Planejamento estratégico para o lançamento de um novo serviço em uma startup brasileira

Abstract

According to Picinin (2008) cited in Santos (2011), there has been extensive discussion on Strategic Planning within companies, particularly startups, in recent times. This is because Strategic Planning ensures organizations improve their performance and fosters competitiveness among companies and their services. We can understand Strategic Planning as an ongoing and systematic process aimed at defining the best path for a company based on current conditions and an analysis of potential future scenarios. In this regard, this research aims to report a case study regarding the application of Strategic Planning in launching a service by a Brazilian startup, with the goal of assisting other companies in future launches and generating knowledge within the field of production engineering to achieve a higher success rate in launching new services in Brazil. Furthermore, it will provide insights into the benefits of conducting Strategic Planning, specifically for startups, companies that often exhibit the characteristics of rapid growth or swift decline. From the results obtained, it was observed that the company under study considered the use of strategic planning a success, with its teams achieving 100% completion of the proposed objectives, except for the sales team, which remained around 90%.