Modelagem de negócio de canvas: uma proposta para um negócio de moda fitness

• Autor(a) principal: Santos, Sara Schmitt
• Data de Publicação: 2019
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Universitário da Ânima (RUNA)
• Texto Completo: https://repositorio.animaeducacao.com.br/handle/ANIMA/8697
• topic: Modelagem canvas; Empreendedorismo; Moda fitness

This paper aims to apply the nine stages of canvas modeling (key partners, activities, resources, value proposition, customer relationship, market segment, channels, income sources and cost structure) to a new venture - Ideal Fitness dress. Theoretically, the following topics were addressed: administration, entrepreneurship, business plan and Canvas Business Modeling. Methodologically, it consisted of an applied, qualitative and descriptive research, using bibliographic, documentary and interviews with companies in the fitness sector of Santa Catarina. Its mission, vision and values were developed for the business. Therefore, the new venture's mission is “to meet customer expectations and needs regarding fitness apparel”. Ideal Veste Fitness's vision is “to be the best apparel supplier in the fitness segment in the Greater Florianópolis region by 2025”. As values, it was defined: “to have commitment with the consumer, trying to transform it into frequent customers; ethics in offering the ideal product or, best suited to customer needs and quality in offering products with origin, quality and warranty ”. The tools for the strategic diagnosis of the business were also applied. In the detailed SWOT analysis, the opportunities were presented, with the growth of the fitness market and the search for more comfortable clothes as the main ones. In the threats, competition and the financial crisis, which impact on prices, inflation and delinquency, were identified. We have strong product quality and diversification, weaknesses have limited production capacity and low process automation in relation to the internal and external environment. Also, a SWOT Crusade analysis was developed, which proposes to crosscheck the information acquired in the SWOT Matrix. The main result of SWOT Crusade has been the growth of the fitness market as people are increasingly looking for a healthier life. And as a last tool, we used Porter's 5 Competitive Forces, which identified a medium possibility for entering the fitness fashion sector in Santa Catarina. Finally, the Canvas Business Modeling structure was presented, having as its main result the definition of Ideal Veste Fitness's value proposition, offering its own design, according to quality, price, customized parts and offering well-being for its customers. customers. Keywords: Canvas Modeling. Entrepreneurship. Fitness fashion.