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Sonho Grande
Big dream It is a detailed behind-the-scenes account of the trajectory of businessmen Jorge Paulo Lemann, Marcel Telles and Beto Sicupira since the founding of Banco Garantia in the 70s.
“Dreaming big is the same job as dreaming small” - Jorge Paulo Lemann
On the other hand, realizing the big dream is more work than the small dream.
What if you split the big dream into several small accomplishments?
Perhaps now it will be easier to carry out.
This process of division of labor can also be used to divide a market.
Imagine that your big dream is to achieve leadership in your city.
Time to set up your market segmentation:
- Where to start?
- How to divide the target market into reachable parts?
- What strategy to explore in each place?
A lot of people think in terms of the center and the periphery, or in neighborhoods.
Centres are important, even though they often have few residents.
While neighborhoods may be more populous, they don't always represent strong consumption, as workers leave the neighborhood during their professional days.
This dilemma will be in your hands and the path will depend on the type of product offered.
It is not uncommon to find companies that make decisions in the same way as 30 years ago, in the guesswork and following what their competitors are already doing.
But the Brazil of 30 years ago was another, more homogeneous, at a time when the profile of Brazilian families was very similar: couples with two children, jobs in industries.
Today we have new family compositions, new professions, other ways of thinking.
Those who decide based on what the market does drive looking through the rearview mirror.
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