The last face-to-face workshop of the first class of the Partners for the Amazon Platform Acceleration Program (PPA) took place from August 28 to 30 in Alter do Chão, Pará. Focused on finance, investments and storytelling, the meeting brought together entrepreneurs over the three days to advance on topics such as online marketing for Amazonian products, introduction to accounting, net income and cash flow, income statement, future projections and Pitch Deck and storytelling. The facilitators were Leonardo Letelier and Fernanda Dativo, from Sitawi, and Laura Motta, from Mercado Livre.
The first two days were intended to address issues of online trade in Amazonian products and accounting. Laura Motta shared with the entrepreneurs lessons learned by Mercado Livre and tips to enhance the commercialization of products online. And Fernanda Dativo advanced with the group in valuation, analysis of financial statements, creation of performance indexes and construction of information for decision making and attracting investments.
“We have to think about how to value the production process in favor of online commerce, to generate positioning and storytelling branded. In the case of the Amazon, many of the products will not have the expected production speed in the southeast of the country, for example, so it is nice to value the production process by detailing the steps and informing the consumer. What could be a problem can become an opportunity with the appreciation of work, the process and the impact it generates ”, pointed out Laura.
In the approach to finance, Fernanda started the workshop stating that finance is not an exact science, but sources of information: “It is important to keep in mind how to show and interpret, but there is nothing exact. The biggest pains of entrepreneurs are to understand the operation by itself, the potential to reach, if it is profitable, if it needs to change, the entry of expenses that are not from the operation and cause losses, forecast costs and understand production capacity, call investors, make decisions, understand to detect problems before they happen ”.
“This financial language, which is not easy, was shared with us very smoothly. Here we have businesses at very different stages, and despite that the way the concepts were presented made them understood by everyone. I never saw anything about finance and investments in such a didactic way, ”says César De Mandes, from the Chocolate de Mendes company.
On the third day of the workshop, Leonardo Letelier, CEO of Sitawi, advanced with entrepreneurs on approaches focused on determining types of investment or financing suitable for each stage of the business and in building Pitch Deck and Storytelling.
The group had the opportunity to review the pitchs presented for the 2018 PPA Business Call, and the result was presented by the entrepreneurs in the last practical activity of the workshop.
“It is a process of looking back at this pitch we did at the beginning of the Acceleration Program, for reflection. We realized the deficiencies he had: our team was not in the presentation, nor were our numbers, competitors and place in the market. The big leap for the cat here today was reflection and maturity ”, evaluates Joziane Alves, from 100% Amazônia.
Leonardo Letelier assesses that the entrepreneurs did well in reformulating the pitches and know what needs to be improved: “Whoever did their homework here, thought about what was going to be presented, really made better presentations”.
For the coordinator of the PPA Acceleration Program, Ana Carolina Bastida, the last workshop was important to close the acceleration journey, which previously led to the impact thesis, business model, market and management for entrepreneurs. “We now address financial issues, the main indicators, and this is important for them to know how to interpret the accounting for their business and, from there, make decisions. And also what kind of information should be brought to investors, and what types of investment are most suitable for each business profile. The elaboration of this pitch elevator gathers a little of everything they have seen in the Program - market, impact, organizational capacity, team - and helps train the storytelling”.
Entrepreneurs from 10 of the 15 accelerated businesses visited Belterra's Association of Rural Working Women (Amabela), in Belterra, about 40 minutes from Alter do Chão, a reference in the defense of the cultivation and consumption of food without pesticides in the region and in the care of the environment. In all, 45 women are dedicated to planting in their backyards.
The group heard a little about the history of Amabela's creation and performance and was welcomed with a dinner prepared especially for the meeting. César De Mendes, from the Chocolate De Mendes venture, was already familiar with women's work, especially one of the specific products, Cupulate, similar to chocolate, only made with cupuaçu. In partnership with Amabela, De Mendes will soon launch a cupulate bar.
“In November I will bring a drying oven, oven and two large freezers here. They lack the physical structure for this cupulate production process. They will offer the raw material for the bar and I will help them in the standardization. Social technology is theirs, and we are going to bring this story of Amabela into the product, so that the consumer knows all of this ”, says Cesar.
Connections have been important throughout the PPA Acceleration Program, both with the potential to cross business and strengthen these entrepreneurs.
“The Program as a whole has been very good at connections and learning, realizing that we are not crazy alone in terms of impact and the Amazon. It surprised me a lot, and it helped especially in our vision of impact. Our motivation has always been to make Amazonian flavors better known and accessible, because we are from the gastronomy area. But we didn't see ourselves as an impact business. We started to measure and value this in our communication and internally in the team ”, says Joanna Martins, from Manioca.
Mariano Cenamo, executive coordinator of PPA and director of new business at Idesam, believes that the training cycle of the Program as a whole was well designed according to what this group of entrepreneurs brought as a need - impact, market, management and finance -, and that the connection established between them is really a force. “These meetings were also very important to expand this connection. On the first day of the first workshop they were distant, on the second they were closer, wanting to get to know each other and their business better. In the second workshop, there was already a closer interaction, and at each meeting we realize that they know each other better and already think about doing business together. That was the richest of capabilities ”.
At the end of the workshop, the entrepreneurs were asked to define in one word how they felt. The words that appeared most were gratitude, partnership, motivation, learning, challenge, knowledge and hope.
Although the series of face-to-face workshops has ended, the group continues to receive individual guidance until the end of the year. Some of the entrepreneurs even applied for the business rounds of the Call held this year, which will select another 15 entrepreneurs to participate in the Acceleration Program in 2020 and / or participate in the Investment Round in December 2019.
“Now we help to prepare those who are going to apply for investment and we work to strengthen this network each time, seeking to realize these possibilities of connection, doing business together, strengthening them. This is the big challenge ”, says Ana Carolina.
To learn more about the PPA Acceleration Program and accelerated business in 2019, visit: http://aceleracao.ppa.org.br/