The Brazilian service sector maintained its expansion trajectory in 2024, with a rise of 3.1% in the year, according to IBGE data released in February 2025. It is the fourth consecutive year of growth, with an accumulated advance of 27.4% since 2021 ^ the largest positive sequence since the beginning of the historical series in 2012.

Consistent performance occurs despite challenges such as rising interest rates and slowing consumption in the last quarter of last year.To sustain competitiveness and increase operational efficiency, companies in the sector have been accelerating the digitization of processes, especially the use of service order applications.

Efficiency tools

These applications enable real-time management of teams, digital recording of work orders and proofing of tasks performed.By replacing manual processes, they contribute to reducing errors, streamlining workflows and improving internal communication.

According to Alexandre Trevisan, CEO of uMov.me, a technology company specialized in solutions for field team management, “ digitization through work order applications has been fundamental to increase productivity, efficiency and traceability of operations, as well as integrating different systems within the” companies.

Sectors ahead in adoption

Digitalization has advanced more intensively in segments such as information and communication services, which grew 6.2% in 2024, and professional, administrative and complementary services, which recorded the same percentage. Companies in these branches have increased investments in technology to improve the quality of services provided and reduce operating costs.

Small and medium-sized companies have also turned to service order applications as a way to remain competitive.With digital solutions, these companies can better control their operations, increase productivity and offer more agile service to the end customer.

Direct impact on the consumer

Digital transformation has direct effects on the customer experience.More agile and transparent processes allow consumers to track the progress of services in real time and receive faster responses to their demands.

An example is Lojas Lebes, one of the largest retail chains in the South of the country, which adopted the uMov.me application to manage its work orders. With the digitization, consumers began to be informed, in real time, about the status of their requests, which expanded the perception of transparency and efficiency.

Long-term trend

The digitalization movement is expected to continue to intensify in the industry.“The integration of work order applications with other enterprise platforms and systems will be increasingly common, allowing for more complete and efficient management of” business processes, says Trevisan.

In the current economic scenario, characterized by uncertainties and the need to contain expenses, solutions that promote productivity gains and improvement in the customer experience tend to gain prominence. For experts, digitalization ceases to be a competitive advantage to become an essential condition for survival.

Brazil continues to make progress in the entrepreneurship landscape. According to data from the Global Entrepreneurship Monitor (GEM 2024), a survey conducted by Sebrae in partnership with Anegepe (National Association for Studies and Research in Entrepreneurship), the country's entrepreneurship rate reached its highest level in four years, jumping from 31.6% to 33.4% in 2024.

This growth is largely driven by small businesses and micro-enterprises that boost the local economy and create opportunities in various regions of the country. However, knowing how to structure and manage these companies sustainably is essential to ensure their continued growth and growth in the market.

Starting a business with limited resources is still a reality for many Brazilians. When the investment is self-funded and the entrepreneur takes on multiple roles, growth may be slower, but it's also more aligned with the business's values and purpose.

For Andrea Rios, CEO of Orcas and an expert in sales and omnichannel strategies, even when faced with budget constraints, small businesses have the potential for innovation, consolidation, and growth in the medium and long term. "Entrepreneurs have greater control over their business and can focus on the company's main player: the customer, who is also the financier of their business. Furthermore, they have the opportunity to evolve, acquiring unique market capabilities," she emphasizes.

Before seeking sales conversions, Andrea emphasizes the importance of building a well-structured and adaptable business plan. "Understanding the market, mapping competitors, and projecting the business's financial situation are crucial for making more assertive decisions and allocating available resources," she explains.

The expert from Orcas, a martech consultancy, has compiled 10 steps that serve as a guide for anyone looking to get a business off the ground or make it more solid, even without major investments:

1. Validate the idea: Talk to people close to you or potential clients. Share your proposal and ask for feedback.
2. Keep upfront costs low: Avoid large investments upfront. Prioritize remote work and, if necessary, hire freelancers instead of building a permanent team.
3. Use free and open tools: There are free platforms for accounting, content creation, financial organization, and project management. Explore these options before committing to paid services.
4. Focus on revenue generation: From the outset, focus your efforts on generating profit. Simple strategies can increase sales conversion and improve your company's cash flow. Here are some ideas on how to do this:

• Invest in recurring payments: transform your product into a subscription with low monthly fees that generate added value in the medium and long term.
• Explore early sales initiatives: Pre-launch initiatives help generate anticipation and engagement. You can also offer early access to VIP groups, such as existing customers, creating a sense of exclusivity and valuing those who already consume your brand.
• Invest in social media: Even with a tight budget, it's possible to expand your digital presence. Entrepreneurs can hire a social media professional or strategically invest in paid media to increase brand reach and attract new customers.
• Nurture leads for better sales conversion: If you already have a contact base, invest in qualifying these leads to increase the chances of converting them into sales. Currently, there are artificial intelligence tools, accessible even to small businesses, that help better analyze and segment this data.

1. Manage your finances efficiently: Have full visibility over income and expenses. A well-defined budget is essential for controlling your business and making sound decisions.
2. Separate your personal finances from your company's finances: Mixing the two financial profiles is a common mistake. Having separate accounts helps you better understand your company's financial health.
3. Reinvest profits: Once you start making a profit, focus on reinvesting your resources to accelerate your business. You can do this through new products, increased marketing efforts, or hiring staff.
4. Build a solid network of relationships: Strategic partnerships, mentorships, and even new clients can emerge from a well-built network. Networking is an important asset for those just starting out.
5. Continuously ask for feedback: Embrace feedback and be mature enough to make improvements if necessary.
6. Take a long-term view: Starting a business with limited resources requires resilience. Maintaining a focus on a sustainable model helps overcome challenges and continue growing consistently.

"It's crucial to maintain your vision beyond the first few months or year of business, as starting a business with limited resources requires a lot of patience and a focus on a sustainable model. Having this long-term perspective will help you avoid becoming discouraged by short-term setbacks," concludes the CEO.