Resumo

YANCHA VILLACIS, Mario Marcelo; MONTES DE OCA SANCHEZ, Jimena Elizabeth  e  MONTALVO DE LA TORRE, Olga Cecilia. Business model for a company that produces and sells vegetable seedlings in the parish of San Juan Iluman. Universidad y Sociedad [online]. 2023, vol.15, n.4, pp. 303-311.  Epub 12-Ago-2023. ISSN 2218-3620.

The business model is understood as a set of systematic strategies that facilitate the development and evaluation of the feasibility of an idea before implementing the project. The research proposes the design of a business model for the creation of a germination nursery for vegetable seedlings, in the San Juan de Ilumán Parish. It is concluded that the creation of a vegetable seedling germination nursery is a business opportunity in the market of the San Juan de Ilumán Parish in the city of Otavalo since there is an unsatisfied demand for seedlings in the parish. The evaluation of the Internal Rate of Return and the Net Present Value indicate that the investment is profitable. Other elements considered include corporate identity, flagship products, market segmentation to define customers, quality policies, prices, and environmental impact, which must be rigorously implemented to guarantee customer satisfaction. The results of the SWOT analysis reflect that the internal and external environment are favorable, so it is recommended to follow the proposed business plan and design a strategy that allows to face the identified threats and weaknesses and enhance the strengths and opportunities.

Palavras-chave : Business model; germination nursery; vegetable seedlings; community market; financial viability.

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