Plan de negocio

El plan de negocio debería ser el instrumento principal de gestión en cualquier empresa, pero la mayoría de planes tienen tres defectos: parten de cifras de venta inventadas, no se actualizan y en consecuencia, nadie los utiliza realmente para gestionar. Pero ¿Qué es un plan de negocio? Es un elemento físico que recopila toda la información de la empresa y los elementos básicos, que generan información para trazar un plan de negocios.

Tener un plan significa haber visualizado un objetivo y describir cómo lo vamos a alcanzar. La creación de nuevos negocios es una actividad que está creciendo de forma exponencial, pero el número de nuevos proyectos empresariales que fracasan también evoluciona exponencialmente. Es necesario reducir los riesgos para no malgastar los recursos invertidos y maximizar las probabilidades de encontrar la senda del éxito. Un negocio con un plan bien definido disfrutará de una hoja de ruta a la que seguir. Dispondrá de un camino sobre el que enfocar todos los esfuerzos. La pregunta clave es: ¿cómo se espera que un negocio triunfe si no se tiene un plan para que eso ocurra?

Para responder a esta pregunta, Joan Mir Juliá, Licenciado en Famrcacia, MBA por ESADE, PDD por el IESE y Executive Program por Berkeley, U. de California, actualmente Director General de AC Marca, fruto de su experiencia personal y profesional trae a nuestra editorial el libro Planes de negocio: Guía para elaborar un plan de negocio iterativo a través de la escucha activa del mercado. El autor pretende reivindicar los planes de negocio como herramientas de gestión, teniendo en cuenta tres elementos: (1) planes hechos a consciencia (con el conocimiento pleno de los movimientos y acciones de las empresas), (2) Tener claro qué se espera vender y las ventas (requiere hacer una investigación de mercado) y (3) mantener actualizado el plan de negocio si queremos que nos sirva a emprendedores, directivos, consejeros y accionistas, como un instrumento real de gestión de la empresa.

Planes de negocio se estructura en dos grandes apartados: el primero trata la elaboración del plan de negocio iterativo a partir de la escucha activa de cliente, es decir, mantener un plan de negocio actualizado respecto a las necesidades y reacciones de los compradores, adaptando la gestión a lo que pide el mercado. La segunda parte desarrolla cuál debe ser la estructura de un plan de negocio iterativo a partir de un análisis interno y externo del entorno.

Ahora bien, ¿cuál es la diferencia entre un plan de negocio tradicional y uno iterativo? El tradicional difícilmente cambia la ruta de trayecto para llegar a la meta, así el mercado o el camino lo requiera; en cambio, el iterativo puede renovar la ruta según las necesidades del mercado, pero siempre con la mirada fija hacia la meta. Lo cual le permite adaptarse a los cambios y reinventarse con tal de conseguir sus objetivos.

Por último, este texto está dirigido a estudiantes, profesionales, empresarios, gerentes, ejecutivos y consultores en el área de administración, mercadeo, comunicación, economía, ventas, gerencia, management y temas afines.

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