Marketing plan for homeless entrepreneur

Gelsbo, Kirsten Kania

Marketing plan for homeless entrepreneur

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Citation

Gelsbo, K. Marketing plan for homeless entrepreneur. 2020. handle: http://hdl.handle.net/10230/46143

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Abstract

Corporate Social responsibility (CSR) is a topic that in the past years have gained attention and interest. More and more companies incorporate CSR in their business strategies, governments and institutions around the world discuss how to enforce social impacts and people are in general becoming more aware of issues related to sustainability, the environment and social causes. Homelessness is one topic that can be discussed in relation to social responsibility. Only in Barcelona, around 3.000 people are living on the streets, and in order to decrease this number, Andrew Funk founded the organization Homelessness Entrepreneur (HE). Instead of providing instant help such as shelter or food, the organization focuses on getting the homeless people back in the job market. The aim of the marketing plan is for HE to increase its revenue in order to help more homeless people get back in jobs. Through an internal analysis of HE it was found that the organization does a successful marketing effort in the B2B market consisting of companies, institutions and other organizations. On the other hand, the organization does not pay much attention to the segment of private donors. By conducting an external analysis it was found that the industry of humanitarian charity is growing, which indeed indicates a market opportunity. Nonetheless, the market consists of many organizations offering donors to support the same social cause. It is therefore needed for HE to promote its competitive advantage of securing long term stability for the homeless persons. It has not been possible to access financial information from HE. However, based on an agreement with the organization and UPF Barcelona School of Management, the prospect of conducting a thesis has been decided to be valid based on the adequate information given. From the organization it has furthermore been decided that the revenue generated from the marketing plan solely intends to cover the cost of getting 100 homeless people back in jobs. Fixed costs and regular expenses will not be considered, and the cost of the marketing plan will be covered by external funding.