Diseño de un modelo de negocios a través de la metodología Lean Canvas para la hacienda la ¨La Retama¨ en la parroquia de Santiago, del cantón Loja, año 2021

Abstract

Abstract: This research proposes to devolop out a business model through the Lean Canvas methodology for the "La Retama" farm located in the Santiago parish, in the Loja canton. Qualitative and quantitative methods are used: An unstructured interview with the manager of Hacienda La Retama; 383 consumer surveys of dairy products in the urban area of Loja and a focus group to validate the Lean Canvas. With this, it was determined that the farm will be able to generate added value to the Jersey cattle milk produced on it. For this, the product line identified are two, a line of ice cream arranged in three presentations of 100 ml, 1 liter and 10 liters; of classic flavors among them: Chocolate, vanilla and strawberry and another line called premium tradition, which seeks to provide the customer with a new way of consuming a gastronomic tradition from the south of the Ecuadorian region through a fig-flavored ice cream and cream cheese sweetened with Stevia and whose main ingredient comes from the milk of Jersey cattle.