The TRAINING FOR ENTREPRENEURS DISTANCE is an initiative of Dekassegui Portal in order to create opportunities to CURRENT and especially FUTURE ENTREPRENEURS reflect the importance of adopting appropriate procedures in the management of their companies.


At the end of the activities the participants:

– Conducted self-directed analysis on their entrepreneurial profile

– Identified their potential and business weaknesses and discussed their influence on the outcome of their business.

– Generated a group atmosphere suitable for the exchange of experiences.

“For it is the Lord your God who gives you opportunity to acquire riches!”

“In training entrepreneurs, the key is to prepare people to learn to act and think on their own according to the gift of God and guidance from God, with creativity, leadership and vision of the future to innovate and occupy their space in the market, transforming this act also in pleasure and emotion, so that whatever you do will prosper.



It is what is undertaken, enterprise. Initiative of one or more persons to operate a business. It is also synonymous with company, organization or society.

It is intended for the production and / or commercialization of goods and services with a view to obtaining PROFIT. It exists to meet the needs of the community.

Regardless of size, (micro, small, medium or large), it has 4 areas: production, marketing, finance and human resources.


– Production and / or provision of goods and services

PRODUCTION : Transforms the raw material into a finished product. That is, the paper in notebook, the wood in pencil.

SERVICE PROVISION : does not develop or transform raw material into finished product, its role is only to provide service to its customers.


Refers to the financial part of the company, it includes both the investments for its opening, and the resources that must be kept in “cash” (the so-called working capital) for its full functioning.


The most common form of commercialization is the exchange of goods (products / services) for capital (money), in order to meet the needs of customers.


For the company to be successful, all the people involved must have a greater technical preparation, invest in professional training and be prepared for constant changes coming from the labor market. However, only experience and qualification are not enough, every professional must remember that it is essential to have initiative, be dynamic, communicative, have leadership and know how to work as a team.


It is the person who ASSUMES moral and economic responsibility over the company (gains and losses). Social actor who has the initiative to generate and direct the business, controlling indicators and results.

The task of the entrepreneur is to identify the objectives of the company and transform them into action through the planning, organization, direction and control of the efforts made in all areas of the company.

These concepts can be applied to any type or size of organization, be it a large industry, a supermarket chain, a sewing studio, a small restaurant or any other economic activity. Many believe that every company has to have a mega structure to be in the market competing with competitors. However, this is not true, there are companies that are informal, backyard, family, etc.


Although it aims to profit, it does not exist legally, it is not registered in the commercial board.


It is the one that is in the owner’s house. These companies may be informal formal.


It consists of members of the same family. The family business can also be formal informal.


According to the law, microenterprise is one that has gross income equal to or less than R $ 120,000.00.

Branches of Activities

a) Industrial companies – are those that transform raw materials, manually or with the help of machines and tools, manufacturing goods. They range from the crafts to the modern production of electronic instruments.

Examples: Handicraft furniture factory, Clothing factory, Squaring mill, Computer factory.

b) Commercial companies – are those that sell goods directly to the consumer – in the case of the retail trade – or those that buy from the producer to sell to the retailer – in the case of the wholesale trade. Examples: Armarinho, Hardware store, Supermarket, Wholesale of Dairy products.

c) Service Companies – are those whose activities do not result in the delivery of goods, but rather the offering of the work itself to the consumer. Examples: Restaurant, Laundry, Cinema, Hospital, School.

Sectors of Activity

Within the branches of activity there are several sectors that can be explored by a company, such as:

Industrial Sectors: Graphic – Footwear – Clothing – Beverages – Furniture – Leather – Metallurgy – Mechanics, among others.

Commercial Sectors : Vehicles – Fabrics – Fuels – Ironmongery – Clothing, Accessories, and others.

Sectors of Services : Food – Transportation – Tourism – Health – Education – Leisure, among others.


1. Ability to perform


Ability to anticipate the facts and create new business opportunities. Develop new products and services. To propose innovative solutions.

The initiative depends heavily on our ability to take risks and the level of confidence we have in ourselves.


Persistence is the expression of the desire for fulfillment over time, since one can not achieve everything at once.

There is no gain in being persistence; it is a condition for turning an idea into something real. It is important to face the obstacles decisively and always seek success at all costs, maintaining or changing strategies, according to the situations.


