Modelo Prolab: Relax, propuesta innovadora para la gestión del burnout en profesionales peruanos
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Pontificia Universidad Católica del Perú
Acceso al texto completo solo para la Comunidad PUCP
Resumen
El agotamiento laboral (Burnout) se consolida como un problema sistémico en el Perú: 78%
de trabajadores lo lo reportó en 2023 y la prevalencia subió a 82% en 2024, impulsada por
jornadas extendidas, presión constante y soporte organizacional insuficiente. Los síntomas más
frecuentes son falta de energía, negativismo y menor eficacia; los detonantes, sobrecarga de
trabajo, presión por metas y trato inadecuado. Esta realidad, heterogénea por sector (salud,
educación, TI, finanzas) y cohortes etarias, exige soluciones específicas, accesibles y medibles
que combinen prevención, atención oportuna y mejora del entorno de trabajo.
Relax responde a este contexto como una plataforma móvil integral que une
teleorientaciòn psicológica, personalización asistida por IA, comunidades moderadas y
un botón de apoyo inmediato. Su modelo freemium contempla una versión Básica
(onboarding guiado, tamizaje breve, microrutinas y una orientación psicológica mensual) y
una versión Premium (hasta 6 consultas mensuales 24/7, botón de pánico con protocolo de
contención y derivación, grupos sociales, contenidos personalizados y marketplace de
bienestar). El diseño aplica privacy by design, criterios de accesibilidad y cumplimiento
de telesalud y protección de datos vigentes en el país.
La factibilidad comercial–operativa fue verificada con un Plan de Mercadeo orientado
a eficiencia (VTVC/CAC) y un Plan de Operaciones con SLAs explícitos (disponibilidad ≥
99.5%, RTO ≤ 4 h, protocolos de seguridad y gobernanza de datos). En 5,000 iteraciones de
Monte Carlo sobre VTVC/CAC, el ratio base (4.47×) mostró una media simulada de
5.17x y 99.62% de los casos por encima de 3.40×, confirmando la robustez del embudo de
adquisición/retención. Paralelamente, se ejecutaron pilotos B2C/B2B y pruebas SUS/NPS
para cerrar brechas de usabilidad y adopción.
La viabilidad del proyecto se sustenta en dos lecturas complementarias. En términos
económicos, el Valor Actual Neto Económico (VAN Económico) se estima a partir del Flujo
de Caja Libre del Proyecto (FCFF/FCF) descontado al Costo Promedio Ponderado de Capital
(WACC = 19.69%; ver Apéndice B). En términos financieros, el Valor Actual Neto
Financiero (VAN Financiero) se estima a partir del Flujo de Caja del Accionista (FCA)
descontado al Costo de Oportunidad del Capital (COK = 26.27%; ver Apéndice B). La
simulación de Monte Carlo aplicada al VAN Financiero (FCA@COK) muestra un margen de
riesgo acotado, con baja probabilidad de ubicarse por debajo del umbral de creación de valor
definido para la hipótesis de viabilidad.
El impacto social se alinea con los ODS 3 y 8, con un Índice de Relevancia Social
(IRS) de 32%. Se estiman beneficios sociales anuales por ahorros en tratamiento y reducción
de ausentismo que crecen de S/ 4’319,616 (2024) a S/ 12’229,353 (2028); descontados al 8%,
el VAN Social alcanza S/ 28’517,369.42. El costo social asociado (huella eléctrica) es S/
1,048/año, manteniéndose ampliamente gestionable frente a los beneficios. La solución opera
con protocolos de derivación clínica, ética de IA y seguridad de información.
La evidencia empírica refuerza los resultados: pruebas de usabilidad arrojaron SUS
82.4 y NPS +42; en pilotos, la conversión Freemium →premium alcanzó 28% (B2C, Lima) y,
en B2B, tres empresas (TI y banca) mostraron alta activación y señales de reducción de
ausentismo, confirmando deseabilidad, adopción y pertinencia organizacional. Estas
validaciones se integraron al plan de producto (mejoras de onboarding, accesibilidad,
contenidos guiados) y a los supuestos financieros.
Con una propuesta deseable, factible y financieramente viable, y con impacto social
positivo medido y trazable, Relax se posiciona como una solución integral para prevenir y
gestionar el burnout en profesionales peruanos, combinando soporte humano, tecnología
responsable y gobernanza robusta para escalar en B2C y B2B con estándares clínicos,
regulatorios y de sostenibilidad.
