Driving change with Miles4Good

: the go-to-market journey of an existing impact venture

Abstract

Companies face increasing societal and regulatory pressures with a growing emphasis on nonfinancial objectives. This multi-faceted mission requires companies to operate in the complex sustainability and corporate social responsibility (CSR) field. To address these challenges, Miles4Good aims to track employees' sustainable commutes and converts them into monetary donations to NGOs funded by their employers. Operating as a sustainable startup and hybrid organisation, Miles4Good could support companies report Scope 3 emissions, with additional benefits such as employee engagement in social and environmental causes and increased awareness and donations to NGOs.
This study aims to validate the business idea for Miles4Good and develop a go-to-market strategy. A qualitative research approach and interviews with various companies were employed to investigate the market, including the target group and competitors for Miles4Good, and to develop a robust business model to ensure financial sustainability. To test the acceptance of the application by its users, a quantitative survey was carried out and several variables were
selected to assess their impact. Results show that companies have limited knowledge of solutions such as Miles4Good. However, most companies are willing to invest after a successful trial period. Respondents expressed a desire to use the app, due to its perceived usefulness and potential personal benefits, which further boosts adoption.

Date of Award	24 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)