Merkato, una propuesta sostenible para mejorar la calidad de vida de los bodegueros de la ciudad de Lima
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Date
2021-09-29
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Pontificia Universidad Católica del Perú
Abstract
Se resume el proceso mediante el cual se identificó un problema y se planteó una solución mediante el uso de metodologías ágiles generando un modelo de negocio sostenible que brindará beneficios a los diferentes actores del ecosistema. La solución se llama Merkato y busca impactar desde la forma de comprar hasta el beneficio económico que se genera en los hogares del bodeguero y busca fortalecer la cultura de comprar en bodegas locales.
Durante el proceso de diseño, se validó diversas hipótesis relacionadas a la deseabilidad del modelo de negocio realizando diversas pruebas de uso del prototipo de solución con el usuario obteniendo como resultado que los bodegueros estarían dispuestos a usar la solución. También se validó hipótesis relacionadas con la factibilidad de las proyecciones de venta en relación con el presupuesto de marketing mediante una simulación de Montecarlo. Se validó que, bajo diversos escenarios de variaciones en la venta y el presupuesto de marketing, el valor del proyecto se asemeja al esperado. Finalmente, también se validó hipótesis de viabilidad financiera y necesidades de efectivo que tendría el proyecto de acuerdo con diversos escenarios de crecimiento.
Se concluye que Merkato es un modelo de negocio que genera valor económico y social a partir de la recopilación y uso de la información de consumo de los clientes de los bodegueros. Está alineado con alcanzar la meta #1 de la ODS #8 incrementando las ventas de los bodegueros en más de 16% en el décimo año de operación. Genera valor financiero por el crecimiento exponencial de sus ventas, bajos costos variables y un CAPEX de S/604,000 en el periodo 0 y luego una inversión recurrente de S/ 82,000. Este CAPEX es bajo pues se apalanca en la infraestructura de las bodegas para crecer. Se proyecta un VAN de S/ 27.9 millones, una TIR de 34.1%; asimismo, un VAN Social de S/ 201.3 millones. Lo que implica que el VAN del negocio es el 13.9% del valor para la sociedad. Se recomienda al equipo poder ejecutar la idea del papel a la realidad.
We summarize the process by which a problem was identified, and a solution was developed using agile methodologies generating a sustainable business models that will bring benefits to different actors in the ecosystem. The solution designed is called Merkato and its objective is to reduce the gap between bodegueros and other indirect competitors by making the tradicional channel more competitive as they will be provided with tools that will help them to better manage their business and increase their sales thus improving the quality of their lives and their families. During the design process, various hypotheses related to the de desirability of the business model were validated by performing various tests of use of the solution prototype with the users. It results that bodegueros are willing to use the solution and pay for the service. Other hypotheses related to the feasibility of sales projections in relation to the marketing budget were also made through the Monte Carlo Simulation, it was validated that under various scenarios of sales and marketing budget the value of the project resembles as expected. Finally, hypotheses on the financial viability and cash needs of the project were also validated according to various growth scenarios. It is concluded that Merkato generate economic and social value from the collection and use of consumer data. It is aligned with achieving the goal#1 of SDG #8. As a result, bodegueros sales will increase +16% in the tenth year of operations. It generates financial value for the exponential growth of its sales, low variable costs and an initial investment of S/604,000, then a recurrent yearly investment of S/82,000. These amounts are low because it leverages itself by the infrastructure of the bodegueros to grow. The project has a NPV of S/27.9 million and an IRR of 34.1%; therefore, a Social NPV of S/ 201.3 millions. It means that the business NPV represents 13.9% of the generated social value. It is recommended to the team to make the project happen.
We summarize the process by which a problem was identified, and a solution was developed using agile methodologies generating a sustainable business models that will bring benefits to different actors in the ecosystem. The solution designed is called Merkato and its objective is to reduce the gap between bodegueros and other indirect competitors by making the tradicional channel more competitive as they will be provided with tools that will help them to better manage their business and increase their sales thus improving the quality of their lives and their families. During the design process, various hypotheses related to the de desirability of the business model were validated by performing various tests of use of the solution prototype with the users. It results that bodegueros are willing to use the solution and pay for the service. Other hypotheses related to the feasibility of sales projections in relation to the marketing budget were also made through the Monte Carlo Simulation, it was validated that under various scenarios of sales and marketing budget the value of the project resembles as expected. Finally, hypotheses on the financial viability and cash needs of the project were also validated according to various growth scenarios. It is concluded that Merkato generate economic and social value from the collection and use of consumer data. It is aligned with achieving the goal#1 of SDG #8. As a result, bodegueros sales will increase +16% in the tenth year of operations. It generates financial value for the exponential growth of its sales, low variable costs and an initial investment of S/604,000, then a recurrent yearly investment of S/82,000. These amounts are low because it leverages itself by the infrastructure of the bodegueros to grow. The project has a NPV of S/27.9 million and an IRR of 34.1%; therefore, a Social NPV of S/ 201.3 millions. It means that the business NPV represents 13.9% of the generated social value. It is recommended to the team to make the project happen.
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Comercio minorista--Perú--Lima, Calidad de vida
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