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A presente dissertação tem como objetivo a elaboração de um plano de negócios para o Grupo Cultural Netos de Bandim (GCNB), um coletivo de origem guineense que atua na promoção da cultura africana em Portugal. Com base num estudo de caso e apoiada na ferramenta Business Model Canvas (BMC), a investigação procura estruturar um modelo de negócio viável e sustentável, que permita ao grupo consolidar a sua atuação no setor cultural e criativo.
A revisão da literatura aborda os conceitos de empreendedorismo cultural, plano de negócios e modelos de negócio, sublinhando o papel das indústrias criativas no desenvolvimento económico e social. Metodologicamente, recorre-se a uma abordagem qualitativa, de carácter exploratório e descritivo, recorrendo à realização de entrevistas semiestruturadas e observação direta como principais métodos de recolha de dados.
A proposta apresentada assenta na criação de oficinas de dança e workshops temáticos que promovam a cultura guineense, enquanto geram receitas que contribuam para a autonomia financeira do grupo. Os resultados obtidos permitem identificar as principais forças e fragilidades da iniciativa, bem como oportunidades e ameaças que se colocam à sua sustentabilidade.
Conclui-se que, com uma estratégia comercial bem delineada e parcerias estratégicas adequadas, o GCNB poderá afirmar-se como uma referência na promoção da diversidade cultural em Portugal. O estudo contribui para a reflexão sobre o papel do empreendedorismo cultural na integração social e no reconhecimento das identidades afrodescendentes em contextos migratórios.
The aim of this dissertation is to develop a business plan for the Group Cultural Netos de Bandim (GCNB), a Guinean collective that promotes African culture in Portugal. Based on a case study and supported by the Business Model Canvas (BMC) tool, the research seeks to structure a viable and sustainable business model that will enable the group to consolidate its activities in the cultural and creative sector. The literature review addresses the concepts of cultural entrepreneurship, business plans, and business models, emphasizing the role of creative industries in economic and social development. Methodologically, a qualitative, exploratory, and descriptive approach is used, employing semi-structured interviews and direct observation as the main methods of data collection. The proposal presented is based on the creation of dance workshops and thematic workshops that promote Guinean culture, while generating revenue that contributes to the group's financial autonomy. The results obtained allow us to identify the main strengths and weaknesses of the initiative, as well as opportunities and threats to its sustainability. It is concluded that, with a well-defined commercial strategy and appropriate strategic partnerships, GCNB could establish itself as a benchmark in the promotion of cultural diversity in Portugal. The study contributes to the reflection on the role of cultural entrepreneurship in social integration and the recognition of Afro-descendant identities in migratory contexts.
The aim of this dissertation is to develop a business plan for the Group Cultural Netos de Bandim (GCNB), a Guinean collective that promotes African culture in Portugal. Based on a case study and supported by the Business Model Canvas (BMC) tool, the research seeks to structure a viable and sustainable business model that will enable the group to consolidate its activities in the cultural and creative sector. The literature review addresses the concepts of cultural entrepreneurship, business plans, and business models, emphasizing the role of creative industries in economic and social development. Methodologically, a qualitative, exploratory, and descriptive approach is used, employing semi-structured interviews and direct observation as the main methods of data collection. The proposal presented is based on the creation of dance workshops and thematic workshops that promote Guinean culture, while generating revenue that contributes to the group's financial autonomy. The results obtained allow us to identify the main strengths and weaknesses of the initiative, as well as opportunities and threats to its sustainability. It is concluded that, with a well-defined commercial strategy and appropriate strategic partnerships, GCNB could establish itself as a benchmark in the promotion of cultural diversity in Portugal. The study contributes to the reflection on the role of cultural entrepreneurship in social integration and the recognition of Afro-descendant identities in migratory contexts.
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Keywords
Plano de negócios Empreendedorismo cultural Netos de Bandim Business Model Canvas Dança Business plan Cultural entrepreneurship Business Model Canvas Dance