Developing a growth strategy for B10SEC in the portuguese market

Abstract

B10SEC, a cybersecurity and data protection start-up operating in the Portuguese and Brazilian markets, seeks to grow its sales. After establishing operations in 2018, the firm built its client base, showing considerable growth year after year. While still overcoming several challenges that a start-up organization faces, the company desires to expand its operations in the Portuguese market. This thesis comprises a deep analysis of the essential factors for developing a growth strategy, using relevant existing literature, primary and secondary data. Performing a market analysis helped determine this industry's characteristics, such as attractiveness, competitors, strengths, and weaknesses. Interviewing ten employees from varied Portuguese companies helped get amore profound knowledge of companies' perceptions regarding cybersecurity and their current practices. This led to the formulation of the desired growth strategy, composed by a Market Penetration Strategy, where the start-up would focus its resources on acquiring new customers in the current market. For that, a customer acquisition framework was applied, supported by the sales funnel. Furthermore, recommendations regarding the identification of potential clients and how to approach them were also drawn.

Date of Award	26 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)