Estudo de viabilidade econômica para abertura de um berçário na cidade de Esperança - PB.

Abstract

Entrepreneurship is gaining propulsion across the country, given that people have detected market opportunities, turning them more and more, into reality. Faced with this context, this study aimed to analyze the economic feasibility, financial and marketing in opening a nursery in the town of Esperança-PB, through the use of a planning and management tool, the Business Plan. The methodology in caseis characterized as a descriptive research, developed through a bibliographic study and a case study. The analysis of the information was quantitative and qualitative because data were collected through research, observation and informal conversations, as well as by concurrents, suppliers, layout, among other things and calculated some indicators of economic and financial feasibility, based in the Rose model (2013). The study pointed out that the business target audience is not willing to pay the amount necessary to allow the company to achieve operating break-even point, thus indicating an infeasibility from the market point of view, economic and financial support to the company's deployment in City of Esperança-PB, due to the current circumstances.