Modelo de negocio para la cafetería Jen’s Coffee en la comuna Ayangue, provincia de Santa Elena.

Abstract

This work presents a situational study to through the Business model Canvas, propose the design of a business model for the Jen's Coffee cafeteria in the Ayangue commune that allows having the knowledge of the market to plan the expansion of the business, different bibliographic sources were analyzed to define the factors of the environment and market that must be analyzed within the Canvas business model; consumer preferences were evaluated through a field study to establish the determining factors for the growth of the cafeteria; and, the business model design oriented to plan its expansion was developed. The methodology defines this work within a descriptive, field and exploratory investigation, using the qualitative-quantitative approach, since it deals with measurable data, as well as characteristics of the business. There were 384 surveys through Google Forms to customers of the Jen's Coffee cafeteria, the same ones that were tabulated and analyzed; a second data collection technique used was the observation. The design of a business model is proposed for the Jen's Coffee cafeteria in the Ayangue commune, based on Canvas Model.