I started in 1998, at 14, fixing computers and building websites. In 2003 I opened my first webdesign company. Later I became a partner at Pcom Marketing Estratégico. Along my career I worked with brands like Latam, Petrobras, Gerdau, XP and Vivo. I learned what works when the client is large and the margin for error is small.
In 2012 I decided to switch industries, into a sector that would let me 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. 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, daily decisions.
That routine is where I understood the central problem of small and medium business owners in Brazil. The operation demands five to eight specialized roles, like marketing, finance, HR, purchasing, customer service, business intelligence, content and support. And the revenue of companies that size doesn’t cover five to eight salaries. The owner ends up doing most, if not all, of those roles, 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.