Building
a better
working
world
2
If you are reading this preface, it is very likely that the answer is “yes”.
The people gathered here tonight - on April 8, 2015 - at the 17th edition
of Ernst & Young Brazil’s Entrepreneur Of The Year Award, have plenty
of reasons to believe they are making a difference.
Summary
Introduction 3
The Entrepreneur Of The Year Program in Brazil and in the World 4
Entrepreneur Of The Year
Emerging Category 8
Master Category 12
Honorees 16
•
Executive Entrepreneur 16
•
Sustainable Entrepreneur 17
•
Family Business 17
•
Olympic Legacy 18
•
EY Super Challenge 19
Ernst & Young and entrepreneurship 27
•
Women. Fast Forward 28
•
Winning Women 30
•
Knowledge 44
To begin with, we’re speaking of those who are being honored in tonight’s
event: the entrepreneurs who, with their unique spirit of leadership,
boldness and innovation, build successful businesses, create jobs and
contribute to the sustainable development of the Brazilian economy. They
are exceptional partners, assisting with Ernst & Young’s goal of building
a better working world.
And they are not alone – not in their careers, not tonight. We want tonight’s
event to be remembered as one of the greatest and most inspiring meetings
of people who turn dreams into reality, both in the working world and in
society as a whole.
It is for this reason that our recognition extends to two other groups,
which, heroically, also contribute to the country’s advancement in times
of prosperity or adversity: sportspeople and women.
As an Official Supporter of the Rio 2016 Olympic and Paralympic Games,
Ernst & Young is proud to recognize the Olympic Legacy – the initiatives
that will last beyond the records and medals, benefiting our economy and
communities for decades to come after the end of this historical mega event.
Along with so many stories and inspiring individuals, we can answer:
yes, we changed the world today. And we are confident that this is just
the beginning.
Welcome to the 17th edition Of The Entrepreneur Of The Year Award.
Jorge L. Menegassi
CEO, South America
& Brazil
Luiz Sérgio Vieira
Vice Chair of Markets,
Brazil
André Viola Ferreira
Lead Partner for Strategic
Growth Markets, South
America & Brazil
The Entrepreneur Of The Year
The Entrepreneur Of The Year
Have you changed the world
yet today?
3
Entrepreneur
Of The Year
•61
countries and regions host
this event.
•The
Brazilian award is in its
17th edition.
•Brazil’s
representative at the
World Entrepreneur of the Year
will be announced tonight.
The Entrepreneur Of The Year award
was launched by Ernst & Young in
1986 in the United States. Brazil
was the first country in Latin
America and the 14th in the world
to host the event back in 1998.
Each year, Ernst & Young is proud
to recognize entrepreneurs whose
initiatives are paramount for Brazil’s
social and economic change. In all
16 previous editions of the award
in Brazil, several of the country’s
most important entrepreneurs
were recognized.
The global event – World Entrepreneur
Of The Year – will be held between
June 3rd to 7th in Monte Carlo,
in the Principality of Monaco. The
Entrepreneur Of The Year in Brazil,
to be chosen by a panel of judges,
will compete in the world award
with representatives from several
other countries.
• The World Entrepreneur Of The
Year is the world’s most prestigious entrepreneurship award.
• The awards ceremony will
take place on June 3rd, in the
sumptuous Salle des Étoiles.
• One Brazilian entrepreneur
will compete in the world award.
Countries and regions represented in the final
in Monaco
• Argentina
• Georgia
• Netherlands
• Sweden
• Australia
• Germany
• New Zealand
• Switzerland
• Austria
• Greece
• Norway
• Taiwan
• Belgium
• Hungary
• Oman
• Turkey
• Brazil
• India
• Philippines
• Ukraine
• Canada
• Indonesia
• Poland
• United
Arab
Emirates
• Central • Ireland
Francophone
• Israel
Africa
• Italy
• Chile
• Japan
• China
• Jordan
• Colombia
• Kazakhstan
• Czech Republic
• Liechtenstein
• Denmark
• Luxembourg
• Eastern Africa
• Malaysia
• Estonia
• Mexico
• Finland
• Middle East and
North Africa
• France
• Portugal
• Qatar
• Romania
• Russia
• United
Kingdom
• Saudi Arabia
• United
States
• Serbia
• Uruguay
• Singapore
• Vietnam
• South
Korea
• Western
Africa
• Southern
Africa
• Western
Francophone Africa
• Spain
The Entrepreneur Of The Year
The Entrepreneur Of The Year
4
Entrepreneur Of The Year around the world
5
• Two categories:
Emerging and Master.
• Special recognition.
• A prestigious panel of judges.
6
Ernst & Young invited some
of the most influential names
in the Brazilian business world
to recognize their peers in the
2015 edition of the Entrepreneur
Of The Year Award. In this
edition, the event will honor
entrepreneurs in two categories:
Emerging and Master.
2014
Eraí Maggi Scheffer
Grupo Bom Futuro
In addition, there will be special
honorees in the following
categories: Entrepreneur
Executive, Sustainable Entrepreneur,
Family Business, EY Super
Challenge, Urban Development
Olympic Legacy, and Human
Development Olympic Legacy.
The entrepreneurs will be chosen
based on the following criteria:
entrepreneurial spirit, financial
performance, strategic direction,
global impact, innovation,
personal integrity, and influence.
