Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/336 |
Resumo: | This paper proposes a journalistic business model that explores the curation of tours for couples in São Paulo. The capital of São Paulo offers thousands of entertainment options for every type of people, but the robust network of establishments can prove to be too complex even for locals looking for a fun option. This public, despite having an interest in consuming, may end up giving up enjoying this universe due to the immensity of choices that need to be made. On the other hand, establishments lack a hub in search of alternatives to get to know their audience better and generate a stable flow of customers, even at less favorable times. In this way, this work analyzes how couples living in the city behave when selecting tours and proposes a product marketing strategy. The methodological part of the research included theoretical revision on the current journalistic market, information curation, creation of value and founding. In addition, it includes a quantitative research with the target audience and a qualitative research with specialists of diverse areas (journalism, digital marketing, branding and administration). A business plan was developed that seeks to create unique experiences for these couples of all genres in São Paulo. The project demonstrates economic and financial viability (IRR of 51.3% and NPV of R$ 1,354,189.51) and associated risks. This project appears in a moment of deep transformations in the information universe, coming from the internet. Therefore, its main objective is to contribute to the planning of new journalistic businesses, in a scenario in which journalism, marketing and administration are increasingly close. |
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Rodrigues, FabianoCapoano, EdsonAntonioli, Maria ElisabeteTrevisan, LeonardoYu, Abraham Sin Oih42093230801http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8310864H4Souza, Clésio Henrique de Oliveira2018-10-11T19:02:24Z2018-03-26Souza, Clésio Henrique de Oliveira. Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais. 2018. [155 f.]. Dissertação ( Programa de Mestrado Profissional, Produção Jornalística e Mercado) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/336This paper proposes a journalistic business model that explores the curation of tours for couples in São Paulo. The capital of São Paulo offers thousands of entertainment options for every type of people, but the robust network of establishments can prove to be too complex even for locals looking for a fun option. This public, despite having an interest in consuming, may end up giving up enjoying this universe due to the immensity of choices that need to be made. On the other hand, establishments lack a hub in search of alternatives to get to know their audience better and generate a stable flow of customers, even at less favorable times. In this way, this work analyzes how couples living in the city behave when selecting tours and proposes a product marketing strategy. The methodological part of the research included theoretical revision on the current journalistic market, information curation, creation of value and founding. In addition, it includes a quantitative research with the target audience and a qualitative research with specialists of diverse areas (journalism, digital marketing, branding and administration). A business plan was developed that seeks to create unique experiences for these couples of all genres in São Paulo. The project demonstrates economic and financial viability (IRR of 51.3% and NPV of R$ 1,354,189.51) and associated risks. This project appears in a moment of deep transformations in the information universe, coming from the internet. Therefore, its main objective is to contribute to the planning of new journalistic businesses, in a scenario in which journalism, marketing and administration are increasingly close.Este trabalho propõe um modelo de negócio jornalístico que explora a curadoria de roteiros para casais em São Paulo. A capital paulistana oferece milhares de opções de entretenimento para todo tipo de perfil, porém a robusta rede de estabelecimentos pode demonstrar-se demasiadamente complexa até mesmo para moradores locais que procuram uma opção de diversão. Este público, apesar de ter interesse em consumir, pode acabar desistindo de aproveitar este universo devido à imensidão de escolhas que precisam ser feitas. Do outro lado, estabelecimentos carecem de um hub na busca de alternativas para conhecer melhor o seu público e gerar um fluxo estável de clientes, mesmo nos horários menos favoráveis. Desta forma, este trabalho analisa como casais residentes na cidade se comportam no momento de selecionar passeios e propõe uma estratégia mercadológica de produto. A parte metodológica da pesquisa incluiu revisão teórica sobre o atual mercado jornalístico, curadoria da informação, criação de valor e financiamento. Além disso, contempla uma pesquisa quantitativa com o público-alvo e uma pesquisa qualitativa com especialistas de diversas áreas (como jornalismo, marketing digital, branding, administração). Foi desenvolvido um plano de negócios que busca criar experiências únicas para estes casais de todos os gêneros em São Paulo. O empreendimento demostra viabilidade econômico-financeira (TIR de 51,3% e VPL de R$ 1.354.189,51) e riscos associados. Tal projeto surge em um momento de profundas transformações no universo da informação, advindas da internet. Portanto, seu principal objetivo é contribuir para o planejamento de novos negócios jornalísticos, em um cenário em que jornalismo, marketing e administração estão cada vez mais próximos.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-11T18:58:31Z No. of bitstreams: 1 MPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdf: 2335846 bytes, checksum: 2c672d62c953bc64f53a092aafdf9f8a (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-11T19:01:26Z (GMT) No. of bitstreams: 1 MPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdf: 2335846 bytes, checksum: 2c672d62c953bc64f53a092aafdf9f8a (MD5)Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-10-11T19:02:05Z (GMT) No. of bitstreams: 1 MPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdf: 2335846 bytes, checksum: 2c672d62c953bc64f53a092aafdf9f8a (MD5)Made available in DSpace on 2018-10-11T19:02:24Z (GMT). No. of bitstreams: 1 MPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdf: 2335846 bytes, checksum: 2c672d62c953bc64f53a092aafdf9f8a (MD5) Previous issue date: 2018-03-26application/pdfhttp://tede2.espm.br/retrieve/995/MPPJM%20-%20CL%c3%89SIO%20HENRIQUE%20DE%20OLIVEIRA%20SOUZA.