Modelo de negócios baseado no Método Canvas: estudo em uma empresa de plano de saúde com consumo na base da pirâmide.

Abstract

The public and private health sector has been very dynamic. With this, companies need to define action strategies for their entry and growth in this competitive market. Understanding customer dissatisfaction, aligning service processes with a medical network and seeking healthcare solutions with a high level of accuracy is essential when the company offers a high level of quality in its services. Investments to set up a company are necessary and must be planned very carefully, so that the company's financial health is not compromised. In this context, the objective of this study is to analyze the feasibility of implementing a health plan company, based on the Canvas tool. To justify the study, medical needs and shortages regarding specialized treatment were identified, in addition to the lack of an accessible service that provides quality care for the Brazilian population. As for the methodology adopted in this study, applied research was adopted, based on qualitative and quantitative approaches, as well as descriptive research, bibliographical research and case study. The results were achieved through the investment feasibility analysis, which resulted in a Net Present Value (NPV) of R$15,496,390.72, an Internal Rate of Return (IRR) of 105.47% and a Payback of 3.15 years.