Former winners in
all Brazilian editions
1998Helder Mendonça
Forno de Minas
1999Aleksandar Mandic
Mandic
2000 Laércio Cosentino
TOTVS
2001 Marco Aurélio Garib
EverSystems
2002 Lirio Parisotto
Videolar
2003 Luiz Augusto Milano
Matec Engenharia
2004 Norival Bonamichi
Ouro Fino Saúde Animal
2005/ Miguel Krigsner
2006 O Boticário
2007 Arri Coser
Fogo de Chão
2008 Nizan Guanaes
Grupo ABC
2009 Waldemar Verdi
Empresas Rodobens
2010 Marcelo Alecrim
AleSat
2011 Alexandre Costa
Cacau Show
2012 Deusmar de Queirós Pague Menos
2013 Marco Stefanini Stefanini IT Solutions
2014 Eraí Maggi Scheffer
Grupo Bom Futuro
The Entrepreneur Of The Year
The Entrepreneur Of The Year
A recognition
of entrepreneurial
achievements
7
The Entrepreneur Of The Year
Meet our panel of judges
•Cristiana Pereira
9
BM&FBovespa • João Carlos Douat
FGV
• Luiz Eduardo Rezende
Prática Fornos • Marcelo Haddad
Rio Negócios
• Carlos Felipe Andrade
de Carvalho
Carvalho Hosken
Diego Torres
Martins
Isabel Carvalho
Pinto Humberg
Manoel de Carvalho
e José Maria Lopes
As a result of the popularization
of the Internet and the increasing
use of electronic documents, Diego
Martins founded Acesso Digital
in 2007. Aware of the financial
resources wasted in the corporate
world with controls and the
management of document
processes supporting the
relationship with customers,
employees and suppliers, Diego
devised a technological platform
that - with simplicity - provides
greater efficiency for businesses.
Known as SAFE-DOC, the
technology is already used by more
than 800 corporations, including
some industry leaders, such as Itaú,
Vivo, Cyrela, Votorantim, Kroton,
and Bunge, among others. His
vision for 2020 is to be among the
country’s ten largest IT companies.
Accustomed to difficult goals and
considerable challenges, the
marathoner soul of Isabel spoke up
in 2009. After working as a lawyer
for 12 years and as a partner of a
large law firm in São Paulo, Isabel
decided to start from scratch in a
segment in which she had no prior
experience, founding OQVestir, a
fashion e-commerce website. The
site has innovated in marketing and
customer service, offering personal
stylist services and the possibility
of exchanging any product from
the online store. In five years, the
business attracted international
investors and, this year, its revenue
will amount to US$100 million.
With over 200 brands in its
portfolio, OQVestir is currently
the segment leader and was voted
one of Brazil’s top ten e-commerce
websites.
Drs. Manoel and José were
responsible for the introduction of
the Perinatology concept in Brazil
- an obstetrics branch that focuses
on the moments preceding and
following birth. In order to apply
this concept, they founded
Maternidade Perinatal, in Rio
de Janeiro in 1993. Aimed at
accommodating, in a single space,
pregnant women, newborns and
mothers with high-risk
pregnancies, the company
expanded rapidly in the industry.
Currently, Perinatal is the only
private hospital in the capital of
Rio de Janeiro exclusively offering
maternity services. It performs
12,000 deliveries per year and its
revenues amount to approximately
R$163 million.
Acesso Digital
OQVestir
Perinatal
Emerging Category
Emerging Category
This category honors
entrepreneurs who stand
out for their performance
and the growth potential
of their companies.
The Entrepreneur Of The Year
Marcos Kamimura
Rogério Salume
Salézio José Martins
Wagner Alexis Ruiz
Marcos has a strong business
acumen and, from what we have
seen, a natural drive for success,
too. At 17 years-old, he took over
the management of the family
business, Foto Paulo, a photography
store in São Paulo. Under his
command, the store has become
the state’s leading retail chain
specialized in photography. Despite
the success, he decided to move
to a completely different segment
and, in 2010, he opened Giotto
Restaurante, an outsourced supplier
of meals for hotels. In no time he
was successful once again. In just
four years, Giotto already has
five hotel chains as partners, 14
restaurants, over 400 employees,
and, in 2014, it had revenues of
R$30 million.
One of the traits of the
born entrepreneur is optimism.
When Rogério and a friend decided
to start an e-commerce store
specialized in wines, many people
said that selling this product over
the Internet was “almost
impossible.” Based on the premise
that if the market is down few
people will try to enter it, in 2008,
Wine.com.br was born. Rogério
founded the company aimed at
democratizing the responsible
consumption of the beverage,
in addition to offering beer and
coffee. He then innovated and
created Winebox – the first
cardboard packaging for the
transportation of wine by air.
In 2014, the company earned
R$210 million, and its goal this
year is to go international.
In 1985, married and already with
three of his four daughters, Salézio
bought two looms that were used
to supplement his family’s income.
He had a dream to provide a better
future for his family, but never
imagined that this dream would
take him so far. The small knitting
business started in the garage of his
house, in Blumenau. In 1987, the
company opened its first warehouse
in Pomerode, also in the state of
Santa Catarina, and took over the
assets and liabilities of a small
weaving business belonging to the
family. Kyly was expanding. Today
the group has several brands including Kyly and Milon - and
primarily manufactures children’s
clothes. The company owns 32
stores of the Milon brand and has
plans to expand using the
franchising model as from 2016.
In 2010, Wagner Ruiz and his
current partners, Alphonse Voigt
and João Del Valle, realized that
only 30% of Brazilians could shop
at international sites. To solve
this issue, they founded EBANX,
a payment platform focused on
cross-border trade. With only one
employee and a lot of mistrust as banks and potential partners
did not believe in the business the first payment took place only
one year after the company was
founded. Guided by the maxim
“never give up”, they created
innovative solutions, leading
EBANX to become - in just three
years - the largest company in
this segment in Brazil. Today,
EBANX has over 5.5 million users
and approximately 200 clients
in 45 countries.
Giotto Restaurante
Wine.com.br
Kyly Indústria Têxtil
EBANX
Emerging Category
The Entrepreneur Of The Year
11
Emerging Category
10
Meet our panel of judges
•Alessandro Horta
Vinci Partners
•Carlos Fernando
de Carvalho
Carvalho Hosken
•Chieko Aoki
Blue Tree Hotels •Daniel de Jesus
Niely
•Fabio Hering
Hering •Haakon Lorentzen
Grupo Lorentzen
•Juliano Seabra
Endeavor •Marcelo Alecrim
AleSat
The Entrepreneur Of The Year
13
Anderson Lemos
Birman
Arthur Edmundo
Alves Costa
At 18, Anderson Birman could
not imagine that his success would
originate from an unpleasant
episode in his life. In 1972, his father
lost a great deal of his investments
in the Stock Exchange crash,
and, in order to avoid a negative
impact on his standard of living,
Anderson decided to start a business
with his family. In his garage,
in Belo Horizonte, they began
manufacturing shoes and, after
seven years, Arezzo had already
consolidated its position in the
footwear industry. In 2012, a new
headquarters was opened in Campo
Bom, in the state of Rio Grande do
Sul, and the company now had four
brands: Arezzo, Schutz, Anacapri
and Alexandre Birman. Today,
Arezzo&Co is the market leader
and is increasingly gaining more
prominence in the international
retail market.
