Lean Startup in a Commercial Management Model Based on Digital Marketing to Increase Sales in Companies of the Health Food Industry

Abstract

In 2018, the Ministry of Health of Peru reported that more than 50% of the Peruvian population suffers from obesity. In total, 40% of the people affected by this disease are in the metropolitan area of Lima. Moreover, a report by the newspaper Gestión states that, on average, each Peruvian citizen consumes 52 kg of ultra-processed food per year. These alarming figures show that a change in the lifestyle of the citizens of Lima is necessary. It is imperative to increase peoples’ awareness of the importance of leading a healthy lifestyle, which in turn means improving eating habits and exercising. Given the increase of people with health problems caused by poor nutrition, the manufacture of health products, such as nut butter, must be natural, without added sugar, hydrogenated oils, added chemicals, or preservatives. Nuts belong to the group of energy foods and eating them provides great health benefits and helps fight obesity. They are a source rich in proteins and healthy fat, provide energy, and contain vitamins and antioxidants, among other benefits. They are also suitable for vegetarians, vegan, celiac, and diabetic people. Therefore, the manufacture and sale of handmade nut butter is a business opportunity in Lima. To prove this, the lean startup methodology was used, and through the development of viable minimum products, the viability of the project was evidenced. The project management bases of the Project Management Institute (PMI) are used as guidelines to develop the project, and digital marketing tools are applied to make the products known to the target market.