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Business Plan De Airstripe.Com

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Business Plan De Airstripe.Com Proyecto Final de Carrera Ingeniería Industrial Desarrollo del business plan de airstripe.com Jonathan García Jonathan MEMORIA Autor: Jonathan García Director: Anastasi Pérez Peral Convocatoria: Enero 2016 geniería Industrial geniería In Enero 2016 Enero 2 Memoria Business Plan de Airstripe.com 3 4 Memoria Business Plan de Airstripe.com 5 1. Resumen del proyecto Este proyecto de final de carrera tiene como objetivo evaluar la puesta en marcha y viabilidad de negocio de una aerolínea social, que basa sus operaciones en internet. El proyecto, denominado Airstripe, tiene como finalidad crear un nuevo concepto de aerolínea, adaptado a las nuevas tecnologías y que solucione los principales retos a los que se enfrenta la industria del transporte aéreo de pasajeros. La redacción de este proyecto consta de la memoria, dividida en dos partes, y anexos. En la primera se detalla el ‘business plan’ o plan de negocio. El plan de negocio incluye un extenso estudio de mercado y de investigación, así como una previsión financiera durante los primeros cinco años de funcionamiento. De manera complementaria, se incluyen anexos con detalles sobre el concepto de negocio y el prototipo en desarrollo, así como la bibliografía y estudios utilizados para la elaboración de este proyecto. Siendo un proyecto empresarial que requiere de gran inversión inicial y contactos en la industria, es previsible que el proyecto requiera de una sustancial dedicación adicional. No obstante, tras haber trabajado alrededor de 5 meses en el plan de negocio, se despejan algunas de las incógnitas iniciales, mientras que se confirman hipótesis clave de negocio, necesarias para proseguir con su implantación. Por último, agradecer a todas las personas implicadas en el desarrollo de este proyecto. 6 Memoria Business Plan de Airstripe.com 7 Contenido 1. RESUMEN DEL PROYECTO _________________________________ 5 CONTENIDO _________________________________________________ 7 2. GLOSARIO ______________________________________________ 11 3. INTRODUCCIÓN _________________________________________ 15 3.1. Origen del proyecto ....................................................................................... 15 3.2. Motivación ..................................................................................................... 15 3.3. Objetivo y alcance del proyecto .................................................................... 16 3.4. Presentación del promotor ............................................................................ 17 4. RESUMEN EJECUTIVO ____________________________________ 19 4.1. Concepto de negocio .................................................................................... 19 5. PRESENTACIÓN DE LA EMPRESA __________________________ 25 5.1. Descripción del negocio ................................................................................ 25 5.1.1. Motivaciones de la oferta y demanda para utilizar Airstripe .............................. 26 5.1.2. Funcionalidades de la aplicación ....................................................................... 27 5.2. Visión, misión y objetivos .............................................................................. 28 5.2.1. Visión .................................................................................................................. 28 5.2.2. Misión ................................................................................................................. 28 5.2.3. Objetivos corporativos ........................................................................................ 28 6. ESTUDIO DE MERCADO ___________________________________ 29 6.1. El mercado del transporte aéreo de pasajeros ............................................. 29 6.1.1. Servicios auxiliares (ancillary) ............................................................................ 33 6.1.2. Márgenes de la industria .................................................................................... 34 6.1.3. Uso de internet en la industria ........................................................................... 35 6.1.4. Conclusión del análisis del mercado ................................................................. 35 6.2. Propuesta de valor ........................................................................................ 36 6.2.1. Para los pasajeros (Demanda) .......................................................................... 36 6.2.2. Para las aerolíneas (Oferta) ............................................................................... 38 6.3. Análisis externo (5 fuerzas de Porter) ........................................................... 38 6.3.1. Los proveedores y clientes ................................................................................ 38 6.3.2. La competencia .................................................................................................. 41 6.3.3. Servicios sustitutivos .......................................................................................... 47 8 Memoria 6.3.4. Nuevos productos entrantes ............................................................................... 50 6.3.5. Factores Macro ................................................................................................... 50 6.4. Análisis interno ............................................................................................... 52 6.4.1. Análisis DAFO ..................................................................................................... 52 6.5. Fuentes de ingresos ....................................................................................... 55 6.6. Factores claves del éxito ............................................................................... 56 7. PLAN DE MARKETING ____________________________________ 57 7.1. Servicio ........................................................................................................... 57 7.2. Precios ............................................................................................................ 57 7.2.1. Eventos y promociones ...................................................................................... 58 7.2.2. Comisiones por ancillary revenue ...................................................................... 59 7.3. Comunicación ................................................................................................ 59 7.4. Distribución ..................................................................................................... 60 7.4.1. Canales online .................................................................................................... 60 7.4.2. GDS, aerolíneas y operadores chárter .............................................................. 60 7.4.3. Agencias y touroperadores ................................................................................. 60 7.4.4. Base de usuarios ................................................................................................ 60 7.4.5. Growth hacking ................................................................................................... 60 7.5. Previsión de ingresos ..................................................................................... 61 8. PLAN DE OPERACIONES __________________________________ 64 8.1. Procesos ........................................................................................................ 64 8.1.1. Producto .............................................................................................................. 64 8.1.2. Vuelos ................................................................................................................. 65 8.1.3. Marketing ............................................................................................................ 66 8.1.4. Ventas ................................................................................................................. 67 8.1.5. Gestión ................................................................................................................ 67 9. PLAN DE ORGANIZACIÓN Y RECURSOS HUMANOS ___________ 68 9.1. Organigrama .................................................................................................. 68 9.2. Descripción de funciones ............................................................................... 68 10. ASPECTOS JURÍDICOS __________________________________ 70 10.1. Forma jurídica ................................................................................................. 70 10.1.1. Estructura societaria ........................................................................................... 70 10.1.2. Junta general de socios ..................................................................................... 71 10.1.3. Pasos para la constitución de la sociedad ......................................................... 71 10.1.4. Propiedad intelectual .......................................................................................... 72 11. PLAN ECONÓMICO Y FINANCIERO ________________________ 73 Business Plan de Airstripe.com 9 11.1. Resumen financiero ....................................................................................... 73 11.2. Inversión inicial .............................................................................................. 73 11.3. Previsión de ingresos y gastos ...................................................................... 74 11.3.2. Ingresos .............................................................................................................
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