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Mukti Home Studio
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Resumo(s)
Existe em Portugal um interesse cada vez maior pelo Yoga e pelas artes do bemestar, mas a sua oferta continua muito concentrada nos estúdios dos grandes centros
urbanos, em turmas com horários fixos e inflexíveis, e tantas vezes associada a um culto
quase religioso dos seus dogmas e gurus, com pouca ou nenhuma validação científica.
Numa sociedade que exige cada vez mais de si, em que a azáfama do dia-a-dia
acarreta elevados custos para a saúde física e mental, a Mukti Home Studio traz uma
plataforma de aulas pré-gravadas de yoga, meditação e não só, a todos os portugueses que
procuram uma prática holística, honesta e estudada, para cuidar de si e uma comunidade
onde se podem conectar com pessoas que partilham valores e um estilo de vida.
Na formulação deste projeto, houve um processo de pesquisa de mercado com
base na análise às respostas de um questionário lançado no início do ano, e a sua
comparação a estudos realizados por outros autores e a dados de motor de busca. Com
base nesta pesquisa, na caracterização da oportunidade e análise do mercado
concorrencial, foi definido um posicionamento, um target e uma estratégia de marketing.
Distribuíram-se as funções da equipa, definiram-se os processos de produção e
pós-produção e fez-se um plano financeiro para o crescimento potencial previsto, que
revelou que o projeto é viável e altamente escalável, pois requer um investimento muito
reduzido para entrar num mercado em franca expansão e ainda pouco competitivo, em
Portugal.
The interest around Yoga and wellness keeps rising in Portugal, but it’s offer is still widely concentraded in the large city studios, in fixed and inflexible class schedules, and so often embedded in a near-religious cult of its dogmas and gurus, with little to no scientific validation. In a society that demands increasingly more of itself, where the rat race carries a heavy burden on the physicial and mental health, Mukti Home Studio brings a platform o fon-demand classes with yoga, meditation and more, to every portuguese looking for na holistic, honest and well-studied practice, for their self-care and a community of likeminded people to connect and share a lifestyle with. While planning this project, there was a market research process based on the analysis of answers to a questionnaire released earlier in the year, and its comparison to studies made by other authores and to search engine data. Based off this research, caracterizing the opportunity and analysing the competition, we set up a positioning, a target and a marketing strategy. Jobs were distributed for each team member, production and post-production processes were set in place, and a finantial plan was laid out for the foreseen potential growth, which revealed this to be a viable and highly scalable project, as it requires little investment to enter a wide growing market with still few competitors in Portugal.
The interest around Yoga and wellness keeps rising in Portugal, but it’s offer is still widely concentraded in the large city studios, in fixed and inflexible class schedules, and so often embedded in a near-religious cult of its dogmas and gurus, with little to no scientific validation. In a society that demands increasingly more of itself, where the rat race carries a heavy burden on the physicial and mental health, Mukti Home Studio brings a platform o fon-demand classes with yoga, meditation and more, to every portuguese looking for na holistic, honest and well-studied practice, for their self-care and a community of likeminded people to connect and share a lifestyle with. While planning this project, there was a market research process based on the analysis of answers to a questionnaire released earlier in the year, and its comparison to studies made by other authores and to search engine data. Based off this research, caracterizing the opportunity and analysing the competition, we set up a positioning, a target and a marketing strategy. Jobs were distributed for each team member, production and post-production processes were set in place, and a finantial plan was laid out for the foreseen potential growth, which revealed this to be a viable and highly scalable project, as it requires little investment to enter a wide growing market with still few competitors in Portugal.
Descrição
Mestrado Bolonha em Ciências Empresariais
Palavras-chave
yoga e-learning digital empreendedorismo plano de negócios digital platforms female entrepeneurship
Contexto Educativo
Citação
Correia, Maria Carolina Gomes (2022). “Mukti Home Studio”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão