Pita, José MiguelFonseca, Joana Azeredo2025-07-312025-07-312025-01-232025-01-23http://hdl.handle.net/10362/185790Abraço is a Portuguese non-profit organisation dedicated to supporting individuals affected by HIV, AIDS, and other sexually transmitted infections, while also promoting public health and social initiatives. This work project examines innovative strategies to strengthen Abraço's operational and financial sustainability by enhancing existing revenue streams and introducing a new one. Therefore, the scope of the analysis consists of improving the psychological consultation and food service units, alongside developing a go-to-market strategy for a new business unit: a soft skills training programme to meet community needs while generating sustainable income.engSocial impactFinancial sustainabilityPsychological consultationsFood serviceCafeteriaCatering serviceNon-profit organisationSocial inclusionSoft skillsMarket analysisBenchmarkValue prepositionHIVAIDSSexually transmitted diseasesPartnershipsPricing structureWebsite optimisationCapacityRevenue diversificationMarket positioningGo-to-market strategyHuman resources managementEmployabilityLisbonBusiness unitCorporate social responsibilityFeasibilitymaster thesis203959531