Modelo de negocios versus estrategia

Nota publicada en Diario Ámbito Financiero.

«¡Te digo que agarres este camino. Lo que importa es que lleguemos. Si luego obtenemos resultados es para que lo analicemos al final!» Esto le dice un gerente al dueño de la pyme luego de haber pasado toda la semana revisando la presentación clave para poder conseguir financiamiento para lanzar la nueva línea de productos.

Tenemos a la pyme preocupada por cuál va a ser el futuro de la empresa. Sólo piensa en la estrategia a seguir y tiene el dilema: pensar únicamente en la estrategia per se y no lo en lo primordial para poder esbozarla, que es la determinación de cuál es el modelo de negocio.

Es primordial tener en claro cuál es el modelo de negocio. Qué hace que una pyme sea, exista y gane dinero. Cuál es la forma en que va a ser generado, con qué recursos y bajo qué parámetros de conducción y generación que determinen que hay una oportunidad y puede ser realizada por la empresa.

Definir el modelo de negocio es la predeterminación de qué es y cómo se generan los recursos básicos de la empresa. Qué hace que esta empresa tenga entidad y pueda competir y lograr un posicionamiento y participación del mercado que la fortalezca, le genere valor y le permita de esta manera pagar el management y las utilidades esperadas a los accionistas.

Es tan común estar en una mesa de trabajo en donde todos debaten estrategias que a veces sorprende como son tan dispares y confrontan el modelo de negocio de la organización, poniéndola en una situación de alto riesgo. La mayoría de los empresarios desconoce cuál es su modelo de negocio. Va transitando el camino tratando de interpretar cuál es el paso que viene.

Bajo estos parámetros es imposible conducir una empresa. El modelo de negocio define la compañía, y la estrategia es el mapa para alcanzarlo, fortalecerlo y sostenerlo en el tiempo.

Frente a esto, siempre me encuentro con las preguntas ¿entonces cómo lo hago? ¿Qué viene primero y qué después? ¿Por qué sólo pienso y elaboro las estrategias mientras me olvido de la empresa y cómo poner rumbo a las cosas?

Respuestas

Las respuestas son mas prácticas que fáciles. Saber cuál es la base de negocios de la empresa y cómo esta base se va reformulando en relación con la competencia, a los cambios de mercado y a los proyectos futuros requiere de una disciplina y seriedad que muchas veces es difícil de alcanzar.

Generalmente es más fácil caer en la tentación de pensar en estrategias que en profundizar la base de las existentes que hicieron la empresa en su totalidad. Requiere de concentración y de una alta capacidad de reconocimiento en los errores y aciertos que llegaron a la empresa a la situación actual.

Una estrategia no se formula sin tener un rumbo y un objetivo. Si se cae en esto, sólo estamos trabajando en una alquimia mental y no real (como debería ser), que tiene como objetivo distraerse y basarse en el discurso de lo que se puede hacer mirando cuál es el camino sin pensar si finalmente nos lleva a donde queremos ir, cómo, con quién y con qué resultados finales a obtener.

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