10. Childbearing Rates

The trend in the total fertility rate states that between 2010 and 2015, a woman throughout her childbearing years (15-49 years), have 1.9 children; this fee is not projected change from the period 2005-2010.

On the same hand, the general fertility rate indicates that between 2005 and 2010 per thousand women of childbearing age 58.2 births occurred; for the period 2010-2015 the number tends to decrease to 56.8 births per 1,000 women of childbearing age.

Localities higher fertility rates reached between 2005 and 2010 were Usme, Ciudad Bolivar, Sumapaz and Bosa; it is projected that between 2010 and 2015 this indicator decreases generally in all locations but these towns will continue to have the highest rates.

Bogotá tends to have indicators of fertility, reproduction and lower birth rates compared to Colombia, except for the mean age of fertility is higher for Bogota.

This is a disadvantage, because in the future the majority of the population will tend to be older and therefore they would have access to more elaborate means of transport easier. However, one can think of the opportunity to encourage the use of our service for the preservation of health and youth.

11. Number of Births

The trend of births in Bogotá has had a decreasing trend, between 2008 and 2010 decreased by 6.4 %. The localities of Kennedy, and Suba had the highest number of births in 2010, generating 14.3% and 13.3% of total births respectively. The highest birth rates between 2005 and 2010 found in the towns of Usme (21.7), Ciudad Bolívar (21.3) and Bosa (19.8) and estimates that between 2010 and 2015 remain the localities with higher birth rates.

This information is of great importance to our industry, allowing us to identify locations that would be more feasible to offer our service due to in the future will have more population and considering their socioeconomic structure are the perfect target market to offer our service.

12. Life Expectancy Rates

Life expectancy at birth of the population of Bogotá has been steadily increasing. Between the years 2005-2010 has increased by 1.6 years and is projected to increase by 2015 over 1.2 years; This indicator tends to grow more rapidly among women than among men, between 2005 and 2010 increased by 0.8 and 0.3 years, respectively.

Life expectancy at birth of the Bogotá citizens is higher than the national average. It is projected that between 2010 and 2015 the increase will be greater at national level than at district level, although this did not achieve the order of the indicator changes.

This is important because it gives us a glimpse of what people expect from their life for the future, therefore, is an opportunity to provide citizens with our service, guarantee a better quality of life through a safe, environmentally friendly and self- transport.

13. Per Capita Income

Bogotá generates about a quarter of the country's GDP; however, it is one of the cities with higher levels of inequality, where 9.2% of the population has unmet basic needs and 1.4% live in poverty. According to the National Demographic and Health Survey (ENDS), the population accounting for approximately 80% of the wealth is in the high stratum and higher.

Based on estimates of the district secretary of finance, income per capita is US$ 5,835. However, the situation posed above is of great concern that inequality affects the proper functioning of the community; we see this as an opportunity because through the provision of our service we are providing facilities for the underprivileged to boost their progress through transportation facilities.

14. Number of Deaths

According to the group of deaths of the 6/67 list, most of the deaths in Bogotá occur for diseases of the circulatory system generating nearly one third of total mortality, the second group generates more deaths in all followed by other disease neoplasms . General information Bogotá latest mortality is for the year of 2009.

Considering the leading cause of deaths are problems in the circulatory system, this is an opportunity for our company , because our service is based on a daily exercise is one of the most beneficial factors for improving circulation. Doing so helps constantly circulating through the muscle contractions that act as drivers in the veins and increase traffic flow in the arterial beds. Therefore, we could be contributing to the mitigation of a widespread problem in the community.

15. Number of Marriages and Divorces

The Superintendent of Notaries and Registration, Jorge Enrique Velez said that from January to November last year, civil marriages and divorces in Colombia rose 1.77 and 0.49 percent, respectively , when compared to the same period of 2013.

For cities, the Superintendent reported that in the notaries of Bogotá 10,300 civil marriages and 4,322 divorces were recorded.

According to the entity, proportionally, for each divorce is recorded, 2.3 civil marriages are also writing. Although Bogotá is the city in which more civil marriages are logged, this event had a negative variation leaving without registration 151, i.e., in the capital fell by 2.3 percent the number of unions held by notaries.

Given that the number of marriages is higher and is growing with respect to the number of divorces, is an opportunity for our company to focus on service to a solution for all family members, in order to leverage this insight.

PORTAFOLIO. (06 de Enero de 2015). En 2014, hubo más colombianos casados que divorciados.

16. Immigration and Emigration Rates

Bogotá has about seven million people, including the largest number of migrants and IDPs in the country (home to 270,000 IDPs). Both phenomena are different expressions of the same cause: the rural-urban migration historically linked to unequal access to land and has led to tension between owners and peasants and eventually to armed conflict and violence that continue to cause forced displacement.

The national data reveal that 98.6 % of the displaced population lives below the poverty line, being officially classified as living in extreme poverty 82.6 %, figures contrast sharply with the 29.1% and 8.7%, respectively, for non-displaced population. The income of IDPs in Bogotá is, on average, 27% lower than those of poor resident population.

This situation of people arriving in Bogota for several reasons represents a threat and a problem for the proper functioning of services, since the levels of insecurity in the city will increase due to if they not have the necessary means to survive, some of these people are obliged to make incorrect actions against the community.

Ceballos, S. A. (2011). Desplazamiento urbano y migración en Colombia.

17. Number of Special-Interest Groups

IDRD. “Pedalea por Bogota” program that aims to encourage the use of bicycles to promote the capital district new behaviors and lifestyle habits that improve the relationship between its members and everyday activities, ensuring respect and inclusion environments that improve the quality of life.

This program is a gigantic opportunity to be exploited by the industry because it has the support of the government directly and can be used for obtain guarantees on security and accessibility.

18. Social Security Programs

In order to improve the perception of safety and contribute to the elimination of crimes that affect the life of society, in particular murder and theft, police strengthened security with mobile CAIs.

The operation of these immediate care centers, is similar to that of fixed, their difference is that can be mobilized to where the crime is being presented. Equipped with cutting edge technological equipment, which identify persons requesting court records and perform monitoring with video cameras. This program provides industry with guarantees for correct operation; safety is what most worries potential consumers.