My path started in 1998, at 14, fixing computers and building websites, and in 2003 I opened my first webdesign company. Later I became a partner at Pcom Marketing Estratégico. Over my career, I worked with brands like Latam, Petrobras, Gerdau, XP and Vivo and learned what works when the client is large and the margin for error is small.
In 2012 I decided to switch industries and move into a sector where I could create my own products and apply what I knew about management and marketing inside a brand of my own, instead of staying only in theory. I opened Lov Pizza and, in 2015, I acquired M&E Pizza, today Dáme Pizza. At one point I operated 6 brands simultaneously in Porto Alegre, the best stress test I could have asked for: real operations, tight margins, small team and daily decisions.
That routine is where I understood the central problem of small and medium business owners in Brazil: the operation demands specialized roles that the revenue of a company that size can’t cover in salaries. The owner ends up doing most, if not all, of them, poorly, alone, and never gets out of the operation.
In 2022 I started building the answer with AI. Today my companies run with a team of agents covering those functions as infrastructure, not as an experiment. The pizza shops are the lab where the method gets tested before it exists.
This site documents the process.