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Artificial intelligence as an extra work tool for the business representative

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Artificial intelligence as an extra work tool for the business representative

Interest in the use of Artificial Intelligence (AI) has increased in recent years and reached not only people but also organizations. In 2024, 72% of companies worldwide have already adopted this technology, a significant advance compared to 55% in 2023. The information is from a survey conducted by McKinsey & Company, a global consulting and management firm. 

But it is not only companies that are benefiting from the technology, which goes far beyond the well-known Chat GPT. Those who work with sales have already realized that AI can be very useful, for example, to organize routines and thus enhance the efficiency of their activities. In addition, it is a way for professionals to remain competitive and updated with the market.

This is the evaluation of the president of the regional Council of Parana's commercial representatives (CORE-PR), Paulo Nauiack, who highlights how AI is already present and positively influencing the sector.“O commercial representative is already using artificial intelligence. An example is scripting, an essential process for organizing the daily work of these professionals. To make your script, when you use the application, be the application that is Maps, Waze, is using the artificial intelligence”.

According to Nauiack, the key to maximizing the benefits of AI lies in familiarity and constancy of use. “Enjoy! Use, play, make this intelligence more friendly to you, make it routine. As you use AI, whatever it is, gaining greater confidence, it will start giving you better answers and you will be more efficient.”

The president of CORE-PR points out that AI does not replace the commercial representative, but rather complements your skills. “You will not be replaced by AI, you will be replaced by someone who, like you, knows how to use artificial intelligence.” It emphasizes that the effectiveness of AI is directly linked to the quality and quantity of information provided. “A AI will give us answers as we feed it, so the better the flow of information and knowledge, the constancy of data it can offer to your artificial intelligence, the better the answers will be.”

Nauiack notes that the use of AI is already a reality in companies and among customers, being a competitive differential to understand and anticipate these practices. “A company you represent already uses AI to map market, have interaction with its competitors, to understand what is being done. Similarly, your customer also uses, so anticipate, use, seek to know what he is doing, what he is using, how he is using, and this will make your life easier.”

How to prevent artificial intelligence from becoming a security problem in companies

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How to prevent artificial intelligence from becoming a security problem in companies

The protection of sensitive data, prevention against cyber attacks and the guarantee of the integrity of AI systems are fundamental pillars to face the growing digital threats in companies. The Global Cybersecurity Outlook 2024 study revealed that 54% of organizations are not prepared to deal with vulnerabilities in their supply chains, which raises the risks for their partners. In the last 12 months, 41% of companies that faced cyber incidents pointed out third parties as the source of the problem, from simple attacks to sophisticated cyberespionage operations. And the impact is not limited to large Latin America - 20 billionth most affected countries - the most.

What do tech leaders say about the issue?
Recently, at the Aspen Security Forum, the Coalition for Secure AI (CoSAI) was launched, made up of technology leaders such as Google, Amazon, Intel, IBM, Microsoft and NVIDIA, with the aim of establishing robust security standards for AI.

In this regard, Srikrishna Shankavaram, principal cybersecurity architect for the Advanced Development and AI team at Zebra Technologies, highlighted that one of the key focus areas of the Coalition for Safe AI (CoSAI) will be the security of the software supply chain for Artificial Intelligence systems. “Given the complex and interconnected nature of AI ecosystems, any vulnerability at one stage can compromise the entire” system, explained Shankavaram.

According to EY's Global Cybersecurity Leadership Insights Study, in terms of costs, during 2022, 37% of companies indicated that data breaches represented an expense of about 1.5 million dollars; and 35% commented that this amount reached between 1.5 and 3 million dollars for their companies.

And what security measures to take in the age of Artificial Intelligence?
In response to this problem, Zebra Technologies has developed a comprehensive portfolio of cybersecurity solutions to protect mobile devices and business data. Through technologies such as Zebra LifeGuard & Mobility DNA and biometric authentication solutions, Zebra ensures device security and data privacy.

Its advanced analytics platforms, powered by artificial intelligence, proactively detect threats, while identity management solutions control who has access to what information. These solutions not only strengthen the defense against cyber attacks, but also enhance the operational efficiency of enterprises.This is essential to preserve data integrity and ensure that artificial intelligence is used ethically and responsibly, bringing benefits to individuals, organizations and society.

