The proposed thesis aims to illustrate the implementation of a business based on an automatic recycling system that provides incentives for users through RVM (Reverse Vending Machines), whose objective is to increase the formal recycling of PET bottles in Lima. To ensure the success of the implementation, the scope is limited to Modern Lima, implementing 30 RVMs during the first 3 years of the project, which will be strategically distributed in Shopping Centers, Supermarkets, as well as other premises that ensure accessibility for users and a high influx. The sustenance of the business is based on contributions from the sale of advertising space, supporting the support chosen by advertisers with the high content of social responsibility that the project implies, which generates a positive perception in consumers and users, which we hope will be each. increasingly sensitive to the problem...