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Plan De Negocios Para El Montaje De Un Portal Especializado En Proveer Productos Y Servicios Para La Comunidad De La Música Electrónica En Colombia

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Plan De Negocios Para El Montaje De Un Portal Especializado En Proveer Productos Y Servicios Para La Comunidad De La Música Electrónica En Colombia PLAN DE NEGOCIOS PARA EL MONTAJE DE UN PORTAL ESPECIALIZADO EN PROVEER PRODUCTOS Y SERVICIOS PARA LA COMUNIDAD DE LA MÚSICA ELECTRÓNICA EN COLOMBIA OKY ALEJANDRA VÁSQUEZ RESTREPO Área de emprendimiento José Agustín Gómez PONTIFICA UNIVERSIDAD JAVERIANA FACULTAD DE CIENCIAS ECONÓMICAS Y ADMINISTRATIVAS CARRERA DE ADMINISTRACIÓN DE EMPRESAS BOGOTA 2008 TABLA DE CONTENIDO 1. RESUMEN EJECUTIVO 1 1.1 Descripción de la empresa 1 1.2 Razones del origen del negocio 1 1.3 Tiempo que duró la investigación 1 1.4 Inconvenientes presentados durante la investigación 2 y el desarrollo del producto. 1.5 Apoyos recibidos en la investigación y desarrollo del producto 2 2. ANTEPROYECTO 3 2.1 Planteamiento y Formulación del problema 3 2.2 Justificación del proyecto 4 2.3 Marco teórico y Conceptual 6 2.4 Objetivo general 10 2.5 Objetivos específicos 10 3. ANÁLISIS DE MERCADO 11 3.1 Investigación de mercado 11 3.2 Análisis del sector 12 3.2.1 Internet a nivel mundial 12 3.2.2 Internet en Colombia - junio de 2007 13 3.2.3 Evolución de tarifas de xDSL, Cable y WiMAX e inalámbricos 14 3.2.4 Actividades de los usuarios de Internet 14 3.3 Análisis del Mercado 3.4 Objetivo de participación en el mercado 3.5 Análisis de las encuestas 3.5.1 Encuesta para asistentes a eventos de música electrónica 17 3.5.2 Encuesta para proveedores de productos y servicios para 23 eventos de música electrónica 3.5.3 Encuesta promotores y organizadores de eventos 28 3.6 Identificación del cliente 35 3.6.1 Hábitos de consumo 36 3.6.2 Segmentación del mercado 38 3.6.3 Población total de mercado 38 3.7 Análisis de la competencia 38 3.7.1 Competencia en el mercado 39 3.7.2 Competencia en Internet 40 3.7.3 Análisis de empresas sustitutas 42 3.7.4 Estrategia para competir 42 3.8 Estrategia de mercado 43 3.8.1 Concepto del producto o servicio 43 3.9 Estrategia de venta 44 3.10 Estrategia competitiva 45 3.11 Estrategia de comunicación 48 3.12 Estrategia de promoción a través del portal 49 3.13 Costos fijos de un modelo de evento organizado con todos 50 los servicios del portal 3.14 Política de cartera 53 3.15 Conclusión análisis de mercado 53 4. ESTUDIO TÉCNICO Y OPERATIVO 54 4.1 Portafolio de Servicios 54 4.2 Portafolio de productos para alquiler 57 4.3 Descripción del portal 57 4.4 Descripción del proceso 58 4.4.1 Proceso de organización y seguimiento de los eventos 58 a través del portal 4.4.2 Proceso de organización y control de proveedores a 59 través del portal 4.4.3 Proceso de vinculación de los demás usuarios al portal 60 5. ANÁLISIS ADMINISTRATIVO 61 5.1 Misión 61 5.2 Visión 61 5.3 Estructura Organizacional 61 5.3.1 Requisición de personal 62 5.3.2 Funciones del personal 63 5.3.3 Requisitos de los cargos y remuneración 65 5.3.4 Selección del personal 66 5.4 Análisis DOFA 67 5.4.1 Oportunidades y amenazas del medio 67 5.4.2 Fortalezas y debilidades de bogotaelectronica 68 5.5 Objetivos de la empresa 69 5.5.1 Objetivos organizacionales 69 5.6 Marco legal de la organización 69 5.6.1 Organismos de control 70 5.6.2 Aspecto legales para tener una pagina Web 70 6. ANÁLISIS FINANCIERO 72 6.1 Datos generales 6.2 Presupuesto de ventas 6.3 Costos de los gastos pre operativos 6.4 Presupuesto de costos indirectos de fabricación 6.5 Presupuesto de costo de ventas 6.6 Presupuesto de gastos de ventas 6.7 Balance General 6.8 Flujo de efectivo 6.9 Punto de equilibrio 6.10 Punto de equilibrio 6.11 Grafico de flujo neto 8 Conclusiones 73 9 Bibliografía 74 Anexos 1. RESUMEN EJECUTIVO 1.1 Descripción de la Empresa Bogotaelectronica, es una empresa que ofrecerá productos y servicios a la comunidad de la música electrónica principalmente a través de un portal en Internet con en dirección URL: www.bogotaelectronica.com 1.2 Razones del origen del negocio La idea de crear bogotaelectronica surge a raíz de la necesidad de una empresa que esté dedicada a la organización, divulgación, promoción y producción de eventos de música electrónica; siendo la creadora de este plan de negocio una persona que conoce de esta cultura desde hace 7 años, con el pasar del tiempo, ha ido descubriendo las falencias que existen en la organización, coordinación entre todas las partes que organizan y producen eventos de este tipo de música, los espectáculos que se ofrecen no son de la mejor calidad, la idea principal es romper con el estereotipo que se tiene frente a estos eventos, además de fomentar el conocimiento sobre este tipo de música, que surja una comunidad electrónica organizada abierta a todo público, que sea legalmente constituida de acceso a todas las personas interesadas en aprender. 