Publication: MODELO DE NEGOCIO PARA ESTACIONAMIENTOS PRIVADOS DE BICICLETAS Y SERVICIOS COMPLEMENTARIOS
Date
2019-01-17
Authors
OLIVARES MANZANO, JAVIER ANDRÉS
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Abstract
El presente trabajo tiene como finalidad generar un modelo de negocios que permita otorgar a los ciclistas del Gran Santiago un servicio seguro de estacionamiento y servicios complementarios.
Para esto, se utiliza la metodología Canvas, con la que se identifican los nueve aspectos clave para explicar el negocio propuesto.
Luego de establecer estos nueve aspectos, o módulos, se procede a realizar un estudio de prefactibilidad, centrado en tres aspectos: mercado, viabilidad técnica, y viabilidad económica. Del primero, se define que la oferta de este servicio hoy en día no existe como tal, y que las necesidades están siendo cubiertas por servicios sustitutos, tales como servicios de bicicletas públicas. Luego se estudia la demanda, en donde se obtiene que el tamaño de esta cubre con creces las expectativas del modelo, y también se logra caracterizar las necesidades reales de los segmentos objetivo. Todo esto permite calcular los ingresos que reportará el negocio.
A continuación, se realiza el estudio técnico, mediante el cual se hace un levantamiento de todos los costos de inversión y operación, para luego realizar el estudio económico. De este último, se desprende que el modelo bajo los parámetros propuestos no es viable económicamente, por lo que se procede a realizar un análisis de las principales causas y un análisis de sensibilidad que indica los parámetros bajo los cuales sí se lograría una rentabilidad positiva.
Finalmente, se propone un modelo de negocios revisado, recogiendo los hallazgos y sugerencias planteadas.
The main purpose of the hereby presented work, is to generate a business model which would provide a safe parking service for bikers in the Great Santiago area, and some complementary services. In order to do this, the methodology to apply will be the Canvas business modeling, which allows to identify nine key aspects to easily explain an understand the proposed business. Following the definition of such aspects, or modules, a viability study is done, centered in three aspects: market, technical viability, and economic viability. From the first one, it is defined that in present day there is no supply regarding this service, and that the needs of our consumers are being satisfied through substitute services, such as public bikes services. Then, when studying the demand of the market, it is found that its size exceeds my far the expectations of the model, as well as the main characteristics of the target market. All of this allows to measure the projected income of the business. Next, the technical study is performed, which allows to estimate all investment costs and operation costs. Once these are well defined, the economic study is performed. In this study it is found that the proposed business model is not profitable under its current form, so an analysis of the main variables is necessary in order to identify the causes of this and to propose new parameters which would make the business profitable. Finally, a revised business model is proposed, which considers all findings and recommendations before exposed.
The main purpose of the hereby presented work, is to generate a business model which would provide a safe parking service for bikers in the Great Santiago area, and some complementary services. In order to do this, the methodology to apply will be the Canvas business modeling, which allows to identify nine key aspects to easily explain an understand the proposed business. Following the definition of such aspects, or modules, a viability study is done, centered in three aspects: market, technical viability, and economic viability. From the first one, it is defined that in present day there is no supply regarding this service, and that the needs of our consumers are being satisfied through substitute services, such as public bikes services. Then, when studying the demand of the market, it is found that its size exceeds my far the expectations of the model, as well as the main characteristics of the target market. All of this allows to measure the projected income of the business. Next, the technical study is performed, which allows to estimate all investment costs and operation costs. Once these are well defined, the economic study is performed. In this study it is found that the proposed business model is not profitable under its current form, so an analysis of the main variables is necessary in order to identify the causes of this and to propose new parameters which would make the business profitable. Finally, a revised business model is proposed, which considers all findings and recommendations before exposed.
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Keywords
BICICLETAS , PLANIFICACIÓN EN LOS NEGOCIOS , PLANIFICACIÓN ESTRATÉGICA , ELABORACIÓN DE PROYECTOS