Propuesta de creación de una cafetería orgánica con un modelo interactivo que permita a los clientes preparar sus propias bebidas en la ciudad de Guayaquil.

Abstract

The coffee industry in Ecuador has seen significant growth in recent years, with young people investing in these innovative business models. As this study shows in recent years, statistics show that organic coffee consumers are among those between the ages of 20 and 50. This project proposes an interactive organic coffee shop model that gives customers the feeling of preparing their own beverage. The situational study, conducted using the Canvas analysis tool and then projected into a business plan, proposes the design of an innovative business model for the Aroma & Crea coffee shop in the northern sector of Urdesa, Guayaquil. To this end, we analyzed various theoretical foundations and bibliographic sources, which clarified the environmental and market factors that should be analyzed within the business model. The market study was conducted, yielding a 94% acceptance rate for the proposed business model. Consumers' preferences for organic products gave us high satisfaction. The field study, conducted through surveys and focus groups, helped us establish the prices they would be willing to pay for the product, as well as the frequency of consumption. A total of 381 surveys were conducted using Google Forms with young university students, people who work in companies, and who are from the northern sector of Guayaquil. The financial study was conducted, yielding an acceptable return on the project, which validates the feasibility of implementing the investment project.