Modelo prolab: Petson - Servicio Integral de Mascotas “Tú solo encárgate de engreírlos”
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2024-06-19
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Pontificia Universidad Católica del Perú
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Para la elaboración de este modelo de negocio hemos identificado dos usuarios dentro
del mercado de mascotas: Propietarios de los animales y proveedores de bienestar de
mascotas. El problema identificado en los usuarios dueños de mascota de esta propuesta es
que carecen de tiempo para atender las necesidades de bienestar y la información confiable
sobre el cuidado de éstas y, por otro lado, los proveedores de servicios de bienestar de
mascotas carecen de canales confiables para promocionar sus productos y servicios. El
espacio geográfico se restringe a las ciudades de Lima Metropolitana, Callao, Piura,
Arequipa, Lambayeque, Trujillo, Cusco y Cajamarca, debido a que estas ciudades concentran
la mayor población de mascotas.
Este proyecto presenta una solución que facilitará la obtención de bienestar de las
mascotas ya que conecta productos y servicios de diversos proveedores con dueños de
mascotas, previa certificación de la calidad de los mismos, los rubros considerados son de
transporte (traslados de mascotas y delivery), servicios veterinarios (servicios médicos,
vacunas, controles médicos y otros) y bienestar de mascotas (emparejamiento,
adiestramiento, grommer, spá, paseos, hospedaje, petshops y alimentos). La solución ha sido
cocreada mediante la metodología Desing Thinking, en torno a las necesidades de ambos
usuarios, obteniendo finalmente una modelo de negocio que optimiza los esfuerzos de los
dueños por conseguir el bienestar de sus mascotas.
Según los tipos de innovación que indica el manual de Oslo, nuestro servicio es
innovador en tres aspectos: Producto, se implementará un sistema de historias clínicas
consultable por los veterinarios, previa aprobación del propietario, comparador de precios de
productos y servicios, monitoreo por sistema GPS del servicio de transporte y colocación de
localizadores propios para las mascotas. Proceso, agendar citas virtuales y presenciales
basados en algoritmos que, usando horarios disponibles, tráfico, distancias, optimizarán el mejor tiempo para su atención, además de brindar el servicio de transporte de mascota con o
sin acompañamiento, también se implementará la homologación de proveedores.
Mercadotecnia, conectar servicios y productos de proveedores con dueños de mascotas
satisfaciendo necesidades de ambos componentes del mercado.
Esta propuesta está orientada a las mascotas del sector A, B y C, con un alcance del
1.5% del mercado meta, es decir 26,218 mascotas en ocho ciudades principales: Lima
Metropolitana, Arequipa, Trujillo, Lambayeque, Piura, Cusco, Cajamarca y Callao. En los
análisis financieros se determinaron que el punto de equilibrio de los servicios de bienestar
animal es de 12,298 mascotas por año con un consumo de S/65.48 cada una y transportar
6,620 mascotas anualmente a un precio promedio de S/89.40 por mascota.
Se proyecta un crecimiento promedio en ventas de 20% anuales, para ello, el negocio
necesita una inversión de S/ 597,281.77, el payback será a final del primer año. El VAN
obtenido a cinco años es de S/ 4’131,529 en un escenario conservador, TIR de 492%
Además, evaluamos el impacto social, determinamos que el VAN social es de S/ 3’138,745
en cinco años, considerando un ahorro de tiempo para los dueños de mascotas al utilizar un
trasporte de terceros y los servicios de PetSon. Además de ayudar con la salud pública con la
prevención de enfermedades por zoonosis, con ello contribuimos a los ODS 3 y 7. Por lo
expuesto, se aconseja la realización del proyecto debido que la viabilidad, deseabilidad y
escalabilidad a otras ciudades y países es posible por el crecimiento del mercado de mascotas.
