Plan de negocios para la realización de una empresa de venta por medios digitales de productos escolares.

Abstract

The difficult access to sources of work affects the development of enterprises by individuals seeking to create small businesses that meet the needs of a segment of the population whose demand for products or services is unsatisfied. To achieve this, the entrepreneur needs to develop a business plan to determine the needs of the market as well as the organizational resources required for the investment, establishing the feasibility levels of the business. In Ecuador, Internet access is growing as an opportunity to create a business that commercializes school and office products by digital means. In Machala, businesses and school product companies lack a presence in digital media. The search for these products is often intense because many times they do not exist in one place as desired, going from business to business to complete the list of school supplies. To this is added that businesses that sell school supplies use digital media only to promote products, but not for sale or marketing. Being an opportunity to create this type of business that covers the unmet demand contributing to the economic development of the city of Machala. To achieve this, it is necessary to prepare a business plan for the realization of a company selling digital products of school products. This study requires a market analysis to establish the characteristics of the consumer, their needs, ways of buying product, use of credit cards, information that will lead to a segmentation of the user to develop advertising strategies that cover their demographic, socioeconomic characteristics, geographic, technological with which it eliminates the conjectures of marketing and provides data that can be used to promote marketing strategies and achieving the objectives and goals. To this is added the technical, financial, operational, environmental and social study, to determine the feasibility of the investigation. The general objective was to determine the characteristics of the consumer for the creation of a company selling digital products of school products in the city of Machala. For the study, the qualitative and quantitative method was used to know the needs of the consumer. The survey technique was applied whose universe was made up of students and parents. The bibliographic technique was also used to access documentary information to present a quality work. As a result of the study, the need for this type of business was determined in the city of Machala, where there is a high level of support from citizens who would like to purchase school products from the comfort of their home or at work using the computer, tablet or smart phone to achieve this, the company must invest in advertising on social networks that have become a means that comes directly to the market segment with the intention of positioning the business in the mind of the consumer. The financial indices such as the Net Present Value (VNP) and the Internal Rate of Return (IRR) showed favorable figures determining the viability of the business that show that the investment will be beneficial for the entrepreneur.