Decision to always do more and better, seeking to satisfy the customer. Having as final result products or services of Good Quality. It acts to achieve and surpass existing standards of excellence, as well as improve its previous performance.


It is the ability to make agreements adjusting the interests of both parties. It is the ability to fulfill commitments assumed, such as: delivery time, product quality and price.


Risk is one of the most common aspects of our lives and it accompanies us permanently in the shuttle of our daily occupations. Therefore we should always be willing to take on moderate challenges or risks and respond personally to them.

2. Ability to Plan


Every human being has the capacity to have ideas. Ideas are often the first stage of a goal.

The objective is the goal that one wants to achieve, so that this happens one must determine some steps, goals that should be:

. Measurable (Can be measured)

. Achievable (Can be performed)

. Challengers (stimulate action)

. Specific (well defined)

. Relevant (important)

. Adapted to time (can change)


The world changes permanently and with high speed, so the search for information becomes more and more important. People who want to be entrepreneurs have to be sufficiently informed, seeking information about customers, suppliers or competitors. Investigating how to manufacture a product or providing a service and consulting specialists to obtain Technical or Commercial Advice.


Once the goals have been defined, one must choose which paths one takes to reach each one. It is necessary to determine what activities should be developed, their costs, their risks, the responsibilities in the execution of the work, the time available and the factors that can endanger the achievement of the objective. Constantly follow the plans, considering the results obtained, review the information and make the necessary adjustments.

3. Ability to compete

Have self confidence

Express confidence in your own ability to face difficult and difficult tasks, to know how to face challenges, and to keep your balance even in the face of discouraging results.


Man is a being that lives in groups. The most common form of grouping is the family that acts to support the needs of its members. Every human being is a combination of weaknesses and strengths. Support networks have the function of helping the weak sides by seeking strength from others. In this sense we are members and beneficiaries of the support network.


He who promotes change, who has initiative, autonomy, trusts himself and is optimistic. It is that person who creates, develops and realizes their own vision of the future, which makes their dreams come true. It is motivated by the need to achieve your goals.

In the conception of the economists, ENTREPRENEUR is synonymous of entrepreneur, that is, entrepreneurs are people who carry out business activities. However, being an entrepreneur in the conception of psychology, that is, having a high need for achievement and the behavioral tendencies described by McClelland, does not necessarily imply entrepreneurial activity. However, it has been shown that entrepreneurial individuals have a high propensity to become entrepreneurs with a high probability of success.

Individuals with a high need for achievement carry out more vigorous and successful economic activities;

When an individual with a high need for achievement becomes an entrepreneur, he tends to behave towards constant progress (expansion of the company in terms of number of employees, production and return on investments).

According to McClelland’s findings, achievement motivation and associated behavioral characteristics, is a key factor for the economic growth of individuals, considering their high association with entrepreneurial behaviors, is the explanation for the apparent indifference of many the sensitivity of the few to economic opportunities the environment.

It is easy to understand why people who take risks and prefer activities where they can directly control the factors involved and take personal responsibility are drawn to the possibility of starting a business, especially when political and socio-economic conditions are appropriate. In your own company, the entrepreneur is the ultimate decision-maker, he can act according to his own standard of excellence and take advantage of the perceived opportunities in the environment, as he pleases.


In the last decades, some findings have been confirmed by studies. One is that the family is one of the most decisive factors in the formation of entrepreneurial individuals.

Family environments encourage the emergence of entrepreneurs. Entrepreneurs have also been identified in which parents are engaged in business-related occupations, in families with unstable structure, such as those affected by such episodes as divorce and death.

Often, entrepreneurs are the children of families that stimulate the independence and autonomy of their members. Ex. Bill Gates –

On the other hand, entrepreneurs are usually components of groups (friends) in which there are people with very high aspirations regarding professional career or people involved with business activities.

Finally, the values ​​of religion and the broader culture in which people are educated has significant influence on the formation of entrepreneurial individuals. Countries in whose culture predominate the values ​​of acceptance of risks, of excellence, of individual efficiency and personal responsibility develop an educational environment that stimulates the entrepreneurial inclinations.



No one doubts that among those who start a new business, some have a texture different from the rest and are moved by the so-called entrepreneurial spirit, SOMETHING MAKES THE DIFFERENCE . It is a talent to create companies and make them grow rapidly from a rare vision of the market opportunity that transforms successful entrepreneurs people who often started with almost nothing.