Some entrepreneurs have a straight
business trajectory, while others
face a more winding, yet not less
winning, path. During college,
Arthur sold a little of everything:
books, bibles, and even cemetery
plots. He then built a career in
the printing industry. He liked the
industry and decided to found his
own company, but the business
was short-lived. Later, he worked
in the services industry and fell in
love with it. Inspired by his former
father-in-law, who was then a
headhunter, he opened Personal
Service Solutions in HR in 1994.
Twenty years later, the company
currently has 11,000 direct
employees, more than 150
customers and average annual
sales of R$750 million.
Arezzo
Personal Service
Aziz Chidid
The union of a humanistic sense
with business acumen provided
Aziz Chidid with a successful
- and, at first, unplanned - business
experience. After his graduation
in medicine, Aziz began working
in Rio de Janeiro at a small
polyclinic that was about to close.
Envisioning a chance of making
money with the sale of health
insurance plans, he bought it in
1985. This was the embryo of
Grupo Memorial, which in 30 years
became the eighth largest medicine
company in the domestic market.
With an innovative healthcare plan
model, focused on outpatient care,
it currently has 35 own units,
50 associated hospitals, and
580,000 beneficiaries.
Grupo Memorial
Master Category
Master Category
This category includes
high-profile entrepreneurs
in their respective areas.
Brazil’s representative
at the World Entrepreneur
Of The Year Award, to take
place in Monte Carlo in
the Principality of Monaco
will be chosen among
the nominees.
The Entrepreneur Of The Year
Cesar Helou
José Janguiê Diniz
Luiz Carlos Batista
Pedro Lima
Increasing production 1,400 times
in 30 years is not something that
can be easily achieved. Knowing
that this was possible thanks to
the innovation of a product that
is considered a commodity in the
market just increases the merits.
In 1985, in Goiás, Cesar Helou
and his brother Marcos had to take
over the family’s dairy factory,
after their father passed away.
Once the financial problems faced
at the time were over, the company
began following the growth path.
Owner of the Piracanjuba
brand, it pioneered the launch
of lactose-free UHT milk and the
use of cartons with screw caps.
Currently, Piracanjuba is among
the five largest dairy companies
in Brazil and it expects a 25%
growth rate in 2015.
A childhood with limited resources
and opportunities only increased
his appetite for winning. Janguiê
was born in the state of Paraíba
and, at the age of 8, he already
shined shoes and sold oranges.
He went to Recife at 14, where he
managed to graduate in law. During
his fourth year in the law course,
he established a collection agency.
Believing that education is the
only way to change the human
condition, in 2003, he founded
a preparatory course to train
candidates for the civil service
examinations and, after nine years,
Faculdade Maurício de Nassau was
created - the embryo of Grupo Ser
Educacional. The group became
one of the top ten educational
institutions in Brazil and the largest
one in the North and Northeast.
In 2013, the company went public,
and its shares are traded at the
BM&FBovespa.
In the 1980s, when Luiz took over
Insinuante, a store specialized in
home appliances, his major concern
was whether he would keep the
brand. Founded by his father in
1959, in the state of Bahia, the
store initially operated in the
segment of women’s shoes. To
convince its customers that it
was not a lingerie store, a lot of
creativity and work was needed.
Ten years later and with these
difficulties in the past, the company
became the largest retailer in
the Northeast of Brazil. In 2010,
Insinuante Ricardo Eletro were
merged, giving rise to Máquina de
Vendas. Now the holding company
is present across all states of Brazil,
with over one thousand stores and
30 thousand employees.
3corações is much more than just
the union of the three children
of João Alves de Lima, founder of
the company in 1959 in the interior
of the state of Rio Grande do Norte.
It shows how successful a family
transition may be. Pedro and his
brothers took over the small
business in 1985, by which time only
one product was marketed: Café
Nossa Senhora de Fátima, which
later became Café Santa Clara,
as soon as the sons took over the
company. After five years, they
decided to expand beyond the state
borders and entered into the state of
Ceará. After becoming the leader in
the North and Northeast regions in
2002, the goal was to take over the
Southeast. In 2012, 3corações
became the national leader in the
industry and, last year, it was present
in more than 300,000 points of sale
and had gross sales of R$2.7 billion.
Laticínios Bela Vista
Máquina de Vendas
3corações
Ser Educacional
Master Category
The Entrepreneur Of The Year
15
Master Category
14
An entrepreneur who stands
out for driving a renowned
company’s growth.
Sustainable Entrepreneur
Family Business
An entrepreneur who stands
out for adopting sustainable
practices and investing in social
and environmental actions.
An entrepreneur who stands out
for adopting good management
practices and assuring the continuity
of a business throughout generations.
The Entrepreneur Of The Year
Executive
Entrepreneur
17
Honorees
Honorees
The Entrepreneur Of The Year
Master Category
16
There will be special
honorees in the following
categories: Executive
Entrepreneur, Sustainable
Entrepreneur, Family
Business, EY Super
Challenge, Urban
Development Olympic
Legacy, and Human
Development Olympic
Legacy.
Rogério Melzi
Guilherme Weege
Since 2012, Rogério Melzi is
CEO of Estácio, an educational
institution operating in 22 states
and in the Federal District, with
more than 470,000 students,
9,000 teachers and 5,000
administrative employees. With
a bachelor’s degree in Mechanical
Engineering from Mackenzie
University, and a post-graduate
degree in Business Administration
and MBA from Stanford
University, Rogério Melzi leads
a team of eight executive officers.
He is in charge of defining and
implementing the company’s
key strategies, assuring
compliance with corporate
governance practices and
delivering satisfactory results
to the company’s stakeholders.
