Shot Bartender: um modelo de negócio para inovar o mercado digital dos bartenders no estado do Amapá

Abstract

This work proposes the development of a business model for the creation of the Shot Bartender application, which aims to innovate the cocktail industry market in the state of Amapá, while addressing the devaluation and lack of visibility faced by local bartender professionals. The main objective is to develop a digital communication system that connects this professional category with clients, focusing on income generation and the appreciation of freelance labor. The theoretical foundation integrates the concepts of innovative entrepreneurship proposed by Joseph Schumpeter and Peter Drucker with perspectives on organizational communication and social mediatization defended by Margarida Maria Krohling Kunsch and Eugenia Barichello, as well as the ideas of entrepreneurial journalism developed by João Marco Rainho. The methodology adopted was based on applied qualitative research, using participant observation and unstructured interviews, in addition to the application of the Business Model Canvas. Furthermore, the results demonstrate the project’s feasibility through the creation of a functional mockup and an Instagram page that indicates public interest and the potential to foster the regional creative economy related to cocktail professionals.