Este trabajo se ha divido en 4 capítulos. En el capítulo 1 se presenta la introducción justificación y el alcance de la investigación; el capítulo 2 aborda un marco teórico que describe los principales conceptos utilizados en esta investigación; tales como: El modelo de negocio, la innovación y la contextualización del panorama actual del mercado del agua en Colombia; la caracterización de los segmentos que se seleccionaron para el estudio se encuentra en el capítulo 3; así como el instrumento y los datos recolectados para una mejor compresión de las necesidades, fortalezas, motivaciones y demás aspectos relevantes para la construcción del modelo de negocio canvas. Finalmente, en el capítulo 5, se encuentra el desarrollo de la propuesta de valor.The water sector problems are framed by the low rate of adoption of technological innovation, in addition to the great environmental challenges. In Colombia, due to its topography, the provision of the aqueduct and sewerage service is difficult, causing the association of small rural communities to try to supply their need for drinking water for daily activities in a handcrafted way, this added to the increase of the limitations of the different natural resources, becomes a challenge to guarantee the fundamental right to water and sanitation. This article, based on the UN's Sustainable Development Goals: "Health and well-being"; "Clean water and sanitation"; "Sustainable cities and communities"; "Responsible consumption and production" presents the results of a research carried for the validation of sustainable technologies for safe water treatment systems in communities. Data were collected for a qualitative analysis through interviews applied to representative actors of the sector: water quality laboratories, aqueducts, and utility companies. The study provides information on the different needs identified for each segment, provides information on the decisions companies make regarding investment in sustainable technologies, highlighting the existing gap in the water sector in innovation management, and presents a diagnosis on the uses of technologies on the water treatment market.