According to Manuel Gonzalez, Regional Product Manager for Latin America at Zebra Technologies, “na Zebra, we understand that artificial intelligence security is not only a technical priority, but a comprehensive commitment to our customers and partners.We support and are committed to initiatives that seek to establish higher security standards across the industry”.

Gonzalez said Zebra continues to enhance its AI portfolio, which includes everything from machine learning to retail task management to smart vision applications, voice AI and generative AI for wearable devices and self-checkout scanners.These innovations enable companies to create secure and scalable digital services, supported by the Zebra Savanna platform.

Black Friday: how technology can transform the customer journey and move the hands of your business

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Black Friday: how technology can transform the customer journey and move the hands of your business

Black Friday is a widely anticipated date in Brazil, and not only by consumers, attentive to offers, but also by brands, which are preparing for a significant increase in sales and customer interactions. 

At this time, the ability to offer an exceptional experience, focused on the complete customer journey and combined with technological solutions, is a decisive factor for success in sales and loyalty. 

This is because, in the current context, it is not enough to “respond” to the consumer. It is necessary to create connection so that the experience is so fluid and memorable, that the return to a new business is practically certain.

I say this using recent research from Offerwise, commissioned by Google, where 65% of Brazilians said they expect brands to bring innovations on Black Friday this year, especially with regard to the differentials and improvements they can offer to the consumer. 

And, a tip: if your company is not yet surfing the waves of new technologies (or at least understanding how they can be useful to your business), being among the main brands remembered by consumers can be a little difficult. New technologies can both improve the customer journey and optimize processes, leaving everything more agile, easy and close (very important word in the relationship with customers). Even more when combined with other technological resources not so new.

Artificial intelligence, for example, brings among its various features the ability to understand and behavioral analysis. This allows companies, especially in seasonality like Black Friday, to get ahead of the competition with recommendations, promotions, personalized service and after-sales for each customer, increasing conversions and improving satisfaction.

In addition, collecting and using data to map and better understand customer preferences, respecting the LGPD & General Data Protection Act, supports companies in adjusting strategies, even in real time.

Another point that is worth highlighting is the integration between the physical and the digital. This combination of experiences makes all the difference in any segment, but it can get even better if you have the possibility of omnichannel present, that is, the interaction in different communication channels.

The transaction involving documents is another benefit of technology. Want an example? Insurance and Financial can win new customers also on Black Friday, and will send contracts and other documents to sign the agreement, right? All this can be done from a solution with encryption and other elements so that security and traceability are strong points in the customer-company relationship.

And not to mention the artificial intelligence chatbots that, for companies, reduce the complexity of creating the communication channel with the customer, making it able to talk in minutes. And for customers, offer a communication bridge with the brand, safe, agile and assertive, whose data reverts to continuous improvement, if well used by companies for this purpose.

So, using technology in periods of high demand, such as Black Friday, is more than important. It is crucial! Only then to keep your business up to date and, at the same time, your customers happy with an experience that really makes sense for each of them, in a personalized and fluid way.

More than communicating, today's leaders must focus on being understood

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More than communicating, today's leaders must focus on being understood

Engaging leaders as effective communicators is one of the biggest challenges faced by internal communication organizations. According to annual surveys of the Brazilian Association of Business Communication (Aberje) in partnership with the agency Integrated Action, this difficulty was identified by 64% of companies in 2024, 74% in 2023 and 70% in 2022. These data make clear the challenge of companies: in a corporate world that produces and receives information at all times, more than being heard, leaders need to be understood by their leaders.

The secret? TEDx Speaker and communication specialist, Giovana Pedroso“It is necessary to go beyond superficial conversations and first exchanges of words. It is to listen to what has not been said, which represents a huge challenge”, highlights Giovana.“Often the problem is in context, manifested by nonverbal signs. An employee who starts to arrive late and, when questioned, blames the alarm clock, may be dealing with more serious personal problems. Body language, such as looking at the floor or closed posture, can reveal much more”, he adds.

To decipher the lines between the lines, Giovana points out trust and respect as fundamental attributes. “Only that unlike respect, trust does not arise only from formal authority. The relationship between leader and leader is built on the exchanges established every day, in good, clear and frequent conversations, in small demonstrations of interest and true concern for the other”, lists the communication specialist.

Good practices for managers

According to the expert, the benefits of clarity and humanity in the communication of a leader go beyond healthier relationships in the professional environment.“Can represent, in the last line, the increase in the company's results, considering that the construction of healthy professional relationships reduces turnover and stimulates creativity”, she highlights.

