Viral trends are opportunities for entrepreneurs

From Instagram to the store counter, viral trends in social networks have become real waves of sales for small and medium businesses. It was the case of the “Morango do Amor”, which in a few weeks won consumers and boosted revenues in confectioneries across the country.For thousands of entrepreneurs, this type of phenomenon can be a valuable gateway for new customers, provided that it is used with planning.

According to Roger Klafke, a specialist in Competitiveness at Sebrae RS, following social networks is essential to identify consumer movements that can generate new opportunities.“These trends allow small companies and MEIs to launch products quickly and reach audiences that may not know their business otherwise.But you need to think beyond the point sale and use this moment to strengthen the brand and present the complete” portfolio, he explains.

The challenge is to ensure that the product is aligned with the business and production capacity. This involves careful inventory management, supplier selection, use of quality inputs and, especially, safety in food handling. A good structure of technical data sheets and waste control helps to maintain profitability, even in times of high demand.

Another point is order management and the efficient use of sales channels. Delivery applications, Instagram, WhatsApp and other platforms increase visibility, but also require attention to fees and the correct formation of prices.“It is important to understand the real cost of each product so as not to lose margin”, reinforces Klafke.

Finally, the organization of production is decisive. Automate processes as much as possible, standardize recipes and plan inputs help to meet sales peaks without compromising quality. And, above all, it is necessary to recognize that every trend has a beginning, middle and end. “The secret is to take advantage of the boom without getting stuck stock when the wave passes”, details.

The success of “Morango do Amor”

With more than 10 years of experience in Porto Alegre, Maria Bolaria, located in Parcao, was surprised by the trend of “Morango do Amor”, success in social networks.

Traditionally specialized in homemade cakes, the confectionery always sold strawberry chocolates, but in modest volume.“Everything changed from one day to the next. At the launch of the novelty, the store sold more than 500 units in just one day”, details owner Analisa Simon.

The impact was immediate, with a significant increase in revenue, extra commissions for the team and a comparable movement, and even higher, to dates such as Easter and Christmas. The success also brought logistical challenges, such as lack of inputs, high strawberry prices and the need to strengthen the team. To take advantage of the trend, the confectionery included a mini cake for new customers at iFood, presenting its main product and encouraging repurchase.

The result was the conquest of 90% of new customers on the platform and recurring orders from the strawberry itself. Today, Maria Bolaria maintains the quality of the product, invests in training and already works until midnight, with plans to become the first 24-hour bollaria in Porto Alegre. For Analisa, the “Amorango from Love”: “People liked it a lot, it wasn't just an internet trend.Come like a hurricane and transformed our store”.