For the development of this business model, we have identified two users within the pet market: pet owners and animal welfare service providers. The problem identified in the pet owner users of this proposal is that they lack time to meet their welfare needs and the little fragmented and unreliable information on their care and on the other hand, animal welfare service providers lack reliable channels to promote your products and services. The geographical space is restricted to the cities of Metropolitan Lima, Callao, Piura, Arequipa, Lambayeque, Trujillo, Cusco and Cajamarca, because these cities concentrate the largest population of pets. This project presents a solution that will facilitate obtaining the well-being of pets since it connects products and services from various suppliers with pet owners, prior certification of their quality, the items considered are transportation (pet transfers and delivery), veterinary services (medical services, vaccinations, medical controls and others) and pet welfare (pairing, training, grommer, spa, walks, lodging, petshops and food). The solution has been co-created through the Desing Thinking methodology, around the needs of both users, finally obtaining a business model that optimizes the efforts of the owners to achieve the well-being of their "minor children ''. According to the types of innovation indicated by the Oslo manual, our service is innovative in three aspects: Product, a system of medical records that can be consulted by veterinarians will be implemented, with prior approval from the owner, price comparison of products and services, monitoring by system GPS of the transport service and placement of own locators for pets. Process, Schedule virtual and face-to-face appointments based on algorithms that, using available times, traffic, distances, will optimize the best time for your care, in addition to providing the pet transport service with or without accompaniment; the approval of providers will also be implemented. Marketing, Connecting services and products from suppliers with pet owners, satisfying the needs of both components of the market. This proposal is aimed at pets in sectors A, B and C, with a scope of 1.5% of the target market, that is, 26,218 pets in eight main cities: Metropolitan Lima, Arequipa, Trujillo, Lambayeque, Piura, Cusco, Cajamarca and Callao. In the financial analysis, it was determined that the break-even point is to clinically care for 12,298 pets per year with a consumption of S/65.48 each and to transport 6,620 pets annually at an average cost of S/ 89.40 Per pet. An average growth in sales of 20% per year is projected, for this, the business needs an investment of S/ 597,281.77, the payback will be at the end of the first year. The NPV obtained at five years is S/ 4’131,529 in a conservative scenario, IRR of 492%. In addition, we evaluated the social impact, we determined that the SNPV is S/ 3’138,745 in five years, considering reduction of CO2 emissions and dog bites, 40,000 abandoned animals will also benefit thanks to the sterilization and adoption campaigns that the model promotes, in addition to helping public health with the prevention of zoonotic diseases, thereby contributing to SDGs 3 and 7. For Based on the above, the execution of the project is recommended since the viability, desirability and scalability to other cities and countries is possible due to the growth of the pet market.
For the development of this business model, we have identified two users within the pet market: pet owners and animal welfare service providers. The problem identified in the pet owner users of this proposal is that they lack time to meet their welfare needs and the little fragmented and unreliable information on their care and on the other hand, animal welfare service providers lack reliable channels to promote your products and services. The geographical space is restricted to the cities of Metropolitan Lima, Callao, Piura, Arequipa, Lambayeque, Trujillo, Cusco and Cajamarca, because these cities concentrate the largest population of pets. This project presents a solution that will facilitate obtaining the well-being of pets since it connects products and services from various suppliers with pet owners, prior certification of their quality, the items considered are transportation (pet transfers and delivery), veterinary services (medical services, vaccinations, medical controls and others) and pet welfare (pairing, training, grommer, spa, walks, lodging, petshops and food). The solution has been co-created through the Desing Thinking methodology, around the needs of both users, finally obtaining a business model that optimizes the efforts of the owners to achieve the well-being of their "minor children ''. According to the types of innovation indicated by the Oslo manual, our service is innovative in three aspects: Product, a system of medical records that can be consulted by veterinarians will be implemented, with prior approval from the owner, price comparison of products and services, monitoring by system GPS of the transport service and placement of own locators for pets. Process, Schedule virtual and face-to-face appointments based on algorithms that, using available times, traffic, distances, will optimize the best time for your care, in addition to providing the pet transport service with or without accompaniment; the approval of providers will also be implemented. Marketing, Connecting services and products from suppliers with pet owners, satisfying the needs of both components of the market. This proposal is aimed at pets in sectors A, B and C, with a scope of 1.5% of the target market, that is, 26,218 pets in eight main cities: Metropolitan Lima, Arequipa, Trujillo, Lambayeque, Piura, Cusco, Cajamarca and Callao. In the financial analysis, it was determined that the break-even point is to clinically care for 12,298 pets per year with a consumption of S/65.48 each and to transport 6,620 pets annually at an average cost of S/ 89.40 Per pet. An average growth in sales of 20% per year is projected, for this, the business needs an investment of S/ 597,281.77, the payback will be at the end of the first year. The NPV obtained at five years is S/ 4’131,529 in a conservative scenario, IRR of 492%. In addition, we evaluated the social impact, we determined that the SNPV is S/ 3’138,745 in five years, considering reduction of CO2 emissions and dog bites, 40,000 abandoned animals will also benefit thanks to the sterilization and adoption campaigns that the model promotes, in addition to helping public health with the prevention of zoonotic diseases, thereby contributing to SDGs 3 and 7. For Based on the above, the execution of the project is recommended since the viability, desirability and scalability to other cities and countries is possible due to the growth of the pet market.
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Palabras clave
Negocios--Planificación, Animales domésticos--Servicios--Perú, Aplicaciones para móviles
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