Winning and the great mastermind of the entrepreneur. Not exactly for the financial result, but especially for the achievement. (Isaiah Felgenson)


HENRY FORD – 1908 – intuited that automobiles would no longer be a luxury reserved for the rich and set out to produce them in series, at lower prices, and therefore accessible to a large number of consumers.

KING GILLETTE – Contrary to popular belief, he did not invent the gillette just popularized it: it sold razors for a quarter of a price and recovered the losses on the gillettes, the only ones accepted by the device.


“Men’s eyes talk as much as their tongues, with the advantage that the eye dialect, though it needs no dictionary, is understood throughout the world” (Ralph Waldo Emerson).

Communication is the exchange of ideas, thoughts, feelings or objects between two people. One who intends to communicate something to another person is the sender . The person receiving the communication is the receiver.

In its simplest form, communication consists of the following steps:

1. The sender has an information (idea, thought, opinion, etc.) that he would like to communicate.

2. The issuer shall encode the information. Your thoughts or feelings need to be transformed into sounds, words, or written signals (non-verbal communication) understandable to the recipient.

3. It is necessary for the sender to send his message in such a way that it can be received by his partner in the communication process.

4. The receiver picks up the message through one or several channels of perception: if this happens without failures or tampering, the receiver will now have an exact reproduction (a perfect copy) of the message sent to him.

5. The receiver needs to decode, interpret, classify and appropriate the message to understand it correctly.

6. The receiver must confirm the message, that is, inform the sender that it received, reproduced and understood the message.


1.Use clear language

2. Define the real purpose of communication

3. Avoid Double Sense and Exaggeration

4. Be good listener

5. Speak at the right time

6. Be simple, precise, concise

7. Do not monopolize

8.Do not interrupt

9. High and modulated talk

10.Consider all material and human resources

11. Demonstrate that you have understood the message


Communication can suffer barriers or impediments that make it difficult for the recipient to understand the message.

The main barriers to communication are as follows:

1. Distance between people, noises

2. Cultural gap between transmitter or receiver

3. Cultural segregation or resentment

4. Excessive self-sufficiency, on the part of the transmitter or receiver

5. Discredit on transmitter or receiver

6. Neglecting the concept of terms used

7. Language printing

8. Bad pronunciation

9. Use of words that may provoke antagonism, such as certain derogatory terms

10. Immoderate use of slang

11. Excess of flowery words and details

12. Tone too loud, or too low

13. Parallel conversations between the receiver group

14. Omission of data in the message by the sender

15. Message error

16. Emotional blocking etc


Benjamin Franklin said, “there must be business only if it is advantageous to both parties.” Already anticipated the new ethics of the game-win-win negotiations, or-so that I win you do not have to lose, unless you insist, then the problem is yours.

Win-win or lose-lose

In the dynamics of negotiation, you can influence or manipulate your interlocutor. When your attitude and intention is of the win-win type you are influenced. Exactly exercising your communication skills to come to an agreement that will be good for both parties.

You manipulate when your attitude or intention is of the win-lose type: in order for you to win it is necessary for the other to lose. It turns out that in the long run this kind of cleverness, the curse turns on who cursed. Win-lose games usually deteriorate to lose-lose.

right person :

When negotiating make sure you are talking to the right person. “Who has decision-making power”, for example: if to close the deal you gave a discount and only then it is communicated by the person who will have to consult the boss, it means that you will have to negotiate everything again and still the “boss” will want more discount to justify that he is “boss” time, energy and lost profits

Meet the caller

It is important to ask questions and listen actively, because the more information you have about your caller, the more options you have available.In a negotiation, control the terms of the discussion who has more options.


Before beginning any negotiation, it is necessary to make a previous preparation, in which you determine, for example:

1-What are my goals and goals in the negotiation that I am going to do *

2-To what extent am I willing to make concessions without my goals being compromised *

3-Do not stick to small details and occasionally make some concessions that do not affect your ultimate goal.


During a negotiation, there will always be objections, implicit or explicit, which usually come down to two critical points: time and money.

If you have a constant objection in your negotiation we suggest you mention the objection before the interlocutor. This will have less impact.

Ex. If a car is sold and is the most expensive in the market, start by saying that the investment is high, but …

The change in the word “price per investment” has already provided US companies with increases of around 20% in revenues.

