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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Diplomado de Manejo Poscosecha y Comercializació Comercialización de Frutas y Hortalizas Modulo X: Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez
©Ing. Rafael E. Alcaraz Rodriguez
EL PLAN DE NEGOCIOS
©Ing. Rafael E. Alcaraz Rodriguez
Objetivos Generales
Que el participante: Reconozca la información básica que debe ser incluida en un Plan de Negocios, al llevar a cabo la planeación y desarrollo de un proyecto de empresa. Conozca las fases del desarrollo de un Plan de Creación de Empresas (Plan de Negocios). Realice una práctica de generación de un proyecto de empresa (Plan de negocios). Identifique los elementos clave para la evaluación y asesoría en la elaboración de planes de negocios ©Ing. Rafael E. Alcaraz Rodriguez
El Emprendedor de Éxito © Ing. Ing. Rafael Rafael E. Alcar Alcaraz az Rodrigue Rodriguezz. Tecnológico y de Estudios Superiores de Monterrey
1
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Objetivos Específicos Reconocer los elementos de la planeación como punto de partida para estructurar un plan de negocios. Integrar los elementos necesarios para evaluar y desarrollar mercadológicamente mercadológicamente un proyecto. Diseñar el proceso de producción del bien o prestación de un servicio y crear el prototipo del proyecto. Al mismo tiempo, valorar e integrar al proyecto las medidas de calidad correspondientes. Elaborar la estructura organizacional de una empresa y seguir los procedimientos del ciclo de personal. Reafirmar y aplicar los fundamentos de planeación y evaluación financiera de un proyecto. ©Ing. Rafael E. Alcaraz Rodriguez
El Plan de Negocios Séneca mencionó mencionó en alguna ocasión ocasión que “ningún viento es favorable para quien no conoce el puerto al que quiere arribar”. Un plan de negocios es una herramienta que permite al emprendedor realizar un proceso de planeación, para seleccionar el camino adecuado hacia el logro de sus metas y objetivos, aprovechando al máximo los recursos disponibles. E P l d l a N e n e g o c i o s i ©Ing. Rafael E. Alcaraz Rodriguez
El Plan de Negocios “Sistema que ayuda a crear una empresa de “éxito” xito”. Es un medio para poner poner en blanco y negro ideas, y que da las bases fundamentales para poder concretarlas" concretarlas"
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Importancia de la planeación En la actualidad estamos viviendo un fenómeno muy “especial”. Por un lado, una gran cantidad de empresas nuevas están comenzando; y, por otro, muchas están fracasando. La principal causa de mortalidad de las empresas
es la falta de una adecuada planeació planeación.
©Ing. Rafael E. Alcaraz Rodriguez
Razones para no hacer planeación “...esta es una empresa muy pequeña, realmente no creo que se necesite planear...” “...no tengo tiempo para sentarme a planear, lo que importa es arrancar de inmediato y vender...” “...no se cómo complicado...”
hacerlo,
es
muy ©Ing. Rafael E. Alcaraz Rodriguez
Razones para no hacer planeación “...el éxito en las empresas es cosa de suerte “...yo no planeo porque, de cualquier forma, yo no puedo controlar lo que pasa afuera...” “Conozco gente que tiene buenas empresas, tienen mucha clientela, y hasta han puesto más
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005 Recuerda:
Si queremos el éxito en nuestra nueva empresa, entonces hay que PLANEAR
©Ing. Rafael E. Alcaraz Rodriguez
¿Qué implica el Plan de Creación Creación de Empresas (Plan de Negocios)? Paso 1 Selección de la idea
¿Qué voy a hacer? hacer? Paso 2 Descripción de la empresa
¿A quién le voy a vender?
Paso 3 Mercadotecnia
©Ing. Rafael E. Alcaraz Rodriguez
¿Qué implica el Plan de Creación Creación de Empresas (Plan de Negocios)? ¿Cómo voy a vender?
