MODELO PROLAB: PLAYBUK plataforma digital lúdica de comprensión lectora

• Autores: Romero de la Cruz, Laura Mabel, Serrano Cruzado, Ingrid Brigith, Manzano Juárez, Jean Pierre
• 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:20.500.12404/30519
• Enlace del recurso: http://hdl.handle.net/20.500.12404/30519
• Nivel de acceso: acceso abierto
• Materia: Negocios--Planificación; Niños--Comprensión de lectura--Perú--Lima; Aprendizaje (Educación); Servicios digitales; Tecnología educativa; https://purl.org/pe-repo/ocde/ford#5.02.04

The reality of Peruvian education starts from the low budget in public education, with 50.4% of students below the basic level of reading comprehension in the PISA test and supported by a sample evaluation of students. This information emphasizes the need to incorporate actions focused on Quality Education (SDG 4). Therefore, the social problem was studied in depth and starting from the archetype “Maria”, a mother between 35 and 55 years old, whose greatest pain in her experience map is “the concern that her son does not understand what he reads”; configures the relevant social problem (PSR) of the project: the low level of reading comprehension in children from 6 to 12 years old in the district of Villa Maria del Triunfo, Villa El Salvador and San Juan de Miraflores, belonging to socioeconomic levels C and D. With the Design Thinking and Lean Start Up methodology, tools were applied to generate, prioritize, prototype, and provide feedback on ideas to create a digital platform to reinforce reading comprehension that addresses the PSR. Additionally, with the Canvas model and Flourishing Business Canvas, the value creation of the PlayBuk (brand name) business model was articulated with economic, social and environmental balance. To minimize the risks of the model, the desirability hypotheses were tested on the intention of parents to purchase the solution; as well as teachers promoting PlayBuk for its appropriate educational content and ease of use for children. It is feasible since the return on investment in sales and marketing contributes 4 times more to profits. In terms of financial feasibility, the initial investment is S/. 150,843, the project generates value for $ 773,331; Cok of 10.48% per year with an IRR of 258.31%, which through the simulations performed is estimated to have a probability of 9.34% to have profits of less than $ 600,000 (Montecarlo Simulation). In the social sphere, it impacts on three SDGs, whose social profitability is 120% with respect to shareholder profits. Finally, PlayBuk contributes to the education of children and their academic and professional future, making it a desirable, feasible, viable and sustainable project.