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Análisis Y Comercialización De Un Modelo De Negocio. Dined, Aplicación Móvil Para El Sector De La Restauración

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Análisis Y Comercialización De Un Modelo De Negocio. Dined, Aplicación Móvil Para El Sector De La Restauración Análisis y comercialización de un modelo de negocio. Dined, aplicación móvil para el sector de la restauración. Trabajo Final de Grado Administración y dirección de empresas Curso 2017-2018 Víctor Hornero Menéndez Tutor: Joaquín Máximo Loras Campos Análisis y comercialización de un modelo de negocio. Dined, aplicación móvil para el sector de la restauración. 2 Análisis y comercialización de un modelo de negocio. Dined, aplicación móvil para el sector de la restauración. 1. Prólogo En el presente trabajo final de grado se procede a desarrollar un análisis de modelo de negocio. El negocio que se realizará es una aplicación móvil relacionada con el sector de la restauración en España, enfocada en la promoción de los restaurantes, la gestión de las reservas y con el principal objetivo de maximizar la afluencia de clientes. El objetivo es el desarrollo de una aplicación y su posterior comercialización con el fin de estudiar su viabilidad económica, estudiando cada uno de los pasos necesarios desde la primera idea hasta la salida al mercado. Así mismo se estudiará y analizará el sector y a las principales empresas que lo conforman para plantear la venta del negocio a una de ellas. Se analizará así tanto la viabilidad de la aplicación por sí misma para resultar rentable como la viabilidad de la venta del negocio a otra empresa. El presente trabajo nace a partir de mi propia experiencia trabajando para una gran empresa de la restauración en España, donde tuve la oportunidad de ver en primera mano las debilidades y amenazas a las que se enfrenta este sector altamente competitivo. En un mercado en auge como es el de las aplicaciones móviles existe una gran oportunidad de negocio para impulsar la venta y la clientela de los restaurantes. El rápido éxito de varias aplicaciones que se han lanzado recientemente en el sector muestra la buena acogida del público hacia este tipo de productos. Yo mismo soy consumidor de este tipo de aplicaciones y es eso lo que me impulsó a realizar este proyecto. A lo largo del trabajo se irá viendo todo el proceso de desarrollo y las principales dificultades que presenta un proyecto de estas características y finalmente el análisis económico-financiero determinará la viabilidad y el interés del plan que les presento a continuación. 3 Análisis y comercialización de un modelo de negocio. Dined, aplicación móvil para el sector de la restauración. 4 Análisis y comercialización de un modelo de negocio. Dined, aplicación móvil para el sector de la restauración. Índice 1. Prólogo ..................................................................................................................... 3 Listado de ilustraciones y tablas ....................................................................................... 7 2. Concepto de idea de negocio ................................................................................... 9 3. Análisis breve del mercado de la restauración ....................................................... 11 3.1. El mercado en cifras ............................................................................................ 11 3.2. La evolución del mercado .................................................................................... 11 4. Análisis sectorial y del entorno .............................................................................. 13 4.1. Sector .................................................................................................................. 13 4.2 Competidores ....................................................................................................... 14 4.3 Posicionamiento ................................................................................................... 20 4.4 Nuevos competidores .......................................................................................... 22 4.5 Clientes ................................................................................................................. 24 4.6 Usuarios ................................................................................................................ 26 4.7 Bienes sustitutivos y complementarios ................................................................ 28 4.8 Entorno ................................................................................................................. 29 5. Propuesta de valor ................................................................................................. 30 6. Análisis del nombre y del logotipo ......................................................................... 31 7. Plan de Marketing .................................................................................................. 33 7.1 Diseño de la aplicación. Producto ........................................................................ 33 7.2 Precio .................................................................................................................... 41 7.3 Comunicación ....................................................................................................... 45 7.4 Distribución .......................................................................................................... 48 8. Operaciones ........................................................................................................... 49 8.1 Desarrollo del proyecto Dined ............................................................................. 49 8.2 I+D y Control de calidad ....................................................................................... 51 8.3 Atención al cliente ................................................................................................ 52 8.4 Plan de lanzamiento ............................................................................................. 54 8.5 Captación de clientes ........................................................................................... 55 9. Entrevistas .............................................................................................................. 57 10. Aspectos legales ................................................................................................. 59 10.1 Formación de la empresa ................................................................................... 59 10.2 Propiedad intelectual ......................................................................................... 60 11. Finanzas .............................................................................................................. 62 11.1 Costes ................................................................................................................. 62 11.2 Ingresos .............................................................................................................. 69 11.3 Tesorería ............................................................................................................. 73 12. Plan de venta ...................................................................................................... 76 13. Riesgos y plan de contingencia ........................................................................... 79 13.1 Análisis DAFO ..................................................................................................... 79 13.2 Plan de actuación ............................................................................................... 79 14. Plan de desarrollo a largo plazo ......................................................................... 81 15. Conclusiones ....................................................................................................... 83 Bibliografía ..................................................................................................................... 86 Anexos ............................................................................................................................ 88 5 Análisis y comercialización de un modelo de negocio. Dined, aplicación móvil para el sector de la restauración. 6 Análisis y comercialización de un modelo de negocio. Dined, aplicación móvil para el sector de la restauración. Listado de ilustraciones y tablas ILUSTRACIÓN 7.1. MENÚ DE INICIO DE DINED. ............................................................. 34 ILUSTRACIÓN 7.2. MENÚ DE CRITERIOS DE BÚSQUEDA. ............................................... 35 ILUSTRACIÓN 7.3. MENÚ DE CUENTA PERSONAL. ........................................................ 36 ILUSTRACIÓN 7.4. MENÚ RESTAURANTE. ...................................................................... 37 ILUSTRACIÓN 7.5. MENÚ DE APLICACIÓN DE LA PROMOCIÓN. ..................................... 38 ILUSTRACIÓN 7. 6. DIAGRAMA DE FLUJO DE DINED ...................................................... 40 ILUSTRACIÓN 7.7 EJEMPLO DE RESTAURANTE DESTACADO. ......................................... 44 ILUSTRACIÓN 11.1 CUOTA DEL PRÉSTAMO. .................................................................. 67 ILUSTRACIÓN 11.2 TESORERÍA ....................................................................................... 75 ILUSTRACIÓN ANEXO 0.1 PRESUPUESTO WOLOWEB .................................................... 95 ILUSTRACIÓN ANEXO 0.2 PRESUPUESTO ORSUS ........................................................... 96 ILUSTRACIÓN ANEXO 0.3 PRESUPUESTO YEEPLY ........................................................... 97 TABLA 11.1 COSTES DEL PERSONAL. .............................................................................. 64 TABLA 11.2 COSTES DEL EQUIPAMIENTO INFORMÁTICO. ............................................
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