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Advisor(s)
Abstract(s)
A nutrição é uma ciência considerada recente que tem evoluído exponencialmente nos últimos 10 anos e cada vez mais desempenha um papel impactante na sociedade não só a nível económico, mas também a nível social potenciando a saúde publica. Em Portugal, tem sido reconhecida a nível mundial pelos seus contributos para o desenvolvimento científico e por ser um dos países pioneiros com empresas focadas em utilizar a tecnologia em prol da saúde e bem-estar. Este trabalho consiste na elaboração de um plano de negócios para uma empresa, neste setor. Após um breve enquadramento teórico sobre empreendedorismo e sobre o referido setor, estruturou-se e executou-se um plano de negócios no sentido de analisar a viabilidade económico-financeiro da empresa. O objetivo geral e principal deste trabalho de investigação é compreender e tirar ilações da forma como o empreendedorismo, a inovação, a gestão e a saúde se podem articular, através de um projeto de fornecimento de serviços na área da nutrição. Os objetivos do estudo passarão por (i) descrever o negócio relacionado com o fornecimento de serviços e, em particular, a atividade de desenvolvimento e comercialização de produtos digitais; (ii) descrever a estratégia de marketing e de comercialização da empresa; (iii) analisar a viabilidade económico-financeira de um negócio no setor da nutrição. A metodologia utilizada para o caso de estudo consistiu na utilização de ferramentas metodológicas que são utilizadas no âmbito da elaboração de um plano de negócios, em particular a utilização do modelo CANVAS, análise SWOT, entre outras. Recorreu-se também a um estudo de mercado para obter as informações para análise. Ainda no âmbito do plano de negócios, foi utilizado o modelo de Análise Económico-Financeira do IAPMEI. As novas tecnologias e as oportunidades que delas provêm, potenciam e alavancam o volume de negócios no setor. Com base no plano financeiro, conclui-se que a atividade é lucrativa e sustentável. Por conseguinte, tendo sido demonstrada a viabilidade económico-financeira do negócio e o potencial crescimento do setor, conclui-se que existem condições de incentivo para empreender no mesmo.
Nutrition is considered a recent science that has evolved exponentially in the last 10 years and increasingly plays an impacting role in society not only at an economic level, but also at a social level, enhancing public health. In Portugal, it has been recognized worldwide for its contributions to scientific development and for being one of the pioneer countries with companies focused on using technology for health and well-being. This work consists in the elaboration of a business plan for a company in this sector. After a brief theoretical framework on entrepreneurship and the referred sector, a business plan was structured and prepared in order to analyze the economic and financial viability of the company. The general and main objective of this research work is to understand and draw lessons from the way in which entrepreneurship, innovation, management and health can be articulated, through a service provision project in the area of nutrition. The objectives of the study will be (i) to describe the business related to the provision of services and the activity of development and commercialization of digital products; (ii) describe the company's marketing and commercialization strategy; (iii) analyze the economic and financial viability of a business in the nutrition sector. The methodology is based in tools that are used in the context of the elaboration of a business plan, particular, the use of the CANVAS model, SWOT analysis, among others. The market study was also developed to obtain the information for analysis. Also within the scope of the business plan, the IAPMEI Economic-Financial Analysis model was used. The new technologies and the opportunities that come from them, enhance and incresed the business in the sector. Based on the financial plan, it is concluded that the activity is profitable and sustainable.
Nutrition is considered a recent science that has evolved exponentially in the last 10 years and increasingly plays an impacting role in society not only at an economic level, but also at a social level, enhancing public health. In Portugal, it has been recognized worldwide for its contributions to scientific development and for being one of the pioneer countries with companies focused on using technology for health and well-being. This work consists in the elaboration of a business plan for a company in this sector. After a brief theoretical framework on entrepreneurship and the referred sector, a business plan was structured and prepared in order to analyze the economic and financial viability of the company. The general and main objective of this research work is to understand and draw lessons from the way in which entrepreneurship, innovation, management and health can be articulated, through a service provision project in the area of nutrition. The objectives of the study will be (i) to describe the business related to the provision of services and the activity of development and commercialization of digital products; (ii) describe the company's marketing and commercialization strategy; (iii) analyze the economic and financial viability of a business in the nutrition sector. The methodology is based in tools that are used in the context of the elaboration of a business plan, particular, the use of the CANVAS model, SWOT analysis, among others. The market study was also developed to obtain the information for analysis. Also within the scope of the business plan, the IAPMEI Economic-Financial Analysis model was used. The new technologies and the opportunities that come from them, enhance and incresed the business in the sector. Based on the financial plan, it is concluded that the activity is profitable and sustainable.
Description
Mestrado em ESTG-IPB
Keywords
Nutrição Saúde Empreendedorismo Plano de negócios Tecnologia App