Domestic expansion
: consulting project with FIXO

  • Francisco Vilar Almeida Moço Aveiro (Student)

Student thesis: Master's Thesis


FIXO is a company that operates in Lisbon, and belongs to the Fidelidade group, that offers services at home (such as cleaning, repairs, …) where the client orders a service through an app, and FIXO sends a provider from its network to perform it. This dissertation analyses the expansion process of FIXO to Porto by collaborating with the company, having regular meetings as well as developing surveys and interviews to both customers and FIXO providers. Through these methods, there was an extensive collection of data on the operations of the company, the business model and the relevant stakeholders. With this information it was possible to explore the market and the competition, and any characteristic of the FIXO service that might have a relevant impact on the expansion to Porto while understanding the challenges and opportunities inherent to this expansion as well as any strategic or financial implications. Moreover, this dissertation tackles the expansion plan and explores how FIXO can maintain quality providers. Through the analysis of the characteristics previously explained, it was possible to understand that the expansion to Porto is feasible and FIXO can maximize its success by leveraging itscurrent capabilities on customer acquisition and not deviating from the selected criteria on gathering providers. Several KPIs and timings were found to ensure the quality of providers. Finally, this research found that this move may bring a growth in clients and brand recognition, and it may pose an opportunity to build customer loyalty.
Date of Award27 Jun 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)


  • FIXO
  • Providers
  • Customers
  • Domestic expansion
  • Competition
  • Market analysis
  • Value proposition
  • Porto
  • Lisbon
  • Management
  • Strategy
  • SWOT
  • Porter’s 5 forces
  • Company environment
  • Services at home
  • Challenges
  • Opportunities
  • Business model


  • Mestrado em Gestão e Administração de Empresas

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