Modelo prolab: QhaliApp, una propuesta para mejorar la comercialización del agricultor de la ciudad de Tarma
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Date
2022-06-20
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Pontificia Universidad Católica del Perú
Abstract
La ineficiente retribución económica para el productor dentro de la cadena de
comercialización agrícola limita la capacidad productiva y la calidad de vida tanto de él como
de su familia. Una de las principales causantes de este problema es la alta cantidad de
intermediarios, lo que provoca que la capacidad de negociación y el margen de utilidad sea
cada vez menor para el productor. Para el presente trabajo, se ha hecho uso de la metodología
lean startup para empatizar con los productores de la provincia de Tarma y los clientes
(consumidores y restaurantes) en Lima, con el fin de identificar sus principales necesidades,
comprender al productor y definir una propuesta de valor por medio del uso de tecnologías
digitales que converjan en la implementación de una aplicación llamada QhaliApp. Esta
brindaría acceso a los productos agrícolas de manera rápida, sencilla e intuitiva, permitiendo
identificar la procedencia y las comunidades beneficiadas con su elección. De igual manera,
generaría mayor beneficio económico para los productores agrícolas, reduciendo la
participación de intermediarios en el proceso de comercialización. Además, se realizó un
análisis de la inversión para implementar QhaliApp, considerando la infraestructura tanto
física como virtual. Más aún, se analizaron diferentes escenarios de venta, desde los más
optimistas hasta los más pesimistas, resultando la viabilidad del proyecto con una tasa de
retorno de 111.4%. Asimismo, se validó la usabilidad y deseabilidad del modelo de negocio
con la interacción y uso amigable de la aplicación QhaliApp y la necesidad del cliente de
encontrar un producto seguro, de calidad y entregado en su domicilio, generando para este un
ahorro de tiempo y satisfacción por mejorar los ingresos del productor. Esta propuesta de
negocio tiene un 86% de relevancia social y está alineada principalmente con el objetivo de
desarrollo sostenible (ODS) 8: Trabajo decente y crecimiento económico que, sumado a la
reducción de las emisiones de CO2 permite generar una rentabilidad social de 33.8% por
encima de la rentabilidad económica.
The inefficient economic retribution for the farmer within the agricultural marketing chain limits the productive capacity and the quality of life of both him and his family. One of the main causes of this problem is the large number of intermediaries, which means that the negotiating capacity and the profit margin are increasingly smaller for the producer. For the present work, lean start-up methodology has been used to empathize with producers in the province of Tarma and consumers in Lima to identify their main needs, empathize with the producer and define a value proposition using the digital. technologies that converge in the implementation of an application called QhaliApp. This application will provide access to agricultural products in a quick, easy and intuitive way, also allowing to identify the origin and the communities benefited by their choice, in the same way it generates a greater economic benefit for agricultural producers by reducing the participation of intermediaries in marketing process. An investment analysis was carried out to implement the QhaliApp, considering both physical and virtual infrastructure, and different sales scenarios were analysed, from the most optimistic to the most pessimistic, which resulted in the viability of this project. project with rate of return. of 111.38%. Likewise, the usability and desirability of the business model were validated, respectively, with the interaction and friendly use of the QhaliApp platform and the need for customers to find a safe and quality product delivered to their home, generating for the customer a time saving. and satisfaction by improving the farmer's income. Likewise, this work has a social relevance of 86% and is mainly aligned with SDG 08 on decent work and economic growth, which, added to the reduction of CO2 emissions, allows generating a social return 33.8% higher than the economic return.
The inefficient economic retribution for the farmer within the agricultural marketing chain limits the productive capacity and the quality of life of both him and his family. One of the main causes of this problem is the large number of intermediaries, which means that the negotiating capacity and the profit margin are increasingly smaller for the producer. For the present work, lean start-up methodology has been used to empathize with producers in the province of Tarma and consumers in Lima to identify their main needs, empathize with the producer and define a value proposition using the digital. technologies that converge in the implementation of an application called QhaliApp. This application will provide access to agricultural products in a quick, easy and intuitive way, also allowing to identify the origin and the communities benefited by their choice, in the same way it generates a greater economic benefit for agricultural producers by reducing the participation of intermediaries in marketing process. An investment analysis was carried out to implement the QhaliApp, considering both physical and virtual infrastructure, and different sales scenarios were analysed, from the most optimistic to the most pessimistic, which resulted in the viability of this project. project with rate of return. of 111.38%. Likewise, the usability and desirability of the business model were validated, respectively, with the interaction and friendly use of the QhaliApp platform and the need for customers to find a safe and quality product delivered to their home, generating for the customer a time saving. and satisfaction by improving the farmer's income. Likewise, this work has a social relevance of 86% and is mainly aligned with SDG 08 on decent work and economic growth, which, added to the reduction of CO2 emissions, allows generating a social return 33.8% higher than the economic return.
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Keywords
Productividad agrícola--Perú, Familias rurales--Perú, Agricultura--Aspectos económicos--Perú, Sector agrícola--Perú, Innovaciones tecnológicas
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