Browsing by Author "Santos, Raquel Gomes dos"
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- MangoUP : creating a customer acquisition and retention strategyPublication . Santos, Raquel Gomes dos; Salvado, João CotterMangoUP is a newly-founded business, which provides educational content, a community and access to online tools for early-stage entrepreneurs to build their business ideas. This dissertation aims to investigate which channels mangoUP should use to acquire new subscribers to its newsletter and to find the key strategies to successfully retain them by keeping them engaged. Additionally, this dissertation assesses if early-stage entrepreneurs value having access to a community of entrepreneurs in order to find out if building a community should be the next step to keep the audience engaged with mangoUP. Through an analysis of other businesses’ case studies, a recommendation of channels is made for mangoUP to acquire subscribers, such as niche online communities and word-of-mouth, especially through a referral program. Furthermore, regression analysis is done on the newsletters already sent by mangoUP to test the audience’s engagement, concluding that the increase in subscribers is hurting the newsletter’s click rate. Plus, content upgrade such as templates does not seem to be of interest for the current audience when it comes to the educational content. Finally, the analysis of a conducted survey concludes that entrepreneurs highly value having access to a community of entrepreneurs and are interested in being part of one. Thus, the results of this dissertation help mangoUP define a strategy to successfully acquire and retain an audience of young entrepreneurs.