This case study includes a strategy which addresses a proposal for the non-profit organization Bogotá Active 20-30 Club, taking into account various contingent factors: small organizational size, a shortage of financial resources, and limitations in the professionalization of management. The analysis finds that the organization is currently in a strategic phase of resistance and in order to improve its situation product development is the most appropriate strategy. This document includes the deployment phase. In order to carry out this work, privileged experts with knowledge of the particular issues for non-profit organizations were consulted, along with the public from the directly affected community. Information was triangulated by also obtaining reports generated by local and national institutions.
