Plan de negocios para la creación de un restaurante temático basado en productos agrícolas andinos en la parroquia Calpi, cantón Riobamba, provincia de Chimborazo.

Abstract

This research work aimed to develop a business plan using the CANVAS model for the creation of a thematic restaurant based on Andean agricultural products in Calpi village, Riobamba canton, Chimborazo province, for its development began with a market study, applying a survey to the economically active population from Riobamba city, which allowed us to know qualitative and quantitative variables of supply and demand. In addition to the technical structuring, the components ofthe CANVAS Model were applied, identifying the different business opportunities and technically structuring the innovation and added value factor. On the other hand, it was possible to identify that the market segment of this work is people between 35 and 45 years old, achieving a 93% acceptance rate in the execution of the business, while the main source of income for the restaurant is the sale of typical Andean foods, main dishes (lamb roast, hornado, and fritada) and soups (chicken stock, corn broth, and yahuarlocro), as well as outdoor spaces, ambiance with Andean music, harmonious decoration, and good environmental practices. To sum up, the business idea is economically profitable, with a positive Net Present Value (NPV) of $1 46,586.12, an Internal Rate of Return (IRR) of 28.79%, and a capital recovery in the first year, 3 months, and 15 days due to the benefit-cost ratio of $1.79 profit for every dollar invested. Therefore, it is recommended to apply strategies of product, price, place, and promotion proposed in this document to publicize the restaurant and increase its

profitability.