Haba mubitumanaho, kwamamaza, cyangwa isoko ryimari, hariho ibigo byaje gutanga umusaruro gusa kubufatanye hagati yinshuti basangiye inzozi, ibibazo, nibyagezweho. Kuri uyu munsi mpuzamahanga w’ubucuti, wizihijwe ku ya 14 Gashyantare, vumbura inkuru z’ubucuruzi bwavutse ku bucuti bw’ubucuti kandi bukura bushingiye ku kwizerana no kwifuza gutera imbere hamwe.
Nibibaho kuri NoAr, ikigo cyitumanaho kabuhariwe mukwihutisha ibicuruzwa; Wigoo, ikigo gishinzwe kwamamaza hifashishijwe icyerekezo cya martech; ConCrédito, umuyobozi mu rwego rw'inguzanyo y'imishahara; na HUSTLERS.BR , ikigo cyamamaza kandi kizima.
"Guhuza umwe-umwe no guhanga udushya mu gutanga"
Mu mwaka wa 2011, uherutse kugera muri São Paulo, umunyamakuru Mariana Hinkel ukomoka muri Santa Catarina hamwe n’inzobere mu mibanire rusange na Marina Mosol ukomoka muri São Paulo bashinze ikigo cyabo PR. Umwuka wabo wo kwihangira imirimo waturutse ku buhanga bwabo ndetse n'ubucuti, ariko, kubera ko atakuriye muri São Paulo, ikibazo cyari ugushiraho urufatiro rukomeye.
Mariana agira ati: “Byasaga naho ari ibisazi gushinga ikigo cy'itumanaho gifite amikoro make mu mujyi mushya bitoroshye nka São Paulo, ariko twari tuzi ko igihe kigeze cyo gushyira mu kaga.”
Bashora imari muri serivisi zabakiriya ba terefone mugihe bakoraga murugo. Marina yibuka ati: "Niba umukiriya yahamagaye, basubijwe n '' uwakiriye, 'ndetse no mu Cyongereza." Hagati aho, abafatanyabikorwa bitabiriye ibirori n'inama z'ubucuruzi. Mariana agira ati: "Twubatse umuyoboro umwe ikarita y'ubucuruzi icyarimwe. Twashoye umwanya munini dushiraho imiyoboro, ariko nibyo byaduteye imbere".
Mu myaka ya mbere yacyo, iki kigo cyamamaje imishinga y’amatsiko kandi idasanzwe, nko gushyira ahagaragara igitabo cya se wa Michael Jackson muri Berezile ndetse n’isosiyete "yatumye inzozi ziba impamo," nk’iy'umuganga wamaraga icyumweru i Burayi aba nka James Bond. Mugihe urusobe rwitumanaho rwagutse, ikigo cyatangiye gukorera abakiriya mubucuruzi bwa e-bucuruzi, ubucuruzi bwa digitale, hamwe namasosiyete yikoranabuhanga.
Hamwe nimyaka 14 kumasoko, NoAr ubu ni igipimo cyibidukikije muri ecosystem kandi imaze gutsinda abakiriya bakomeye mubice bitandukanye nka Sony, Vtex, Boston Scientific, nibindi. Mu 2025, isosiyete yashyize ahagaragara raporo yihariye, AIres, ikoresha Ubwenge bwa Artificial Intelligence mu gushushanya ibipimo birenga 50 kandi itanga amashusho atigeze abaho yerekana ibikorwa bya PR.
"Wari umukino uhita."
Yubatswe ku bufatanye n’abafatanyabikorwa hamwe n’abashinze Dib Sekkar na Gustavo Santana, inkuru ya Wigoo, ikigo gishinzwe kwamamaza ibicuruzwa bikomeye, yatangiriye ku bucuti bwo mu bwana bwateye imbere mu bufatanye n’ubucuruzi.
Urugendo rwo kwihangira imirimo rwatangiye mu 2016, ubwo Wigoo yigaragazaga nkisosiyete yikoranabuhanga namakuru, itanga amakuru hamwe na software ikora kubacuruzi.
Ndetse n'uburambe mu bikorwa, Gustavo yabanje gutanga umusanzu atanga inama zingirakamaro-yagize uruhare runini mu guhuza imibare ya Sem Parar. Ariko, nyuma yimyaka ibiri akorana nuru ruganda, Dib yamenye ko gukurikiza inama za Gustavo bidahagije maze ahindura ubucuti bwabo mubufatanye.