With 46 years of existence, Grupo
Malwee is one of the leading
fashion companies in Brazil,
managing the following brands:
Malwee, Malwee Brasileirinhos,
Carinhoso, Puket, Scene, Enfim,
Wee!, Liberta, Zig Zig Zaa, and
Mercatto. When he took over
the company in 2011, Guilherme
Weege – who represents the
fourth generation of the family
business – decided to diversify
its portfolio, expanding the
company’s operations to the
retail segment, opening its own
stores in malls throughout the
country. Without losing its focus
on sustainability, the Group
has incorporated innovative
processes and technologies
that range from recycling PET
bottles to reusing up to 200
million liters of water per year
in its production process.
Eduardo Sirotsky
Melzer
Eduardo Sirotsky Melzer is the third
generation of the family who owns
RBS Group, founded in 1957. With
a bachelor’s degree in Business
Management from PUC/RS and
MBA from Harvard Business School,
he joined the company in 2004,
as general executive officer for
the Domestic Market, and became
CEO in 2012. With approximately
6,000 employees, RBS
is the second most awarded
communications group in Brazil.
In 2012, he launched e.Bricks, an
investment company of the digital
environment headquartered in São
Paulo. Eduardo was chosen for the
2015 list of leaders of the Cambridge
Institute for Family Enterprise. Every
year, this list gathers 25 members of
new generations of business families
who are business leaders and are
seen as role models.
Olympic Legacy
Human Development
Intended for projects having
a significant impact on the
urban infrastructure of the city
of Rio de Janeiro.
Intended for social projects that,
through initiatives, allow the
Games to be used as a vehicle
to drive development of people
in their communities.
Porto Maravilha
Porto Maravilha is a program
developed by the Rio de Janeiro
city administration, for the purpose
of revitalizing Rio’s port area.
Extending over five million square
meters, the project is expected to
receive investments of R$8 billion,
through a Public-Private
Partnership (PPP). The purpose
is to promote local restructuring,
by enlarging and qualifying public
spaces in the area, in order to
improve the quality of life of its
current and future dwellers and
enhance environmental and social
and economic sustainability of the
area. The Porto Maravilha project
is one of the major transformation
symbols of Rio de Janeiro.
Transforma Program
This is an educational program that
takes the Rio 2016 Olympic and
Paralympic Games to schools.
The Transforma Program set up
partnership with schools so as to
create opportunities for elementary
school and high school students
to live the Olympic and Paralympic
Values, experience new sports
and get into the Games mood.
The program conducts training for
students and education professionals,
offers teaching materials about
matters related to the Olympic
and Paralympic Games and
introduces challenges that encourage
youth empowerment and
integration in schools. To include
the families in this experience,
Transforma organizes the Transforma
Sports Festival, a sports event open
to the public. Currently, Transforma
comprises 187,000 students
from approximately 423 public and
private schools of Rio de Janeiro
and Minas Gerais states. This year,
the program will reach other regions
in the country.
Recognizing participants who stood
out in EY Super Challenge, of the
Family Business Program of FGV/
EAESP, intended to promote
family businesses as pillars
of entrepreneurship.
EY Super Challenge is part of
the Family Business Program – this
program is the result of the
partnership between Ernst & Young
and Escola de Administração de
Empresas de São Paulo (EAESP),
maintained by Getulio Vargas
Foundation. In the EY Super
Challenge, case studies on family
business are presented, introducing
a challenge based on actual facts,
with coaching by partners, directors
and senior managers of Ernst &
Young. The FGV/EAESP professors
João Douat and Rosaura
Mantovanini, and the students who
stood out in the challenge - Daniel
Alvares Fochi Silveira, Heitor Souza
Vivian, Iwan von Hertwig Salles,
Júlio Hideki Kaji and Raul Rosso
Garcia – will be honored in the
Brazilian edition of the Entrepreneur
Of The Year.
The Entrepreneur Of The Year
Olympic Legacy
Urban Development
EY Super Challenge
19
Honorees
The Entrepreneur Of The Year
Honorees
18
Homage to programs that contribute to the legacy
of Rio 2016 Olympic and Paralympic Games
The Entrepreneur Of The Year
The Entrepreneur Of The Year
20
21
The Olympic Games
and business creation
The Olympic Games have been perceived
throughout history as an event that creates
various business opportunities. Several
companies choose the Games to strengthen
their brands through sports, and business leaders
take the chance to venture and launch new
products and services, causing a positive impact
on the economy.
This mega-event also attracts foreign capital
and puts the host country in the route of
international businesses.
First radio broadcast
of the Games
Berlin, Germany
Sponsoring of the
1st Olympic Games
of the Modern Era
Athens
22
776 b.C.
393 a.C.
The Israeli Olympic
team is taken hostage
by a Palestinian
terrorist group /
Munich, Germany
1859
1894
First Winter
Olympic Games
Chamonix, France
1896
1914
IOC earns US$ 225
million from sale
of the Games
sponsorship rights
First
Paralympics
Rome, Italy
1924
1936
1956
1960
1968
The Games
sponsorship
contracts entered
by IOC generate
US$ 957 million
1972
1984
The Games publicity potential
begins to be explored
Images
Artem Mishukov / Shutterstock.com
Eastimages / Shutterstock.com
2009/12
Paolo Bona / Shutterstock.com
2020
Olha Insight / Shutterstock.com
1984
2008
Creation of the
International Olympic
Committee (IOC)
In this year, the Olympic
Games will have been
hosted by 44 cities
in 23 countries
25
Adoption
of the
Olympic flag
End of the ancient
Olympic Games
Greece
The Chinese
government
invests US$ 42
billion to organize
the Beijing
Olympic Games
The Entrepreneur Of The Year
The Entrepreneur Of The Year
Beginning
of the ancient
Olympic Games
Greece
First TV broadcast
of the Games
Cortina d’Ampezzo, Italy
Fist Games
organized by IOC
Atenas
The Barcelona Olympic
Games, in Spain, are an
example of urban
transformation brought
about by the event
For the first time,
a woman lights the
Olympic flame at the
opening ceremonies
Mexico City, Mexico
1992
2008
2009/12
London is the first
city to host the
Olympic Games of
the Modern Era
three times
2012
2016
2020
The Rio Games will
the first Olympics
to be hosted by
a South-American
country. The
total foreign
and domestic
investments in
Rio, until 2016,
will reach
US$ 544.6 billion
In Ernst & Young, we believe that
everything we do – all services that
we provide and all interactions with
our clients and other stakeholders
– must help make the business
world better than before.
