The number of entrepreneurs in Brazil in 2023 was 90 million, according to a survey conducted by the Global Entrepreneurship Monitor (GEM), carried out by Sebrae in partnership with the National Association of Studies in Entrepreneurship and Small Business Management (Anegepe).Investing in an innovative business model can be an excellent way to stand out in the competitive market. "Exploring the two-in-one store format, where two distinct operations are combined under a single management and in the same space, can be a great differentiator—an intelligent bet to attract customers," comments Vanessa Vilela, CEO of Kapeh Cosmetics and Specialty Coffees.
The CEO prepared five tips for those who want to undertake this business format, check it out:
Research and planning:It is important to conduct a detailed market research, identifying whether there is sufficient demand for both activities that will be implemented at the location. "Understand the consumer's profile, their needs and preferences. Also investigate the competition to assess how you can stand out," comments Vilela.
Synergy between businesses:Ensure that both activities have natural synergy and can complement each other, have options that share a similar target audience, and tend to benefit more from this strategy. "An example is what we did with Kapeh, which combines a full coffee shop and a store of natural cosmetics based on coffee," says the brand's CEO.
Training:Have a team that believes in and understands your products and services; this is a golden tip to captivate the customer. Invest in training to technically empower, focusing on the specific skills of both operations.
Develop your emotional intelligence:To undertake, it is necessary to be prepared to handle pressure; this ensures sustainable business growth. The ability to recognize, understand, and manage one's own emotions and those of others can significantly improve leadership and decision-making.
Be flexible and adaptable:The market is constantly changing; be open to adjusting your business strategy based on feedback from customers and your employees.
