Plan de iniciativa empresarial para la creación de una empresa online especializada en la elaboración de decoración personalizada para mascotas a base de productos amigables con el medio ambiente

Abstract

The inclusion of pets as one more member within Colombian homes has become a growing trend, therefore, a proposal for a Business Initiative as a Degree Work Mode is presented entitled “Online company dedicated to the sale of personalized decoration for pets ”, providing a differential value focused on personalization and mitigation of environmental impact. This business idea is supported by different studies carried out within the segment of young people who currently feel more attraction in acquiring pets instead of forming a home with children.

According to the study carried out in the market research, it was evident that the business idea is aimed at young people between 18 and 25 years old, who feel a preference for having a dog or cat as a pet They are young people who feel that they prefer to assist with their pets to pet friendly places and share moments in free spaces with them which generates relaxation. 80.7% are people who, due to their habits, show humanization in their pets.

Regarding the target segment, a “premium price” pricing strategy was proposed, bearing in mind that they are people with medium-high incomes that allow them to acquire a quality product related to cost-benefit.

Likewise, since it is not a massive product, an exclusive distribution strategy will be implemented, taking into account the segment it is aimed at, the characteristics of the product and the value offer.

With respect to the CIM Integrated Communications strategy, a push strategy is carried out taking into account that it is a new brand and will be implemented through Instagram, the website and WhatsApp, always managing uniformity and coherence in the different media.

A customer service strategy was established, highlighting the different strategies that can be carried out according to the type of clients, also the attention to PQR'S, management of internal and external clients, in order to provide a differential experience to customers.

Subsequently, a value offer was developed focused on highlighting the attributes of the product, such as the use of materials aimed at promoting and mitigating the environmental impact, personalization and innovation.

The financial study was projected over a period of five years, where the viability of the project was evidenced, according to the information obtained in the balance sheet, cash flow and income statement, as well as the final net profit for the first year of 4.6% observing an annual growth which for its fifth year provides a profit of 20.58%.

To finish, a legal study was prepared, in which the steps to follow to register the company, the brand, and the necessary procedures that have to be carried out taking into account the regulations at the legal level were evidenced.