FIXO

: how to improve and leverage its provider’s network to exploit the maximum value out of it

Abstract

A new at-home services market is emerging in Portugal, as a result from a changing traditional market and customer behavioral change. Fidelidade is developing FIXO with the aim to penetrate this new market, FIXO is an at-home services provider developed to provide services at home through its online platform with high focus on customer satisfaction and experience. If successful, these efforts can establish FIXO as the market leader early on, on a market where customer acquisition costs are high and platforms are highly dependent on its providers network. The aim of this research is to understand how to leverage FIXO’s provider network in order to exploit the maximum value out of it, in a way that can be applied to their business model and operations, to gain an edge over competition. This research was conducted by working closely with the FIXO team, though their resources and expert market knowledge. Interviews were made to providers, and surveys to the provider’s network and potential customers. It was performed a quantitative data analysis using observation and some statistical tools, a qualitative data analysis through observation, content and thematic analysis. Also, debate meetings were held with FIXO team experts regarding the data analysis and recommendations. The research resulted in the diagnosis of the business model, in the identification of its pressure points and corresponding suggestions to improve them. Also, the characterization of provider’s profile and what they value the most. This ultimately contributes to the improvement of FIXO’s business model and customer satisfaction.

Date of Award	4 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)