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Pyjama party: financial and market analysis for a science-based merino wool sleepwear brand for women

2026-01-29Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestão
dc.contributor.advisorHerniman, João
dc.contributor.authorSchonrock, Lina
dc.date.accessioned2026-05-25T09:06:03Z
dc.date.available2026-05-25T09:06:03Z
dc.date.issued2026-01-29
dc.date.submitted2025-12-16
dc.description.abstractThis thesis presents the business plan for Pyjama Party, a design-driven sleepwear venture targeting women aged 25 to 35 and addressing the market gap between comfort, aesthetics, and material performance. Using a mixed-methods approach (survey, n=97; interviews, n=10), the research identifies core user needs including breathability, minimalist design, natural fibres, and functional fit. Insights are combined with textile and sleep science, demonstrating Merino wool’s thermoregulating and moisture-managing benefits. Guided by Lean Startup principles, MVP iterations refined both product and brand. The resulting business plan outlines a validated concept with strong early indicators of product–market fit and a strategy for a soft launcheng
dc.identifier.tid204241790
dc.identifier.urihttp://hdl.handle.net/10362/203348
dc.language.isoeng
dc.relationUID/00124/2025
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectSleepwear
dc.subjectMerino wool
dc.subjectLean startup
dc.subjectWellness apparel
dc.subjectThermoregulation
dc.subjectSleep science
dc.subjectDesign thinking
dc.titlePyjama party: financial and market analysis for a science-based merino wool sleepwear brand for womeneng
dc.typemaster thesis
dspace.entity.typePublication
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Master’s degree in Impact Entrepreneurship & Innovation from the Nova School of Business and Economics

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NSBE - MA Dissertations