Modelo prolab Healthy Friends - propuesta de alimentación saludable mediante el consumo responsable
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Date
2022-08-05
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Pontificia Universidad Católica del Perú
Abstract
El presente modelo de negocio nació ante la necesidad de personas que desean alimentarse de
forma saludable pero que no tienen el tiempo para cumplir con este objetivo. Se identificó
que los millennials y centennials son un grupo significativo y con una creciente preocupación
por este tema, pues muchos de ellos trabajan de forma remota o se alimentan de comida
casera, pero por falta de tiempo consumen servicios de comida a través de delivery. El
crecimiento exponencial de este rubro hace que sea un mercado atractivo para invertir. En ese
sentido, se presenta la propuesta de negocio Healthy Friends, dedicada a brindar un servicio
de entrega de insumos para la preparación de platillos saludables y con asesoría nutricional
personalizada, a través de un aplicativo móvil (app) del mismo nombre. Los pedidos son
registrados mediante la app y atendidos por amas de casa en 17 distritos de Lima. Durante el
proceso de diseño del producto, se definió la propuesta de valor que permitiría satisfacer las
necesidades del potencial usuario. Mediante metodologías ágiles se definió el prototipo de la
app para luego validar diversas hipótesis relacionadas con la deseabilidad del modelo de
negocio, y se comprobó que los clientes estarían dispuestos a utilizarla. También se validó la
hipótesis relacionada con la factibilidad de la solución aplicando la simulación de Montecarlo
sobre las proyecciones de venta. Finalmente, se validó la hipótesis de viabilidad financiera en
función de la probabilidad de generación de rentabilidad para el negocio bajo diversos
escenarios de crecimiento. Como resultado, se concluye que Healthy Friends propone un
modelo de negocio que genera valor económico y social mediante una solución de
alimentación saludable, satisface las necesidades del público objetivo y genera valor
financiero con un VAN de S/ 3,953,698 y una TIR de 75%; asimismo, un VAN Social de S/
4’361,708, lo que demuestra al equipo poder implementar y ejecutar la idea de negocio a la
realidad.
This business model was born from the identification of a problem related to people who want to eat healthy; however, given their daily activities they do not have the time to meet this goal. Given this, we identify that millennials and centennials are a significant group with a growing concern about this issue; many of them currently work remotely or like to eat home-cooked food; however, due to lack of time, he consumes food services through delivery. In addition, if we consider the exponential growth of this item, there is an attractive market to invest. In this sense, we present our Healthy Friends business proposal, dedicated to providing a supply delivery service for the preparation of healthy dishes and with personalized nutritional advice, through a mobile application (app) of the same name. Orders are registered through the app and served by housewives in 17 districts of Lima. During the product design process, the value proposition that would satisfy the needs of the potential user was defined. Applying agile methodologies, the prototype was defined to then validate various hypotheses related to the desirability of the business model, verifying that customers would be willing to use our app. The hypothesis related to the feasibility of the solution was also validated by applying Montecarlo simulation on the sales projections. Finally, the financial viability hypothesis was validated based on the probability of generating profitability for the business under various growth scenarios. As a result, it is concluded that Healthy Friends proposes a business model that generates economic and social value through a healthy eating solution, satisfies the needs of the target audience and generates financial value with a VAN of S/ 3,953,698 and a TIR of 75%; likewise, a Social VAN of S/ 4’361,708, which shows the team to be able to implement and execute the business idea to reality.
This business model was born from the identification of a problem related to people who want to eat healthy; however, given their daily activities they do not have the time to meet this goal. Given this, we identify that millennials and centennials are a significant group with a growing concern about this issue; many of them currently work remotely or like to eat home-cooked food; however, due to lack of time, he consumes food services through delivery. In addition, if we consider the exponential growth of this item, there is an attractive market to invest. In this sense, we present our Healthy Friends business proposal, dedicated to providing a supply delivery service for the preparation of healthy dishes and with personalized nutritional advice, through a mobile application (app) of the same name. Orders are registered through the app and served by housewives in 17 districts of Lima. During the product design process, the value proposition that would satisfy the needs of the potential user was defined. Applying agile methodologies, the prototype was defined to then validate various hypotheses related to the desirability of the business model, verifying that customers would be willing to use our app. The hypothesis related to the feasibility of the solution was also validated by applying Montecarlo simulation on the sales projections. Finally, the financial viability hypothesis was validated based on the probability of generating profitability for the business under various growth scenarios. As a result, it is concluded that Healthy Friends proposes a business model that generates economic and social value through a healthy eating solution, satisfies the needs of the target audience and generates financial value with a VAN of S/ 3,953,698 and a TIR of 75%; likewise, a Social VAN of S/ 4’361,708, which shows the team to be able to implement and execute the business idea to reality.
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Keywords
Negocios--Planificación, Hábitos alimenticios, Alimentos--Industria y comercio--Perú, Aplicaciones--Dispositivos móviles
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