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Abstract(s)
O empreendedorismo está a ganhar cada vez mais importância, à medida que o comércio aumenta
associado ao crescimento de mercados globais, gerando a procura por ideias novas e inovadoras. O
processo de empreendedorismo afirma-se como extremamente importante, uma vez que através do
mesmo, economia se torna mais sustentável. Neste sentido, os governos dedicam-se, cada vez mais,
ao apoio ao empreendedorismo, uma vez que este processo contribui para a melhoria de determinados
indicadores, tais como o Produto Interno Bruto (PIB), a taxa de atividade, a taxa de emprego, entre
outros. Os empreendedores têm sido responsáveis por grande parte da inovação e crescimento dos
mercados, com as suas ideias inovadoras, que integram soluções e novas visões de negócio que
movimentam o mesmo. Um dos sectores que se encontra presente, quando se trata de
empreendedorismo, é o sector têxtil e do vestuário (seja no âmbito industrial ou comercial). Ou seja, a
moda que está presente em todos os mercados, tanto de forma mais direcionada para segmentos mais
genéricos, isto é, que abrangem um grande número de potenciais consumidores, como para segmentos
de nicho, isto é, que se ajustam a um pequeno número de potenciais consumidores, mas que para um
negócio de dimensão nano ou micro se podem refletir na sua sustentabilidade. O presente trabalho,
cuja investigação foi desenvolvida no âmbito do Mestrado de Empreendedorismo e Inovação, tem por
objetivo o desenvolvimento de uma marca de vestuário feminino em Cabo Verde, denominada
Sebinhas, direcionada para um nicho de mercado particular que integra as pessoas que gostam de
roupa customizada e/ou personalizada. A criação da marca Sebinhas será inicialmente realizada
através de uma loja online, a partir da qual serão realizadas vendas de vestuário personalizado e
customizado, (mais precisamente T-shirts, blusas, tops, bodies, sweatshirts e tote bags) direcionado
para o segmento feminino, que apostará numa estratégia de marketing digital forte e bem posicionada,
para a sua divulgação, crescimento e alcançar os objetivos traçados. Foi aplicado um questionário, que
serve de base ao estudo de mercado, que permite traçar objetivos e definir estratégias que vão ao
encontro das necessidades e preferências do público-alvo. O projeto apresenta viabilidade económica
e financeira uma vez que apresenta um Valor Atual Líquido (VAL) de 10.477€, uma Taxa Interna de
Rentabilidade de 38%, conseguindo recuperar o investimento efetuado em 4 anos e 28 dias. Com este
projeto espera-se que a marca, gere valor para o público-alvo e para a sua promotora, que tenha um
bom posicionamento de mercado e que alinhe os valores e objetivos com o intuito de satisfazer o seu
público-alvo, afirmando-se no mercado como uma marca de referência.
Entrepreneurship is becoming increasingly crucial as trade increases, and the growth of global markets generates demand for new and innovative ideas. The process of entrepreneurship is critical because it makes the economy more sustainable. In this sense, governments are increasingly dedicated to supporting entrepreneurship since this process improves specific indicators, such as the Gross Domestic Product (GDP), the activity rate, and the employment rate, among others. Entrepreneurs have been responsible for a large part of the innovation and growth of markets with their innovative ideas, which integrate solutions and new business visions that move the market forward. One of the sectors present in entrepreneurship is the textiles and clothing sector (whether industrial or commercial). In other words, fashion is present in all markets, both in more generic segments, i.e., covering a large number of potential consumers, and in niche segments, i.e., catering to a small number of potential consumers, but which for a nano- or micro-sized business can be reflected in its sustainability. This work aims to develop a women's clothing brand in Cape Verde called Sebinhas, which is aimed at a particular niche, including people who like customized and personalized clothing. The creation of the Sebinhas brand will initially be carried out through an online shop, which will sell personalized and customized clothing (more precisely, T-shirts, blouses, tops, bodies, sweatshirts, and tote bags) aimed at the female segment, which will rely on a solid and well-positioned digital marketing strategy for its dissemination, growth, and achievement of the objectives set. This work aims to draw up and structure the business idea, i.e., target the band and analyze its economic and financial viability. It uses IAPMEI's viability analysis tool (Excel file) as support and aid. A questionnaire was used as the basis for the market study, which allows objectives to be set and strategies to be defined that meet the needs and preferences of the target audience. The project is economically and financially viable as it has a Net Present Value (NPV) of €10,477 and an Internal Rate of Return of 38%, making it possible to recover the investment made in 4 years and 28 days. With this project, it is hoped that the brand will generate value for the target audience and its promoter, that it will have a good market positioning, and that it will align its values and objectives to satisfy its target audience, establishing itself in the market as a benchmark brand
Entrepreneurship is becoming increasingly crucial as trade increases, and the growth of global markets generates demand for new and innovative ideas. The process of entrepreneurship is critical because it makes the economy more sustainable. In this sense, governments are increasingly dedicated to supporting entrepreneurship since this process improves specific indicators, such as the Gross Domestic Product (GDP), the activity rate, and the employment rate, among others. Entrepreneurs have been responsible for a large part of the innovation and growth of markets with their innovative ideas, which integrate solutions and new business visions that move the market forward. One of the sectors present in entrepreneurship is the textiles and clothing sector (whether industrial or commercial). In other words, fashion is present in all markets, both in more generic segments, i.e., covering a large number of potential consumers, and in niche segments, i.e., catering to a small number of potential consumers, but which for a nano- or micro-sized business can be reflected in its sustainability. This work aims to develop a women's clothing brand in Cape Verde called Sebinhas, which is aimed at a particular niche, including people who like customized and personalized clothing. The creation of the Sebinhas brand will initially be carried out through an online shop, which will sell personalized and customized clothing (more precisely, T-shirts, blouses, tops, bodies, sweatshirts, and tote bags) aimed at the female segment, which will rely on a solid and well-positioned digital marketing strategy for its dissemination, growth, and achievement of the objectives set. This work aims to draw up and structure the business idea, i.e., target the band and analyze its economic and financial viability. It uses IAPMEI's viability analysis tool (Excel file) as support and aid. A questionnaire was used as the basis for the market study, which allows objectives to be set and strategies to be defined that meet the needs and preferences of the target audience. The project is economically and financially viable as it has a Net Present Value (NPV) of €10,477 and an Internal Rate of Return of 38%, making it possible to recover the investment made in 4 years and 28 days. With this project, it is hoped that the brand will generate value for the target audience and its promoter, that it will have a good market positioning, and that it will align its values and objectives to satisfy its target audience, establishing itself in the market as a benchmark brand
Description
Keywords
Moda Plano de negócio Sebinhas Cabo Verde Empreendedorismo