The number of entrepreneurs in Brazil in 2023 was 90 million, as shown by a survey carried out by the Global Entrepreneurship Monitor – GEM, carried out by Sebrae in partnership with the National Association for 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, a smart bet to attract customers”, comments Vanessa Vilela, CEO of Kapeh Cosméticos e Cafés Especiais.
The CEO prepared five tips for those who want to undertake this business format, check them out:
Research and planning: It is important to carry out 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: make sure that the two activities have natural synergy and can complement each other, having options that share a similar target audience tend to benefit more from this strategy. “An example is what we did with Kapeh, which combines a complete café and a natural coffee-based cosmetics store”, says the brand’s CEO.
Training: Have a team that believes in and understands your products and services, this is a golden tip for captivating customers. Invest in training to provide technical training, training specific skills for both operations.
Develop your emotional intelligence: To undertake, you need to be prepared to deal with pressure, this guarantees 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.
