Plano de negócio para abertura de um e-commerce do segmento de moda feminina

Abstract

In Brazil, many companies close their activities in the first years of operation, and one of the main reasons for this is the lack of planning. In this sense, the business plan is an important tool for the entrepreneur, serving as a guide in decision-making and helping to evaluate risks and opportunities. From this perspective, the objective of this study is to develop a business plan to evaluate the feasibility of opening an e-commerce in the women's fashion segment based in Chapecó/SC. The study carried out is classified as qualitative and quantitative, simultaneously. Data collection was carried out through an online questionnaire applied to women residents of Chapecó aged between 20 and 54 years. The results show that the main factor preventing consumers from buying clothes online more frequently is the lack of trust in size charts, followed by fear about the quality of the pieces. The results also reveal that among the factors that influence the purchase of clothes online, photos and detailed descriptions of the products are the most important. The financial analysis showed that the business is economically viable, with satisfactory liquidity levels and, although the profitability and profitability indicators were negative in the first two months due to the expectation of low sales, the average and high sales projections showed favorable results, indicating a positive outlook for the future.