Bibliographic citations
Canto, F., Rojas, J., Roman, L., Sanchez, E. (2022). Plan y diseño de la puesta en marcha del negocio “Mall Virtual” en Gamarra [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/21282
Canto, F., Rojas, J., Roman, L., Sanchez, E. Plan y diseño de la puesta en marcha del negocio “Mall Virtual” en Gamarra []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/21282
@mastersthesis{renati/29420,
title = "Plan y diseño de la puesta en marcha del negocio “Mall Virtual” en Gamarra",
author = "Sanchez Honorio, Enrique Raul",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
This paper develops the plan and design for the “Virtual Mall” startup business in Peru, which aims to solve a latent problem in the Gamarra cluster. Since 2015 it has been reporting a decreased participation in the market, because of the lack of government and municipal support, the advance of the modern channel, the increase in imports, the effects of COVID-19 and, most importantly, the lack of innovation in the commercialization process by merchants, which affects the shopping experience of their regular customers, mainly done offline. The problem becomes relevant, considering that Gamarra is a market with more than 50 years of training, which represents the most important industrial sector of textiles and clothing in Peru. It contributes with almost 1.2% of the national GDP and 20% of the manufacturing in Lima. Also, it houses around 40 thousand merchants with an annual sales volume of around S / 6.5 billion (INEI, 2018); and it is an important source of work for Peruvians, with almost 80 thousand jobs. Due to the relevance of the market and its potential, the methodologies of Design Thinking, Business Model Canvas and Lean Startup were used, to empathize, focus on merchants and their regular customers and find an innovative solution, viable in terms of market desirability, technology availability and financial profitability. This proposal develops a B2C marketplace, specialized in the sale of clothing, aimed at Gamarra merchants and their regular and potential buyers, with a national scope and application of a differentiation approach, which allows us to differentiate (separate ourselves) from the competition and capture a significant portion of the market. It is relevant to mention that the e-commerce universe is in full development in Peru, and that between 2019 and 2020, this industry grew 50%, which means an increase in sales volume from USD 4 billion to USD 6 billion. of USD in a single year, of which 50% of that volume corresponded to marketplaces. This new digital space is not being efficiently exploited by Gamarra merchants, due to their lack of technical knowledge and inexperience. This creates an opportunity for companies such as "Virtual Mall", which can capitalize on a solution to this digital gap and be the cluster’s technological partners. The necessary investment is S / 373,2 thousand; 67% will be own capital and 33% will be obtained through a loan. Based on a conservative flow estimate, a net present value (NPV) of S / 418 thousand was obtained for this project, with a return rate of 37%; and an IR of 2.8, considering perpetuity.
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