With this in mind, some practical contributions can help managers understand and be more understood:

''' Clear objectives for meetings: clearly define the purpose of the meeting and educate the team to do the same. The more specific the goal, the more productive the conversation will be; and

'''  Facts above opinions: decisions should be based on facts, avoiding personal biases that can distort reality;

''' Objective and fast feedback: focus on the situation and not personal judgments when giving feedback, but be direct and quick when providing feedback;

''' Encourage team ideas: encourage participation and sharing of ideas, but do not focus on the authorship of ideas, it is more dialogue about the proposal than about who is the author;

''' Reflect before you speak: cris Argyris of Harvard Business School suggests splitting a sheet in half: on one side, write what you think; on the other, what really should be said.

Legal consultancy launches free classes on fundraising for startups

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Legal consultancy launches free classes on fundraising for startups

THE SAFIE, legal advice for technology companies, startups and digital businesses, announced the launch of the series “Jornada de Investimento Angel para Startups”10 Free classes streamed online on YouTube.The initiative, led by Lucas Mantovani, co-founder and COO of SAFIE, It aims to enable entrepreneurs to capture investments more efficiently. The project began on September 30 and will feature weekly classes always on Mondays, at 12h.

The series offers practical content for founders and entrepreneurs of different stages. From the first class, “Introduction to Fundraising for Startups”, participants will have access to guidance on topics such as networking with investors, due diligence & OLS or prior diligence & valuation & OLS or valuation. “We will help entrepreneurs understand and navigate the different stages of fundraising, offering strategies that really make the difference”, he says Lucas Mantovani's.

Divided into three segments, the first group is aimed at entrepreneurs who are validating the business and need guidance on funding. The second focuses on startups that have already received investments and seek to optimize future rounds. The third is aimed at leaders who want to improve valuation and governance strategies.

The classes follow until the end of the year and include insights from Mantovani, who has more than R$ 40 million in investments made possible for startups.In addition, participants will have the opportunity to interact with other entrepreneurs and investors, expanding contact networks.

Focusing on sustainable growth of startups, SAFIE aims to empower founders to negotiate better investment conditions, as well as prepare them for market demands.Second Mantovani “A fundraising is a challenge for many, and our goal is to provide entrepreneurs with the tools they need to achieve” success.

The series is available at official channel of SAFIE on YouTube, where interested parties can follow the classes and clarify doubts about attracting investments. 

Blip opens office at the former headquarters of X (Twitter) in Sao Paulo

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Blip opens office at the former headquarters of X (Twitter) in Sao Paulo

THE Blip, conversational intelligence platform in messaging applications, including announced the opening of its new office in Sao Paulo. The company now occupies  what until then was the headquarters of X (formerly Twitter), located on the 9° floor of the building Faria Lima Square, in the neighborhood of Itaim Bibi, in Sao Paulo. The space has 1,117.53 m² and offers space for more than 200 employees who reside in the state capital, and is also open to people from other regions who want to work in the office when they are in the city. The company also intends to receive partners, allies and investors in the space, centralizing its internal events.

Previously, Cubo Itau was the headquarters of Blip in Sao Paulo, but with the exponential growth that had in recent years, the company felt the need to have a space of its own. In addition to the new headquarters in Sao Paulo (SP), Blip also has offices in Belo Horizonte (MG), Mexico City (MX), Madrid (ES) and USA. 

“Sim as our company has evolved and grown constantly, winning customers even outside Brazil, we wanted to have a space that lives up to our history, positioning ourselves in the corporate center and main financial center of the country”, he explains Roberto Oliveira, CEO and co-founder of Blip. The executive believes that this is a natural evolution, which will bring them even closer to customers, partners and allies. 

Luciana Carvalho, CHRO of the company, says that the decision to have a space of its own gives the opportunity to create something that reflects the essence of Blip, incorporating values, vision and history in the environment, as well as maximum reinforcement of our culture.“We want everyone who visits our office to feel more connected with our purpose and, especially, that our blippers (as we call our employees) have a creative and comfortable space to work”, comments. According to Luciana, all employees, especially those who reside in the city of Sao Paulo, are enthusiastic about the novelty. 

