Many entrepreneurs pursue the IT-industry, which is characterized by opportunities and international growth. However, due to failures in sales, marketing and operations, many IT-startups never reach profitability and sustainable performance.  On behalf of the IT-startup Realbridge, the authors have been asked to investigate how their sales process can be made more efficient. By identifying elements in the sales process, the authors can provide suggestions supported by theories and qualitative data on how Realbridge and similar companies can redesign and improve their sales process. The study further investigates the role of sales in the business model and how a changed sales process impact value delivery and innovate the business model. Consequently, the thesis aims to answer the following research questions: How does a firm’s sales process impact value delivery in the business model? How can small IT-companies similar to Realbridge and their product improve their sales process efficiency? This degree project has several purposes. Firstly, it aims to further investigate the role of sales in value delivery in the business model. This will extend knowledge and research on value delivery and sales, and will further investigate the relationship between components of the business model. Secondly, it will serve as a guide for managers in IT-firms on how they can improve the sales process. Thirdly, it will create an understanding of how IT-firms similar to Realbridge can develop or innovate their business model in terms of changed value delivery, key activities and sales process. As the aim of this study is to extend knowledge in the business model and sales literature, as well as analyze Realbridge’s sales process and culminate in recommendations on how IT-startups can increase their sales efficiency, this degree project takes form as a qualitative case study. Interviews have been conducted with interviewees in four different organizations with three different perspectives: Realbridge’s perspective, customer in the car dealership industry’s perspective and non-customer in the car dealership industry’s perspective. The data has been processed in accordance to thematic analysis. The analysis has led the authors to the conclusion that a changed sales process impact value delivery and consequently innovate the business model. It is also found that the sales process impact value creation and capture. Moreover, in order to effectively design a sales process, Realbridge and similar companies must effectively segment the market, focus on fewer segments initially and target them according to their expected financial contribution. They should state and communicate a specific value proposition related to the approached segment’s main needs. Furthermore, customer preferences have to be accounted for in terms of sales channels and type of relationships, and it can be seen as a financial risk to maximize value creation and value delivery for all customers.

Planejamento Probabilístico estuda os problemas de tomada de decisão sequencial de um agente, em que as ações possuem efeitos probabilísticos, modelados como um processo de decisão markoviano (Markov Decision Process - MDP). Dadas a função de transição de estados probabilística e os valores de recompensa das ações, é possível determinar uma política de ações (i.e., um mapeamento entre estado do ambiente e ações do agente) que maximiza a recompensa esperada acumulada (ou minimiza o custo esperado acumulado) pela execução de uma sequência de ações. Nos casos em que o modelo MDP não é completamente conhecido, a melhor política deve ser aprendida através da interação do agente com o ambiente real. Este processo é chamado de aprendizado por reforço. Porém, nas aplicações em que não é permitido realizar experiências no ambiente real, por exemplo, operações de venda, é possível realizar o aprendizado por reforço sobre uma amostra de experiências passadas, processo chamado de aprendizado por reforço em lote (Batch Reinforcement Learning). Neste trabalho, estudamos técnicas de aprendizado por reforço em lote usando um histórico de interações passadas, armazenadas em um banco de dados de processos, e propomos algumas formas de melhorar os algoritmos existentes. Como um estudo de caso, aplicamos esta técnica no aprendizado de políticas para o processo de venda de impressoras de grande formato, cujo objetivo é a construção de um sistema de recomendação de ações para vendedores iniciantes. / Probabilistic planning studies the problems of sequential decision-making of an agent, in which actions have probabilistic effects, and can be modeled as a Markov decision process (MDP). Given the probabilities and reward values of each action, it is possible to determine an action policy (in other words, a mapping between the state of the environment and the agent\'s actions) that maximizes the expected reward accumulated by executing a sequence of actions. In cases where the MDP model is not completely known, the best policy needs to be learned through the interaction of the agent in the real environment. This process is called reinforcement learning. However, in applications where it is not allowed to perform experiments in the real environment, for example, sales process, it is possible to perform the reinforcement learning using a sample of past experiences. This process is called Batch Reinforcement Learning. In this work, we study techniques of batch reinforcement learning (BRL), in which learning is done using a history of past interactions, stored in a processes database. As a case study, we apply this technique for learning policies in the sales process for large format printers, whose goal is to build a action recommendation system for beginners sellers.

