Modelo integral de nuevos negocios: Estrategias para el éxito del emprendimiento Appné

Abstract

Abstract: This research project focuses on the development of a comprehensive new business model: strategies for the success of the Appné venture. Its main objective is to create a strategic model that positions Appné as an innovative mobile application focused on acne treatment in adolescents. The research was conducted using a mixed-methods approach, combining qualitative and quantitative methods, which enabled the validation of the idea, prototype, and business model with the target market. Surveys were conducted with adolescents aged 12 to 18, interviews were held with parents, and observational analysis was carried out through a targeted Facebook ad aimed at young people aged 18 to 21, in order to validate Appné s proposal. As a result of the design, creation, and validation process, an innovative business model was developed, based on design thinking and adapted to the digital environment. It includes features such as chatbot-based guidance, acne area analysis, and personalized recommendations. Finally, strategic actions are proposed to ensure the successful development and sustainability of the business. The findings indicate strong interest and acceptance from the target audience, demonstrating the viability of the Appné venture.