This article presents the initiation processes of project management. An approach to the identification of opportunities and the preliminary definition of projects scope within social organizations was proposed. The proposal was structured in ten steps grouped into four macro-steps: (i) planning, (ii) information gathering, (iii) identification of opportunities, and (iv) preliminary definition of project scope. The approach was applied to a community organization, as a case study, generating six project opportunities. The findings showed that the presented approach provides a complete overview of the elements to be considered in the design of projects aimed at social organizations and it grants the engagement of the members of these organizations.
Project management; Marketing research; Management change; Social organizations
