Plan de negocios con enfoque neuroeconómico para los artesanos panaderos del GAD-Municipal del cantón Guano

Abstract

This research aimed to develop a business plan with a neuroeconomic approach based on the Canvas business model as a positioning strategy for "la chola" (a traditional bread) to increase sales for artisan bakers in Canton Guano. This research followed a multimodal approach by integrating quantitative and qualitative research methods, including inductive, deductive, analytical, and synthetic methodologies. A non-experimental and cross-sectional design was adopted, involving techniques such as surveys addressed to the population of Chimborazo province and an interview with one of the artisan bakers' community representatives. The abovementioned procedure made it possible to collect valuable data to determine supply and demand. This information became the foundation for the business plan projections. The financial plan revealed a positive Net Present Value (NPV) of $648,441.14, an Internal Rate of Return (IRR) of 91.92%, and a benefit/cost ratio of $7.14 for each dollar invested. The investment recovery period was estimated to be eight months after the company's initiation. In conclusion, the business plan is expected to position the product and boost sales for artisan bakers, consequently improving the economic situation