Plan de negocios para la creación de una empresa de comercialización y prestación de servicios de alquiler de scooters eléctricos en la cuidad de Riobamba, provincia de Chimborazo, año 2023

Abstract

The business plan for establishing a marketing and electric scooter rental service company in the city of Riobamba, Chimborazo province, in 2023, arises from the current harmful effects caused by vehicles and motorised vehicles with high levels of pollution and congestion on the main roads of the city. The research was carried out with the aim of conducting a market study to determine an acceptable financial analysis at the investment levels, thereby defining commercial feasibility within the market. The research employed both quantitative and qualitative methodologies, including surveys directed at the economically active population of the Riobamba canton. A diagnosis of the current situation was conducted using the SWOT analysis matrix, revealing inexperience in the market for such a service, restricted financing capacity, and a limited variety of electric motorcycle models to meet customer expectations. Each of the costs and expenses necessary for the implementation of the business plan was developed, incorporating strategies in each phase, such as market research, marketing mix, organisational, technical, and financial studies. The market study was applied based on environmental analysis, allowing observation of competition and prices to establish the marketing and rental of electric scooters, which demonstrated favourable acceptance for implementing the idea. Applying the phases of the business plan, the economic evaluation proved to be viable, with a net present value (NPV) of $106,152.21, an internal rate of return (IRR) of 61%, an investment payback period of 2 years 4 months, and a benefit-cost ratio of 1.63. This determines the implementation of the research without the risk of investment