Návrh obchodní strategie pro digitální produkt Forestio

This master's thesis addresses the design of a business strategy for the digital product Forestio, which facilitates forest restoration projects and their monitoring through satellite data. The aim of the thesis is to propose a business strategy for an early-stage startup in the business-to-business market, based on empirical insights gained through experimental market validation. The research takes the form of a case study with a parallel two-segment validation design focused on small and medium-sized enterprises and corporate customers. The results confirm the market resonance of the value proposition among small and medium-sized enterprises, reveal a different decision-making logic among corporate customers and point to a gap between their declared interest and willingness to act. The contribution of the thesis lies in formulating a business strategy proposal for the further development of the Forestio project and in expanding the understanding of sales strategy formation in startups under high uncertainty.