Publicação
Business plan for social impact: mobile application to address size discrimination
| Resumo: | Size discrimination, also called sizeism, is a type of discrimination based on people’s weight or height and often appears unnoticed in everyday life. The main purpose of this work is to present a business plan for a mobile application that aims to help address size discrimination, contributing to the social inclusion of those who have experienced it. This mobile application will allow personal experiences and unheard voices to be public and shared without temporal and spatial barriers. Furthermore, it gives an opportunity for professionals to learn and change their attitudes toward size discrimination by connecting with people’s experiences. In order to better understand the impact of this project on society, it was made a research about weight and height discrimination, as both are included in size discrimination, its roots and major issues. Moreover, it was conducted a survey in which was obtained significant results for this project. Additionally, strategic analysis tools such as PEST Analysis, Five Porter’s Forces and SWOT Analysis, were used in order to review this project’s market and competitive context. The following steps were to develop the segmentation, target and positioning as well as the marketing mix of this project. Lastly, there are many private programs and government programs that support social causes and social entrepreneurship. Therefore, this business intends to request funds from them, with the purpose of that, a financial analysis was developed to find out how much would be requested. |
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| Autores principais: | Oliveira, Marcia Gladys Guimarães de |
| Assunto: | Size discrimination Weight discrimination Height discrimination Social inclusion Mobile application Discriminação por tamanho Discriminação por peso Discriminação por altura Inclusão social Aplicação móvel |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Size discrimination, also called sizeism, is a type of discrimination based on people’s weight or height and often appears unnoticed in everyday life. The main purpose of this work is to present a business plan for a mobile application that aims to help address size discrimination, contributing to the social inclusion of those who have experienced it. This mobile application will allow personal experiences and unheard voices to be public and shared without temporal and spatial barriers. Furthermore, it gives an opportunity for professionals to learn and change their attitudes toward size discrimination by connecting with people’s experiences. In order to better understand the impact of this project on society, it was made a research about weight and height discrimination, as both are included in size discrimination, its roots and major issues. Moreover, it was conducted a survey in which was obtained significant results for this project. Additionally, strategic analysis tools such as PEST Analysis, Five Porter’s Forces and SWOT Analysis, were used in order to review this project’s market and competitive context. The following steps were to develop the segmentation, target and positioning as well as the marketing mix of this project. Lastly, there are many private programs and government programs that support social causes and social entrepreneurship. Therefore, this business intends to request funds from them, with the purpose of that, a financial analysis was developed to find out how much would be requested. |
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