Arte com brilho: from hobby to digital business

Abstract

This work project studies the best strategy to turn a handmade jewellery hobby, into a digital business. It is analysed the industry, some competitors, as well as the segmentation, targeting and positioning in order to design a marketing strategy. Testing different paid ads on Instagram and on Facebook it is possible to conclude that Instagram brings higher return, the products, medals, and materials clients prefer. The majority of potential buyers are between 13 and 24 years old and our target are people living in Portugal