Paso 4 La operación
Paso 5 Los aspectos contables y financieros
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Planeación
Una planeación ser á adecuada: Si se determinan las actividades actividades que que hay hay que hacer para lograr los propó prop ósitos. ( ¿Qué Qué hacer?) Si se determinan los medios a que se recurrir á recurrir á para realizar las actividades necesarias. ( ¿Con qué qué medios?) Si se programa el tiempo en que hay que realizar las actividades. ( ¿Cuá Cuándo hacerlo?) Si se asignan responsabilidades responsabilidadess espec íficas responsabilidade para cada actividad a realizar. ( ¿Quié Quién lo hace?) ©Ing. Rafael E. Alcaraz Rodriguez
Definición del Plan de Negocios Serie de pasos para la concepción y el desarrollo de un proyecto. Sistema de planeación para alcanzar metas determinadas. Colección organizada de información para facilitar la toma de decisiones. Guía específica para canalizar eficientemente los recursos disponibles.
i.1
©Ing. Rafael E. Alcaraz Rodriguez
Beneficios del Plan de Negocios Carta de presentación ante posibles fuentes de financiamiento. Minimiza el riesgo o la probabilidad de errores. Permite obtener la información necesaria que garantice una toma de decisiones ágil, correcta y
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005 La Importancia de un Plan de Negocios Los emprendedores exitosos se comprometen con él. Los inversionistas lo requieren. Los banqueros lo desean. Los especialistas lo sugieren. Los proveedores y clientes lo admiran. Los administradores lo necesitan. Los consultores lo recomiendan. La razón lo exige.
i.3
©Ing. Rafael E. Alcaraz Rodriguez
Puntos esenciales de un Plan de Negocios El Producto o servicio. La competencia. El mercado. La producción y/o prestación del servicio. El sistema de administración (organización). El estado financiero del proyecto. la planeación estratégica y operativa. Los requisitos legales.
i.4
©Ing. Rafael E. Alcaraz Rodriguez
Contenido de un Plan de Negocios Naturaleza del proyecto (empresa). Mercadotecnia. Sistema de producción. La organización (sistema administrativo) y el recurso humano en el proyecto. El aspecto legal en que el proyecto
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Características de un Plan de Negocios
Claro Conciso Informativo – Tener una imagen clara del proyecto – Medir la factibilidad del mismo – Facilitar la implantación implantación
i.6
©Ing. Rafael E. Alcaraz Rodriguez
NATURALEZA DE LA EMPRESA
©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Proceso Creativo El éxito de una empresa tiene relación directa con lo creativo de la idea que le da origen. El emprendedor debe ser un cazador de oportunidades, y al encontrarlas, ofrecer una solución que pueda convertirse en un proyecto emprendedor. 1.1.1
©Ing. Rafael E. Alcaraz Rodriguez
Justificación de la Empresa Después de seleccionar la idea, el emprendedor debe justificar la importancia de la misma en base a la necesidad o carencia que satisface o el problema concreto que resuelve.
1.1.2
©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Descripción de la Empresa
Tipos de empresa: – Comerc Comercial ial – Indust Industria riall – Servi Servicio cioss • Educ Educat ativ ivo o • Turí Turíst stic ico o
• Resta Restaura urant ntera era • Del vestid vestido o • Otra Otras. s... ..
• Banc Bancar ario io • Otro Otros. s... ..
1.3.1
©Ing. Rafael E. Alcaraz Rodriguez
Descripción de la Empresa
Ubicación de la empresa – La planeaci planeación ón que se hará hará para la empresa tiene relación directa con el medio ambiente cercano. Tamaño de la empresa (micro, pequeña, mediana o grande) – Se determina de de acuerdo con la clasificación establecida por organismos de gobierno (SE).
1.3.2
©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Misión
La misión debe reunir ciertos requisitos que le den validez y funcionalidad. – A mp mplia.
– Congruente.
Debe contestar a 3 preguntas básicas. – ¿Q ¿Qué?
– M ot otivadora.
– ¿Q ¿Quién?
– ¿C ¿Cómo?
Debe estar en constante revisión para ver si es congruente con el funcionamiento de la empresa.
1.4
©Ing. Rafael E. Alcaraz Rodriguez
Objetivos Los objetivos son los puntos particulares que ayudarán a cumplir la misión, como:
1.5
– Asignación Asignación de recurso recursoss (qué)
– Asignación Asignación de responsab responsables les (quién)
– Asignación Asignación de actividad actividades es (cómo)
– Asignación Asignación de tiempos tiempos (cuándo)
Los objetivos de cualquier empresa deber: – Ser alcanz alcanzable abless – Proporcionar líneas de acción acción específicas específicas – Ser medibles medibles – Claros y entendibles para todos todos ©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Productos y/o Servicios Es muy importante establecer claramente los productos y/o servicios que la empresa ofrecerá ofrecerá al mercado. mercado.
