Publicación: MotorCreativo: acompañamiento empresarial para artistas y creativos
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Resumen en español
El presente trabajo explora el diseño de un modelo de negocio innovador, MotorCreativo, enfocado en brindar acompañamiento empresarial a artistas y creativos emprendedores inicialmente en la ciudad de Bogotá. La iniciativa surge de la necesidad de abordar los desafíos específicos que enfrentan estos emprendedores en la creación y consolidación de sus iniciativas, como los bajos ingresos, la falta de formación empresarial, el acceso limitado a financiamiento y la informalidad laboral. MotorCreativo se distingue por su enfoque en el descubrimiento y apropiación del valor simbólico, con el cual se reconoce la importancia de la dimensión cultural y emocional en los productos y servicios de las Industrias Creativas y Culturales (ICC). A través de dos servicios principales, "Lanzamiento Creativo" y "Mentoría Creativa", se ofrece un acompañamiento personalizado que combina herramientas prácticas, asesorías especializadas y estrategias de experimentación y validación para impulsar la sostenibilidad de los emprendimientos. El modelo de negocio se basa en la venta directa de servicios a emprendedores, a través del ingreso a procesos de incubación, a mentorías temáticas por demanda, o a través de la colaboración con entidades públicas y privadas. La validación del modelo y la identificación de necesidades específicas del mercado se realizaron a través de entrevistas, encuestas y el desarrollo de un sitio web como Producto Mínimo Viable (PMV). El análisis del sector y las tendencias del mercado evidencian un potencial de crecimiento significativo para las ICC en Bogotá y la región, y resaltan la necesidad de un acompañamiento especializado. MotorCreativo se posiciona como una solución diferenciada para superar los desafíos del sector. This academic work explores the design of an innovative business model, MotorCreativo, aimed at providing specialized business support to artists and creative entrepreneurs, initially in the city of Bogotá. The initiative arises from the need to address specific challenges that these entrepreneurs face in creating and consolidating their ventures, such as low income, lack of business training, limited access to financing, and informal employment. MotorCreativo distinguishes itself by focusing on the discovery and appropriation of symbolic value, recognizing the importance of the cultural and emotional dimension in the products and services of the Creative and Cultural Industries (CCI). Through two main services, "Lanzamiento Creativo" (Creative Launch) and "Mentoría Creativa (Creative Mentoring), it offers personalized support that combines practical tools, specialized advice, and experimentation and validation strategies to promote the sustainability of ventures. The business model is based on the direct sale of services to entrepreneurs, through participation in incubation processes, on-demand thematic mentoring, or through collaboration with public and private entities. Model validation and the identification of specific market needs were conducted through interviews, surveys, and the development of a website as a Minimum Viable Product (MVP). The analysis of the sector and market trends demonstrates significant growth potential for the CCI in Bogotá and the region, highlighting the need for specialized support. MotorCreativo positions itself as a differentiated solution to overcome the challenges of the sector.
Resumen en inglés
This paper explores the design of an innovative business model, MotorCreativo, focused on providing business support to artists and creative entrepreneurs initially in the city of Bogotá. The initiative arises from the need to address the specific challenges that these entrepreneurs face in the creation and consolidation of their initiatives, such as low income, lack of business training, limited access to financing, and informal employment. MotorCreativo is distinguished by its focus on the discovery and appropriation of symbolic value, which recognizes the importance of the cultural and emotional dimension in the products and services of the Creative and Cultural Industries (ICC). Through two main services, "Creative Launch" and "Creative Mentoring", personalized support is offered that combines practical tools, specialized advice, and experimentation and validation strategies to promote the sustainability of ventures. The business model is based on the direct sale of services to entrepreneurs, through entry into incubation processes, thematic mentoring on demand, or through collaboration with public and private entities. The validation of the model and the identification of specific market needs were carried out through interviews, surveys and the development of a website as a Minimum Viable Product (MVP). The analysis of the sector and market trends show a significant growth potential for CCIs in Bogotá and the region, and highlight the need for specialized support. MotorCreativo is positioned as a differentiated solution to overcome the challenges of the sector. This academic work explores the design of an innovative business model, MotorCreativo, aimed at providing specialized business support to artists and creative entrepreneurs, initially in the city of Bogotá. The initiative arises from the need to address specific challenges that these entrepreneurs face in creating and consolidating their ventures, such as low income, lack of business training, limited access to financing, and informal employment. MotorCreativo distinguishes itself by focusing on the discovery and appropriation of symbolic value, recognizing the importance of the cultural and emotional dimension in the products and services of the Creative and Cultural Industries (CCI). Through two main services, "Lanzamiento Creativo" (Creative Launch) and "Mentoría Creativa (Creative Mentoring), it offers personalized support that combines practical tools, specialized advice, and experimentation and validation strategies to promote the sustainability of ventures. The business model is based on the direct sale of services to entrepreneurs, through participation in incubation processes, on-demand thematic mentoring, or through collaboration with public and private entities. Model validation and the identification of specific market needs were conducted through interviews, surveys, and the development of a website as a Mini mum Viable Product (MVP).