Problem formulation: ”What significance does the real estate agents communicative skills, to gain the confidence of home sellers during the sales process?   Purpose: The purpose of this paper is to create a theoretical framework on the importance of real estate agents communication skills for home sellers confidence. The theoretical framework is expected to explain the interaction between real estate agents and home sellers to create an understanding of the real estate agents communicative skills but also home seller trust and the link between them.   Theoretical  framework: The theoretical framework aims to describe the sales process seven steps according to Moncrief & Marshall (2005). It also describes the parties that are relevant to the sales process based on our issue. Then the communicative skills and confidence sets of meaning and significance is explained. This culminates in an analysis which we assumed when we made the analysis.   Methodology: To examine our issue, we have chosen to do a qualitative study in the form of interviews. We interviewed two home sellers and two real estate agents about communication skills and confidence. We also examine these concepts using secondary data in the form of scientific articles and books.   Analysis: The analysis in this paper is divided into two sections. One part is focusing om house sellers and the other part is focusing om the real estate agents we interviewed. In this analysis the sales process and its seven steps is the starting point. We have also tried to include our key words in this analysis, especially communication skills and confidence.   Conclutions: Based on previous research, empirical data and the analysis. This study show that the real estate agents communicative skills are important for the confidence of home sellers during the sales process. The communicative skill that proved to be most significant to confidence building was the communicative ability the ability to listen. / Frågeställning: ”Vilken betydelse har fastighetsmäklarens kommunikativa färdigheter, för att skapa förtroende hos bostadssäljare under säljprocessen?   Syfte: Syftet med denna uppsats är att skapa ett teoretiskt ramverk kring betydelsen av mäklares kommunikativa färdigheter för säljarnas förtroende. Det teoretiska ramverket förväntas förklara interaktionen mellan fastighetsmäklare och bostadssäljare för att skapa förståelse för mäklarens kommunikativa färdighet men också bostadssäljarens förtroende och kopplingen däremellan.   Teoretisk referensram: Den teoretiska referensramen syftat till att beskriva säljprocessens sju steg enligt Moncrief & Marshall (2005). Vidare beskrivs de parter som är aktuella för säljprocessen utifrån vår frågeställning. Därefter förklaras de kommunikativa färdigheterna och förtroendesets innebörd och betydelse. Detta mynnar ut i en analysmodell vilken vi utgått från när vi gjort analysen.    Metod: För att undersöka vår frågeställning har vi valt att göra en kvalitativ undersökning i form av intervjuer. Vi har intervjuat två bostadssäljare och två fastighetsmäklare där vi ställt frågor kring kommunikativa färdigheter och förtroende. Vi har även undersökt dessa begrepp med hjälp av sekundärdata i form av vetenskapliga artiklar och böcker.    Analys: Analysen i denna uppsats är indelad i två avsnitt. Ett om bostadssäljarna och ett om fastighetsmäklarna vi intervjuat. Vi har i denna analys utgått från säljprocessens sju steg och försökt koppla an till våra nyckelord, framförallt kommunikativa färdigheter och förtroende.    Slutsatser: Utifrån tidigare forskning och empirisk datainsamling samt analysen av detta visar denna studie att fastighetsmäklarens kommunikativa färdigheter har betydelse för förtroendet hos bostadssäljarna under säljprocessen. Den kommunikativa färdighet som visade sig ha störst betydelse för förtroendeskapandet utifrån de genomförda intervjuerna var den kommunikativa färdigheten konsten att lyssna.

