Pita, José MiguelPinhal, Cláudia Maria Amade2022-06-152022-06-152022-01-172022-01-17http://hdl.handle.net/10362/140032To analyse how to monetize Ajuda de Mãe (AdM) services for non-beneficiary mothers, the following paper focused on the market analysis. Firstly, the competition analysis performed proved that there is market space for AdM to position itself as an affordable high-quality organization. It also reinforced that its services -Psychology Consultations, Parenting Workshops, Courses and Breastfeeding Support -have potential to be commercialised. Thereafter, a demographic, social and economic analysis concluded that AdM’s market is composed by 4450 pregnant women and recent mothers, aged between 25 to 34 years old with a stable career, living in Lisbon.engSocial enterprisePositioningSocial impactManagementTargetingMarket reseachmaster thesis202997413