such as: Experience Selling model; model of additional services (Add-on Model); Aikido Model; Flat Rate Model, and Razor & Blade Model.

The article is aimed at researching the determinants of success and divergent aspects of the development of startup companies in the modern global business environment in order to substantiate effective technologies for their development. Thus, the global vector of economic, technological, socio-cultural development determines the emergence of progressive economic concepts, which are currently represented by the following formulations: digital economy, gig economy, knowledge economy, service economy, innovative and creative economy, sharing economy, etc. The authors analyzed two significant criteria that are most common in determining a startup company: innovative product and rapid growth rate. A comparative analysis of both startup-based and traditional business was carried out, which allowed to outline key divergent aspects of these concepts, namely: local and global ambitions; scalability of business; product innovativeness; information and digital technologies; trajectory of successful development; commercial interests; organizational structure; business model transformation; business ecosystems, etc. The authors analyzed key determinants of success and failures of startup projects based on the following criteria: idea, business model, launch time, team, marketing strategy, investment, system of mission, goals, and values. Prospects for further research in the context of the development of startup companies in the modern business environment are the systematization of successful cases and the development of certain mechanisms for improving the efficiency of activities of startup companies.