The report is an attempt to classify different factors and their impact on the competitive potential of the company. An attempt to find a link between competitive potential, realization of investment projects and financial potential. Significant impact on the growth of competitive potential has financial potential. In the article examines the theory of the life cycle of industrial enterprises and the possibilities for its use to solve the problems at any time. The report examines the management issues of the innovation potential of industrial enterprise. The main components of the innovation potential as an economic category are investigated and recommendations to evaluate innovation potential are proposed.