Plan de negocios para el establecimiento de una marca de perfumería en línea para la ciudad de Bogotá D.C.

Abstract

The online perfumery sector has faced accelerated growth thanks to digitalization and the growth in demand for personalized products. Globally, consumers are looking for great differentiated and special shopping experiences, with a range of personalization and advice options through virtual platforms that allow them to select fragrances that reflect the personality or identity of the person. In Bogota, the perfumery market is dominated by a variety of international brands, leaving an attractive space for new proposals that offer exclusivity, experiences, personalization and innovative shopping methods. Currently, the local online perfumery offer is a bit limited and lacks strategies focused on personalization, which represents a latent alternative for a brand in the sector to integrate its economic activity into digital consultancies that guarantee perfumes created by the author of the purchase. An important event in the world such as the pandemic boosted e-commerce in the beauty and personal care sector, demonstrating that permanent consumers of the product were increasingly open to the possibility of acquiring fragrances digitally, as long as the shopping experience offers confidence, security and added value. In this context, this project proposes the development of a business plan for the creation of an online perfumery brand in Bogotá, D.C., which focuses on exclusivity and personalization as differentiating elements. The proposal seeks to take advantage of digital commerce trends and Bogota consumer behavior to design an innovative platform that allows fragrance personalization, recommendations based on preferences and loyalty strategies. In terms of financing, access to entrepreneurship support funds such as the SENA Entrepreneurship Fund and the Idexud of the District University are contemplated, which would cover an initial investment estimated at $69 million. This investment will be used for the development of the online store, digital marketing, operational infrastructure and acquisition of supplies. According to projections, the business expects to achieve annual sales of more than $760 million in its first year, with a gross profit of more than $139 million and sustained 10 growth over five years. These figures support the viability and profitability of the project, confirming its potential as a sustainable and competitive proposal in the digital perfumery market in Colombia.