Celebrated on June 27th, Micro, Small, and Medium Enterprise Day is a date that recognizes the fundamental role of these businesses in Brazil’s economic and social development. Together, MSMEs represent over 99% of the country’s companies and account for about 30% of GDP, according to 2024 data from Sebrae. In an increasingly competitive and digital scenario, the big challenge is: how to scale without losing control of the business?
To mark the occasion, Raphael Lassance, an expert who coined the term ‘Growth’ in the country, partner and mentor of Sales Clube, Brazil’s largest sales community, compiled 10 practical tips to help entrepreneurs take the next step toward structured growth, based on market best practices, innovation, and efficiency:
1. Standardize processes: document the step-by-step of repetitive tasks. Having clear processes allows for safer delegation and faster scaling;
2. Invest in technology: CRM tools, marketing automation, financial management, and customer service can reduce costs and free up team time for more strategic tasks;
3. Learn from data: use data to make smarter decisions. Monitoring metrics like CAC, LTV, average ticket, and conversion rate is essential to grow based on real performance;
4. Don’t be afraid to niche down: focusing on a specific audience can be the key to standing out. A clear positioning helps attract more qualified and loyal customers;
5. Create scalable acquisition channels: digital marketing, inbound, strategic partnerships, and referral programs are effective ways to attract new customers without relying solely on the sales team;
6. Manage cash flow: businesses fail due to short-term cash shortages, not lack of profit. Anticipating receivables, negotiating terms, and maintaining a strategic reserve are crucial;
7. Build a strong and aligned team: hire based on values, not just technical skills. An engaged team multiplies results and sustains growth;
8. Automate what’s possible: from sending proposals to lead follow-up, automation allows scaling without proportionally increasing costs;
9. Strengthen your brand: strong brands sell more with less effort. Invest in visual identity, storytelling, and digital presence to build authority;
10. Seek continuous learning: participating in mentorships, immersions, and entrepreneurial communities is essential to exchange experiences and learn from those who have already walked the path of growth.
‘Healthy growth happens with structure and mindset. Scaling isn’t just about selling more—it’s about growing with control, strategy, and clarity about your business model. With the right tools and a mindset of continuous learning, MSMEs can thrive greatly in today’s market,’ says Lassance.
