Formulación de un modelo de negocio para la comercialización de bienes inmuebles sobre planos

Abstract

This document presents the formulation of a business model for blueprint real estate commercialization based on the Canvas model by Osterwalder and Pigneur (2010) -- For this, it took as a departure point the identification of the different actors in the value chain of the building industry and the direct or indirect interrelation between them with the commercialization of a new property -- These interrelations were the necessary input to find the market segments and the respective value propositions for each one -- For this purpose, a qualitative research was carried out based on interviews and non-participant observations -- The process of analyzing the information allowed deepening in each of the market segments: customer jobs, gains and pains of those involved in the commercialization of new real estate properties -- This document contributes with the identification of the main client segments for the commercialization of real estate and with the definition of relevant value propositions for them -- In addition, it helps the regrouping of fifteen actors in the construction value chain into four relevant segments: marketer, designer, executor and client -- The detail of the customer jobs, gains and pains of these customer segments allowed the proposal of value propositions that alleviate the frustrations of the identified customer segments and, therefore, increase the chances of success on the value offered by the real estate company, since the products or services can be designed to attend to what is relevant to the client