Consulting project for Glooma

  • Ana Rita Michaëlis de Vasconcelos Melich Cerveira (Student)

Student thesis: Master's Thesis

Abstract

This thesis investigates the potential monetization model of a FemTech app, generated by the startup Glooma, aiming to explore the varied business models present in the market, as well as its pricing strategies and users´ motivations to adhere or not to one FemTech app, and what is correspondingly valued. A mixed-method methodology was applied, as well as a benchmark analysis of the startup´s competitors in the FemTech mobile app industry. The mixed method included a focus group, entailing 3 sessions with women from varied backgrounds, and a comprehensive survey to then confirm/ reject the focus groups´ as well as literature´s findings. Resulting from this analysis, it can be concluded that users from varied segments have different motivations towards adhering to a FemTech App, let alone subscribe to the paid section. Additionally, the analysed apps mostly contain a freemium business model, and prices ranging a similar value, with the possibility of adhering to it on a monthly, yearly, and in some cases on a weekly or quarterly basis.
Date of Award24 Oct 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)

Keywords

  • Business model
  • FemTech
  • Willingness to pay
  • Freemium
  • Paid monetization model

Designation

  • Mestrado em Gestão

Cite this

'