The need for information in real time and the technology development has become more fast and more efficient. Companies today need to be more responsive to their customers to stay on top. Also, companies’ business processes need effective support from information technology solutions. The fit, or alignment, between the business process and the Customer Relationship Management (CRM) system design is crucial in order to leverage efforts within marketing and sales. If there is a misfit, companies do not take full advantage of the potential that CRM systems can leverage in terms of better managing relationships with customers, which in turn may result in higher rates of closed deals. The main purpose of this bachelor thesis in Information Systems is to identify and describe critical success factors influencing on the degree of alignment between a business process and a CRM system from an organisational perspective. The sub-purpose is to identify and describe the influence of process−system alignment on performance. The IT company Apica has been used as the case study company in the bachelor thesis. Apica is suitable for this study since it has already adopted a CRM system related to its sales process. A research literature-based analysis model was developed in order to be able to more precisely investigate the chosen purpose. The intention is to review critical success factors that influence the success of the process−system alignment. In the chosen qualitative approach, a semi-structured interview guide was developed, based on the analysis model. Five interviews with co-workers in the case study company were conducted. The analysis of the collected primary empirical data has led to the following conclusions. A high degree of process−system alignment concerning a well-defined and functional business process in relation to a CRM system has a positive influence on the company’s sales process performance. A higher degree of process−system alignment can improve the company’s process performance, increase the sales force productivity and lead to better decision making. According to the findings, the positive outcome of a process−system alignment depends mainly on three factors: management commitment, data management, and system integrations. The empirical results also suggests a new finding: A successfully aligned sales process with the CRM system also lead to knowledge sharing. Knowledge sharing contributes to that salespeople learn from deals made in the past. The historical data help salespeople in managing customer relationships, which may lead to shorter sales cycles and larger deal sizes, which implies increased sales.

Planejamento Probabilístico estuda os problemas de tomada de decisão sequencial de um agente, em que as ações possuem efeitos probabilísticos, modelados como um processo de decisão markoviano (Markov Decision Process - MDP). Dadas a função de transição de estados probabilística e os valores de recompensa das ações, é possível determinar uma política de ações (i.e., um mapeamento entre estado do ambiente e ações do agente) que maximiza a recompensa esperada acumulada (ou minimiza o custo esperado acumulado) pela execução de uma sequência de ações. Nos casos em que o modelo MDP não é completamente conhecido, a melhor política deve ser aprendida através da interação do agente com o ambiente real. Este processo é chamado de aprendizado por reforço. Porém, nas aplicações em que não é permitido realizar experiências no ambiente real, por exemplo, operações de venda, é possível realizar o aprendizado por reforço sobre uma amostra de experiências passadas, processo chamado de aprendizado por reforço em lote (Batch Reinforcement Learning). Neste trabalho, estudamos técnicas de aprendizado por reforço em lote usando um histórico de interações passadas, armazenadas em um banco de dados de processos, e propomos algumas formas de melhorar os algoritmos existentes. Como um estudo de caso, aplicamos esta técnica no aprendizado de políticas para o processo de venda de impressoras de grande formato, cujo objetivo é a construção de um sistema de recomendação de ações para vendedores iniciantes. / Probabilistic planning studies the problems of sequential decision-making of an agent, in which actions have probabilistic effects, and can be modeled as a Markov decision process (MDP). Given the probabilities and reward values of each action, it is possible to determine an action policy (in other words, a mapping between the state of the environment and the agent\'s actions) that maximizes the expected reward accumulated by executing a sequence of actions. In cases where the MDP model is not completely known, the best policy needs to be learned through the interaction of the agent in the real environment. This process is called reinforcement learning. However, in applications where it is not allowed to perform experiments in the real environment, for example, sales process, it is possible to perform the reinforcement learning using a sample of past experiences. This process is called Batch Reinforcement Learning. In this work, we study techniques of batch reinforcement learning (BRL), in which learning is done using a history of past interactions, stored in a processes database. As a case study, we apply this technique for learning policies in the sales process for large format printers, whose goal is to build a action recommendation system for beginners sellers.

