Samenvatting

Social enterprises have become an important component in the economies of many countries. The purpose of this research is to provide crucial information that can help Happy Tosti expand to a new potential market environment. The research is conducted in two specific markets: Germany and the United Kingdom. Data is obtained from semi-structured interviews and desk research. The interviews consist of conversations with professionals who all work in the social enterprise field in
Germany and the United Kingdom. Desk research is conducted by existing literature reviews and country reports. For the present research, the ecosystem theory of Bloom and Dees is adopted. In order to answer the main research question: ‘’What is the potential for Happy Tosti to enter a new market in Germany and the United Kingdom?’’ research on the theory of change, an investigation of the environmental conditions and players in Germany and the United Kingdom is carried out.

After the main findings are presented to the owners of Happy Tosti, ranking sheets are used to supplement the written advisory report. It appears that both countries can be considered potential markets for the Happy Tosti approach. However, the research on the United Kingdom yielded more in-depth knowledge about all factors related to the ecosystem theory. In addition, the public and private support in the United Kingdom was determined to be more relevant for Happy Tosti.
Financial support was a crucial factor in the determination. Analysis of the results indicates that Happy Tosti should enter the market of the United Kingdom. Considering the approach that was adopted by Happy Tosti, the United Kingdom proves to be the country most experienced in the approach of social enterprises such as Happy Tosti.