Herniman, JoãoSchonrock, Lina2026-05-252026-05-252026-01-292025-12-16http://hdl.handle.net/10362/203348This 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 launchengSleepwearMerino woolLean startupWellness apparelThermoregulationSleep scienceDesign thinkingmaster thesis204241790