In a survey conducted in 2023 by Sebrae, it was found that Brazil is, therefore, the Brazilians, are one of the peoples that most seek to undertake. We occupy the 8th position in the global entrepreneurial ranking, with 30,1% of the adult population involved in the business world. In 2024, according to another GEM study, this number increased to 33,4%, representing one third of our population. These data show that the growing desire and attempt to undertake among Brazilians is remarkable. However, many end up carrying out their actions without guidance, what impacts, in a very negative way, the growth and financial sustainability of these companies.
Although it is interesting to reflect on the reasons why this number is so high in Brazil, we need to strengthen the focus on analyzing the mortality rate within the sector. In a study conducted by IBGE in 2022, as an example, 60% of companies in Brazil do not survive after five years of activity. A very alarming fact for everyone looking to start their businesses: despite Brazilians having a very strong entrepreneurial spirit, many are disappointed with the results and have no options but to announce the bankruptcy of the business. But, why does this happen?
According to another study conducted by Sebrae, based on data from the RFB and field research conducted between 2018 and 2021, the three main factors that cause business failure are: lack of personal preparation, poor business planning and poor business management.
On one hand, brazilians seek to undertake, and this should be praised. However, the creation of ventures without proper planning and personal preparation only results, in most cases, money being wasted.
Analyzing most companies from a marketing perspective, many do not have a differential, and it is necessary to understand that having one or several differentiators, currently, it is essential to start walking on this "entrepreneurial highway".
To exemplify, Imagine that a potential customer is looking for a shirt. Between two companies, one of them has advantages in its values, payment methods and even actions aimed at the environment. On the other hand, the second company was recently created, has no differentiators and, besides, presents more rigid payment methods than the competitor. It is evident that the end consumer will choose, definitely, the first option.
Brands that do not have differentiators will be treated as commodities. They are just different places selling the same "rice and beans", without a competitive differential, without attractions. This was also confirmed in another study conducted by Think Consumer Goods and released by Google, which found that 64% of Brazilians do not have preferred brands and consider factors such as price and personal values when making their product choices.
In Generation Z (Gen Z), formed by those born from 1995 onward, brand infidelity reaches 65%, still according to the research. It can be inferred from this research that Brazilians, mainly of this generation, they will look for brands that align with their values, being able to stop buying from large chains to go to a small business that offers interesting differentiators in the eyes of the consumer.
This scenario highlights that, if you do not have differentiators, the potential customers will stop buying at your store to go to the competitor who has these points of differentiation. Today’s market has become complex and, because of that, brands that think about selling products as commodities will not be able to thrive.
While some sell a sneaker, others sell Nike running shoes, in a chain of stores that is committed to sustainability, solidarity actions and social responsibility, focus on the customer experience, valorization of human values, purposeful digital engagement, etc. Everything will depend on how you position yourself and differentiate from those doing the same as your business.
