My Granny Said To Me: Development of an online business plan out of a leisure hobby

• Autor(a) principal: Bisetti, Martina
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24610
• topic: Plano de negócio -- Business plan; Sustainable fashion; Handmade fashion; Digital strategies; Moda sustentável; Moda feita à mão; Estratégias digitais

My Granny Said To Me wants to present a practical example of how to create a business from a personal domain passion, making use of Marketing knowledge and digital tools. This project aims to both accomplish an entrepreneurial desire and encourage everyone who wants to make a profit out of a personal hobby. To contextualize the business, the first section of the Literature Review focuses on the definition of Green Marketing, fast and handmade fashion. Given the fact that this is a business of one’s own, the second part of the literature review deals with the definition and the reasons for the desire to be an enterpriser and the usefulness of the digital tools that are available to enable a free and easy start of an online business. The key points to make this kind of business possible are to investigate and analyze customers' behaviors towards sustainable and handmade fashion, and to organize a strategic business structure to anticipate competitors. Ten interviews were conducted to understand different purchase behaviors, to visualize the strongest assets of the brand and to gather further feedback. Once collected data through interviews, internal and external analysis, it was possible to proceed with the development of new strategies, with the introduction of new products and services and a communication plan. The project includes an implementation proposal comprising the Segmentation, Targeting and Positioning (STP) strategy, the development of the marketing – mix policies, and, to conclude, a financial analysis that evaluates the possible level of success.