Modelo ProLab: Nutricush, yogurt bebible elaborado a base de cushuro.

Abstract

La alta prevalencia de carencias nutricionales que conllevan a contraer enfermedades como la anemia, particularmente en el Perú, representa una crisis en salud pública que va más allá del ámbito médico. Esta situación afecta la salud física, emocional y cognitiva de niños y adolescentes, impactando negativamente en su desarrollo integral. Además, es especialmente preocupante debido a su vinculación con factores socioeconómicos como la pobreza y la falta de educación nutricional. Asimismo, las opciones de productos nutritivos que ofrece el mercado son reducidas, lo cual agrava aún más el problema. El mercado mundial de productos lácteos presenta una trayectoria de crecimiento constante, alcanzando un valor, en millones de dólares, de 665 mil en 2022 y proyectando una tasa compuesta de crecimiento anual del 3.5% hasta 2027. Asimismo, el mercado latinoamericano alcanzó un valor 120,000 millones de dólares en el 2022 (The Food Tech 2023). Por otro lado, el mercado peruano de productos lácteos experimenta también un crecimiento similar, alcanzando un valor de 860 millones de dólares y pronosticando un crecimiento anual del 2.91% hasta 2025 (Sierra Exportadora 2021). En este contexto, se presenta un proyecto innovador: La elaboración de un yogurt bebible elaborado a base de cushuro (Nostoc sphaericum), que es un tipo de alga que producen las lagunas de los andes centrales del Perú a más de 3,000 m.s.n.m.; el cushuro es un alimento de mucho valor nutricional, con propiedades antioxidantes que ayudan a mantener (o potenciar) los niveles de hemoglobina en la sangre (Agro Perú 2020), diseñado específicamente como una alternativa accesible para prevenir y contrarrestar la malnutrición en el país. Este producto no solo ofrece una solución nutricional efectiva, sino que también integra elementos como la accesibilidad económica y la educación en nutrición, demostrando un enfoque de diseño con énfasis en el usuario. A pesar de tener un mercado de yogurt

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altamente competitivo dominado por grandes organizaciones como Gloria y Laive, el producto se distingue por su valor agregado significativo. La estrategia de precios y distribución está cuidadosamente planificada para equilibrar calidad y accesibilidad, elementos cruciales para ganar cuota de mercado en un entorno sensible al precio. Del análisis financiero que se realizó al proyecto, se desprende que, la Tasa Interna de Retorno (TIR) es notablemente elevada, logrando un 139.70%, y el período para recuperar la inversión es breve, de sólo 0.47 años. El Costo Promedio Ponderado de Capital (WACC) se sitúa en un 12.92%. El Valor Actual (VA) es de S/ 2’817,813 Soles, con una inversión inicial de S/ 378,983.50 Soles. Tras deducir la inversión del VA, el Valor Actual Neto (VAN), se obtiene el resultado de S/ 2’438,829.50 Soles, determinándose que el proyecto es sumamente rentable. Además, el modelo de negocio tiene un compromiso firme con la sostenibilidad y el impacto social. La puesta en funcionamiento del emprendimiento en la provincia de Huancayo, no solo pretende dinamizar la economía local, sino también alinearse con los Objetivos de Desarrollo Sostenible (ODS) de la ONU. Este proyecto representa una oportunidad de inversión altamente rentable que promete no solo rendimientos financieros sino también un impacto social y de salud significativos.

