Plan de negocios para el restaurante “Mamá Clarucha”. cantón Alausí, provincia de Chimborazo

Abstract

The business plan for the "Mamá Clarucha" restaurant in Alausí Canton, Chimborazo Province, was developed because administration, production, and customer service were being accomplished empirically. This plan aimed to increase profitability through market strategies that would help attract and increase the number of customers. The research employed both quantitative and qualitative methodologies, using techniques and instruments such as a survey conducted with 331 residents and 9 employees. Additionally, a SWOT analysis was applied, it indicated that the company lacks proper administrative processes, organizational structure, and policies and strategies, hindering the achievement of its business objectives. To address these issues, a market study was proposed to identify the level of food consumption variation in the restaurant. A corporate philosophy was also formulated in line with the business's nature, suggesting an organizational structure that focuses on administrative management. Marketing mix strategies were introduced to promote increased customer numbers through detailed processes. Each phase of the business plan highlighted the project's profitability, analyzing costs, expenses, and income. The financial and economic evaluation showed viability, with a Net Present Value of $176,319.15, a discount rate of 32.74%, a 49.05% Internal Rate of Return (IRR), a 3 years 2 months payback period, and a Benefit-Cost Ratio of $1.33 for every dollar invested.