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Authors
Advisor(s)
Abstract(s)
Este trabalho final de mestrado tem como objetivo desenvolver um plano de negócios para um restaurante de comida saudável, tendo como base os conceitos de empreendedorismo e suas características. A elaboração do plano de negócios é essencial para proporcionar uma estrutura sólida e viável para o empreendimento. A estrutura inclui diferentes áreas, iniciando pela definição do conceito e do público-alvo do restaurante. Foi fundamental realizar uma análise de mercado completa, identificando concorrentes, demanda, oportunidades e desafios no segmento de alimentação saudável. Além disso, o estudo de viabilidade financeira foi crucial, levando em consideração os custos, estimativas de receitas e projetos de lucratividade para o negócio. As estratégias operacionais são abordadas, como a seleção de fornecedores de ingredientes frescos e de qualidade, o desenvolvimento de um cardápio atrativo e a definição da equipe de colaboradores. A estratégia de marketing também desempenha um papel importante, com ações para atrair e fidelizar os clientes, por
meio de divulgação efetiva e parcerias estratégicas. No contexto do empreendedorismo, são exploradas características como visão estratégica, habilidades de liderança, inovação, capacidade de adaptação e gestão de riscos. Essas características são fundamentais para o sucesso e progresso do negócio ao longo do tempo. O resultado esperado deste trabalho é a elaboração de um plano de negócios sólido e viável, fornecendo diretrizes claras para o estabelecimento e a operação bem-sucedida de um restaurante de comida saudável.
This final master's thesis aims to develop a business plan for a healthy food restaurant, based on entrepreneurship concepts and their characteristics. The creation of a business plan is essential to provide a solid and viable structure for the venture. The structure encompasses various areas, starting with the definition of the restaurant's concept and target audience. Conducting a comprehensive market analysis was crucial, identifying competitors, demand, opportunities, and challenges in the healthy food segment. Additionally, the financial feasibility study played a crucial role, considering costs, revenue estimates, and profitability projections for the business. Operational strategies were addressed, including selecting suppliers of fresh and quality ingredients, developing an appealing menu, and defining the staff team. The marketing strategy also played an important role, with actions aimed at attracting and retaining customers through effective promotion and strategic partnerships. Within the context of entrepreneurship, characteristics such as strategic vision, leadership skills, innovation, adaptability, and risk management were explored. These characteristics are fundamental for the success and progression of the business over time. The expected outcome of this work is a solid and viable business plan, providing clear guidelines for the successful establishment and operation of a healthy food restaurant.
This final master's thesis aims to develop a business plan for a healthy food restaurant, based on entrepreneurship concepts and their characteristics. The creation of a business plan is essential to provide a solid and viable structure for the venture. The structure encompasses various areas, starting with the definition of the restaurant's concept and target audience. Conducting a comprehensive market analysis was crucial, identifying competitors, demand, opportunities, and challenges in the healthy food segment. Additionally, the financial feasibility study played a crucial role, considering costs, revenue estimates, and profitability projections for the business. Operational strategies were addressed, including selecting suppliers of fresh and quality ingredients, developing an appealing menu, and defining the staff team. The marketing strategy also played an important role, with actions aimed at attracting and retaining customers through effective promotion and strategic partnerships. Within the context of entrepreneurship, characteristics such as strategic vision, leadership skills, innovation, adaptability, and risk management were explored. These characteristics are fundamental for the success and progression of the business over time. The expected outcome of this work is a solid and viable business plan, providing clear guidelines for the successful establishment and operation of a healthy food restaurant.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Plano de negócios Comida saudável Empreendedorismo Características empreendedoras Business plan Healthy food Entrepreneurship Entrepreneurial characteristics
Citation
Silva, L. C. (2023) Plano de negócios – Pegada Leve. [Dissertação de mestrado, Instituto Superior de Contabilidade e Administração de Lisboa]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17539