This case study illustrates the use of data analytics in a Portuguese bioproducts microenterprise. Pareto distribution and K-Means clustering were utilized to analyse consumer behaviour, product performance and sales dynamics. The findings show a strong concentration of revenue on just 10 products, accounting for almost half of the total revenue, and a low retention rate, with 88.3% of consumers being one-time purchasers. Additionally, geographic data indicates that Lisbon, Sintra, and Cascais together constitute a key sales hub, accounting for 21% of total revenue, while the remaining revenue is broadly distributed across the rest of the country. The findings demonstrate that analytical frameworks are an effective managerial tool, despite of limitations with sample size and data richness. Ultimately, the descriptive and unsupervised analytical approach successfully suggested several insights that are impactful for NM.

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