Lamberti Fortalece: de Olho no Mercado

In late July, we shared the story of “From Lamberti Acelera to Lamberti Fortalece,” introducing the critical need to enhance the "marketing" aspect of our microentrepreneurs to strengthen their businesses. Now, let’s dive into the progress made through Lamberti Fortalece, a project focused on supporting these entrepreneurs with a market-oriented approach.

Lamberti Fortalece: Market-Focused Support

Launched in March 2024, the program began by selecting participants and conducting initial assessments.
The microentrepreneurs embarked on an acceleration track centered on marketing fundamentals and personalized support.
The goal was to equip them with marketing plans that could boost their brands and increase sales.

From June to August, each entrepreneur developed their own marketing plan, receiving individualized orientation.
Weekly one-to-one meetings with AdC specialists, either in person or online, ensured tailored support.
On average, each entrepreneur partecipated in four customized consulting sessions over six weeks, with the program prioritizing personalization to meet each participant’s unique needs.

Seed Capital to Support the Best Plans

To further incentivize progress, we introduced seed capital awards for the top five marketing plans.
We established a three-step, objective evaluation process:

• Creation of an evaluation manual with clear criteria.
• A scoring system for each entrepreneur, recorded in a shared spreadsheet.
• Alignment meetings to ensure consistency and fairness.

A panel of qualified volunteers conducted impartial evaluations, ensuring transparency and confidentiality.
The plans evaluation criteria aimed to identify the most solid proposals, with the greatest potential for concrete impact, the most coherent and addressed to a more equitable process.

Each plan was scored out of 200 points per evaluator, with bonus points awarded for women, self-declared black entrepreneurs, those with lower family incomes, and those with strong program participation.

The Winners

After careful evaluation, the five winning businesses were:

• Roteiros Velho Chico (tourism agency) by Leidson Nunes
• Collecting Memories (photo editing) by Débora Pinheiro
• Cutelaria Pinheiro (handmade knives) by Vagner Pinheiro
• Zanza Crochê e Arte (crochet and macrame) by Rosângela dos Santos
• Oba Moda Afro (Afro-inspired fashion) by Fabiana Costa

Two entrepreneurs, Heloísa Kalvan and Fabiana Olena, opted to forego the seed capital.

Post-Awards Mentorship and Deliverables

Following the awards ceremony in early September, we resumed individual consultations for each entrepreneur. For the winners, we focused on strategic use of their seed capital, setting priorities, and establishing guidelines.

Additionally, we outlined three deliverables for all active participants, to be implemented by the year’s end. These deliverables were customized to align with each entrepreneur’s needs, ensuring that the program remains relevant and impactful. Furthermore, one entrepreneur is receiving individualized mentoring from one of our volunteers, while two others will benefit from marketing advice provided by students at Belas Artes, a prestigious marketing school in São Paulo.

The Lamberti Fortalece program continues to foster entrepreneurial growth by providing tailored support, seed capital, and ongoing mentorship. These efforts aim to equip microentrepreneurs with the skills and resources necessary for long-term success in an increasingly competitive marketplace.