Plan de negocio para la creación de un servicio odontológico a domicilio en la ciudad de Quito con mejores prácticas internacionales de Estados Unidos, India, Colombia y Argentina

The objective of the present study is to analyze the viability of the creation of a home dentistry service in the city of Quito. This service already exists in Colombia, Argentina, India and the United States. The service consists in offering dentistry services in a mobile unit applying the current practices of already existing businesses. In the present health code in Ecuador, the ministry has included mobile units as centers where dental practices can be exercised. Furthermore, the dentistry industry has had a strong growth over the past decade. However, the industry has entered a stage of maturity where innovation is required. To perform this study, an interview was conducted to two expert dentists whom possess dental consulting rooms, two possible clients and a survey of 22 questions to 100 people in the city of Quito, where 64 were answered. The survey helped obtain results of attributes, hours, services and prices that clients would like to have for the homedental service. 83.9 percent of the surveyed people said that they would hire this service. This assisted in determining the objective market of 29 386 people. It was determined that differentiation was the proper general marketing strategy to be utilized for this project because of the elevated amount of innovation that the service offers and also, it was determined that in order to properly enter the market, the strategy of market penetration was necessary in order to attract a larger number of clients. In this study, the same system of operation of the already existing businesses was implemented. These include, making a prior reservation indicating the date, hour and location where the client wishes to receive the service. The project required an initial investment of 11103, 18 dollars. A monthly and annual projection of up to 5 years of the financial statement was performed and because of the fact that the current net value of the project and of the investor was positive, thus the project is profitable.