Está investigación busca identificar y analizar el proceso de venta de una idea o historia latinoamericana de género drama para la plataforma streaming Netflix, el cual es un tema que genera interés entre los creadores de contenido latinoamericanos. Además se contextualiza cómo surge Netflix y cómo se posiciona en el mercado actual. Asimismo, la investigación también aborda el origen de la creación de contenido original por parte de esta plataforma y su impacto en el mercado hispanohablante y latinoamericano. Por último, se complementará la propuesta, analizando cómo la venta del proyecto o idea lleva a este a formar parte del catálogo de Netflix y/o ser producida como contenido original. / This investigation analyzes the process of selling an idea or a Latin American story in the drama genre for the Netflix streaming platform, which is a topic that generates interest among Latin American content creators, but at the same time raises doubts about the process to be carried out. First of all, we contextualize how Netflix arises and how it is positioned in the current market. Also, the origin of the creation of original content by the platform and the impact of this decision on the Spanish and Latin American markets. Finally, it analyzes the sales process through which a project or idea must pass in order to become part of the Netflix catalog and/or be produced as original content. / Trabajo de investigación

Bakgrund: Den industriella marknadsföringen kännetecknas av djupa kundrelationer, där affärer ofta karaktäriseras av långa säljprocesser som innefattar åtskilliga interaktioner med flertalet aktörer involverade. Denna försäljning har blivit allt mer relationsorienterad där kundens behov, värde och önskemål sätts i fokus. Covid-19 har främjat ett digitalt arbetssätt vilket har påverkat verksamheter, affärslandskapet och interaktionen mellan säljare och kunder. Den fysiska interaktionen som anses vara grundläggande vid en nykundsbearbetning och för skapandet av en kundrelation har nu ersatts av digitala möten.  Syfte: Syftet med studien är att undersöka och bidra med ökad förståelse för hur omställningen till att arbeta digitalt på distans har en inverkan på säljarens nykundsbearbetning och etableringen av kundrelationer B2B.  Metod: Denna flerfallstudie tillämpar en kvalitativ forskningsmetod och utgår från ett hermeneutiskt perspektiv i samverkan med en deduktiv ansats med induktiva inslag. Studiens empiriska resultat har samlats in med hjälp av semistrukturerade intervjuer från fyra olika fallföretag. Utifrån tidigare forskning analyseras det empiriska resultatet.  Slutsats: Denna studies resultat påvisar att säljarens arbetssätt har påverkats i viss utsträckning vid bearbetning av nya kunder. Affärer präglas i hög grad av mjuka värden där den fysiska interaktionen förblir viktig för utvecklingen av en kundrelation. Digitala interaktioner ställer högre krav på säljaren inför ett möte och innebär svårigheter att kunna knyta en personlig kontakt för att komma kunden nära och utveckla ett förtroende. Samtidigt visar studien att det digitala verktyget medför en högre effektivitet, tillgänglighet, och en ökad möjlighet att nå fler kunder. Affärslandskapet har förändrats och en kombination av fysiska och digitala möten kommer vara ett sätt för säljarna att nykundsbearbeta på. / Background: Industrial marketing is defined by deep customer relationships, where business is characterized by long sales processes which include numerous interactions with multiple participants. B2B-sales have become more relationship-oriented where the customer's needs, values and wishes are the focal points. Covid-19 has promoted a digital way of working, which has changed the business landscape and the way salespeople interact with customers. The physical interaction that is considered vital when acquiring new customers has now been replaced by digital meetings.  Purpose: The purpose of the study is to investigate and contribute with an increased understanding of how the transition to working remotely has an impact on the seller’s customer acquisition and the establishment of B2B-relations.  Method: This multiple case study applies a qualitative research method, based on a hermeneutic perspective and a deductive approach with inductive elements. The empirical results of the study have been collected by means of semi-structured interviews from four different companies. The result of the interviews has been analysed using previous research.  Conclusion: The results of this study show that the salesperson’s way of working has been affected to a certain extent when acquiring new customers. B2B-sales is characterized by soft values where the physical interaction remains important for the development of customer relationships. Digital interactions require higher demands on salespeople before a meeting and can imply difficulties in developing a personal contact and association between the parties in order to establish trust. However, it turns out that digital tools lead to higher efficiency, availability, and an increased opportunity to reach more customers. The business landscape has changed, and a mix of physical and digital meetings will be a way for salespeople to acquire new customers.

