This thesis aims to outline and hypothesize an effective internationalization strategy for a Startup, taking the Hello UGO company as a case study. UGO is an innovative startup with a social vocation (SIAVS), i.e. a particular category of company that meets the legal requirements to be an innovative startup and to operate in one of the specific sectors considered to be of particular social value. In particular, UGO is a digital platform that deals with bringing together not totally self-sufficient subjects (and therefore in need of support) with a network of trained operators, who perform the function of "caregiver on demand" for these people instead of their family members. This thesis starts from the analysis of the socio-demographic and economic context, in those aspects relevant to UGO: the phenomenon of "population aging" and business opportunities offered by the Silver Economy. The analysis of UGO's response to the needs of the elderly (an increasingly large portion of the population) and their families is then analyzed. Subsequently, an in-depth analysis was conducted on the market in which UGO operates and on the main competitors that UGO has in Italy and in Europe. The rest of the paper is divided into the following sections: - Quantitative analysis to determine the best country within the EU for the first internationalization step of UGO; - Analysis of the chosen market (e.g. Germany) - Determination of the marketing and communication strategy to effectively target the segments of interest (both B2C and B2B); - Determination of the human resources necessary to start the business in the new German market; - Preparation of a Pricing that allows you to penetrate the new market quickly and that allows the break-even point to be reached within two years of entering Germany; - Development of a Provisional Profit & Loss Account that testifies to the achievement of the goal imposed by UGO. The paper concludes by briefly mentioning the contribution that UGO is making in this moment of medical emergency due to Coronavirus.
Questa tesi ha lo scopo di delineare e ipotizzare un efficace strategia di internazionalizzazione per una Startup, prendendo come caso di studio l’azienda Hello UGO. UGO è una startup innovativa a vocazione sociale (SIAVS), ovvero una particolare categoria di azienda che riunisce i requisiti legali per essere una startup innovativa e per operare in uno dei settori specifici considerati di particolare valore sociale. In particolare, UGO è una piattaforma digitale che si occupa di mettere in contatto soggetti non totalmente autosufficienti (e quindi in bisogno di supporto) con una rete di operatori formati, che svolgono la funzione di "caregiver on demand" per queste persone al posto dei loro familiari. Questa tesi parte dall’analisi del contesto sociodemografico ed economico, in quegli aspetti rilevanti per UGO: fenomeno del “population ageing” e opportunità di business offerte dalla Silver Economy. Viene quindi analizzata qual è la risposta di UGO alle esigenze degli anziani (una fetta sempre più consistente della popolazione) e dei loro familiari. In seguito, è stata condotta un’approfondita analisi sul mercato in cui UGO opera e sui principali competitors che UGO ha in Italia e in Europa. Il resto dell’elaborato si articola nelle seguenti sezioni: - Analisi quantitativa per determinare il migliore Paese all’interno dell’UE per il primo step di internazionalizzazione di UGO; - Analisi del mercato scelto (i.e. Germania) - Determinazione della strategia di marketing e comunicazione per targettizzate efficacemente i segmenti di interesse (sia B2C che B2B); - Determinazione delle risorse umane necessarie per avviare l’attività nel nuovo mercato tedesco; - Elaborazione di un Pricing che permetta di penetrare il nuovo mercato velocemente e che permetta il raggiungimento del break-even point entro due anni dall’ingresso in Germania; - Elaborazione di un Provisional Profit & Loss Account che testimoni il raggiungimento dell’obiettivo imposto da UGO. L’elaborato si conclude citando brevemente il contributo che UGO sta fornendo in questo momento di emergenza sanitaria a causa del Coronavirus.
The internationalization strategy for a start-up : the UGO case
SENES, ANDREA
2018/2019
Abstract
This thesis aims to outline and hypothesize an effective internationalization strategy for a Startup, taking the Hello UGO company as a case study. UGO is an innovative startup with a social vocation (SIAVS), i.e. a particular category of company that meets the legal requirements to be an innovative startup and to operate in one of the specific sectors considered to be of particular social value. In particular, UGO is a digital platform that deals with bringing together not totally self-sufficient subjects (and therefore in need of support) with a network of trained operators, who perform the function of "caregiver on demand" for these people instead of their family members. This thesis starts from the analysis of the socio-demographic and economic context, in those aspects relevant to UGO: the phenomenon of "population aging" and business opportunities offered by the Silver Economy. The analysis of UGO's response to the needs of the elderly (an increasingly large portion of the population) and their families is then analyzed. Subsequently, an in-depth analysis was conducted on the market in which UGO operates and on the main competitors that UGO has in Italy and in Europe. The rest of the paper is divided into the following sections: - Quantitative analysis to determine the best country within the EU for the first internationalization step of UGO; - Analysis of the chosen market (e.g. Germany) - Determination of the marketing and communication strategy to effectively target the segments of interest (both B2C and B2B); - Determination of the human resources necessary to start the business in the new German market; - Preparation of a Pricing that allows you to penetrate the new market quickly and that allows the break-even point to be reached within two years of entering Germany; - Development of a Provisional Profit & Loss Account that testifies to the achievement of the goal imposed by UGO. The paper concludes by briefly mentioning the contribution that UGO is making in this moment of medical emergency due to Coronavirus.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/164499