Diseño de un modelo de negocio bajo la metodología Business Model Canvas para el emprendimiento Marah de la ciudad de Loja, provincia de Loja, Ecuador. Período 2021-2022

Abstract

Abstract: The objective of this research work is to propose the design of a business model canvas for Marah, a company dedicated to the production of handmade jewelry accessories.It also develops the current business model, in order to create a contrast with the new one. This project has been validated through online surveys that were applied to a population of 383 potential customers in the city of Loja, women and men between 15-45 years of age. In addition, for the development of the methodological framework was used descriptive research, quantitative approach, deductive and inductive method, in order to proceed with an effective data analysis and achieve the collection of significant data, in the main results it is determined that consumers have a preference for the digital world, so a new innovative proposal for the venture is developed, within the conclusions can be highlighted that they focus on the benefits of integrating a business model to a venture, both for the entrepreneur and for the customer.