Price = something out of your pocket

Investment = something coming into my portfolio

Language creates reality.


Everything in life has its time. Time to talk and time to listen. In negotiation it is very important to take time into consideration. “the rushed eats raw.

1-establish a climate of mutual trust.

2-discover the needs of the other

3-demonstration of our ability to supply them and presentation of our product / service.

4-If this offer occurs in an inappropriate time, it is difficult to negotiate according to our aspirations.


This crucial moment in a negotiation is decisive for you to achieve your goal so that it is also beneficial to the other party.

If the negotiation is in a deadlock part – “time”.

Many basketball or volleyball teams that were losing the game, the coaches asked for time, the other team lost the game, and … they lost the game.


Market is the relationship between supply – people or companies wishing to sell goods and services – and demand – people or companies who want to buy goods or services. Thus, every situation in which the purchase-and-sale-real or potential-of something is present is a market situation.

Consumer market : – for those who produce and sell goods or provide their services;

You need to know who are the people or organizations that buy your goods or look for your services . The more information you get about these people or organizations, the more likely you are to define goods or services that best meet your needs or requirements. Information such as: age, sex, income level, type of work, level of education, habits, tastes, forms of leisure; and others that seem useful, considering factors of population, location, goods or services, etc.

Try to know what influences your customers in the decision to buy products or services: quality, price, ease of access, guarantee, form of payment, fashion, finishing, form of service, packaging, appearance, practicality … Code of Consumer Protection, not only to avoid problems, but to win over, maintain and expand customers.

Competitive Market – is made up of people or companies that offer goods or services the same or similar to those you put on the market. You can observe the Competitive Market through the goods or the services that it offers. Pay attention to characteristics such as: quality, price, finish, durability, functionality, packaging, size, quality of service, ease of access, presentation of merchandise. You can even try out the goods or services that will be competing with yours.

Check what can be improved. Observe the reaction of the consumer market, its level of satisfaction with the goods or services available. Also note how many companies are offering products or services similar to yours, how big these companies are, and especially how you can differentiate them.

Market Supplier – who provides equipment, raw materials, packaging and other materials you need to produce and sell the goods or provide the services you want. You should consider: quality, quantity, price, term and form of payment and delivery, warranty and technical assistance of equipment, other useful information, depending on the goods or services to be offered. It is convenient to organize a supplier register, so that you do not rely solely on an exclusive supplier. Refer to business catalogs, yearbooks, phone book, internet and other sources.

What makes up the Market :

Ø Advertising / advertisement;

Ø Research;

Ø Competition;

Ø Import and Export;

Ø Strategies;

Ø Customer need (demand);

Ø Product (offer);

The price ;

Ø Sale (technical).


Set of activities performed to facilitate and carry out exchanges. It is the activity aimed at the conquest and maintenance of the clients, profitably, through processes of exchange, since attending to the needs, desires and expectations and aiming to obtain the fidelity of them for your company, products and services,


1. Reclaim a lost customer

2. Maintain customers

3. Conquer new customers


96% of customers do not complain.

A satisfied customer account for 3 people

An unsatisfied customer counts for 11 people

“Today it is not enough to satisfy the needs and desires of consumers, it takes more than that, you have to love them” (Philip Kotler)


1. Extraordinary perception of the needs of its clients

2. Business strategy focused on customer values

3. Commitment to quality at all levels

4. Continuous improvement of products and processes

5. Administration by facts and by “Feedback”


Designed in the 1950s by Jarome McCarty and popularized by Philip Kotler in the 1960s.


Attributes that a product or service must have to meet customer requirements and that, if possible, will make it different from competitors’ products and services. ·

Functional and attractive size and packaging for the type of consumer targeted ·

Extra services and benefits that the company can offer to meet the needs of its customers, such as delivery service, installation, warranty, after-sales service.

A well-presented presentation is the first step for the sales strategy to achieve the expected results. A modern design or practical packaging can grab the customer’s attention and convey the idea of ​​a quality product. Particular attention should be paid to the brand as it synthesizes the identity of the product / service.


The prices of your products or services should be defined according to:

Costs ·

Benefits that the product / service offers

Purchasing power of the customer type targeted ·

Customers’ behavior in relation to prices

Competitive prices ·

The dynamics of supply and demand.

