Investigación de mercados basada en la metodología mvp (minimum viable product) para la comercialización de empaques de alimentos hechos a base de fique, en Bucaramanga, Colombia

Abstract

The present degree work describes the development of a market research based on Lean Startup for the marketing of food packages made from fique in Bucaramanga. This study was carried out in three parts: planning, execution and creation of strategies. First, market research planning. The nine modules of the Lean Canvas are established (Segmentation, problem, value proposition, solution, channels, revenues and costs). Next, the mission of the organization is proposed. Second, market research execution. The Minimum Viable Product (sample of the tangible value proposal) was obtained. Subsequently, the Minimum Viable Product is sold to potential customers. Consecutively, the results are measured and the value and growth hypotheses are validated or rejected. Third, creation of pricing, promotion and advertising strategies. Competition is analyzed in various variables. Subsequently, the advertising media are analyzed. Then, the promotions are created and finally the strategies are established.