Workplace burnout has become a systemic problem in Peru: 78% of workers reported it in 2023, and prevalence rose to 82% in 2024, driven by extended hours, constant pressure, and insufficient organizational support. The most common symptoms are lack of energy, negativism/cynicism, and reduced efficacy; key triggers include work overload, target pressure, and poor interpersonal treatment. This reality—heterogeneous across sectors (healthcare, education, IT, finance) and age cohorts—demands specific, accessible, and measurable solutions that combine prevention, timely care, and improvements to the work environment. Relax responds to this context as an integrated mobile platform that brings together psychological tele-counseling, AI-assisted personalization, moderated communities, and an immediate support button. Its freemium model includes a Basic tier (guided onboarding, brief screening, micro-routines, and one monthly counseling session) and a Premium tier (up to six consultations per month, available 24/7; a panic button with crisis-containment and referral protocol; social groups; personalized content; and a wellness marketplace). The design applies privacy-by-design principles, accessibility criteria, and compliance with current telehealth and data-protection regulations in Peru. Commercial–operational feasibility was verified through an efficiency-oriented Marketing Plan (LTV/CAC—referred to as VTVC/CAC in Spanish) and an Operations Plan with explicit SLAs (availability ≥ 99.5%, RTO ≤ 4 h, security protocols, and data governance). In 5,000 Monte Carlo iterations on LTV/CAC, the base ratio (4.47×) showed a simulated mean of 5.17×, with 99.62% of cases above 3.40×—confirming the robustness of the acquisition/retention funnel. In parallel, B2C/B2B pilots and SUS/NPS testing were conducted to close usability and adoption gaps. Financial viability is strong. With a WACC of 19.69% and a COK (opportunity cost of capital) of 26.27%, the project achieves an economic NPV of S/ 5,410,768.91, a financial NPV of S/ 4,013,664.83, and an IRR of 364.29%. Projected revenues grow from S/ 1,896,000 (Year 1) to S/ 5,831,280 (Year 5). In the NPV simulation (5,000 iterations), the probability of obtaining an NPV below S/ 3,300,000 is 4.56%, indicating a low risk of failing to create value. Social impact aligns with SDGs 3 and 8, with a Social Relevance Index (IRS) of 32%. Estimated annual social benefits from treatment savings and reduced absenteeism grow from S/ 4,319,616 (2024) to S/ 12,229,353 (2028); discounted at 8%, the Social NPV reaches S/ 28,517,369.42. The associated social cost (electricity footprint) is S/ 1,048 per year, remaining readily manageable relative to the benefits. The solution operates with clinical referral protocols, AI ethics, and information security. Empirical evidence reinforces the results: usability tests yielded SUS 82.4 and NPS +42; in pilots, freemium→premium conversion reached 28% (B2C, Lima), and in B2B, three companies (IT and banking) showed high activation and early signs of reduced absenteeism—confirming desirability, adoption, and organizational fit. These validations were integrated into the product roadmap (enhanced onboarding, accessibility, guided content) and into the financial assumptions. With a desirable, feasible, and financially viable proposition—and with a measured, traceable positive social impact—Relax positions itself as a comprehensive solution to prevent and manage burnout among Peruvian professionals, combining human support, responsible technology, and robust governance to scale in B2C and B2B with clinical, regulatory, and sustainability standards.
Workplace burnout has become a systemic problem in Peru: 78% of workers reported it in 2023, and prevalence rose to 82% in 2024, driven by extended hours, constant pressure, and insufficient organizational support. The most common symptoms are lack of energy, negativism/cynicism, and reduced efficacy; key triggers include work overload, target pressure, and poor interpersonal treatment. This reality—heterogeneous across sectors (healthcare, education, IT, finance) and age cohorts—demands specific, accessible, and measurable solutions that combine prevention, timely care, and improvements to the work environment. Relax responds to this context as an integrated mobile platform that brings together psychological tele-counseling, AI-assisted personalization, moderated communities, and an immediate support button. Its freemium model includes a Basic tier (guided onboarding, brief screening, micro-routines, and one monthly counseling session) and a Premium tier (up to six consultations per month, available 24/7; a panic button with crisis-containment and referral protocol; social groups; personalized content; and a wellness marketplace). The design applies privacy-by-design principles, accessibility criteria, and compliance with current telehealth and data-protection regulations in Peru. Commercial–operational feasibility was verified through an efficiency-oriented Marketing Plan (LTV/CAC—referred to as VTVC/CAC in Spanish) and an Operations Plan with explicit SLAs (availability ≥ 99.5%, RTO ≤ 4 h, security protocols, and data governance). In 5,000 Monte Carlo iterations on LTV/CAC, the base ratio (4.47×) showed a simulated mean of 5.17×, with 99.62% of cases above 3.40×—confirming the robustness of the acquisition/retention funnel. In parallel, B2C/B2B pilots and SUS/NPS testing were conducted to close usability and adoption gaps. Financial viability is strong. With a WACC of 19.69% and a COK (opportunity cost of capital) of 26.27%, the project achieves an economic NPV of S/ 5,410,768.91, a financial NPV of S/ 4,013,664.83, and an IRR of 364.29%. Projected revenues grow from S/ 1,896,000 (Year 1) to S/ 5,831,280 (Year 5). In the NPV simulation (5,000 iterations), the probability of obtaining an NPV below S/ 3,300,000 is 4.56%, indicating a low risk of failing to create value. Social impact aligns with SDGs 3 and 8, with a Social Relevance Index (IRS) of 32%. Estimated annual social benefits from treatment savings and reduced absenteeism grow from S/ 4,319,616 (2024) to S/ 12,229,353 (2028); discounted at 8%, the Social NPV reaches S/ 28,517,369.42. The associated social cost (electricity footprint) is S/ 1,048 per year, remaining readily manageable relative to the benefits. The solution operates with clinical referral protocols, AI ethics, and information security. Empirical evidence reinforces the results: usability tests yielded SUS 82.4 and NPS +42; in pilots, freemium→premium conversion reached 28% (B2C, Lima), and in B2B, three companies (IT and banking) showed high activation and early signs of reduced absenteeism—confirming desirability, adoption, and organizational fit. These validations were integrated into the product roadmap (enhanced onboarding, accessibility, guided content) and into the financial assumptions. With a desirable, feasible, and financially viable proposition—and with a measured, traceable positive social impact—Relax positions itself as a comprehensive solution to prevent and manage burnout among Peruvian professionals, combining human support, responsible technology, and robust governance to scale in B2C and B2B with clinical, regulatory, and sustainability standards.
Descripción
Palabras clave
Trabajo--Aspectos psicológicos, Salud mental--Investigaciones--Perú, Stress en el trabajo--Investigaciones--Perú, Bienestar, Aplicaciones--Dispositivos móviles
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