El presente trabajo de investigación consiste en la elaboración de un plan de negocio para el lanzamiento de una nueva compota o papilla para niños y bebés elaborada sobre la base de la denominada “Papa dulce del Perú”: el nutritivo camote peruano. Esta nueva compota llevará el nombre de “Baby Perú” y se presentará al mercado en tres sabores diferentes: “la naranjita”, “la moradita” y “la blanquita”, los cuales harán referencia a las variantes en sabores que ofrece esta raíz peruana: el camote naranja, el camote morado y el camote blanco, respectivamente. La propuesta de negocio se fundamentará en otorgar un producto de muy buena calidad, de origen e identidad propia a nivel nacional. Se encontrará dirigido hacia las madres de familia de entre 18 y 45 años que poseen hijos de hasta 5 años de edad, de nivel socioeconómico A, B y C con residencia en Lima. De acuerdo al análisis del entorno realizado, el éxito del proyecto posee bastante asidero, debido a que éste cuenta con diferentes fortalezas que permitirán su viabilidad en diferentes escenarios. Por otro lado, como resultado de la investigación de mercado, se ha determinado que actualmente sí existe demanda para este tipo de producto. Por último, la evaluación financiera de nuestra propuesta de negocio ha otorgado indicadores bastante atractivos en términos financieros: el VAN del proyecto es de S/ 69,104 y la TIR del 35%, con un periodo de recuperación de 1 año. En efecto, la presente propuesta de negocio es factible y rentable. / This research work consists in the development of a business plan for the launch of a new compote or porridge for children and babies made with the nutritious Peruvian sweet potato. This new compote will be called "Baby Peru" and will be presented to the market in three different flavors: "la naranjita", "la moradita" and "la blanquita", which will refer to the variants in flavors offered by this Peruvian root: The Orange Sweet Potato, the Purple Sweet Potato and The White Sweet Potato, respectively. The business proposal will be based on providing a product of very good quality, of its own origin and identity at the national level. It will be aimed at mothers between 18 and 45 years old who have children up to 5 years of age, of socioeconomic level A, B and C with residence in Lima. According to the analysis of the environment carried out, the chances of this project being successful are high, because it has different strengths that will allow its viability in different scenarios. Also, as a result of market research, it has been determined that there is currently a demand for this type of product. Finally, the financial evaluation of our business proposal has provided quite attractive indicators: The NPV of the project is S/ 69,104 and the IRR is 35%, with a recovery period of one year. Indeed, this business proposal is feasible and profitable. / Trabajo de investigación

Individual food choices have a considerable impact on public health and the environment. The incidence of nutrition-related diseases has been continuously increasing during the last decades. Diets higher in plant-based foods have shown to be healthier and more environmentally sustainable.Many urban social innovation projects based on citizen engagement and community building are able to influence food consumption habits. However, there is a large variety of projects, which target specific population groups and focus on different sustainability issues. To understand how social innovation projects located in Germany, and especially Berlin, use citizen engagement and community creation to encourage nutritious and sustainable food choices, the research team conducted a qualitative research study consisting of semi-structured interviews and participant observations. The results were compared and validated using different social change, social innovation, network and leadership theories. When people with various backgrounds come together over a shared purpose and interact with each other, they can influence each other’s opinions and behaviors. A physical community setting was shown to be efficient to create awareness about sustainable and nutritious food choices. In order to include all population groups, citizens need to feel heard and understood, and have to be directly engaged in the decision-making process. A need for a leadership figure or a democratic leadership group is highlighted, and a combination of ‘transformational leadership’ and ‘authentic leadership’ styles proved to be the most effective. Urban food social innovation projects tend to cooperate with each other, as well as with other leaders and organizations, influencing them and serving as role models. These findings can help social innovation projects that implement citizen engagement and community building practices to efficiently promote nutritious and plant-based food choices among an urban population. Since this study is based on a limited number of organizations in Berlin and other regions of Germany, further research in other urban and/or rural environments is needed.

The demand of fast food is increasing in current food market worldwide. But fast food, as one of the unhealthy food types, cannot deny its impact as one of the causes of leading death in populations of most high income countries. Healthy fast food is called by governments, health organizations and societies, and desired by customers especially in Sweden because it is affordable, easy accessible, and most immortally, healthy. Companies are emerging based on the current fast food demand to provide healthy one in its unique style and format to meet the needs of healthy food in Sweden market. This research focuses on pricing approach and strategy that is suitable for products of healthy fast food based on literature research and interviews of fast food business owners in Stockholm. According to both literature information and interview results, value based pricing strategy was indicating as a better solution in health fast food business especially in start-up business. The application of value based pricing strategy requires discipline and practice with barrier overcome solutions, and factors with impact on pricing decision making need to be considered to ensure maximum profitability. Furthermore, healthy fast food is a new and promising business trend with developable future, and environmental friendly packaging fits to its business style and customer need.

