Análise de viabilidade econômica e financeira fundamentada em um plano de negócio de uma clínica popular de fisioterapia

Abstract

The health market in Brazil is still considered precarious. There is a latent demand of the population that needs quality services with fair prices. In this context, the models of popular health clinics with a protocol different from the traditional models emerged, being considered innovators in the provision of health services. The objective of this study was to develop a method to verify the economic and financial feasibility of opening a popular clinic with a focus on physiotherapy in the city of Maracanaú using the business plan to present the project. The business plan is an organizational planning document, which contains all the necessary steps for the proper functioning of a company, such as administrative, financial, marketing structure, as well as its viability and that has the capacity to give the manager real and useful for making managerial decisions. In order to carry out this project, a methodology of Applied Research, Descriptive was used and, in addition, a case study was carried out as reference of field research and analysis of primary data collected. In the development of the work, we sought to identify the general characteristics of the company, as well as the market analysis, the marketing plan and the operational plan, which are relevant to the field of activity in question. For verification of viability, three financial indicators were used: NPV (net present value), IRR (internal rate of return) and payback. After all these implications it has been found that the company is viable, within the realistic conservative scenario.