Therefore, entrepreneurship one
of the key domestic and global
economy engines, which creates
opportunities, jobs, income and
sustainable development, is one
of Ernst & Young’s strategic pillars.
In addition to promoting the
Entrepreneur Of The Year Award,
which recognizes and offers
mentoring to outstanding
entrepreneurs, we foster a number
of initiatives related to this theme.
• We develop platforms for support,
recognition and creation of
knowledge focused on women
entrepreneurs.
• With the alignment of values
such as teaming, innovation
and courage, which were crucial
for us to become an Official
Supporter of the Rio 2016
Olympic and Paralympic Games,
we have also built bridges
between sports and the business
world, supporting former
high performance women
athletes in their transition
to successful careers.
• As one of the world’s biggest
audit and advisory firms,
we have an area dedicated
exclusively to providing support
and services to companies with
high-growth potential.
• We develop knowledge and
exclusive publications to
support entrepreneurs in
their journey towards growth
and sustainability.
The Entrepreneur Of The Year
The Entrepreneur Of The Year
26
Ernst & Young and
entrepreneurship
27
According to the World Economic
Forum, gender parity in the world’s
job market will only be achieved
in 80 years1. Speeding up the
participation of women in the
economy is essential for the
success of companies. This is what
the most recent global survey
conducted by Ernst & Young on this
theme shows: for 67% of business
leaders, companies with women
in leadership positions
perform better2.
Believing in women’s potential,
Ernst & Young considers 80 years
too long and is determined to fast
forward this change. We maintain
a number of programs intended
to recognize, celebrate, support
and inspire the role of women
entrepreneurs who contribute
for the growth and transformation
of organizations.
The Women. Fast Forward platform
compiles Ernst & Young’s programs
and studies conducted under the
conviction that fasting forward
advancement of women in the
economy is not only about doing
justice, it is also an economic
imperative that promotes more
growth, foments prosperity
and strengthen communities.
See the programs included
in the platform:
In the Women. Fast Forward platform, you will find our studies on the
impact of women on the job market, on the economy and on society. Here
are some of them:
Gender parity: the time is now
The World Economic Forum says that gender
parity in the job market will take 80 years.
We have decided not to wait – and we explain why.
Winning Women Brazil
The program helps selected women
entrepreneurs to reach their full
potential. (See more on page 30)
www.ey.com.br/wwb
Women Athletes
Business Network
1
World Economic Forum, Global
Gender Gap Report 2014.
Ernst & Young has a long history of
supporting women entrepreneurs,
driving the global dialogue around
the advancement of women. When
we launched this global network,
we have used our experience
to harness the often untapped
leadership potential of women
athletes after ending their career
in sports. How? By connecting
these accomplished women with
our network of business leaders
and entrepreneurs to mentor,
open doors and create
opportunities. Two Brazilians have
been selected to participate
in the program: swimmers Joanna
Maranhão and Fabíola Molina.
2
EY, Women. Fast Forward - The time
for gender parity is now, 2015.
wwww.ey.com.br/
womenathletesnetwork
Therefore, we have launched
the Women. Fast Forward platform.
It compiles all our knowledge and
our programs intended to fast
forward this clock.
We know what we are talking about.
And they do even more.
Women: the next emerging market
Women make up the largest emerging market
in the world. In the next decade, they will have a huge
influence on politics, sports, business and society.
Infographics: women, sports and leadership
We show how women entrepreneurs are applying
five vital lessons to leverage their business.
Visit the portal and access studies and others exclusive contents:
www.ey.com.br/womenfastforwardbrasil
#WomenFastForward
The Entrepreneur Of The Year
The Entrepreneur Of The Year
28
Women. Fast Foward.
Because we have decided
that the future is now.
29
In Brazil
During one year, the selected
women entrepreneurs will
have the opportunity to
get an in-depth learning of
concepts that are essential
to leverage their business,
such as branding, leadership,
management and relationship.
The group participates
in events and meetings
promoted by Ernst & Young
and receive coaching from
counselors, who are
successful executive officers
and businesswomen.
The Entrepreneur Of The Year
Participants
31
Carmem de Faria
Granja
Eliane Sanches
Querino
Fátima Cristina
Macedo
J.F.Granja was set up in 1963
by Jose de Faria Granja and does
business in the accounting, tax
and payroll services area. With
a portfolio of 150 customers,
the company currently has 80
employees. Most customers are
foreign companies. Its differential
is the credibility perceived by
customers – especially foreigners
having difficulty in understanding
the red tape involved in
maintaining and complying with
accounting and tax obligations.
Know-How was established 30 years
ago. Its initial purpose was to
provide services to the footwear
industry in Franca (São Paulo state),
by teaching the companies’
employees and executive officers
to communicate in English.
Due to the footwear industry
downturn, the company had to
seek new market niches. Today,
the company serves as a center
for the Cambridge and Michigan
certification exams.
Mental Clean provides services
in the general emotional health
and chemical dependency areas.
Created in 2004, the company
offers four major products: Apoiar
– Psychosocial Support Program
for companies and the general
population, and Apoiar for
psychologists; emotional health
programs; chemical dependency
and toxicology programs.
J.F.Granja
Know-How
Mental Clean
Winning Women
Winning Women
Launched in 2008 by
Ernst & Young, the Winning
Women program is intended
to help businesswomen
break the barriers that
prevent their companies
to achieve their full
potential. Once selected,
the businesswomen take
part in a continuing and
customized program
designed by Ernst & Young
to catalyze their
companies’ growth,
fomenting relationships,
enhancing their leadership
and business expansion,
and increasing their
visibility in the market.
Winning Women
The Entrepreneur Of The Year
32
33
Manuella Curti
de Souza
Sasha Alexandra
Reeves de Castro
The Europa Group created the
water purifier market in Brazil.
Since 1984, it manufactures,
sells and leases equipment for
water treatment at home and in
companies. The company is 100%
Brazilian and does business in more
than 30 countries, and it has been
investing in repositioning and
renewing the brand.