Gustavo agira ati: "Usibye kuba twarahuye mu bwana, twahise duhura n'ibitekerezo n'intego duhuriyemo mu gihe cyo gukura. Isosiyete yakuze buhoro buhoro kandi ifite akazi gakomeye, nta shoramari ryo hanze kandi ryishakira amafaranga yinjiza. Inzira zacu z'umwuga nazo zambutse kandi zihuza intego n'inzozi."
Uyu munsi, Wigoo yihagararaho hamwe nigitekerezo cya martech, ihuza kwamamaza n’ikoranabuhanga binyuze mu nzira zinyuranye, ikorana na serivisi 360º, isesengura ibyo buri mukiriya akeneye kandi yibanda ku kuba umufatanyabikorwa mwiza w’ubucuruzi.
Dib yagize ati: "Intego yacu, n'iki kidutera gutera imbere byihuse, ni ukwibanda ku 100% ku bakiriya bacu. Turakomeza kubikora dufite ishyaka nk'iryo twagize igihe twatangiraga, buri gihe dushakisha uburyo bushya bwo kunoza ibyo dutanga no kugera ku ntego zacu".
"Gukurira hamwe kugirango dutere imbere"
Ubucuti bushobora kuba intangiriro yibikorwa bikomeye. Ku bijyanye na William washinze ConCrédito, inzira yo kwihangira imirimo yamye ihuzwa n'abantu bamukikije. Yaturutse mu bihe bitoroshye, yatangiye umwuga we wo koza imodoka, umuhungu utanga ibinyamakuru, hamwe n’umuyobozi ushinzwe guhamagara. Hamwe n'ubwitange n'icyerekezo cy'ejo hazaza, yakuze mu rwego rw'inguzanyo, aba umufatanyabikorwa muri sosiyete na mbere yo gushinga imishinga ye.
Muri 2016, ConCrédito yavukiye mu cyumba cye, afite ibikoresho bitunganijwe neza, ariko intego isobanutse neza: gutanga ibisubizo byubukungu kandi byoroshye. Kuva mu ntangiriro, William yizeraga ko iterambere rigomba kuba hamwe. Yazanye inshuti mubucuruzi, atoza abantu badafite uburambe, kandi ashyiraho ibidukikije aho buriwese yatera imbere hamwe. Rwiyemezamirimo ashimangira ati: "Nahoraga nizera ko intsinzi nyayo ari yo dusangiye. Iyo dukuze hamwe, duhinduka vuba kandi dufite intego nyinshi".
Uyu munsi, ConCrédito ni igipimo ngenderwaho ku isoko ry’inguzanyo ku mushahara, imaze gutunganya amadolari arenga miliyari 1.5 y’amasezerano no guha abakiriya 100.000 buri kwezi. Ariko hejuru y’imibare, isosiyete ihagaze neza mu kwiyemeza guteza imbere abaturage bayo, ishishikariza kwiga, imitekerereze yo gukura, no kubaka itsinda rikomera buri munsi.
"Guhinduka binyuze mu bwinshi"
Umubano hagati y'abayobozi Haynabian Amarante uzwi ku izina rya Bibi, na Ramon Prado watangiriye ku isoko ryamamaza. Bibi agira ati: "Nari umuyobozi ushinzwe umusaruro muri sosiyete kandi nabajije Ramon umwanya wo gucunga konti. Sinigeze ntekereza ko tuzaba abafatanyabikorwa."
Binyuze mu gushaka no kuganira buri munsi mu kazi, Ramon na Bibi bavumbuye isano ikomeye hagati yindangagaciro zabo ninyigisho zatanzwe nimiryango yabo. Ubu bucuti bwabatumye muri bo bifuza gukora umushinga w’ubucuruzi uhujwe n’aya mahame, ubashyira mu muco w’ubucuruzi ndetse no mu kazi.
umushinga HUSTLERS.BR wari ugamije guhuza ubumenyi bwanjye n'ibizunguruka. Igihe natangiraga gukorana na Bibi mu mwaka wa 2019, twabonye ko igihe kigeze cyo guhindura isoko n'ikigo kizobereye mu kwamamaza Live, Strategy ya Digital, kandi twibanze ku gutandukana mu matsinda n'imishinga. Mu 2020, twashinze ku mugaragaro bya HUSTLERS.BR mu mikorere yayo n'ibikorwa byayo."
Kugeza ubu, ba rwiyemezamirimo barimo kwagura imishinga hamwe n’ibirango bikomeye, bamaze imyaka ine bakorana n’ibigo ndetse n’amasosiyete manini nka Google na Warner Bros. HUSTLERS.BR imishinga yiyongera hejuru ya 30% mumwaka wa 2025.