1.8
©Ing. Rafael E. Alcaraz Rodriguez
Ventajas Competitivas Ventajas competitiva son peculiaridades que posee el producto y/o servicio, que lo hace especial, garantizando su aceptación en el mercado, como por ejemplo: – Nuevo saborizante saborizante para dulces dulces – Sistema innovador innovador de calentamiento calentamiento automático de bebidas – Nuevo servicio servicio de comunicación comunicación 1.6
©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Calificaciones para entrar al Área Es muy importante que antes de iniciar cualquier proyecto, se cuente con la capacitación y experiencia necesarias para visualizar, de una manera real, las ventajas y oportunidades que en la misma se pudieran presentar, o con el equipo que les permita el logro de los objetivos.
1.9
©Ing. Rafael E. Alcaraz Rodriguez
Apoyos • Toda empresa empresa se ve involuc involucrada rada con con ciertas áreas básicas en las que los emprendedores emprendedores no necesariamente
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005 Paso Núm. 1 Selección de la Idea
Este paso paso te ayudará ayudará a definir definir el tipo de negocio que Deseas emprender considerando algunos criterios como: recursos disponibles, conocimientos del ramo, gustos y preferencias propias, etc.
©Ing. Rafael E. Alcaraz Rodriguez
Paso Núm. 2 Descripción de tu futura Empresa Piensa y describe que tipo de negocio emprenderás, cómo te gustaría verlo en el futuro y cuáles serán los aspectos que te darán ventajas sobre tu competencia-
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
EL MERCADO
©Ing. Rafael E. Alcaraz Rodriguez
El Mercado La mercadotecnia se encarga del proceso de planear las actividades de la empresa, en relación con el precio, la promoción, distribución y
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Objetivos de la Mercadotecnia • Los Los objet objetivo ivoss de de la mercadotecnia, mercadotecnia, es lo que se desea lograr con el producto o servicio: – Vent Ventas as – Distri Distribuc bución ión – Posicionamien cionamiento to
• Para Para lograr lograrlo lo estud estudia ia el mercado a atacar:
2.1
– Área (nivel (nivel local; colonia, colonia, sector... sector... nacional, exportación regional, mundial…) – Segmento Segmento (merca (mercado do meta) meta) ©Ing. Rafael E. Alcaraz Rodriguez
Investigación de Mercado
Proporciona la información a cada área de la empresa de las características del cliente su demanda potencial del producto, el crecimiento de la misma y el estado actual
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Demanda Potencial
Como parte de los planes, se requiere hacer una proyección del crecimiento promedio del mercado en los diferentes momentos de la vida de la empresa.
2.2.3
©Ing. Rafael E. Alcaraz Rodriguez
Participación de la Competencia en el Mercado
Mi
Además, el emprendedor necesita conocer a quien se enfrentara cuando inicie operaciones en su
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Objetivos del Estudio de Mercado
Se debe investigar todo lo que ayude a satisfacer a los clientes (opinión sobre el producto, precio que está dispuesto a pagar, pagar, lugar donde desea adquirirlo, etcétera). Sin embargo, es indispensable hacer especial énfasis en los puntos clave. – Producto Producto y/o servicio. servicio. – Precio Precio.. – Promoción y publicidad publicidad (venta). (venta). – Distribuc Distribución ión (“Plaza”). (“Plaza”).
2.3.1
©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Aplicación de Encuesta
Es muy útil comprobar si la encuesta realmente funciona como se espera, para esto se recomienda: – Aplicarla Aplicarla a 2 ó 3 personas personas.. – Tomar en cuenta sus opiniones. – Evaluar si la información información que se obten obtendrá drá es relevante.
2.3.3
©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
La mezcla de la mercadotecnia El siguiente paso es planear la mezcla de la mercadotecnia, que entre otras cosas debe poner especial cuidado en: – Como será la entrada entrada del nuevo producto al mercado. – Que innovaciones periódicas hará. – Campañas promocionales y de publicidad. 2.2.4.a
©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Promoción del Producto o Servicio
Publicidad
Periódicos Radio Volantes
Promoción de Ventas Marcas Etiqueta Empaque
2.5
©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Ejercicios 9 al 15
45’ ©Ing. Rafael E. Alcaraz Rodriguez
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Producto
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005 Simbología Básica para el “Diagrama de Flujo del Proceso”
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Equipo e Instalaciones
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Compras
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Diplomado Manejo Postcosecha y Comercializaci ón de Frutas y Hortalizas Módulo X. Plan de Negocios Ing. Rafael E. Alcaraz Rodríguez, M.Sc., M.Ed 26 y 27 de Agosto de 2005
Ejercicios 16 al 20
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