Modelo Prolab: Cliclub, una propuesta sostenible para mejorar la participación e integración social de los adultos mayores en Lima

• Autores: Fujii Yori, Michelle Naomi, Santos Romaní, Jhunely Hilari, Paredes Cerón, Jhonatan Brian, Ponce Frias, Robinson Franklin
• Formato: tesis de maestría
• Fecha de Publicación: 2025
• Institución: Pontificia Universidad Católica del Perú
• Repositorio: PUCP-Tesis
• Lenguaje: español
• OAI Identifier: oai:tesis.pucp.edu.pe:20.500.12404/30513
• Enlace del recurso: http://hdl.handle.net/20.500.12404/30513
• Nivel de acceso: acceso abierto
• Materia: Adulto mayor--Vida social--Perú; Adulto mayor--Recreación; Adulto mayor--Calidad de vida; Redes sociales; Aplicaciones; https://purl.org/pe-repo/ocde/ford#5.02.04

This project addresses the low social participation among adults over 70 years old in Lima, specifically in Miraflores, Santiago de Surco, San Borja, and Surquillo. Social participation of older adults is understood as integration into community activities, whether voluntary or mandatory, formal or informal, which could have health consequences for this population (Sepúlveda-Loyola, 2020). This research highlights the need for greater social integration and access to activities that improve their well-being, given the close relationship between physical functions and the level of autonomy and social participation in the community (WHO, 2001). Various studies have reported the benefits of social participation for the health of older adults, considering it a stimulus to increase physical activity levels and socialization capacity, which favors cognitive functions. In other words, it is recognized as one of the main factors determining the functionality and health status of the elderly, as its importance lies in the various benefits it generates, such as mental and physical health, preservation of cognitive capacity, improvement of self-esteem, and emotional and psychological support; which can reduce comorbidities and, in turn, lower mortality among older adults (Sepúlveda-Loyola, 2020). Furthermore, tools such as the 6x6 Canvas, the Relevance White Canvas, and the Cost-Impact Canvas were used to define a solution. The proposal is Cliclub, a social network for adults over 70 years of age, focused on face-to-face leisure and wellness activities, promoting social integration. It also offers a real-time monitoring system for family members, facilitating participation and active care. The platform also includes a collaborative economy system, connecting users with local entrepreneurs and allowing users themselves to become partners. In addition, it has a discount coupon system to access specialized products and services, improving their quality of life. Desirability analysis shows that older adults value and are willing to use the application. Feasibility is supported by a robust business plan and detailed implementation strategies. Economic feasibility is confirmed by financial analysis and simulations showing the sustainability and profitability of the model, highlighting a strong relationship between customer acquisition cost (CAC) and customer lifetime value (CLV). The financial analysis of the project indicates an initial investment of S/247,153 for the development of the web and mobile platforms, marketing, and working capital. The project has a net present value (NPV) of S/4,206,453. The cost structure and revenue sources, including subscriptions, marketplace commissions, and advertising, guarantee the long-term financial stability of the project. The project is aligned with the UN Sustainable Development Goals (SDGs), promoting health and well-being (SDG 3), and reducing inequalities (SDG 10). In addition, sustainable practices such as recycling and the use of renewable energies are foreseen, contributing to a positive impact on the community and the environment.