Plan de negocios para la apertura de un estudio de grabación multimedia en la ciudad de Guayaquil.

Abstract

The objective of this degree work is to determine the viability and feasibility of the business plan for the opening of a multimedia recording studio in Guayaquil city in order to satisfy the latent need of the market in the face of the growing demand for multimedia content. either for content creators, musicians or medium-sized companies that do not have a specialized advertising department. To do this, a qualitative research approach with an exploratory scope and a non-probabilistic design type is considered. A theoretical sample was considered using the snowball technique due to the characteristics of the study object, since there is no record of content creators, hence the sample is made up of 100 people to whom an instrument was applied. measurement designed in Microsoft Survey and Microsoft Excel was used for tabulation and analysis of the information. Among the conclusions, it stands out that according to the activity they carry out, they are distributed by Influencer (33%), Content Creators (56%), Musician (11%), Advertising Agent (0%) and others (0%); Regarding the aspects that they consider most important when hiring the multimedia service, they state that, 25%, the technological equipment with which they work, 40% Quality of work and, 20% Price; Regarding the interest in receiving additional services from the multimedia studio, they express 18% Music video production, 20% Editing, 15% Video coverage, 34% Graphic design and 0% Others. It was possible to determine the profitability of the business idea by obtaining the following financial indicators TMAR of the project is 16.07%, NPV of the project is 37,201, IRR of the project is 44.87%% and PAYBACK of the project is 3 years.