Modelo ProLab: "Manos de Abuela: Propuesta sostenible para mejorar la vida de adultos mayores"
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Pontificia Universidad Católica del Perú
Acceso al texto completo solo para la Comunidad PUCP
Resumen
En el Perú, una significativa proporción de adultos mayores enfrenta exclusión laboral y
económica, problemática que se ha visto acentuada por la pandemia de COVID-19. Este
grupo, especialmente en zonas rurales, sufre brechas de género, falta de acceso a pensiones y
exclusión digital, lo que les impide generar ingresos sostenibles y participar activamente en la
economía nacional.
Manos de Abuela es un proyecto que busca transformar esta realidad mediante la
creación de una plataforma digital que permite a los adultos mayores comercializar productos
artesanales elaborados por ellos mismos. Al ofrecer capacitación en habilidades tecnológicas
y acompañamiento en marketing digital y logística, el proyecto no solo promueve la inclusión
laboral y económica de este grupo vulnerable, sino que también contribuye a la preservación
y difusión de la rica cultura artesanal peruana.
El modelo de negocio combina canales digitales y físicos para maximizar el alcance y la
eficiencia. A través de alianzas estratégicas y una sólida estructura operativa, se garantiza la
distribución y visibilidad de los productos tanto a nivel nacional como internacional. Este
enfoque ha demostrado ser financieramente viable, con un Valor Actual Neto (VAN) de S/
3'604,365.86 y una Tasa Interna de Retorno (TIR) del 249.08% y un Van Social de
S/3'663,119.12, evidenciando una rentabilidad significativa y sostenible en el tiempo.
Alineado con los Objetivos de Desarrollo Sostenible (ODS) 8 (Trabajo decente y
crecimiento económico) y 10 (Reducción de desigualdades), Manos de Abuela trasciende el
ámbito económico, promoviendo la inclusión social y cultural de los adultos mayores, al
tiempo que impulsa prácticas ambientales responsables, el proyecto da un IRS promedio de
35%. La producción artesanal utiliza materiales sostenibles y fomenta el consumo
responsable, respondiendo a una creciente demanda global por productos éticos y
personalizados.
Finalmente, Manos de Abuela es una propuesta integral que combina impacto social,
sostenibilidad ambiental y rentabilidad económica. Su modelo escalable y replicable no solo
mejora la calidad de vida de los adultos mayores, sino que también conecta sus historias y
habilidades con un mercado cada vez más consciente y comprometido. Esta sinergia
garantiza el éxito y la trascendencia del proyecto, estableciendo un estándar de innovación y
responsabilidad social en el Perú.
In Peru, a significant proportion of older adults face labor and economic exclusion, a problem exacerbated by the COVID-19 pandemic. This group, especially in rural areas, experiences gender gaps, lack of access to pensions, and digital exclusion, which hinder their ability to generate sustainable income and actively participate in the national economy. Manos de Abuela is a project that aims to transform this reality through the creation of a digital platform that enables older adults to market handcrafted products made by themselves. By providing training in technological skills and support in digital marketing and logistics, the project not only promotes the labor and economic inclusion of this vulnerable group but also contributes to the preservation and dissemination of Peru's rich artisanal culture. The business model combines digital and physical channels to maximize reach and efficiency. Through strategic partnerships and a robust operational structure, the distribution and visibility of products are ensured at both national and international levels. This approach has proven to be financially viable, with a Net Present Value (NPV) of S/ 3,604,365.86 and an Internal Rate of Return (IRR) of 249.08%, as well as a Social NPV of S/ 3,663,119.12, demonstrating significant and sustainable profitability over time. Aligned with Sustainable Development Goals (SDGs) 8 (Decent Work and Economic Growth) and 10 (Reduced Inequalities), Manos de Abuela goes beyond the economic scope by promoting the social and cultural inclusion of older adults. At the same time, it fosters environmentally responsible practices, achieving an average Social Return on Investment (SROI) of 35%. The artisanal production process uses sustainable materials and encourages responsible consumption, addressing a growing global demand for ethical and personalized products. Finally, Manos de Abuela is a comprehensive proposal that combines social impact, environmental sustainability, and economic profitability. Its scalable and replicable model not only improves the quality of life for older adults but also connects their stories and skills with an increasingly conscious and committed market. This synergy ensures the project's success and lasting impact, establishing a standard of innovation and social responsibility in Peru.
In Peru, a significant proportion of older adults face labor and economic exclusion, a problem exacerbated by the COVID-19 pandemic. This group, especially in rural areas, experiences gender gaps, lack of access to pensions, and digital exclusion, which hinder their ability to generate sustainable income and actively participate in the national economy. Manos de Abuela is a project that aims to transform this reality through the creation of a digital platform that enables older adults to market handcrafted products made by themselves. By providing training in technological skills and support in digital marketing and logistics, the project not only promotes the labor and economic inclusion of this vulnerable group but also contributes to the preservation and dissemination of Peru's rich artisanal culture. The business model combines digital and physical channels to maximize reach and efficiency. Through strategic partnerships and a robust operational structure, the distribution and visibility of products are ensured at both national and international levels. This approach has proven to be financially viable, with a Net Present Value (NPV) of S/ 3,604,365.86 and an Internal Rate of Return (IRR) of 249.08%, as well as a Social NPV of S/ 3,663,119.12, demonstrating significant and sustainable profitability over time. Aligned with Sustainable Development Goals (SDGs) 8 (Decent Work and Economic Growth) and 10 (Reduced Inequalities), Manos de Abuela goes beyond the economic scope by promoting the social and cultural inclusion of older adults. At the same time, it fosters environmentally responsible practices, achieving an average Social Return on Investment (SROI) of 35%. The artisanal production process uses sustainable materials and encourages responsible consumption, addressing a growing global demand for ethical and personalized products. Finally, Manos de Abuela is a comprehensive proposal that combines social impact, environmental sustainability, and economic profitability. Its scalable and replicable model not only improves the quality of life for older adults but also connects their stories and skills with an increasingly conscious and committed market. This synergy ensures the project's success and lasting impact, establishing a standard of innovation and social responsibility in Peru.
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Adulto mayor--Mercado de trabajo, Artesanía--Industria y comercio--Perú, Artesanía--Mercadeo, Comercio electrónico