Οικονομοτεχνική ανάλυση και αξιολόγηση ίδρυσης νέας επιχείρησης στον κλάδο της αισθητικής και κοσμετολογίας
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Keywords
Οικονομοτεχνική ανάλυση ; Αισθητική ; Κοσμετολογία ; Ινστιτούτο ; Νευροεπιστήμη ; Wellness ; Spa ; Tourism ; Mykonos ; Business planAbstract
The present thesis examines the techno-economic viability and business feasibility of establishing a new enterprise in the aesthetics and cosmetology sector, using as a case study the development of the Mystic Aesthetics & Wellness institute in Mykonos. The aim of the study is to systematically evaluate the business environment, identify the prevailing demand and supply conditions, formulate an integrated strategic plan, and develop a financial model that assesses the profitability potential of the new unit within a highly competitive and tourism-driven market.
Methodologically, the research is based on a literature review, analysis of secondary data sources, collection of primary data regarding the competitive landscape, and the development of a five-year financial plan that includes demand forecasts per service, costing of operating expenses, cash-flow estimations, and the calculation of performance indicators. In parallel, strategic analysis tools such as PEST and SWOT are applied in order to thoroughly investigate the attractiveness of the sector and the positioning of the new enterprise within it.
The results of the analysis indicate that the aesthetics sector in Mykonos demonstrates significant growth prospects, driven by the steady rise of luxury tourism and the expanding demand for high-quality wellness and beauty services. Furthermore, the financial model shows that the business can achieve a positive operating result from the second year of operation, with profitability gradually strengthening through economies of scale and broader brand establishment. Overall, the investment is deemed viable and competitive, with strong potential for further development within the local wellness and high-end tourism market.