AYO Fitness Club is a gym set
up in 2011 for the purpose of
offering health, wellbeing and
quality of life for customers,
by means of various services
that focus on upper class people
and families.
Grupo Europa
AYO Fitness Club
Lucy Onodera
Ana Fontes
Onodera is a beauty franchise
created in 1981. In 1995, the first
unit focused on beauty was opened
and, in 1998, the third own unit
was opened. In 2000, the franchise
business was launched. Onodera
currently has 58 units in 12 states
in Brazil – 12 of them are clinics
owned by the company and 46 are
franchise units – and more than one
thousand employees.
Rede Mulher Empreendedora was
created in 2010. It is the first and
largest entrepreneurship support
network in Latin America with
more than 80,000 women.
It comprises various services: an
internet portal, free networking
events, annual forum, business fair,
collective mentoring and advisory
services for women entrepreneurs.
Grupo Onodera
Rede Mulher Empreendedora
Winning Women
The Entrepreneur Of The Year
Participants
The Entrepreneur Of The Year
Counselors
Winning Women
34
35
Beatriz Cricci
Joyce Pascowitch
Andrea Mota
Andrea Weichert
Br Goods offers products to
hospitals and hotels, such as
partitions for hospital beds made
of fabric and vinyl, as well as
shower curtains and protection
systems. Beatriz began these
activities in her parents’ backyard
in 2001. In 2008, she moved to
a 500-square-meter warehouse
and today the company operates
in a warehouse with approximately
one thousand square meters in
the industrial district of Indaiatuba,
in São Paulo state.
Glamurama website was created in
2000. In 2006, Joyce Pascowitch
magazine was launched and,
in 2008, PODER and Modo
de Vida magazines were launched.
Lastly, in 2010, MODA magazine
was launched. In addition, the
publishing company creates travel
guides and customized magazines
for various customers. In 13 years,
the Glamurama website turned
into a portal that, in addition
to the traditional news and photo
galleries, features sections
dedicated to power, fashion and
culture, as well as TV Glamurama,
one of the pioneers in TV
productions made exclusively
for the internet.
Andrea Mota has a bachelor’s
degree in Business Management
from UFBA. With a post-graduation
course in Marketing at ESPM/SP
and MBA in Management from Dom
Cabral Foundation, Andrea worked
in companies such as Wet’n Wild
Bahia, Unibanco and Banco
Nacional. In 1997, she joined
O Boticário as its Marketing and
Sales chief commercial officer
and executive officer. She left
the company in January 2015 for
a sabbatical.
Andrea Weichert is the Global
Compliance Reporting leader of
Ernst & Young, and coordinates
global compliance and disclosure
projects. She has more than 23
years of experience in tax advisory,
including advisory for Brazilian and
multinational companies involving
different areas of the industry.
With a bachelor’s degree in Law
from the Rio de Janeiro State
University, she took part of the
executive program sponsored
by Ernst & Young in the Kellogg
School of Management of
Northwestern University. She is a
member of Lidem – an important
Brazilian professional association
for women executives and
entrepreneurs. Andrea also
represents the Latin America
entity in the Americas Ethics
Oversight Board.
Br Goods
Site Glamurama
Winning Women
The Entrepreneur Of The Year
Participants
Winning Women
The Entrepreneur Of The Year
36
37
Anna Paula Dacar
Beatriz Galloni
Cristina Franco
Anna Paula Dacar is currently
Latin American Vice President
of Sealead Air’s Product Care
Division. She holds an
undergraduate degree in
Chemical Engineering, an MBA
from the University of Illinois
and took the Harvard Business
School Building Ventures in Latin
America course. She joined Rohm
and Haas in 2001 to lead its
Latin American Purchasing
and Logistics Organization.
Previously, she worked inside
Dow Chemicals’ Supply Chain,
Logistics and Purchasing
department.
Responsible for Marketing in
Brazil and the Southern Cone
(Argentina, Chile, Uruguay,
Paraguay and Bolivia) at
MasterCard,where she has been
working since 2005, Beatriz
is Director of the Brazilian
Association of Advertisers (ABA)
and active participant of WLNMasterCard (Women Leadership
Network) in Brazil. Her 26 years
of experience in marketing
and sales have spanned work
at companies including Unilever,
Refinações de Milho Brazil,
Quaker and the Danone Group.
Cristina Franco assumed
the Presidency of the Brazilian
Franchise Association (ABF)
in January 2013 with
considerable knowledge about
the organization, as she had
been President of its Ethics
Commission for 6 years. Founding
partner of BIT Company, Cristina
holds a degree in Social Services
from PUC/SP, studied Human
Resources Management in the
Fundação Getúlio Vargas (FGV)
Continuing Education Program
and holds an MBA in Retail and
Franchising from FIA. Before
founding her company, she held
executive positions at Brazilian
and multinational industries in
the Metallurgy and Chemical
fields. Cristina has been Director
of Governmental Relations since
2010, when BIT Company
was bought by Multi Holding.
It was later purchased by
Pearson Brazil.
Elizabeth Dau
Corrêa
Elizabeth Dau Corrêa holds
a degree in Economics from
Universidade Mackenzie, a
post-graduate degree from FAAP
in Financial Administration and
an MBA in Management from
the Universidade de São Paulo.
She has held executive positions
for over 20 years in Accounting,
Finance, Administration and
Human Resources. Elizabeth
joined Nielsen Brazil in 1993
as Human Resources Analyst
and became Administrative and
Financial Director in 2006. In
2008, she was invited by ESPM
(Escola Superior de Propaganda
e Marketing) to develop a
back-office professionalization
project and in 2011 became
Administrative and Financial
Vice President.
Winning Women
The Entrepreneur Of The Year
Counselors
Winning Women
The Entrepreneur Of The Year
38
39
Esther Schattan
Fátima Zorzato
Fernanda de Lima
After completing her degree
in Chemical Engineering, Esther
Schattan founded the exclusive
furniture store Ornare together
with her husband in 1987. Today,
the company has over 600
professionals and Esther is
responsible for Public Relations
and Marketing at Ornare. The
company maintains sustainable
practices and supports
organizations like Projeto Velho
Amigo, Projeto Felicidade, TUCCA,
APAE, Arte de Viver Bem, Casa
da Cultura de Israel and the Museu
da Casa Brasileira. Sustainability
practices include a wood reuse
program wherein wood remnants
are donated to non-profit
organizations which transform
them into products and later
sell them back to Ornare to be
given as gifts to company partners
and clients.