Currently, Blip has employees working in the three work models: face-to-face, hybrid and remote. Depending on the function they perform, the employee decides the work format that best suits their lifestyle. 

The new office goes beyond workspaces, seeking to centralize diverse experiences for any of the business audiences. The environment ossui a large space for events, modular and adaptive; meeting rooms equipped with high quality videoconferencing equipment, allowing better interactions with its international and interstate territories; and soon, will have studio for recordings that will allow generation of quality content and with the face of Blip. The construction of this space and the plans it houses are demonstrations that all the accelerated expansion of the company in recent years has not stopped, but is only at the beginning. 

Stone director shows how to create thriving organizations in new book

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Stone director shows how to create thriving organizations in new book

With the launch of the book Intentional Technology: how artists, bikes and horses transform careers and businesses, the Chief Technology Officer (CTO) of StoneCo Marcus Fontoura, Shares practical and profound lessons on how to lead and transform organizations in an increasingly digital world.

Published by Citadel Editorial Group, the work will have the amount collected from the sales passed on in full to the Estudar Foundation, a non-profit institution that works in the development of young potential Brazilians.

Backed by more than 20 years of career, Fontoura addresses topics such as attracting and retaining talent, building standardized technology platforms and the role of leadership that values creativity and diversity. His teachings are based on the author's extensive experience in technology management and leadership roles in global companies such as IBM, Yahoo, Google, Microsoft and, currently, Stone.

Divided into three central themes - Culture, Technology and Leadership 'OD, the book discusses creating environments that encourage innovation and experimentation, essential to the success of technology teams.In the first part, Marcus highlights the importance of attracting and maintaining “artists“, that is, the best talents, offering guidance on how to assemble and motivate efficient and diverse teams.

The author also explores the organizational structure, emphasizing the seriousness of correctly distributing seniority among employees and creating a culture of innovation. He also presents the concept of “bicycles“, a metaphor for building reusable technological infrastructures that overcome immediate solutions to specific problems.

Fontoura emphasizes the relevance of engineering tools and consistent processes, such as code review, that improve efficiency and function as learning tools.It addresses the inevitability of errors in technology and teaches how to deal with unforeseen events, using the “ analogyhorses” to explain incident management.

The protagonism of the human element is another central point. When defending diversity as an engine of innovation, it shows how it promotes dialogue between different experiences and cultures. Going beyond quota policies, it argues that it is essential to have leaders who create environments where everyone feels comfortable to collaborate creatively.

At a time when the Artificial Intelligence revolution requires companies to integrate technology management strategically, Marcus Fontoura invites readers to rethink technology as a transformative force in business and society.

With practical lessons and based on real experiences, we Intentional Technology it is an accessible and inspiring guide for managers and leaders who want to transform their organizations. The novelty is indicated for both experienced professionals and beginners in the field.

Technical sheet

Title: Intentional Technology: How Artists, Bikes and Horses Transform Careers and Business
Author: Marcus Fontoura
Publisher: Citadel Editorial Group
ISBN: 978-6550475147
Dimensions: 15.5 X 1.6 x 23 cm
Pages: 320
Price: R$ 64.90
Where to find: Amazon

Cloudera partners with Snowflake to unlock hybrid data management integration with Iceberg technology

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Cloudera partners with Snowflake to unlock hybrid data management integration with Iceberg technology

THE Clouderahybrid platform for data, analytics and AI, announced integration with Snowflake, AI Data Cloud company, to bring companies a hybrid and open data lakehouse powered by Apache Iceberg. Now, organizations can leverage the combination of Cloudera and Snowflake & two cutting-edge tools for ingesting, processing and consuming data & to get a single source of AI information, analytics and workloads. 

Data is the most powerful asset of an institution.It drives informed decision-making, provides competitive advantage and reveals opportunities for innovation study of 2022  KX and the Center for Economic and Business Research (CEBR) revealed that 80% of companies report higher revenues due to real-time data analysis and 98% report an increase in positive customer sentiment due to harnessing data.However, to fully harness the power of data, companies need a single, unified source to store, manage and govern all corporate information, regardless of where it resides.

Cloudera has extended its Open Data Lakehouse interoperability to Snowflake, enabling customers to seamlessly access Cloudera Data Lakehouse pools through its Apache Iceberg REST catalog. Customers benefit from an optimized data platform powered by Apache Iceberg, which allows them to ingest, prepare and process their data with best-in-class tools. Additionally, Snowflake users can now query data stored on Cloudera's Ozone, an on-premises object storage solution that supports AWS S3, directly from Snowflake. Customers now have access to all major formats from a ServicePaaS, ServicePa Platform, and ServicePa Platform as well as a Service).

