Modelo prolab: Otra Chance, una propuesta de negocio sostenible para darle una segunda oportunidad a las prendas de vestir
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Date
2022-04-21
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Publisher
Pontificia Universidad Católica del Perú
Abstract
El presente trabajo propone una solución para un problema socialmente relevante, el cual
se abordó en base al uso de metodologías ágiles, que permitió desarrollar un modelo de negocio
sostenible contemplando como foco de la solución a dos tipos de usuario. La solución planteada
es Otra Chance, modelo de negocio que permitiría tener una plataforma comercial virtual (App y
Web) para la compra y venta de ropa y accesorios de segundo uso y en buen estado,
promoviendo una economía circular, la cual permitiría generar una comunidad de consumidores
que originen un impacto positivo en el medio ambiente.
La solución propuesta consiste en utilizar plataformas virtuales como medios
transaccionales entre vendedores y consumidores, las cuales permitirían tener alcance para una
gran cantidad de usuarios, basados en la experiencia internacional este modelo de negocio tiene
una importante escalabilidad. El planteamiento fue sometido a procesos de validación por parte
de los usuarios de donde se obtuvo una importante retroalimentación a las propuestas o
prototipos planteados inicialmente. Se demostró que los usuarios están dispuestos a pagar una
comisión para la plataforma, de los cuales el 79% pagarían una comisión de hasta 15 %, debido a
que consideran que la plataforma permitiría ampliar el alcance que podrían obtener por sus
propios recursos al momento de poner a la venta sus prendas y accesorios.
Debido al modelo del negocio la estrategia del marketing es sumamente importante,
motivo por el cual el 56% de la inversión inicial estaría destinada a cubrir los recursos que
necesitaría marketing para obtener el alcance y crecimiento que se requerirá para formar una
comunidad grande en plataformas virtuales, apalancados por influencers, organizaciones de
apoyo al medio ambiente y gran presencia en redes sociales. La investigación del proyecto concluye que Otra Chance es candidata a un modelo de
negocio sostenible, escalable y socialmente responsable, el cual tiene un impacto directo en el
ODS 12 que busca garantizar modalidades de consumo y producción sostenible. El índice de
relevancia social alcanzado es del 42.58%, que genera un VAN de S/3 191 749, un TIR del
111%, con una inversión inicial de S/900 000.
In our work, we propose a solution for a socially relevant problem based on agile methodologies. We were able to develop a sustainable business model that focuses on providing a solution for two different types of users. This is how “Otra Chance” was conceived. This is a business model that operates based on a virtual and commercial platform (webpage and application) for the purchase and sale of clothing and second-hand accessories in good condition, therefore promoting a circular economy and the formation of a community of consumers that can generate a positive impact on the environment. We propose the use of virtual platforms as a transactional means of negotiation between sellers and consumers as these platforms would allow the access to a great deal of users. Likewise, this business model has shown a great scalability internationally. After letting our users evaluate our proposal, we obtained very important feedback on our initial plans and prototypes. We were able to verify that users were willing to pay a commission for the platform, with 79 % of them being willing to pay up to 15 %, as they think that the platform would greatly enhance the scope and outcome of the sales of their clothing and accessories. As the marketing strategy plays a critical role in our business model, 56 % of the initial investment would be used to cover the expenses of the marketing campaign to attain the scope and level of growth necessary for the formation of a big community in virtual platforms, all of this backed by the participation of influencers, organizations that protect the environment, and a big presence in social networks. Based on our research, we conclude that “Otra Chance” is a viable option as a sustainable, scalable, and socially responsible business model that has a direct impact on the 12th Sustainable Development Goal, which aims to “ensure sustainable consumption and production patterns.” The attained social relevance rate is 42.58 %, generating a NPV of PEN 3,191,749 and an IRR of 111 %, with an initial investment of PEN 900,000.
In our work, we propose a solution for a socially relevant problem based on agile methodologies. We were able to develop a sustainable business model that focuses on providing a solution for two different types of users. This is how “Otra Chance” was conceived. This is a business model that operates based on a virtual and commercial platform (webpage and application) for the purchase and sale of clothing and second-hand accessories in good condition, therefore promoting a circular economy and the formation of a community of consumers that can generate a positive impact on the environment. We propose the use of virtual platforms as a transactional means of negotiation between sellers and consumers as these platforms would allow the access to a great deal of users. Likewise, this business model has shown a great scalability internationally. After letting our users evaluate our proposal, we obtained very important feedback on our initial plans and prototypes. We were able to verify that users were willing to pay a commission for the platform, with 79 % of them being willing to pay up to 15 %, as they think that the platform would greatly enhance the scope and outcome of the sales of their clothing and accessories. As the marketing strategy plays a critical role in our business model, 56 % of the initial investment would be used to cover the expenses of the marketing campaign to attain the scope and level of growth necessary for the formation of a big community in virtual platforms, all of this backed by the participation of influencers, organizations that protect the environment, and a big presence in social networks. Based on our research, we conclude that “Otra Chance” is a viable option as a sustainable, scalable, and socially responsible business model that has a direct impact on the 12th Sustainable Development Goal, which aims to “ensure sustainable consumption and production patterns.” The attained social relevance rate is 42.58 %, generating a NPV of PEN 3,191,749 and an IRR of 111 %, with an initial investment of PEN 900,000.
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Keywords
Moda--Industria y comercio, Comercio electrónico--Perú, Desarrollo sostenible--Perú, Industria de la ropa usada--Aspectos ambientales--Perú--Lima
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