Abstract The high prevalence of nutritional deficiencies leading to diseases like anemia, particularly in Peru, represents a public health crisis that goes beyond the medical field. This situation affects the physical, emotional, and cognitive health of children and adolescents, negatively impacting their overall development. Additionally, it is particularly concerning due to its link with socioeconomic factors such as poverty and the lack of nutritional education. In addition, the limited availability of nutritious products in the market further exacerbates the problem. The global dairy products market presents a constant growth trajectory, reaching a value, in millions of dollars, of 665 thousand in 2022 and projecting a compound annual growth rate of 3.5% until 2027. Likewise, the Latin American market reached a value of 120,000 million dollars in 2022 (The Food Tech 2023). On the other hand, the Peruvian dairy products market is also experiencing similar growth, reaching a value of 860 million dollars and forecasting an annual growth of 2.91% until 2025 (Sierra Exportadora 2021). In this context, an innovative project is presented: The preparation of a drinkable yogurt from cushuro (Nostoc sphaericum), which is a type of algae produced by the lagoons of the central Andes of Peru at more than 3,000 meters above sea level; Cushuro is a food of great nutritional value, with antioxidant properties that help maintain (or enhance) hemoglobin levels in the blood (Agro Perú 2020), specifically designed as an accessible alternative to prevent and counteract malnutrition in the country. This product not only offers an effective nutritional solution, but also integrates elements such as affordability and nutrition education, demonstrating a user-focused design approach. Despite having a highly competitive yogurt market dominated by large organizations such as Gloria and Laive, the product is distinguished by its significant added value. The pricing and distribution strategy is viii carefully planned to balance quality and accessibility, crucial elements for gaining market share in a price-sensitive environment. From the financial analysis carried out on the project, it appears that the Internal Rate of Return (IRR) is notably high, reaching 139.70%, and the period to recover the investment is short, only 0.47 years. The Weighted Average Cost of Capital (WACC) stands at 12.92%. The Current Value (VA) is S/ 2,817,813 Soles, with an initial investment of S/ 378,983.50 Soles. After deducting the investment from the VA, the Net Present Value (NPV), the result of S/ 2,438,829.50 Soles is obtained, determining that the project is extremely profitable. In addition, the business model has a firm commitment to sustainability and social impact. The implementation of the venture in the province of Huancayo not only aims to boost the local economy, but also align with the UN Sustainable Development Goals (SDGs). This project represents a highly profitable investment opportunity that promises not only financial returns but also significant social and health impacts.The high prevalence of nutritional deficiencies leading to diseases like anemia, particularly in Peru, represents a public health crisis that goes beyond the medical field. This situation affects the physical, emotional, and cognitive health of children and adolescents, negatively impacting their overall development. Additionally, it is particularly concerning due to its link with socioeconomic factors such as poverty and the lack of nutritional education. In addition, the limited availability of nutritious products in the market further exacerbates the problem. The global dairy products market presents a constant growth trajectory, reaching a value, in millions of dollars, of 665 thousand in 2022 and projecting a compound annual growth rate of 3.5% until 2027. Likewise, the Latin American market reached a value of 120,000 million dollars in 2022 (The Food Tech 2023). On the other hand, the Peruvian dairy products market is also experiencing similar growth, reaching a value of 860 million dollars and forecasting an annual growth of 2.91% until 2025 (Sierra Exportadora 2021). In this context, an innovative project is presented: The preparation of a drinkable yogurt from cushuro (Nostoc sphaericum), which is a type of algae produced by the lagoons of the central Andes of Peru at more than 3,000 meters above sea level; Cushuro is a food of great nutritional value, with antioxidant properties that help maintain (or enhance) hemoglobin levels in the blood (Agro Perú 2020), specifically designed as an accessible alternative to prevent and counteract malnutrition in the country. This product not only offers an effective nutritional solution, but also integrates elements such as affordability and nutrition education, demonstrating a user-focused design approach. Despite having a highly competitive yogurt market dominated by large organizations such as Gloria and Laive, the product is distinguished by its significant added value. The pricing and distribution strategy is carefully planned to balance quality and accessibility, crucial elements for gaining market share in a price-sensitive environment. From the financial analysis carried out on the project, it appears that the Internal Rate of Return (IRR) is notably high, reaching 139.70%, and the period to recover the investment is short, only 0.47 years. The Weighted Average Cost of Capital (WACC) stands at 12.92%. The Current Value (VA) is S/ 2,817,813 Soles, with an initial investment of S/ 378,983.50 Soles. After deducting the investment from the VA, the Net Present Value (NPV), the result of S/ 2,438,829.50 Soles is obtained, determining that the project is extremely profitable. In addition, the business model has a firm commitment to sustainability and social impact. The implementation of the venture in the province of Huancayo not only aims to boost the local economy, but also align with the UN Sustainable Development Goals (SDGs). This project represents a highly profitable investment opportunity that promises not only financial returns but also significant social and health impacts.