In addition to enabling greater interoperability between the two systems, Cloudera customers will experience the ease of Snowflake's Business Intelligence engine.The engine can access data from Cloudera's open data lakehouse without requiring duplication or data transfer, reducing complexity, simplifying operations, and maintaining data integrity.

In addition, this collaboration leads to a reduction in the total cost of integrated ownership for enterprises. Eliminating data and metadata silos, streamlining data pipelines and operational efforts are key factors in this cost reduction. These improvements help to deliver analytics and AI use cases at scale more efficiently, further enhancing the value proposition for companies using Cloudera and Snowflake. This strategic integration not only optimizes analytical workflows, but also provides a robust framework for organizations to drive innovation and gain competitive advantages in their respective markets.

Additional benefits of this integration include:

  • Managed Iceberg tables: iceberg tables improve data performance and reliability, enabling joint customers to unlock the full potential of their data through better organization, faster queries, and simplified data management, no matter where they are stored;
  • Best mechanisms: joint customers benefit from first-line mechanisms to ingest, prepare and manage their data, enabling seamless management of artificial intelligence (AI) and business intelligence workloads;
  • Unified security and governance: this integration consolidates data security and governance across its lifecycle. Joint customers can apply consistent security measures, track data origin and movement, and manage metadata on a single platform, on-premises or in the cloud.

By extending our open data lakehouse capabilities through Apache Iceberg for Snowflake, we are enabling our customers to not only optimize their data workflows, but also unlock new opportunities for innovation, efficiency and” growth Abhas Ricky, chief strategy officer, Cloudera. “This will help customers simplify their data architecture, minimize data pipelines, and reduce the total cost of ownership of their data assets, while reducing security risks.Together, Snowflake and Cloudera are bringing the next era of data-driven decision making to all modern organizations 

“O Apache Iceberg is a leading choice for customers who want open standards for data, and Cloudera has been an integral part of the Iceberg” project Tarik Dwiek, head of technology alliances at Snowflake. “Our partnership extends what is possible for customers opting for standardization at Iceberg tables.We are excited to break down silos and deliver a unified hybrid data cloud experience with cross-functional analytics for all our customers

“Through this collaboration, customers gain access to a robust, unified data management platform that provides a single source of truth for all their data, whether in the cloud or on-premises”, he says Sanjeev Mohan, analyst at SanjMo. “This enables them to simplify and secure their data operations while efficiently analyzing and extracting insights across the entire data lifecycle - from ingestion to AI to analytics.It is a strategic shift from two industry giants to partnering in a way that will add immediate value to businesses

In addition, reaffirming its commitment to advancing the adoption of Iceberg, Cloudera is pleased to announce the technical preview of Cloudera Lakehouse Optimizer.This new service autonomously optimizes your Iceberg tables, further reducing costs and significantly improving the performance of your lakehouse.To learn more about this technical preview, click here.

Asaas announces partnership with Mastercard and new features for SMEs in its own financial innovation event

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Asaas announces partnership with Mastercard and new features for SMEs in its own financial innovation event

After announcing a R$820 million C Series uptake, the Asasas, reference in financial technology for SMEs, gathered more than 2 thousand people in the second edition of Asaas Connect, held on Thursday (10) at the Transamerica Expo Center in Sao Paulo. The event, which connects innovation, finance and entrepreneurship, highlighted the new partnership with Mastercard, a global company in the payments sector and new features for the fintech solutions portfolio.

With the aim of enhancing the experience of millions of small and medium-sized companies, the new Asaas Mastercard card was unveiled firsthand during the event by fintech president Piero Contezini and CEO Diego Contezini.The Asaas Mastercard card is multiple, offering pre-approved debit and credit functions with a limit. With launch scheduled for the first half of 2025, the new Asaas card will give access to the Mastercard Surpreenda program, which offers exclusive offers and purchase protection, as well as the possibility to make withdrawals and make purchases anywhere in Brazil and the world.