Purpose: It has been established that the lack of good communication in construction projects in Sweden makes the projects about 13% more expensive. The same year that the study was made the 13% equals about SEK 32 billion. The building process goes through several phases which involves actors from different organisations. These actors should then in a project form share information between each other in order to produce a building. Most actors are part of the process for a short period of time and it is therefore important that information and knowledge is passed on correctly. A specifier defines the information received from the client and creates a specification that they forward to the construction planner. It is in this interface that problems often occur that lead to delays and revisions. The objective with this report is to point to possibilities in communication that leads to more effective communication that could result in an economically more profitable construction process. Method: The report is both a qualitative and a quantitative study and selected research methods are literature studies, case study, interviews, polls and risk analysis. Findings: The study concludes that coordination of information is a problem in the business and that three causes is considered to have great risk. The problem is caused by employees that not have a holistic perspective on the process in which they are involved, the problem is caused by projects that are started are not sufficiently prepared, the problem is caused by information that are constantly changing during the project. To avoid this problem and make the communication more effective one should encourage two-step communication and stress the importance of confirmation, one should increase the holistic perspective of the employees and one should give the construction program more time to be completed provided that the construction program is more complete and / or can ensure that an unfinished program work does not affect the following work. Furthermore, routines for the above actions should be created and followed. Implications: The conclusion of the report is that a holistic perspective between construction planners and specifiers is a significant factor for these players since their processes affect each other and that they are dependent on each other to create a successful construction project. Given the fact that the construction process is long and involves a number of actors, it becomes important to prepare their projects properly and not start them before they are completed, as problems that arise in the later stages of the process can be expensive. Since information often change during the process, effective coordination between its actors becomes important. Limitations: The study has only investigated the relationship between specifiers and construction planners. The study did not take into account the company's production organization. Not including production in the study means that answers to inadequate communication can be lost. Nor has the study taken into account the role of the customer. Keywords: Communication, Planning process, Sales process, Suboptimisation, The building trade, Risk analysis / Syfte: Det har fastslagits att bristande kommunikation i byggprojekt i Sverige fördyrar projekten med cirka 13%. Samma år som det konstaterades motsvarade det 32 miljarder kronor. Byggprocessen genomgår flera skeden och involverar aktörer från olika organisationer som i projektform ska dela information mellan varandra för att planera och producera ett byggnadsverk. De flesta aktörer medverkar endast under vissa delar av projektet. Det är därför viktigt att rätt information och kunskap förs vidare mellan de olika skedena i projektet. En säljare kartlägger den information hen mottagit av kunden och skapar en kravspecifikation gällande utformning på det aktuella byggnadsverk som vidarebefordras till projekteringen. Det är i detta gränssnitt som det inte sällan sker missförstånd som i sin tur leder till förseningar och revideringar. Målet med studien är att peka på möjligheter inom kommunikation mellan kravställare och projektörer som kan leda till en effektivare informationskedja som skulle kunna resultera i en ekonomiskt mer lönsam byggprocess. Metod: Studien är av både kvalitativ och kvantitativ art och undersökningsmetoder är fallstudie, intervjuer och enkäter, riskanalys samt litteraturstudier. Resultat: Studien slår fast att samordning av information är ett genomgående problem, tre orsaker till detta problem som anses