Aplicação de um Canvas de Modelos de Negócios no desenvolvimento de um restaurante de comidas naturais: um estudo de caso

Abstract

Nowadays competitively environment clearly observed in world economy conjuncture makes companies seek more and more to apply the updated management techniques in their realities and searching at most innovation in their products and at their decisions. Changes at the organisation have been promoted by new technologies’ agility, bringing development of new ways of value’s creation. At thisv context, business model progress comes as a form of the company to create, capture and deliver value. The main motivation of the present work was the high mortality rate of micro and small companies, which stands for 70% in organizations of that kind with less than 5 years working, according to SEBRAE. The main reason for this premature closure is the lack of planning. This final project has the purpose of present the business model concept evolution, its representations and characteristics. There will be described the Business Model Canvas tool, its elaboration process by a case study applied in a natural and light food restaurant in the city of Fortaleza. This work comes to show how this innovative tool can contribute for a new business model construction, in a specific case, could being used for an already existent model reformulation. For that instance, this final project proposes to concept and present parts of a business model and explain how the business model canvas tool works. An empirical research is made with qualitative approach developed by an action-research, through ideation meetings and cocreation between the author of this work and the company’s managers. Also, quantitative field researches were performed to measure potential markets, possible suppliers and the main partnerships. It can be perceived at the end of the case study how important is the development of a business model, so the product or service can be aligned with the target customers profile, obeying the company’s limitations and infrastructure capacities. The business model elaboration through the business model canvas tool works as a guide for the entrepreneur, in other words, it is a business map, which will help in the business’ strategies development. The tool utilisations also shows itself as a very easy, dynamic and visual way on how a business plan can be created, unleashing, in that way, the entrepreneur from the shackles of other professionals that are specialized in elaborate more complex business plans.