Propuesta de desarrollo de un emprendimiento de un servicio de visual merchandising dirigido a pymes de la ciudad de Quito

In this project, a visual merchandising service was developed for MIPYMES in the city of Quito, based on the business model of Alexander Osterwalder. Visual merchandising is a branch of design that is gaining strength and recognition in the country. Large companies realize the importance of this factor as a sales strategy and they are applying it in their brands. However, micro, small and medium enterprises, which represent the largest percentage of companies in Ecuador, are a sector that is unaware of this aspect, despite having great potential in products and quality. The designed service seeks to adapt to the needs of the owners of the companies and offer practical solutions for their brand. The service was developed based on the Service Blue Print model described by Lynn Shostack, as a map of the touch points that the user has. The service is based on the client's experience and focused on the client's participation throughout the service, with design methodologies such as design thinking. In the development of the project it was concluded that for the optimal functioning of the service it is necessary to offer a more complete proposal, that is, not only the visual merchandising service, but also a proposal for brand management, social networks, web page and ROI analysis. So alliances were made with professionals from each branch. Offering a complete and integral service. To validate the project, the bakery shop Dulce Aroma was chosen as the pilot enterprise, applying the business model and the service developed. The present work contains the information in detail of the process of the development of the service and its stages