utgöra störst risk för organisationen är att problemet beror på att medarbetare ej har ett helhetsperspektiv på processen som man är involverad i, problemet beror på att projekten som startas inte är tillräckligt förberedda samt att problemet beror på att uppgifter och information förändras under en process. För att förhindra dessa problem och effektivisera informationsutbyte bör man uppmuntra tvåstegskommunikation och trycka på vikten av bekräftelse, man bör öka helhetsperspektivet hos medarbetarna och man bör ge byggprogrammet mer tid att färdigställas förutsatt att byggprogrammet är mer utförligt och/eller kan säkerställa att ett icke avslutat programarbete inte inverkar negativt på följande arbete. Vidare bör rutiner för hur kommunikation ska föras tas fram, specifikt i avseende för återkoppling. Konsekvenser: I rapporten dras slutsatsen att ett helhetsperspektiv mellan projektörer och kravställare är betydande för dessa aktörer eftersom deras processer påverkar varandra och de är beroende av varandras expertis för att åstadkomma ett lyckat byggnadsprojekt. Med tanke på byggprocessen är lång och involverar ett flertal av aktörer blir det viktigt att förbereda sina projekt ordentligt och inte lansera de innan de är färdigplanerade då problem som framkommer i processens senare skeden kan bli mycket dyra. Eftersom information och uppgifter ofta förändras under processens gång blir en effektiv samordning mellan dess aktörer betydande. Begränsningar: Studien har enbart undersökt förhållanden mellan kravställare samt projektör. Studien har därav inte beaktat företagets produktionsorganisation. Att inte inkludera produktionen i studien gör att svar på brister i kommunikationen kan dölja sig bakom vilken beläggning företaget har produktionsmässigt och hur de ligger till gentemot dess övergripande finansiella mål. Studien har inte heller beaktat kundens roll som inom småhusindustrin får anses vara stor. Nyckelord: Byggbranschen, Kommunikation, Projekteringsprocessen, Säljprocessen, Suboptimering, Riskanalys

When scaling a company it is important to implement customer insights to achieve growth of revenue. Understanding and defining a suitable B2B sales process has also been shown to play an important part in enhancing sales, and traditional processes include multiple steps performed by sales representatives. One step revolves around the presentation of the offered product or service. For sales representatives to present a product or service successfully they must acquire or have deep knowledge of the customer, such as their industry trends and general business. This can be achieved by acquiring customer insights that are data driven. Adopting data driven customer insights has also been proven to increase sales. Therefore, this research investigates the connection between the B2B sales process and the generation and implementation of data driven customer insights. In particular, this research explores the steps included in a B2B sales process at a high technology scaleup and hence how data driven customer insights can enhance the presentation step in the B2B sales process.  The research is carried out through a case study at a case company labelled as a high technology scaleup. Interviews were conducted with sales representatives working in the commercial team at the case company. The result from this research finds that six steps are included in the B2B sales process at high technology scaleups. The steps are as follows: Lead generation, First meeting, Assessment, Contract proposal, Negotiation and Closed deal. The second step includes presenting the offered product or service, which this research identified as most challenging for the sales representatives to execute successfully due to the technical complexity of the product/service. Findings from this research shows that data driven customer insights can be used to simplify this step in the process. For example, data driven customer insights can help personalize presentation material and enable rapport building. In addition, data driven customer insights help align expectations between buyers and sellers during the first meeting, thus increasing the likelihood of reaching a closed deal. / När ett företag ska skalas upp är det viktigt att implementera kundinsikter för att uppnå ökad omsättning. Att förstå och definiera en passande B2B-försäljningsprocess har också visats spela en viktig roll för nå ökade intäkter, och traditionella säljprocesser innehåller flera steg som säljpersonal utför. Ett steg kretsar kring presentationen av