When planning the price it is imperative that you take into account the fact that price should be an element of customer attraction and never an obstacle.

Some reflections :

Excessively high or low priced products may fail the same way ·

Choosing to lower prices is not always the shortest way to make a profit ·

A relatively high level price may contribute to increase the estimated value of the product / service

A good strategy may be to launch a product / service with a high level price to lower them later. So you link your product to quality, but with competitive pricing. ·

Making a price test between groups of customers offers valuable contributions ·

Never forget: your pricing strategy can lure customers and confuse competition.


Every company should make continuous efforts for its promotion. ·

Advertising ·

Sales promotion ·

Public relations ·

Personal sale

The promotion aims to accelerate sales. There are unlimited types of promotions that can be made to really increase business. Examples: sample distribution, prize draw, discount coupons, various offers, tasting, product / service demonstration, free lectures, courtesy visit, loyalty card, contests, etc.


This P basically refers to the distribution of the product on the market.

The decision to locate the point is one of the most difficult. Economic factors and projection about the future should influence the choice of point.

Important questions to be answered:

Customers have easy access *

There will be sale of impulse products / services *

What is pedestrian traffic *

There is concentration of trade / services *

How many competitors *

Access is suitable for my type of customer *

LOCAL : The site must offer the necessary infrastructure to your business and still provide its growth, have access facilitating to customers and suppliers and allow the disposal of their production . The study of location is different when it comes to trade and service or industry.

a) Trade and Service

For the choice of location, the following aspects should be considered:

If customer service occurs in the establishment itself;

If the customer is served off the premises, whether at his residence, office or other location

If the enterprise needs to be in an open place for direct public access;

What financial resources are available for the initial investment;

What type of service to be provided or the product line to be marketed;

What is the business operating process, mainly related to warehousing, transportation, product handling, etc .;

Competition; ·

Market potential;

Habits and customs of the client; ·

Local infrastructure – provision of public transport services, security, cleaning, among others; ·

Availability of labor in the region;

easy access, circulation and parking; Traffic flow and directional direction; ·

Others .

b) Industrial Location

The entrepreneur who intends to start an industrial business must take into account the following aspects:

Proximity or easy access to the supplier of the main raw material; ·

Proximity of the main market – lower transport costs; ·

Availability of labor – the more specialized the industry, the greater the demand for qualified or specialized personnel; ·

Local infrastructure – provision of public services for electricity, transportation, security, cleaning, among others; ·

Verify that the region offers economic and fiscal incentives; · Environmental conditions of the region – climate, temperature, rainfall, humidity, among others – compatible with what is intended to be produced ·

Urban legislation on land use – allowed area for industry. ·

Others .

Common aspects to be observed :

If the location is legally compatible, according to the zoning legislation of the Municipality, State or Federal District;

In case of rents, analyze documentation to verify permission ·

Request or verify the operating licenses (Prior License of Operation and Sanitary Surveillance, Environmental License, Inspection of the Fire Department, other necessary);

Where to consult: ·

Local Prefecture – Preliminary Law of Operation and Sanitary Surveillance and Property IPTU; ·

Real Estate Registry Office; ·

Local Environmental Agency – Environmental License; ·

Fire Department – Inspection and Compliance with the Mandatory Safety Standards for all companies; ·

Secretary of Health – Sanitary License for specific companies; ·

Secretary of Agriculture – Sanitary License for specific companies.

OS 4 Cs

Client : Who works for the client, is successful. Whoever does what the customer wants, without a doubt, wins. But it is necessary to understand that the customer is no longer that abstract being – “everyone is the same” – that founded the culture of the masses. Today, communication is segmented and individualized. And the same has to happen in business relationships. Each consumer or each segment is a different story.

Cost: for the consumer (no more manufacturer) Our products and services have low cost if it fully satisfies your aspirations. And it is not only money that matters, but: satisfaction, citizenship, rights, recognition and power. No one buys product or price. Purchase brand and total satisfaction.

Convenience : for the consumer (no longer for the manufacturer) Our products and services must be available and accessible wherever the consumer wants. the consumer can buy by mail, telephone, internet etc …

Communication : total and integrated, much more than just advertising or sales promotion. Advertising and promotional activities have always been differentiators that are considered efficient. Today, instead of “telling”, one must “dialogue” with the consumer, responding not only with words, but with attitudes and changes.