Desenvolvimento e análise da viabilidade econômica em um modelo de negócio: um estudo a partir do Business Model Canvas

Abstract

The improper disposal of packaging in the construction industry poses a critical environmental challenge, driving the search for eco-innovations within the cement supply chain. Against this backdrop, this study aims to develop and analyze the economic viability of a business model for an embeddable packaging solution aimed at the cement sector, using the Business Model Canvas as a design tool, focusing on the "Incorporable Bag," a sustainable packaging prototype integrated directly into the concrete. Methodologically, the research is applied, exploratory descriptive, with a qualitative-quantitative approach, grounded in documentary and bibliographic research and conceptual business modeling, given the prospective (ex-ante) nature of the object under study. Strategic modeling was tailored to a customer segment focused on the Business-to-Dealer (B2D) model. Results from the prospective economic-financial assessment indicate the business viability, showing an estimated unit selling price of R$ 1.75 per bag and a contribution margin of R$ 0.35. The operational break-even point was calculated at approximately 42,857 bags per month, a level below the projected production capacity of 50,000 units. The investment payback period (simple payback) totaled 38 months (approximately 3.2 years), accompanied by an operating profit margin of 2.86%. Scenario based sensitivity analysis indicated that scale gains and variable cost control are decisive for improving profitability. The study concludes that the research objectives were fully met, validating the economic viability of the proposed model under the prospective assumptions adopted and demonstrating that integrating the Business Model Canvas with quantitative indicators reduces uncertainty in the decision-making process for new industrial ventures. Keywords: Economic Viability; Business Model; Sustainability; Business Model Canvas.