den erbjudna produkten eller tjänsten. För att säljpersonal ska kunna presentera en produkt eller tjänst med framgång behöver de förvärva eller ha djup kunskap om kunden, såsom branschtrender och generell verksamhet. Detta kan uppnås genom att anskaffa kundinsikter som är datadrivna. Att använda datadriven kundinsikt har också visats öka försäljningssiffror. Med detta som bakgrund undersöker därför den här forskningen sambandet mellan B2B-försäljningsprocessen och generering och implementering av datadriven kundinsikt. I synnerhet undersöker denna forskning stegen som ingår i en B2B-försäljningsprocess i ett högteknologiskt scale up och därmed hur datadriven kundinsikt kan förbättra presentationssteget i B2B-försäljningsprocessen.  Forskningen utförs genom en fallstudie på ett fallföretag som räknas som ett högteknologiskt scale up. Intervjuer genomfördes med försäljningsmedarbetare som jobbar i det kommersiella teamet på företaget. Resultatet från denna forskning visar att sex steg ingår i B2B-försäljningsprocessen vid högteknologiska scale ups. Dessa sex stegen är: Leadsgenerering, Första möte, Utvärdering, Kontraktsförslag, Förhandling och Avslutad affär. Det andra steget innebär att den erbjudna produkten eller tjänsten presenteras, och detta steg identifieras som mest utmanande för försäljningsmedarbetarna att utföra med framgång på grund av produktens/tjänstens tekniska komplexitet. Vidare visar resultat från denna forskning att datadriven kundinsikt kan användas för att förenkla detta steg i processen. Datadriven kundinsikt kan till exempel hjälpa till att personalisera presentationsmaterial och möjliggöra förtroendebyggande. Dessutom möjliggör datadrivna kundinsikter att köpare och säljare delar gemensamma förväntningar på det första mötet, vilket ökar sannolikheten att uppnå en sluten affär.

En la presente investigación, se ha visto la oportunidad de crear una aplicación web y móvil que apoye el proceso de ventas para mejorar la satisfacción de los clientes. Lo que se deseó lograr con estos aplicativos fue empezar la distribución a domicilio del pan para que las personas ya no tengan la necesidad de salir de sus casas para adquirir dicho alimento. Los pedidos se pueden realizar en cualquiera de los dos turnos en los que se piensa realizar la distribución. Para lograr tal propósito de manera oportuna y eficiente, se ha pensado en utilizar una herramienta que nos permita recorrer la ruta más óptima para la distribución para así evitar pérdida de tiempo en el trayecto y probable insatisfacción en el cliente al ver que su pedido no llega al tiempo solicitado. Se ha elegido al Algoritmo de Optimización de Colonia de Hormigas (OCH) como herramienta para encontrar la ruta más óptima, por la siguiente razón: al tomarse como público objetivo solamente la Urbanización Remigio Silva, OCH es ideal para trabajar en pequeñas zonas geográficas o de baja demanda de repartición debido a que como la gran mayoría de clientes tienen posición estática, estos van a dejar un registro conocido en el algoritmo como feromonas que van a ayudar a tomar una mejor decisión en posteriores turnos, que al ser caminos previamente recorridos nos permitirá determinar qué tan conveniente resulta tomar una dirección. / This research has seen the opportunity to create a web and mobile application that supports the sales process in order to improve customer satisfaction. What we want to achieve with this application is optimize the distribution of bread at home so that people no longer have the need to leave their homes to acquire such food. The orders can be placed in any of the two shifts in which the distribution is planned. In order to achieve this purpose in a timely and efficient manner, we have thought of using a tool that allows us to travel the most optimal route for distribution in order to avoid loss of time on the journey and possible customer dissatisfaction when seeing that their order does not arrive on time. It has been chosen as a tool to find the most optimal route to the Colonia de Hormigas Optimization Algorithm (OCH) for the following reason: since only the Remigio Silva Urbanization is taken as the target audience, OCH is ideal for working in small geographic or urban areas. Low demand for distribution because, since the vast majority of clients have a static position, they will leave a record known in the algorithm as pheromones that will help to make a better decision in subsequent shifts, since being roads already traveled will allow us knowing how convenient it is to take a direction.