E-motion, agasajos en pareja mediante experiencias con enfoque sostenible
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2022-03-09
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Pontificia Universidad Católica del Perú
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Los estudios y resultados de los vínculos afectivos son tan importantes como los tan
estudiados procesos de comunicación y resolución de problemas (Acevedo, et al., 2007). En
la presente investigación, se aborda el problema de falta de opciones para facilitar la
planificación de experiencias en forma de agasajo, producto de la escasez de tiempo y falta de
creatividad para ofrecer una experiencia memorable como obsequio a la pareja cuando se
presenta una fecha o evento especial. Esta investigación analiza la problemática en las parejas
de 35 a 50 años en la ciudad de Lima.
El objetivo del presente trabajo busca demostrar la existencia de una demanda en
experiencias integrales gastronómicas, de romance y aventura en un pack full day para
generar emociones en pareja optimizando el tiempo de búsqueda en la compra de productos y
servicios que además impactan a emprendimientos sostenibles. Las metodologías usadas para
el desarrollo del proyecto combinaron los framework Desing Thinking y Lean Startup, así
como el uso de las herramientas Empaty Map, Blueprint y Business Model Canvas, las que
contribuyeron al desarrollo y testeo de ideas mediante un ciclo de aprendizaje que llevó a la
construcción de un Producto Mínimo Viable (MVP).
El estudio desarrolla un análisis financiero con un horizonte de cinco y diez años,
donde se emplearon las betas estimadas por Damodaran para el cálculo del costo promedio
ponderado de capital, con lo cual se obtuvo como resultado para los plazos de cinco y diez
años un VAN y TIR de S/ 2’871,115 y 55.9 % y S/ 5’455,766 y 69.4% respectivamente, lo
que permitió evaluar la rentabilidad y viabilidad del proyecto, adicionalmente se realizó el
análisis de flujos y egresos sociales del proyecto para conocer el impacto social, el mismo
que tras el cálculo con una tasa de descuento de 8% estimó un VAN social anual para los
diez primeros años el resultado de S/7’624,237 (US$ 1’930,187) y para un horizonte de cinco
años, un VAN social es de S/3’525,153 (US$ 892,444) (ver Tablas 28 y 29). Complementando el análisis realizado, en el VAN Social se evaluó el impacto en los
Objetivos de Desarrollo Sostenible (ODS); en ese sentido, el alcance de acción de la
propuesta está relacionado con el ODS 8 que busca promover el crecimiento económico
inclusivo y sostenible, el empleo y el trabajo decente para todos. Para este análisis se empleó
el índice de relevancia objetivo (TRI), así mismo se consideran los impactos en la
productividad debido a los problemas que generan una separación de pareja.
Finalmente, el estudio se desarrolló de acuerdo con pautas de investigación
exploratoria, y, por tanto, es de tipo cualitativa y cuantitativa. Las principales fuentes de
información primaria son las entrevistas y encuestas las que permitieron empatizar, entender
y cuantificar mejor el problema a resolver, concluyendo que el carácter innovador de la
solución es relevante, dado que en el Perú no existe un modelo similar que integre a
proveedores de economía sostenible que atacan problemas sociales relevantes.
Asimismo, esta tesis sugiere que el proyecto diversifique el modelo de negocio
evaluando la inclusión de B2B a través de la venta de productos de emprendimientos sociales
y de economía verde abriendo la posibilidad de un nuevo modelo de negocio por comisión y
de long tail dentro de un market place.
