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O presente relatório procede à segmentação de potenciais clientes da Hostogether, uma start-up a desenvolver uma plataforma geradora de uma comunidade de proprietários de casas secundárias para alojamento local de curta duração. Define, igualmente, as propostas de valor para cada segmento alvo da empresa, tornando possível aumentar a capacidade de aquisição digital de clientes.
O método utilizado foi o de Investigação / Ação, através de revisão de literatura – com enfoque na nova economia de partilha, plataformas digitais e mercado B2B e da análise de dados fornecidos pela Hostogether.
Com este relatório de estágio pretende ter-se contribuído para o sucesso da Hostogether no mercado de alojamento local.
This report proceeds to the segmentation of potential clients of Hostogether, which is a start-up that is forming a community of short-term rental owners supported by a platform. Besides that, it also defines the value propositions for each company segments making it possible to increase the companies’ capacity of digital client acquisition. The method used in this report was the Action Research, using the literature review with focus on the new sharing economy, digital platforms and B2B market and the analysis of data provided by the company. With this internship, I intended to have contributed to the success of Hostogether in the short-term rental market.
This report proceeds to the segmentation of potential clients of Hostogether, which is a start-up that is forming a community of short-term rental owners supported by a platform. Besides that, it also defines the value propositions for each company segments making it possible to increase the companies’ capacity of digital client acquisition. The method used in this report was the Action Research, using the literature review with focus on the new sharing economy, digital platforms and B2B market and the analysis of data provided by the company. With this internship, I intended to have contributed to the success of Hostogether in the short-term rental market.
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Segmentação B2B Targeting Posicionamento Proposta de valor Alojamento local Economia da partilha Plataforma digital Tendências do consumidor atual B2B segmentation Positioning Value proposition Short-term rental Sharing economy Digital platform Consumer trends