Estudio de factibilidad de una empresa de clases virtuales en habilidades digitales para adultos mayores.

Abstract

This study aimed to analyze the feasibility of developing a virtual digital skills training service for senior citizens in the city of Guayaquil. The problem addressed relates to the existing digital divide within this population group, characterized by limitations in access to and use of the technological tools necessary for active participation in the digital society. The research was conducted using a non-experimental, descriptive design, an exploratory methodology, and a mixed-methods approach. This involved surveys, document review, and financial analysis, as well as the application of techniques such as PESTEL, Porter's Five Forces, SWOT, and Buyer Persona. The results allowed for the identification of a training need, the establishment of commercial strategies, the definition of the business's operational structure, and the evaluation of its economic viability. It is concluded that the project presents favorable implementation conditions, supported by a positive NPV and an IRR exceeding the established discount rate.