Large organizations face significant challenges in achieving their sustainability goals due to the increasing demands for ESG reporting and the expectations of their stakeholders. Innovative corporations recognize the importance of incorporating sustainable practices into their culture and business models. Herefore, FAHAMU, a startup company, provides B2B clients with a bottom-up Software as a Service (SaaS) platform. This thesis analyzes customer needs and the competitor environment to help FAHAMU create a value proposition and understand the market environment.

Primarily the research is based on a literature review. The customer analysis was conducted through qualitative research consisting of interviews with companies where the questions were derived from previous literature research. On the other hand, the competitor analysis is solely based on secondary research using two frameworks to identify the competition and position the competitors in comparison to FAHAMU. The analysis delivered valuable information on customer needs and the competitive environment.

According to the findings, FAHAMU effectively meets the needs of its customers, precisely the demand for a unified tool and contact point. Nevertheless, they must analyze the option to integrate their solution into an existing platform. Decentralizing the sustainability strategy is crucial for FAHAMU. The company should provide sustainability-related Key Performance Indicators (KPI) for employees to promote awareness through diverse methods. In this aspect, FAHAMU should cultivate employees to understand sustainability and thus foster knowledge. Implementing software is difficult, but FAHAMU can offer simplicity through diffusion practice, including change management. The sustainable innovation Kickstarter is FAHAMU's unique feature, distinguishing it from its competitors, particularly the direct competitor, WeSpire, with some missing features compared to FAHAMU. The analysis of competitors highlights the unique solution provided by FAHAMU. FAHAMU gains a valuable understanding of the current competitor landscape from the analysis as well as exclusive insights into their target customer groups. Furthermore, they benefit from the recommendations that were derived from the research.