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional, Produção Jornalística e MercadoESPMBrasilESPM::Pós-Graduação Stricto Sensujornalismo; curadoria; financiamento; plano de negóciosjournalism; curation; funding; business planCIENCIAS SOCIAIS APLICADAS::COMUNICACAOPlano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casaisSP business plan for 2: journalistic platform for curating itineraries for couplesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis5524686624336443708500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMLICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/336/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51ORIGINALMPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdfMPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdfapplication/pdf2335846http://tede2.espm.br:8080/tede/bitstream/tede/336/2/MPPJM+-+CL%C3%89SIO+HENRIQUE+DE+OLIVEIRA+SOUZA.pdf2c672d62c953bc64f53a092aafdf9f8aMD52TEXTMPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdf.txtMPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdf.txttext/plain320685http://tede2.espm.br:8080/tede/bitstream/tede/336/3/MPPJM+-+CL%C3%89SIO+HENRIQUE+DE+OLIVEIRA+SOUZA.pdf.txt876e4310e77f53e0023dc72200a4aa5eMD53THUMBNAILMPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdf.jpgMPPJM - CLÉSIO HENRIQUE DE OLIVEIRA SOUZA.pdf.jpgimage/jpeg7711http://tede2.espm.br:8080/tede/bitstream/tede/336/4/MPPJM+-+CL%C3%89SIO+HENRIQUE+DE+OLIVEIRA+SOUZA.pdf.jpg689acba24be60000cb791a556b21e9deMD54tede/3362018-10-12 01:00:28.408oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2018-10-12T04:00:28Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais |
dc.title.alternative.eng.fl_str_mv |
SP business plan for 2: journalistic platform for curating itineraries for couples |
title |
Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais |
spellingShingle |
Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais Souza, Clésio Henrique de Oliveira jornalismo; curadoria; financiamento; plano de negócios journalism; curation; funding; business plan CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais |
title_full |
Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais |
title_fullStr |
Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais |
title_full_unstemmed |
Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais |
title_sort |
Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais |
author |
Souza, Clésio Henrique de Oliveira |
author_facet |
Souza, Clésio Henrique de Oliveira |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Rodrigues, Fabiano |
dc.contributor.referee1.fl_str_mv |
Capoano, Edson |
dc.contributor.referee2.fl_str_mv |
Antonioli, Maria Elisabete |
dc.contributor.referee3.fl_str_mv |
Trevisan, Leonardo |
dc.contributor.referee4.fl_str_mv |
Yu, Abraham Sin Oih |
dc.contributor.authorID.fl_str_mv |
42093230801 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8310864H4 |
dc.contributor.author.fl_str_mv |
Souza, Clésio Henrique de Oliveira |
contributor_str_mv |
Rodrigues, Fabiano Capoano, Edson Antonioli, Maria Elisabete Trevisan, Leonardo Yu, Abraham Sin Oih |
dc.subject.por.fl_str_mv |
jornalismo; curadoria; financiamento; plano de negócios |
topic |
jornalismo; curadoria; financiamento; plano de negócios journalism; curation; funding; business plan CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
journalism; curation; funding; business plan |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This paper proposes a journalistic business model that explores the curation of tours for couples in São Paulo. The capital of São Paulo offers thousands of entertainment options for every type of people, but the robust network of establishments can prove to be too complex even for locals looking for a fun option. This public, despite having an interest in consuming, may end up giving up enjoying this universe due to the immensity of choices that need to be made. On the other hand, establishments lack a hub in search of alternatives to get to know their audience better and generate a stable flow of customers, even at less favorable times. In this way, this work analyzes how couples living in the city behave when selecting tours and proposes a product marketing strategy. The methodological part of the research included theoretical revision on the current journalistic market, information curation, creation of value and founding. In addition, it includes a quantitative research with the target audience and a qualitative research with specialists of diverse areas (journalism, digital marketing, branding and administration). A business plan was developed that seeks to create unique experiences for these couples of all genres in São Paulo. The project demonstrates economic and financial viability (IRR of 51.3% and NPV of R$ 1,354,189.51) and associated risks. This project appears in a moment of deep transformations in the information universe, coming from the internet. Therefore, its main objective is to contribute to the planning of new journalistic businesses, in a scenario in which journalism, marketing and administration are increasingly close. |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-10-11T19:02:24Z |
dc.date.issued.fl_str_mv |
2018-03-26 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Souza, Clésio Henrique de Oliveira. Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais. 2018. [155 f.]. Dissertação ( Programa de Mestrado Profissional, Produção Jornalística e Mercado) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/336 |
identifier_str_mv |
Souza, Clésio Henrique de Oliveira. Plano de negócio SP para 2 : plataforma jornalística para a curadoria de roteiros para casais. 2018. [155 f.]. Dissertação ( Programa de Mestrado Profissional, Produção Jornalística e Mercado) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/336 |
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Escola Superior de Propaganda e Marketing |
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Brasil |
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Escola Superior de Propaganda e Marketing |
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