Fátima Zorzato is a headhunter
and about to open a startup
specialized in succession
in family-owned companies,
orientation to heirs and selection
of CEOs and advisors. Fátima
has over 25 years experience
in the corporate world and
has worked for over 17 years
in executive search and
identification of talent and
the best professionals on the
market, providing her clients
the best fit for their needs.
Before joining Russell Reynolds
Associates in 2014, she was
Director of Human Resources
for Grupo Machline, and also
held key HR positions at Philco,
Ford and Lloyds Bank. Fátima
is a member of Insper’s
Evaluation Committee, a
member of IBGC in São Paulo,
a mentor at Endeavor and
offers administrative advising
to companies.
Fernanda de Lima is an
economist fluent in five
languages. She has worked with
financial institutions in New
York, Scandinavia, Russia,
Portugal, Spain, France, Italy
and Germany. In 2000, she
returned to Brazil and founded
InfoMoney—the nation’s first
independent portal for financial
information. In 2006, she
became President of Gradual
Corretora de Valores e Títulos
Mobiliários, therein becoming
the first woman to control and
run a brokerage firm in Brazil.
In 2007, she published the book
Viva Melhor Cuidando das suas
Finanças [Live Better by
Controlling Your Finances] and
was responsible for a project
providing financial education
to women.
Helena Barbosa
Machado Ribeiro
Founder and CEO of Grupo
EmpZ, Helena Barbosa Machado
Ribeiro also presides over the
Strategic Committee Business
Affairs Committee at Amcham/
Goiânia and Oqualif, an
organization offering job training
and digital inclusion to young
people at their first jobs. She
is Director of the Goiás State
Commercial, Industrial and
Services Association (ACIEG).
Helena holds executive MBAs
in Corporate Management and
in Strategic Human Resources
Management from the Fundação
Getulio Vargas. Her vast
experience in managing people
has led her to publish numerous
articles on the topic and to
lecture at events in her field.
Winning Women
The Entrepreneur Of The Year
Counselors
Winning Women
The Entrepreneur Of The Year
40
41
Ivanilda Gadioli
Luiza Helena Trajano
Marina Martins
Marly Parra
Ivanilda Gadioli was born in
São Paulo, where she studied
Advertising at FAAP (Faculdade
Armando Álvares Penteado). She
worked in adverstising at Editora
Abril for 33 years where she was
manager and director for many
periodicals, including Exame,
INFO Exame, Você SA, Playboy,
Vip and Casa Claudia. She won
many internal sales campaigns
for new client growth and in
2012 accepted an offer by
Alexandre Caldini (CEO) to
work as Commercial Director
at Valor Econômico, becoming
responsible for all the
newspaper’s printed and digital
advertising. In 2014, she
became Director of Corporate
Advertising at Editora Abril.
Luiza Helena Trajano is President of
Magazine Luiza. She holds degrees
in Law and Business Administration
and is responsible for the group’s
development. Luiza has received
numerous awards, including being
named Latin America’s fourth most
important woman executive in
2007 by Revista América Economia
magazine and awarded the 2008
ANEFAC Prêmio Mulher prize by
the National Association of
Financial, Administrative and
Accounting Executives. For 15
straight years, Magazine Luiza has
been listed in the Great Place to
Work Institute’s “Best Companies to
Work For” ranking. Luiza holds one
of the five VP positions on the
2016 Rio Olympic and Paralympic
Games Organizing Committee
Board of Directors. In 2015, she
became President of the Retail
Development Institute (IDV).
Marina Martins is a Partner in
the Transaction Advisory Group
at Ernst & Young Brazil and
has experience in international
private equity and strategic client
operations, including 14 months
on the Transaction Advisory team
at Ernst & Young Atlanta. Her
experience includes local and
international transactions in the
auto parts, retail, travel agency,
logistics and publishing sectors.
Marina holds a Bachelor’s degree
in Business Administration from
FAAP and in Accounting.
Marly Parra directs Brand,
Marketing & Communications
for Ernst & Young in Brazil and
South America. She is responsible
for marketing, brand, corporate
communication, advertising,
market research, studies, content,
public relations and the press as
well as the entire digital platform.
Marly has over 20 years
experience in Marketing &
Communication in Brazilian and
multinational firms including
Philip Morris, Quaker, Grupo Pão
de Açúcar, H. Stern, Globo Cabo,
J. Macedo, Reed Exhibitions
and PPD Sports.
Winning Women
The Entrepreneur Of The Year
Counselors
The Entrepreneur Of The Year
The Entrepreneur Of The Year
Counselors
Winning Women
42
43
Gabriela Baumgart
Tatiana Ponte
Gabriela Baumgart is currently
CEO of Center Norte S/A, which
comprises Shopping Center Norte,
Lar Center, Expo Center Norte,
Novotel São Paulo Center Norte
and the Instituto Center Norte, all
located in São Paulo. In 1998, she
did graduate studies in Corporate
Administration at FGV and, in
2005, completed an MBA in
Shopping Center Management
at the same institution. Gabriela
studied entrepreneurship at Babson
College in Boston in 2002 and was
President of the Advisory Council
for the Brazilian Shopping Center
Association (Abrasce) from
2009-2011. In 2014, she concluded
Harvard Business School’s Owner/
President Management Program.
Since 2013, she has been part of
the Mulheres do Brasil [Women
from Brazil] movement together
with other women in leadership
from diverse segments of the
Brazilian economy.
Tatiana Ponte is Managing Partner
of the Tax practice at Ernst & Young.
She is an Economist with a
post-graduate degree in Business
Administration from the Fundação
Getulio Vargas (FGV) and over
22 years of professional experience
in consulting companies.
