Formulación de un plan de negocios para el desarrollo de una aplicación móvil sobre servicios de cuidado para mascotas en Bogotá

Abstract

This document develops a business plan for the creation of a mobile application called Paw Care, designed to offer pet care and pet sitting services in Bogota, which objective is to facilitate the access for walks, training, veterinary home consultations and sales of specialized products, creating a connection between service providers and pet owners, taking advantage of the growth trend of the pet market nationwide along with the post-pandemic digitalization. Six strategies are defined for its development, where initially are defined through the Canva Model, the value proposition, the customer profile and the operational structure; the following phases consist of the market analysis, which reveals that the sector grows 7% annually and that households of strata 2 and 3 represent the main target audience, also surveys conducted indicate that 82% of respondents have pets, but 74% have never used a similar application, which points to a great market opportunity. The marketing strategy focuses on the personalization and security of the app, such as promotion through digital channels and, finally, the economic and financial plan, projects sustainable revenues and profitability in less than three years. This represents a great opportunity for the development of the app, standing out for its focus on trust, safety and the welfare of pets.