1.3 Tiempo que duró la investigación El tiempo de investigación fue de aproximadamente 6 meses en los que se establecieron las falencias de los eventos organizados para este tipo de música e investigando las principales empresas organizadoras de estos eventos para conocer el cómo organizan sus eventos y cómo son sus relaciones con los proveedores. 1 1.4 Inconvenientes presentados durante la investigación y el desarrollo del producto En el transcurso de la investigación se presentaron varios inconvenientes, principalmente en el momento de hacer el análisis del mercado, ya que no existen ningún tipo de investigación ni estadística relacionada con las empresas dedicadas a estos eventos, solo se encuentran investigaciones realizadas principalmente por estudiantes de psicología que estudian el comportamiento de las personas que asisten a estos eventos y que se referenciará en la segmentación sicológica del presente plan de negocio. 1.5 Apoyos recibidos en la investigación y desarrollo del producto Para el presente proyecto recibí el apoyo incondicional de Juan Carlos Gutiérrez, Ingeniero de Sonido, D1j amante y conocedor de la música electrónica por muchos años, quien ayudó en todo le proceso de creación de este plan de negocio, con sus conocimientos y contactos en el medio. 1 Abreviatura de deejay (tocadiscos) 2 2. ANTEPROYECTO 2.1 Planteamiento y formulación del problema Las características de la sociedad colombiana se definen principalmente por los complejos procesos de desarrollo que ha vivido a lo largo de su historia, es evidente que Colombia, al igual que los demás países en vía de desarrollo, tiene un bajo grado de desarrollo tecnológico, en muchos casos, el llamado “analfabetismo tecnológico”, que consiste en la incapacidad para utilizar nuevas tecnologías, no tiene como referencia una clase social o un poder adquisitivo elevado, es una ignorancia general y caracterizada por el temor a utilizar herramientas tecnológicas. Las dos características propias de este fenómeno son, que al no tener conocimientos básicos se dificultará acceder a herramientas de uso frecuente como Internet y segundo, que la rapidez de los avances puede llevar al analfabetismo tecnológico a muchas personas en un lapso muy corto. En términos económicos, las innovaciones en el tratamiento de la información, en donde la informática es de vital importancia, han contribuido a la globalización de los mercados, la producción y el capital financiero, por lo que actualmente conforman factores trascendentales para la inserción de distintos sectores en la llamada “aldea global”2. En las sociedades más desarrolladas, los individuos cada vez tienen más capacidad de conectarse a la red, mientras que otras sociedades, como la colombiana, por sus condiciones de pobreza, atraso, no pueden acceder con la misma facilidad, sin embargo, Colombia presenta una tendencia creciente sobre la penetración de Internet y el uso que de esta herramienta están dando las empresas y la personas, especialmente, el segmento de los jóvenes; que puede ser un nicho de mercado posiblemente explotado de manera satisfactoria; el (último informe de Internet de la Comisión Reguladora de Telecomunicaciones CRT), dice que “el acceso a la 2www.saber.ula.ve/db/ssaber/Edocs/pubelectronicas/actualidadcontable/num8ano7/luc ia_andrade.pdf 3 información puede convertirse en un aumento de las posibilidades de realización para personas y sociedades, teniendo en cuenta que el aspecto más destacable es la posibilidad de tener acceso a la información desde cualquier parte del planeta, eliminando fronteras y distancias” En conclusión, acompañando a la ciencia, la tecnología es quien determinará el rumbo de muchas sociedades y citando a Lewis L. Branscomb, “la aceleración de la innovación tecnológica crea nuevos negocios, transforma los demás y redefine las reglas del éxito en la competitividad”. En Bogotá existen empresas que prestan servicios para la organización de fiestas electrónicas pero no de forma integral, es decir, unos alquilan sonido, luces, otros organizan los eventos pero no hay ninguno que ofrezca todos los servicios de manera unificada, adicionalmente, ninguno de los proveedores para fiestas electrónicas ofrece sus servicios a través de Internet. De acuerdo con lo anterior, vale la pena preguntarse si la organización de fiestas electrónicas en Bogotá, puede realizarse utilizando todos los servicios de los proveedores concentrados en un único portal de Internet de fácil acceso, no solo para los organizadores sino también para el público en general que disfruta de la diversión electrónica. 2.2 Justificación del proyecto La idea principal, es ser un portal proveedor de todos los elementos y servicios necesarios para la realización de fiestas electrónicas. Las personas interesadas en organizar los eventos se ahorrarán tiempo y dinero ya que no tendrán que buscar en diferentes empresas todo lo que necesitan para el buen desarrollo del evento, se dirigirán al portal y este les proporcionará todo lo necesario según las especificaciones que desee.
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