“This practical and secure solution integrates our services and replaces products monopolized by traditional banks.With the Asaas Mastercard card, we are not only facilitating the day-to-day lives of entrepreneurs, but also facing one of the biggest challenges of Brazilian entrepreneurship: the cash flow”, explains Piero Contezini, president and co-founder of Asaas. “To the first half of 2025, we plan to expand this offer and bring more innovations to our portfolio.”

Fabiana Fernandes, vice president of Digital Partnerships at Mastercard, highlighted that the collaboration between Asaas and Mastercard aims to support the Brazilian entrepreneur.“Our mission is to connect and boost an inclusive digital economy.To manage a business, regardless of its size, you need to have secure tools.In addition to the benefits of a Mastercard card, holders will also benefit from Mastercard Surprise Companies”, says Fabiana.“This program offers amenities that help entrepreneurs optimize their operations, redeeming discounts and advantages with points accumulated in business cards.”

Those interested in the new Asaas Mastercard card can ensure early access by signing up for the waiting list. Developed in partnership with Pismo and Valid, the card will initially be offered to Asaas customers and those who register via the link: https://materiais.asaas.com/cartao-asaas-mastercard.

New functionalities
In addition to the card, Asaas announced integration with Nexinvoice, acquired by fintech in the first half of this year.Focused on small and medium enterprises (SMEs), this new front of Nexinvoice automates the receipt of invoices and the payment of bills. 

Already in the testing phase, this new product will allow customers to manage water, energy and telecommunications invoices more efficiently, reducing manual labor. Invoices will be automatically sent for payment to the Asaas account, with alerts on invoices not received, due and paid.

Another renowned editionThis year's Asaas Connect edition, which has been taking place since last year, featured more than 40 prominent speakers, including journalist Mari Palma, geophysicist and youtuber Sergio Sacani, businesswoman Rachel Maia, and closed by lawyer and journalist Gabriela Prioli. With three stages dedicated to lectures, success stories and interactive debates, the event provided a conducive environment for networking between CEOs, CFOs, CTOs and entrepreneurs.

Black Friday 2024: personalized strategy tips to stand out in a market dominated by giants

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Black Friday 2024: personalized strategy tips to stand out in a market dominated by giants

With the arrival of Black Friday, small and medium entrepreneurs face the challenge of standing out in a market largely dominated by large retailers.For these companies, exploring their competitive advantages and adapting strategies is critical to succeed in this period.

Ricardo Leite, Director of UOL Host, points out that the proximity of small businesses with their customers is a great opportunity to create exclusive and targeted promotional actions. “You need to be creative and offer personalized offers. Everyone is promoting actions at this time, so it is essential that your campaign stands out and speaks directly to your audience. Take advantage of the fact that you know your customers well.It is no use betting on generic promotions if your audience has specific needs. For example, if you sell handmade products, a strategy focused on customization will probably be more effective than large discounts”, explains the executive.

Market data indicates a growth trend in online sales for 2024, with many companies extending their promotional campaigns throughout the month of November.

In marketing, efficient communication is essential to attract customers. Preparing specific promotional materials for social networks, WhatsApp groups and websites is indispensable, as well as using e-commerce platforms that offer personalized newsletters, strengthening the relationship with the public.

According to Leite, social networks such as Instagram, TikTok and WhatsApp are great allies, but keeping the website or the virtual store up to date and with good usability, with detailed descriptions of the products, their differentials and benefits, is fundamental, as they are the destination of the campaigns.

“Each social network has its own language and interaction format, which allows it to impact different audiences accurately during the period of” promotions, explains. “Instagram, for example, visual appeal is essential, and stories and posts with attractive images and videos are effective to capture attention quickly. Already on TikTok, short and creative videos with challenges or trends can viralize a promotion. WhatsApp, in turn, offers a more direct and personalized communication, ideal for sending exclusive offers and last minute promotions”, he adds.

Working niches can also be a powerful strategic differentiator. By focusing on a specific product you are an expert in, you can position it as the central highlight of your campaign. This not only attracts a highly interested audience, but also differentiates your offer from large retailers that usually work with a broad and generic portfolio. By offering something unique or difficult to find elsewhere, you increase your competitiveness and create a sense of urgency, strengthening the bond with the customer and boosting your chances of conversion during events like Black Friday.

Finally, Leite recommends that all actions be planned in advance, with attractive communication and the choice of products that differentiate the business from the competition. These strategies allow small and medium entrepreneurs to make the most of the opportunities that the date offers.

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