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U.dream goes to market - strategic recommendations for the implementation of u.purpose-s business activities and empirical roadmap for the future
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Resumo(s)
U.Dream is a social enterprise targeted at developing social leadership skills. It recently
launched U.Purpose (service) and Crescer com Consciência (product) aiming to ensure future
financial sustainability. However, these were launched without conducting a market research
and clear guiding strategy. The focus of this project is to assess the attractiveness of the CSR
and children’s book markets and U.Dream’s current strategy, providing a strategic revision. As
far as U.Purpose is concerned, the analysis highlighted the attractiveness of the market. In
Portugal, the CSR consulting market is considerably underdeveloped and is expected to grow
on the foreseeable future, which gives U.Dream the opportunity to earn a first mover advantage.
Nevertheless, it was underlined that U.Purpose has significant improvements to implement
before launching, namely, to develop an extensive marketing strategy and a dedicated
U.Purpose team.
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Social enterprise Finance Social impact Management Strategy implementation Consulting project Go-to-market strategy Social consulting