Castro, JoãoMartins, Miguel AlvesCharara, Dany2023-12-142023-12-142022-12-162022-12-16http://hdl.handle.net/10362/161262Despite efforts to establish methods for innovation and market entry, the element of uncertainty makes it difficult for firms to ensure success when introducing a new product. Therefore, mitigation of uncertainty is paramount to cultivating innovation and growth. This paper provides a practical example of uncertainty reduction in the context of Carthago, a developing startup looking to provide technological solutions to the growing wildfire problems in Portugal and Europe. Structured around the Innovator’s Method, additional frameworks like the social business model canvas, strategic foresight and scenario planning will be used to advise Carthago’s approach to uncertainty mitigation and market entry.engWildfire preventionEntrepreneurshipSocial business modelScenario planningData analyticsInnovationDigital strategy and transformationmaster thesis203317661