Discover four key points for those starting their own business.

247 - Starting a business in Brazil is a dream shared by millions, but the path is far from simple. According to data from the most recent edition of the Global Entrepreneurship Monitor (GEM), a survey conducted by Sebrae in partnership with Anegepe (National Association for Studies in Entrepreneurship and Small Business Management), almost half of the Brazilian adult population that is not yet an entrepreneur — about 47 million people between 18 and 64 years old — intends to start their own business in the next three years.

Elton Matos, founding partner and CEO of Airlocker, the first Brazilian franchise of smart lockers, knows the challenges of this journey well. With over two decades of experience in the sector, he affirms that success in entrepreneurship depends less on luck and more on preparation, vision, and constant learning. “Listening to those who have already overcome the initial challenges and managed to consolidate their brands is fundamental in the initial phase of entrepreneurship. Therefore, mentoring, lectures, workshops, and other learning opportunities are essential for those who wish to become entrepreneurs,” argues Matos. “The exchange of experiences not only enriches knowledge but is also one of the pillars for achieving success,” he adds.

Based on his own experience, Elton listed four essential truths for those taking their first steps in the business world. These are lessons he himself considers indispensable for avoiding common pitfalls and building a solid foundation for consistent growth.

1. Understand the problem you want to solve.

The starting point for any business should be the clear identification of a real need. Before thinking about product or revenue, the future entrepreneur needs to ask themselves: what pain point am I solving? “A good business is born from a real market need. Research, talk to potential customers, observe what already exists and what is missing, and find a competitive advantage. The value you offer to the customer will set your company apart from the competition,” emphasizes the businessman.

2. Don't be afraid to make mistakes, but learn from them.

Occasional setbacks are inevitable — what makes the difference is the ability to react quickly and learn from them. “Each challenge brings valuable lessons for the next step. You need to be agile and develop a more strategic mindset to find solutions in advance,” advises Elton.

3. Understand your target audience

Knowing your ideal customer is more than just a technical step in a business plan: it's an ongoing commitment. According to the CEO of Airlocker, empathy and active listening are crucial tools. “A good entrepreneur is, first and foremost, someone who knows how to listen. Having empathy and practicing active listening allows you to truly understand the customer's needs. The more you know your audience, the more assertive and agile your decisions will be—and the better the results.”

4. Take good care of your finances from the start.

Errors in financial management are among the main causes of business failure in Brazil. Therefore, Elton recommends extra caution. “Avoid unnecessary expenses, focus on the future of the company, and never mix personal and business finances; this is one of the golden rules of entrepreneurship,” he warns. He also emphasizes the importance of qualified accounting advice: “Rely on the support of an accounting team that can provide security and free up your time to focus on the company's growth. Even so, closely monitor cash flow, costs, and expenses.”