Planeamiento estratégico del sector de arrendamiento de oficinas compartidas (coworking) de Lima Metropolitana emergente
Date
2019-08-05
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
Esta tesis presenta el planeamiento estratégico del Sector de Arrendamiento de
Oficinas Compartidas (Coworking) de Lima Metropolitana Emergente, analizando la
situación actual, las tendencias macroeconómicas y macrosociales que lo afectan, y propone
una estrategia para su expansión, hacia los niveles NSE B y C.
Si bien el Sector actualmente se puede considerar incipiente y de baja estructuración,
haciéndose difícil por ende la recopilación de literatura y datos de estudio, las características
que presenta se enmarcan dentro de tendencias globales y nacionales importantes que
auguran un potencial importante para su desarrollo, y por lo tanto, se presenta como un tema
merecedor de análisis. Entre las principales tendencias macrosociales, macroeconómicas, y
demográficas analizadas se deben destacar:
a. El surgimiento de la economía colaborativa en el ámbito global, economía de “pago por
uso” o “pago por acceso” versus propiedad o uso exclusivo;
b. La importancia creciente de la clase media emergente en el Perú, la cual se ubica en los
NSE B y C, y su impacto en los mercados y la economía nacional;
c. El predominio de los pequeños empresarios, incluidos los informales, los independientes
o freelancers en la economía peruana, y la creciente movilidad de la fuerza laboral,
aprovechando la ubicuidad de la conectividad por medios tecnológicos, bajo modalidades
como el hot desking [uso de escritorios por hora], o el teletrabajo.
Es en este contexto que se ubica el potencial del Sector, puesto que como se explica a
través del desarrollo de este estudio, la oferta actual de opciones de oficinas compartidas en
Lima Metropolitana, se concentra prácticamente en el sector Premium de manera exclusiva,
dirigido al NSE A, con un menor número de opciones disponibles para el NSE B, y ninguna
detectada para el NSE C. Es justamente esta aparente falta de adecuación a la demanda la
que por un lado, dificulta el crecimiento del Sector, limitándose a, y saturando la oferta para el NSE A, y a la vez pone de manifiesto el alto potencial que ostenta ampliar la oferta de
oficinas compartidas hacia los NSE B y C.
La visión para el Sector Coworking es: Al 2025, contar con una oferta de 600
posiciones de trabajo para Lima Metropolitana Emergente, con infraestructura que favorezca
el trabajo colaborativo e incremente la productividad de los freelancers y emprendedores,
ofreciéndoles servicios diferenciados con valor agregado, desarrollando una nueva forma de
trabajar, que contribuya al desarrollo económico de los NSE B y C.
Los objetivos que permiten alcanzar esta visión al 2025 se describen a continuación:
a. Consolidar al 100% el Sector Coworking de Lima Metropolitana Emergente y ser
reconocido como una opción de espacios de trabajo viable, sostenible, y con servicios
confiables y estandarizados;
b. Operar 600 puestos de trabajos de Coworking en Lima Metropolitana Emergente en los
NSE B y C;
c. Obtener una rentabilidad sobre las ventas mayor al 15%;
d. Obtener una tasa de crecimiento anualizado compuesto del Sector Coworking en Lima
Metropolitana para los NSE B y C del 30%; y
e. Contar con tres clústeres en Lima en los NSE B y C que cubra Lima Norte, Centro, y Sur.
Las principales estrategias generadas producto de la Matriz de Decisión Estratégica
son:
a. Establecer oficinas con accesos a las principales avenidas y de transito fluido en zonas de
los NSE B y C;
b. Desarrollar una propuesta de valor asequible para el sector informal, que incluya acceso a
asesoría contable, tributaria, y formularios SUNAT y SUNARP;
c. Desarrollo del mercado de Coworking mediante una campaña de marketing para
masificar el negocio, resaltando atributos relevantes; y d. Realizar acuerdos comerciales con empresas de servicios que generen valor a la propuesta
de Coworking promoviendo mediante ellos la experiencia de trabajar en una oficina
propia.
Finalmente, se debe destacar que esta propuesta ofrece beneficios a toda la sociedad,
puesto que ampliando la oferta del Coworking a los NSE B y C, se mejora la eficiencia de los
pequeños y microempresarios, freelancers, y profesionales independientes que componen la
clase media emergente; y a la vez, se promueve la formalización de dichos negocios o
empresas individuales, reditando todo ello en una mejoría en la competitividad general de la
economía nacional.
