Modelo estratégico de economía colaborativa para el intercambio comunitario de bienes y servicios en el barrio Batán Bajo de Quito: herramienta de transformación digital y cohesión social

Abstract

Abstract: This thesis proposes a strategic model of digital collaborative economy for the exchange of goods and services in the Batán Bajo neighborhood of Quito. Rather than a mere platform, the model is conceived as a tool for digital transformation and social cohesion. The study's main objective is to design a strategic digital business model that organizes and gives continuity to community exchanges, addressing the informality and weak organization that currently limit them. The research followed a qualitative approach, exploratory and applied, structured in five phases: an environmental analysis using PESTEL and an internal factors matrix; the characterization of the target group through the Buyer Persona Canvas; the design of the model with the Value Proposition Canvas and the Business Model Canvas; the prototyping and validation of the proposal through four semi-structured interviews with guided testing; and the formulation of the implementation strategy. The findings show that Batán Bajo has solid community capabilities and an adequate technological base, but lacks the digital organization and trust-building mechanisms needed to sustain its exchanges. The model therefore proves relevant and feasible.