Business plan for “Three Generations”

• Author(s): Rosa, Joana Menezes
• Date: 2013
• Persistent ID: http://hdl.handle.net/10362/9789
• Origin: Repositório Institucional da UNL
• Subject(s): Entrepreneurship; Senior; Children; ntergenerationality
• Document Type: Master thesis
• Language: English
• Advisor(s): Pinho, Paulo
• Contributor(s): RUN

Description

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This thesis presents a business plan of an innovative start-up, named “Three Generations”(TG), which includes three infrastructures: Senior Residence, Nursery&Kindergarten and Pool&Gym. I did a extensive research of both industries using mainly internet resources. I identified that Portugal is currently experiencing an “aging boom” and that intergenerationality is a key factor to deal with it. Although in the last years there was an increase in Senior Care Services supply, a market gap is identified, so TG’s main target will be people with medium/medium-high income level, and by joining seniors with children, the company will be contributing to the active aging.