Building global innovators marketing plan: A startups accelerator in the Portuguese market

• Autor(a) principal: Carocha, Cláudia Sofia Costa
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18754
• topic: Business plan; Accelerators; Startup; Entrepreneurship; Gestão de empresas; Empreendedorismo; Marketing; Plano de negócio; Trabalho de projeto; Portugal

In the last years, the entrepreneurship ecosystem has been experiencing a constant growth in Portugal, as a higher number of startups are created every year. However, these new ventures have a high rate of failure in the first years, due to the high risk characteristic of an early stage venture. In order to help new ventures to overcome early stage obstacles, the number of incubators and accelerator has been growing every year in Portugal, being increasing the number of startups benefiting from it. In relation to this, there is a clear opportunity for accelerators to catch the beginning phase of this phenomenon in Portugal in order to build a strong and solid position in the Portuguese market in the long term. The present project presents a marketing plan for BGI Acceleration Program, with the objective of increasing brand awareness in the target market. In this marketing strategy plan we elaborate an internal and external analysis, characterizing the Portuguese entrepreneurial ecosystem, the company, BGI’s competition and the respective consumer - the Portuguese deep technology startups. In the Operational Marketing Plan, we develop a one-year plan to, defining the marketing-mix of the company and the implementation plan to follow.