El presente trabajo de investigación engloba temas para el desarrollo e implementación de la marca, tiene como objetivo adquirir un rendimiento económico y sostenible en el tiempo. Foodie Box, es un proyecto de emprendimiento dedicado a ofrecer kits personalizados, incluyendo alimentos frescos y semi preparados con las cantidades adecuadas, acompañados de un recetario para mejorar la estadía y experiencia en la cocina, con el buen sabor de la comida casera. El estudio de investigación se basa en las entrevistas, ventas realizadas en la fase de experimentación, y las hipótesis planteadas para justificar la viabilidad del negocio. Por otra parte, se definió el tamaño del mercado, teniendo en cuenta el segmento y establecer las estrategias en función al producto. Las proyecciones de ventas fueron realizadas a partir del plan de Concierge, siendo el punto de partida, para una proyección a tres años. Asimismo, se presenta el plan estratégico, plan de recursos humanos, plan de responsabilidad social, plan de marketing y plan de operaciones, de forma detallada y posicionando las propuestas de valor en el mercado. Finalmente, se realizó el plan financiero para acreditar la viabilidad del proyecto, según las ventas mensuales proyectadas, los costos fijos y variables, gastos, y capital de trabajo, cabe resaltar, que los indicadores financieros fueron de ayuda para analizar la rentabilidad del emprendimiento, siendo un producto sostenible a lo largo de los años. / This research encompasses issues for the development and implementation of the brand Foodie Box, its objective is to acquire an economic and sustainable performance over time. Foodie Box is an entrepreneurial project dedicated to offering personalized kits, including fresh and semi-prepared food with the right amounts, accompanied by a recipe book to improve the stay and experience in the kitchen, with the good taste of the product being homemade. The research study is based on the interviews, sales made in the experimentation phase, and the hypotheses raised to justify the viability of the business. On the other hand, the market size was defined, taking account of our segment and establishing strategies based on our product. The sales projections were made from the concierge plan, being the starting point for a three-year projection. Likewise, the strategic plan, human resources plan, social responsibility plan, marketing plan, and operations plan are presented in detail and positioning the value proposals in the market. Finally, the financial plan was carried out to prove the viability of our project, according to the projected monthly sales, fixed and variable costs, expenses, and working capital, it should be noted that the financial indicators were helpful to analyze the profitability of our entrepreneurship, I feel that this product should be sustainable over the years to come. / Trabajo de investigación

El trabajo de investigación se basa principalmente en el desarrollo de la marca Hilli alli, la cual consiste en la producción y comercialización vía online y en tiendas especializadas de kits de frutas y verduras congeladas con toppings personalizados. Esto en respuesta a la problemática de no encontrar un kit saludable y práctico de preparar que brinde los nutrientes necesarios para las actividades diarias a nuestro público objetivo, el cual está compuesto por hombres y mujeres entre 18 y 35 años de Lima Metropolitana de los niveles socioeconómicos A y B que consuman productos nutritivos y orgánicos. Los experimentos realizados nos permitieron validar la intención de los consumidores finales mediante sus comentarios en las publicaciones de redes sociales y mensajes directos. Asimismo, se validó el interés por parte de las tiendas especializadas de contar con nuestro producto como parte de su catálogo de bienes ofrecido al público objetivo que apuntamos. La estructura del trabajo se divide inicialmente en la descripción de la problemática a solucionar y el respectivo diseño del modelo del negocio. Todas las fases del trabajo llegan a un punto en común: justificar la viabilidad del negocio. Por último, se quiere demostrar si la inversión del proyecto puede ser recuperada en el tiempo trazado. La inversión inicial que se requiere para este proyecto es de un monto total de 59,000.00 soles, Esto nos permitirá iniciar nuestras operaciones y solventar los gastos que se requieren. Finalmente, nuestro VAN resultante es positivo, lo cual lo hace rentable nuestro negocio. / The research work is mainly based on the development of the Hilli alli brand, which consists of the production and marketing via online and in specialized stores of kits of frozen fruits and vegetables with personalized toppings. This in response to the problem of not finding a healthy and practical kit to prepare that provides the necessary nutrients for their daily activities to our target audience, which is made up of men and women between 18 and 35 years old from Metropolitan Lima of the levels socioeconomic A and B who consume nutritious and organic products. The experiments carried out allowed us to validate the intention of the final consumers through their comments in the social network publications and direct messages, likewise, the interest on the part of specialized stores to have our product as part of their catalog of offered goods was validated. the target audience we are targeting. The structure of the work is initially divided into the description of the problem to be solved and the respective design of the business model. All phases of the work reach a common point: justify the viability of the business. Finally, we want to show whether the investment in the project can be recovered in the time set. The initial investment required for this project is a total amount of 59,000.00 soles. This will allow us to start our operations and pay for the required expenses. Ultimately, our resulting NPV is positive, which makes our business profitable. / Trabajo de investigación