The studies and outcomes of affective bonds are as relevant as the well-studied communication and problem-solving processes (Acevedo, et al., 2007). In this research, the problem of lack of options is addressed to facilitate the planning of experiences in the way of entertainment as a result of the shortage of time and lack of creativity to offer a memorable experience as a gift to the couple when a date or special event takes place. This research analyzes the difficulty in couples between 35 to 50 years old in Lima city. The aim of this paper seeks to prove the existence of a demand in integrated gastronomy, romance and adventure experiences in a full day pack to generate emotions as a couple by optimizing the seeking time in the purchase of products and services that additionally impact sustainable entrepreneurship. The methodologies applied in the development of the project combined the Design Thinking and Lean Startup frameworks as well as the use of the Empathy Map, Blueprint and Business Model Canvas tools, which contributed to the development and testing of ideas through a learning cycle that led to the construction of a Minimum Viable Product (MVP). The study develops a financial analysis with an outlook of five and 10 years, where the betas estimated by Damodaran were used for the estimation of the weighted average cost of capital, so that a NPV (Net Present Value) and IRT (Internal Rate of Return) of S/ 2’871,115 and 55.9%, S/ 5,455,766 and 69.4% were obtained respectively, which allowed evaluating the profitability and viability of the project, In addition, the analysis of social flows and expenditures of the project was carried out to know the social impact, the same as the one after calculating with a discount rate of 8%, an annual social NPV was estimated for the first 10 years. The result of S/7’624,237 (US$ 1’930,187) and for a five-year outlook, a social NPV is S/3’525,153 (US$ 892,444) (see Tables 28 and 29). Complementing the analysis carried out, in the Social NPV the impact on the Sustainable Development Goals (SDG) was evaluated; In this sense, the scope of action of the proposal is related to SDG 8, which seeks to promote inclusive and sustainable economic growth, employment and decent work for all. The objective relevance index (ORI) was used for this analysis, likewise, the impacts on productivity due to the problems generated by a couple separation are considered. Finally, the study was developed according to exploratory research guidelines. Thus, it is of a qualitative and quantitative type. The main sources of primary information are interviews and surveys, which allowed us to better empathize, understand and quantify the problem to be solved, concluding that the innovative nature of the solution is relevant since there is no similar model that integrates suppliers of sustainable economy that attack relevant social problems in Peru. Likewise, this thesis suggests that the project diversifies the business case model by evaluating the inclusion of B2B through the sale of products from social entrepreneurships and the green economy, opening up the possibility of a new business case model for commission and of long tail in a market place.
The studies and outcomes of affective bonds are as relevant as the well-studied communication and problem-solving processes (Acevedo, et al., 2007). In this research, the problem of lack of options is addressed to facilitate the planning of experiences in the way of entertainment as a result of the shortage of time and lack of creativity to offer a memorable experience as a gift to the couple when a date or special event takes place. This research analyzes the difficulty in couples between 35 to 50 years old in Lima city. The aim of this paper seeks to prove the existence of a demand in integrated gastronomy, romance and adventure experiences in a full day pack to generate emotions as a couple by optimizing the seeking time in the purchase of products and services that additionally impact sustainable entrepreneurship. The methodologies applied in the development of the project combined the Design Thinking and Lean Startup frameworks as well as the use of the Empathy Map, Blueprint and Business Model Canvas tools, which contributed to the development and testing of ideas through a learning cycle that led to the construction of a Minimum Viable Product (MVP). The study develops a financial analysis with an outlook of five and 10 years, where the betas estimated by Damodaran were used for the estimation of the weighted average cost of capital, so that a NPV (Net Present Value) and IRT (Internal Rate of Return) of S/ 2’871,115 and 55.9%, S/ 5,455,766 and 69.4% were obtained respectively, which allowed evaluating the profitability and viability of the project, In addition, the analysis of social flows and expenditures of the project was carried out to know the social impact, the same as the one after calculating with a discount rate of 8%, an annual social NPV was estimated for the first 10 years. The result of S/7’624,237 (US$ 1’930,187) and for a five-year outlook, a social NPV is S/3’525,153 (US$ 892,444) (see Tables 28 and 29). Complementing the analysis carried out, in the Social NPV the impact on the Sustainable Development Goals (SDG) was evaluated; In this sense, the scope of action of the proposal is related to SDG 8, which seeks to promote inclusive and sustainable economic growth, employment and decent work for all. The objective relevance index (ORI) was used for this analysis, likewise, the impacts on productivity due to the problems generated by a couple separation are considered. Finally, the study was developed according to exploratory research guidelines. Thus, it is of a qualitative and quantitative type. The main sources of primary information are interviews and surveys, which allowed us to better empathize, understand and quantify the problem to be solved, concluding that the innovative nature of the solution is relevant since there is no similar model that integrates suppliers of sustainable economy that attack relevant social problems in Peru. Likewise, this thesis suggests that the project diversifies the business case model by evaluating the inclusion of B2B through the sale of products from social entrepreneurships and the green economy, opening up the possibility of a new business case model for commission and of long tail in a market place.
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Palabras clave
Inteligencia emocional, Relaciones de pareja, Negocios--Planificación, Pensamiento creativo