Análise de viabilidade econômica e econômico-financeira de uma plataforma de gestão empresarial integrada a um marketplace

Abstract

This study aims to analyze the economic and financial feasibility of implementing a business management platform integrated with a marketplace, focusing on small and medium-sized enterprises, considering the context of increasing digitalization of organizational processes and the expansion of e-commerce. The adopted methodology is characterized as an applied case study with a quantitative approach, structured in stages involving: (i) the collection of primary data through interviews with professionals involved in the planning of the enterprise, aiming at defining financial assumptions; and (ii) financial modeling, including cash flow projection, preparation of the Income Statement, and application of investment evaluation indicators such as Net Present Value (NPV), Internal Rate of Return (IRR), and Payback. The results demonstrate the project’s value generation over the analysis horizon, with financial indicators indicating its attractiveness. However, the project shows high sensitivity to variations in critical parameters, such as the Minimum Attractive Rate of Return (MARR), the platform license price, and the level of market share achieved. It is concluded that the project is economically and financially feasible and presents a return potential compatible with the associated risks, provided that the established assumptions are met, especially regarding pricing strategy and the ability to acquire users, which are key factors for the sustainability of the business.