Objective:

To analyze how the "Origen Caldas" Strategy can be aligned with the business model of small-scale farmer-entrepreneurs -identified as the population at the bottom of the pyramid- to promote agriculture in the Department of Caldas, Colombia, through business development based on their realities. The "Origen Caldas-Colombia" Cultural Valuation Strategy was designed as a public policy (2014-2035). However, it has been haphazardly implemented according to the needs stated.

Methodology:

The case study with a pragmatic approach was used, combining qualitative and quantitative methods, favoring a contextualized explanation.

Key findings:

These show the characterization of the strategy in three phases: strategic, tactical, and operational, and a five component-business model: Offer (value proposition); Infrastructure (governance model, value chain, competencies); Customer interface (market share, channel, customer relationships); Financial model (economic and social benefits); Constraints and drivers.

Conclusions:

The strategy has a direct impact on the customer interface, which vitalizes the other components of the model through support from other players. It must be managed through a learning ecosystem to outperform competitors and develop its progress.

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