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 advance in the entrepreneurship scenario. According to data from the Global Entrepreneurship Monitor (GEM 2024), a survey conducted by Sebrae in partnership with Anegepe (National Association of Studies and Research in Entrepreneurship), the entrepreneurship rate in the country reached its highest level in four years and jumped from 31.6% to 33.4% in 2024.

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

Undertaking with limited resources is still the reality of many Brazilians.When the investment is own and the entrepreneur assumes various functions, growth can be slower, but also more aligned with the values and purposes of the business.

For Andrea Rios, CEO of Orcas and specialist in sales and omnichannel strategies, even in the face of budget constraints, small businesses have the potential for innovation, consolidation and growth in the medium and long term.“O entrepreneur has greater control over the business and can focus on the main actor of the company: the customer, who is also the financier of his business.In addition, he himself has the opportunity to evolve, acquiring unique skills in the” market, he highlights.

Before seeking conversions in sales, Andrea reinforces the importance of building a well-structured and adaptable business plan.“Understanding the market, mapping competitors and financially designing the business is crucial to make more assertive decisions and to know how to allocate the available resources”, he explains.

Orcas expert, martech consulting, has put together 10 steps that work as a guide for anyone who wants to take 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 customers. Share your proposal and ask for feedback.
2. Keep start-up costs low: avoid large investments early on. Prioritize remote work and, if necessary, hire freelancers instead of building a fixed team.
3. Use open and free tools: there are no-cost platforms for accounting, content creation, financial organization, and project management. Explore these options before hiring paid services.
4. Focus on revenue generation: from the beginning, direct your efforts to generate profit.Simple strategies can increase sales conversion and improve the cash of the company.Some ideas on how to do this:

• Bet on recurrence: turn your product into a subscription with low monthly values, but that generate an added value in the medium and long term.
• Explore sales anticipation actions: pre-launch actions help generate expectation and engagement.You can also offer early access to VIP groups, such as already loyal customers, creating a sense of exclusivity and valuing those who already consume your brand.
• Invest in social media: even with a lean budget, it is possible to expand the digital presence. The entrepreneur can hire a professional in the area or invest in paid media strategically to increase the reach of the brand and attract new customers.
• Work leads for better sales conversion: if you already have a contact base, invest in qualifying these leads to increase the chances of conversion into sales. Currently, there are tools with artificial intelligence, accessible even for small businesses, that help to analyze and segment this data better.

1. Manage finances efficiently: have full visibility into inputs and outputs. A well-defined budget is critical to controlling the business and making good decisions.
2. Separate your personal finances from company finances: mixing the two financial profiles is a common mistake.Having separate accounts helps you better understand the financial health of the company.
3. Reinvest profits: when you start to profit, bet on reinvesting the resources to accelerate the business.You can do this through new products, increasing marketing efforts or by hiring staff.
4. Build a solid network of relationships: strategic partnerships, mentoring and even new clients can emerge from a well-built network. Networking is an important asset for those just starting out.
5. Ask for feedback continuously: embrace feedback and be mature to apply improvements if needed.
6. Take a long-term view: undertaking with few resources requires resilience. Keeping the focus on a sustainable model helps you overcome challenges and keep growing consistently.

“It is very important to keep your vision beyond the first months or the first year of business, because to undertake with few resources requires a lot of patience and focus on a sustainable model. Having this long-term look will help not to be discouraged in the face of setbacks that arise in the short term”, concludes the CEO.