Ernst & Young managers
offering support to participants
of the Winning Women Program
• Ana Balula
• Ana Trematore
• Bruna Felizardo
• Erica Perin
• Inae Borin
• Juliana Menezes
• Karina Emanuele
• Rita Martins
• Roberta Ezar
• Roberta Tedesco
Our project does not merely
grant recognition to successful
entrepreneurs. Accompanying them
along the journey of sustainable
growth and management by
providing knowledge and services
is one of the missions which makes
us most proud.
From strategic planning to
a possible IPO and the many
alternatives for raising capital
in between, our services, studies
and guides help businesses
prosper in an increasingly
competitive, regulated and
transparent environment.
More than knowledge.
Pathways to transform
ideas into action.
Our content and services work
together to create concrete maps
guiding entrepreneurs toward
success. Learn about some of
them below.
Tailored services
enabling entrepreneurs
to take the next step.
Ernst & Young is one of the largest
multinational service providers for
Assurance, Tax, Transaction and
Consulting. Our people form a
network of knowledge, experience
and technical capacity to meet and
overcome the array of challenges
in an increasingly integrated and
competitive business environment.
This pool of experience together
with the knowledge generated by
our centers of sectorial excellence
around the world guarantee a unique
differential.
Our teams bring technical knowledge
from each country together with
regional and global perspectives
on the latest developments in policy,
regulations, economic trends,
transactions, management practices
and many other topics. This allows us
to leverage opportunities in national
and international markets for our
clients, whether they are small,
medium or large in size.
Insights for entrepreneurs
Strategies for growth, success cases and market analysis are topics we
seek to share with entrepreneurs the world over. Get to know a selection
of recent publications on these essential subjects.
Como Crescer [How to Grow]
In this book, Ernst & Young brought together ideas,
guides, challenges and references on how to prepare
a company for opportunity in a moment when people,
relationships and the use of resources are transformed.
From writing a growth plan to raising capital, there
is much to do and understand.
www.ey.com.br/comocrescer
Exceptional Brasil
The Brazilian edition of Exceptional – Ernst & Young’s
global periodical on entrepreneurship, innovation and
growth – features success cases of entrepreneurs leading
growing companies in Brazil and many other countries
together with analysis of expanding markets and sectors,
new challenges and trends.
www.ey.com.br/exceptional
Rapid-growth Markets Forecast
Our services are also fit
to serve companies with high
growth potential:
This Ernst & Young and Oxford Economics’ series of studies
entitled Rapid-growth Markets Forecast reveals trends
in 25 emerging markets—Brazil included. Each issue has
forecasts for economic performance in each country,
pointing out the greatest opportunities and challenges.
• Strategic Planning
www.ey.com/rapidgrowth
• Raising capital
• Business plan execution
• Innovation
Access more exclusive content:
• Internal processes and controls
Ernst & Young Brazil Entrepreneurship Portal
www.ey.com.br/empreendedorismo
• Investment funds
• IPOs
• Corporate governance
and transparency
Global Center for Entrepreneurship and Innovation
www.ey.com/entrepreneurship
Emerging Markets Center
www.ey.com/emergingmarkets
The Entrepreneur Of The Year
The Entrepreneur Of The Year
44
More than inspiration.
Knowledge.
45
The Family Business Program,
offered in partnership with FGV/
EAESP and featured during this
year’s Entrepreneur Of The Year
night (see page 19), is a result
of the deep pool of knowledge
on family-owned business and
companies which Ernst & Young
has accumulated during its
decades of work around the world.
While each company has its
own characteristics, successful
family-owned companies have
much in common. Therefore,
understanding critical success
factors is the foundation for what
we call “Growth DNA for family
companies”.
The balance between
sustainable growth
and innovation
As an organization that
emphasizes entrepreneurship
and seeks to build increasingly
stronger business generation
after generation, Ernst & Young
understands your questions.
We know what makes a family
business into a successful
organization. We can help you
manage the delicate balance
between sustainable growth and
innovation while administrating
risk and preserving your estate.
Our advising is autonomous and
practical: we have specialized
resources in the sector who
understand your specific
questions and can help you
optimize best practices together
with our globally integrated teams
which offer support in all the
locations where families carry
out business.
Learn more about our work and
access our studies on the topic:
www.ey.com.br/family
Think outside the box?
What box?
The true entrepreneurial spirit perceives no
boundaries. Where some see obstacles, others
see opportunity.
Ernst & Young’s programs to support
entrepreneurship, sports sponsorship and women
in the business world are dedicated to all those
who do more than think outside the box. For
them, there is no box.
Entrepreneur of the Year
www.ey.com.br/empreendedordoano
Official Sponsor of the Rio 2016 Olympic
and Paralympic Games
www.ey.com.br/rio2016
Women. Fast Forward
www.ey.com.br/womenfastforwardbrasil
EY Brasil Entrepreneurship Portal
www.ey.com.br/empreendedorismo
The Entrepreneur Of The Year
The Entrepreneur Of The Year
46
Family Business.
Solid companies, generation after generation.
47
Ernst & Young
Assurance | Tax | Transactions | Advisory
About Ernst & Young
Ernst & Young is a global leader in Assurance, Tax, Transaction and Advisory
services. The insights and quality services we deliver help build trust and
confidence in the capital markets and in economies the world over. We develop
outstanding leaders who team to deliver on our promises to all of our stakeholders.
In so doing, we play a critical role in building a better working world for our people,
for our clients and for our communities.
In Brazil, Ernst & Young is the most comprehensive Assurance, Tax, Transaction
and Advisory firm, with 5,000 professionals that support and provide services
to more than 3,400 small, medium and large clients.
Ernst & Young Brazil is an Official Supporter for the Rio 2016 Olympic
and Paralympic Games and an exclusive provider of Advisory services for
the Organizing Committee. The alignment of the Olympic Movement’s and
Ernst & Young’s values was critical for this initiative.
Ernst & Young refers to the global organization and may refer to one or more of
the member firms of Ernst & Young Global Limited, each of which is a separate
legal entity. Ernst & Young Global Limited, a UK company limited by guarantee,
does not provide services to clients.
© 2015 Ernst & Young Assessoria Empresarial. All Rights Reserved.
This publication was prepared by the Brand, Marketing & Communications
Department. Reproduction of this content, in whole or in part, is permitted
provided that the source is mentioned.
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