Propuesta para la elaboración y comercialización de tortillas a base de trigo sarraceno en la ciudad de Manta.

Abstract

This proposal is about the creation of a Company that produce gluten free tortillas base on buckwheat, with help of the business model Canvas where the following aspects has been researched and defined such as: potential customers, partners, offer, key activities and resourcers, a business plan has been developed. The value preposition of the “tortillas Fofi” is offer an easily digestible product high in protein and vegetable fiber for people suffering from celiac disease, who need this type of product that contributes to their daily nutrition. Investigating these building blocks the attractiveness of the project in Manta city has been analyzed. Market research has been done to find out that “Tortillas Fofi” has to target on the early adopters (person with gluten intolerance). In addition, marketing strategies and brand positioning were the clear message of the company will rank the top-of-mind of consumers. In the same way, throught the technical study, production processes were developed in order to know the most efficient and convenient form to create the perfect product. Finally, to prepare the profitability of the proposal, a financial study was carried out.