Feasibility and strategies for the creation of a micro-enterprise of artisanal desserts in Quito

Objective: To evaluate the feasibility of creating a micro-enterprise for artisanal desserts in Quito, considering economic, market and operational aspects, and to formulate effective strategies for its implementation. Methodology: A qualitative study was carried out with a bibliographic-documentary design, based on the review and analysis of previous research on gastronomic enterprises in Ecuador. Key factors such as initial investment, profitability, market demand and competition were identified, as well as strategies for business sustainability. Results: The initial investment was estimated at $15,000, with a 25% return on investment and an 18-month payback time. It was identified that 65% of consumers in Quito prefer artisanal products, which generates a competitive advantage, although competition in the sector represents 40% of the market. Among the most effective strategies for business sustainability were product differentiation through indigenous ingredients, market segmentation, use of the Canvas model for strategic planning, the implementation of digital marketing strategies and diversification of sales channels. Conclusions: It was determined that the creation of a micro-enterprise of artisanal desserts in Quito is feasible, provided that adequate financing, marketing and product differentiation strategies are applied. At a theoretical level, the study contributes to the understanding of the sustainability of gastronomic micro-enterprises in urban markets, while in practice it offers useful tools for entrepreneurs.