This thesis presents the strategic planning of the Leasing Sector of Coworking Offices of Emerging Metropolitan Lima, analyzing the current situation, macroeconomic and macrosocial trends that affect it, and proposes a strategy for its expansion, towards levels NSE B and C. Although the Sector can currently be considered as incipient and of low structuring, making it difficult to collect literature and study data, the characteristics which it presents are framed within important global and national trends that augur an important potential for its development, and therefore, is presented as a topic worthy of analysis. Among the main macrosocial, macroeconomic trends, and Demographics analyzed should be highlighted: to. The emergence of the collaborative economy in the global sphere, economy of “payment for use ”or“ payment for access ”versus property or exclusive use; b. The growing importance of the emerging middle class in Peru, which is located in the NSE B and C, and their impact on markets and the national economy; c. The predominance of small entrepreneurs, including informal, independent or freelancers in the Peruvian economy, and the growing mobility of the workforce, taking advantage of the ubiquity of connectivity by technological means, under modalities such as hot desking [desktops per hour], or telecommuting. It is in this context that the potential of the Sector is located, since as explained to Through the development of this study, the current offer of shared office options in Metropolitan Lima, focuses almost exclusively on the Premium sector, addressed to NSE A, with fewer options available for NSE B, and none detected for the NSE C. It is precisely this apparent lack of adequacy to demand the On the one hand, it hinders the growth of the Sector, limiting itself to, and saturating the offer for the NSE A, and at the same time highlights the high potential of expanding the supply of shared offices to NSE B and C. The vision for the Coworking Sector is: By 2025, have an offer of 600 work positions for Emerging Metropolitan Lima, with infrastructure that favors collaborative work and increase the productivity of freelancers and entrepreneurs, offering differentiated services with added value, developing a new way of work, that contributes to the economic development of the NSE B and C. The objectives that allow us to achieve this vision by 2025 are described below: to. 100% consolidate the Coworking Sector of Emerging Metropolitan Lima and be recognized as a viable, sustainable, and service-based workspace option reliable and standardized; b. Operate 600 Coworking jobs in Emerging Metropolitan Lima in the NSE B and C; c. Obtain a profitability on sales greater than 15%; d. Obtain a compound annualized growth rate of the Coworking Sector in Lima Metropolitan for NSE B and C of 30%; Y and. Have three clusters in Lima in the NSE B and C covering Lima North, Center, and South. The main strategies generated by the Strategic Decision Matrix are: to. Establish offices with access to the main avenues and fluid traffic in areas of the NSE B and C; b. Develop a proposal of affordable value for the informal sector, which includes access to accounting, tax, and SUNAT and SUNARP forms; c. Coworking market development through a marketing campaign to massify the business, highlighting relevant attributes; Y d. Make commercial agreements with service companies that generate value to the proposal Coworking promoting through them the experience of working in an office own. Finally, it should be noted that this proposal offers benefits to the whole society, since extending the Coworking offer to the NSE B and C, the efficiency of the small and microentrepreneurs, freelancers, and independent professionals that make up the emerging middle class; and at the same time, the formalization of said businesses or individual companies, redeeming all this in an improvement in the overall competitiveness of the national economy.
This thesis presents the strategic planning of the Leasing Sector of Coworking Offices of Emerging Metropolitan Lima, analyzing the current situation, macroeconomic and macrosocial trends that affect it, and proposes a strategy for its expansion, towards levels NSE B and C. Although the Sector can currently be considered as incipient and of low structuring, making it difficult to collect literature and study data, the characteristics which it presents are framed within important global and national trends that augur an important potential for its development, and therefore, is presented as a topic worthy of analysis. Among the main macrosocial, macroeconomic trends, and Demographics analyzed should be highlighted: to. The emergence of the collaborative economy in the global sphere, economy of “payment for use ”or“ payment for access ”versus property or exclusive use; b. The growing importance of the emerging middle class in Peru, which is located in the NSE B and C, and their impact on markets and the national economy; c. The predominance of small entrepreneurs, including informal, independent or freelancers in the Peruvian economy, and the growing mobility of the workforce, taking advantage of the ubiquity of connectivity by technological means, under modalities such as hot desking [desktops per hour], or telecommuting. It is in this context that the potential of the Sector is located, since as explained to Through the development of this study, the current offer of shared office options in Metropolitan Lima, focuses almost exclusively on the Premium sector, addressed to NSE A, with fewer options available for NSE B, and none detected for the NSE C. It is precisely this apparent lack of adequacy to demand the On the one hand, it hinders the growth of the Sector, limiting itself to, and saturating the offer for the NSE A, and at the same time highlights the high potential of expanding the supply of shared offices to NSE B and C. The vision for the Coworking Sector is: By 2025, have an offer of 600 work positions for Emerging Metropolitan Lima, with infrastructure that favors collaborative work and increase the productivity of freelancers and entrepreneurs, offering differentiated services with added value, developing a new way of work, that contributes to the economic development of the NSE B and C. The objectives that allow us to achieve this vision by 2025 are described below: to. 100% consolidate the Coworking Sector of Emerging Metropolitan Lima and be recognized as a viable, sustainable, and service-based workspace option reliable and standardized; b. Operate 600 Coworking jobs in Emerging Metropolitan Lima in the NSE B and C; c. Obtain a profitability on sales greater than 15%; d. Obtain a compound annualized growth rate of the Coworking Sector in Lima Metropolitan for NSE B and C of 30%; Y and. Have three clusters in Lima in the NSE B and C covering Lima North, Center, and South. The main strategies generated by the Strategic Decision Matrix are: to. Establish offices with access to the main avenues and fluid traffic in areas of the NSE B and C; b. Develop a proposal of affordable value for the informal sector, which includes access to accounting, tax, and SUNAT and SUNARP forms; c. Coworking market development through a marketing campaign to massify the business, highlighting relevant attributes; Y d. Make commercial agreements with service companies that generate value to the proposal Coworking promoting through them the experience of working in an office own. Finally, it should be noted that this proposal offers benefits to the whole society, since extending the Coworking offer to the NSE B and C, the efficiency of the small and microentrepreneurs, freelancers, and independent professionals that make up the emerging middle class; and at the same time, the formalization of said businesses or individual companies, redeeming all this in an improvement in the overall competitiveness of the national economy.
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Arrendamiento--Perú--Lima, Planificación estratégica
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