A book by Frederico Ribeiro Ramos

The Secret of an Unbreakable Business

How to build a company that withstands crises and grows sustainably

A practical guide, from the idea to day-to-day management. Every chapter brings a tool you can apply, and one real case runs through the book from beginning to end.

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  • 32chapters
  • 3languages
  • 2formats: print and digital
Cover of the book The Secret of an Unbreakable Business, by Frederico Ribeiro Ramos

What the book delivers

A method to open, structure and sustain a company

  • The keys to strategic growth

    How to plan, structure, sell and scale with a tested method. No improvisation and no guesswork. Build on solid ground, sell consistently and grow even in unstable times.

  • How real entrepreneurs build businesses that last

    The thread of the book is Loja Verde Consciente, Joana’s store in São Paulo: from the idea of sustainable fashion to the plan, the pricing and the operation. The path of someone who moved from trial and error to a structure that delivers results month after month.

  • A clear path for every stage

    Most businesses fail for lack of method. This book offers a validated path, from the concept of the idea to running the store: business plan, market, legal, team, marketing, pricing, cash flow and the first steps.

The thread of the method

PDCA runs through the entire book

Chapter 2 opens with the Plan, Do, Check, Act cycle. Frederico writes that PDCA is the basis of every lesson in the book: each strategy, technique or plan can and should be implemented within this cycle. One case shows Loja Verde Consciente increasing sales of recycled-fabric accessories by 20% in 30 days, with a window display, a discount and Instagram posts, and then incorporating what worked.

What you will learn

  • Build a solid business plan, so decisions rest on evidence.
  • Identify and overcome market challenges, so the business can sustain itself.
  • Create marketing and sales strategies that attract and retain customers.
  • Manage finances and set prices intelligently, all the way to profit.

Contents

32 chapters in 5 parts, in the order of the book

Part 1 Getting started 5 chapters
  1. 1. Entrepreneurship in Brazil: how to turn your dream into reality
  2. 2. PDCA: the secret of continuous improvement
  3. 3. How to find the business idea that will change your life
  4. 4. Why Loja Verde Consciente is a great opportunity
  5. 5. Project scope: turning ideas into concrete plans
Part 2 Structuring 7 chapters
  1. 6. Stakeholders: who they are and how they can leverage the business
  2. 7. Business Model Canvas: structuring the plan
  3. 8. Market analysis that supports strategic decisions
  4. 9. Strategic planning in practice: PESTEL, SWOT, TOWS, BSC and OKR
  5. 10. Initial plan with the Project Kanvas
  6. 11. WBS: work breakdown structure
  7. 12. Schedule: how to plan without losing focus
Part 3 Operating 10 chapters
  1. 13. Ideal customer: segment, needs and personas
  2. 14. Consumer behavior
  3. 15. Champion products: ABC curve, BCG and benchmarking
  4. 16. Renovating the store with Scrum
  5. 17. Legal aspects: legal structure, licenses, taxes and contracts
  6. 18. The right suppliers
  7. 19. Smart logistics: inventory, deliveries and dropshipping
  8. 20. The ideal team: recruitment, training and management
  9. 21. Quality that delights
  10. 22. Effective communication with customers, partners and the team
Part 4 Selling and financing 7 chapters
  1. 23. Marketing with impact
  2. 24. Sales and promotions
  3. 25. Technology for the store
  4. 26. Financial projection
  5. 27. The right price
  6. 28. Resources and working capital
  7. 29. Feasibility, risks and scenarios
Part 5 Taking the first step 3 chapters
  1. 30. Action plan for the first steps
  2. 31. Conclusion and gratitude
  3. 32. Glossary of terms for entrepreneurs

Where to buy

Stores by edition language

The Portuguese edition is sold by Clube de Autores and the stores listed. The English and Spanish editions are distributed to bookstores in several countries: the comparison button shows where to buy and the price at each store.

What readers say

Reviews of the Portuguese edition, translated.

  • “This book opened my eyes. I stopped acting on impulse and started building on solid ground. My business took another leap.”

    Rafael Campos

  • “I used to think starting a business was an act of courage. Now I know it is method. Thank you, Frederico.”

    Juliana Mota

  • “The book shows how to make your business strong and sustainable, even in difficult times. Practical, direct and inspiring.”

    Vanessa Santos
Frederico Ribeiro Ramos

About the author

Frederico Ribeiro Ramos

Frederico Ribeiro Ramos has more than 25 years of experience in governance, strategic management, processes and projects, in the public and private sectors. Partner at Atomtech, founded in 2012. MBA in Strategic Business and Market Management from the University of São Paulo. PMP, CBPP, PMO-CP, PSM and ITIL certifications. Advanced Topics in Business Strategy at the University of La Verne, United States. Founder of i9 Startup Mentoring. Took part in the Founder Institute in Silicon Valley, Web Summit Lisbon, Inovativa Brasil, StarOut Lisbon and Startup Olé Salamanca. Creator of Maturity Lab, the Strategy Game (Jogo das Estratégias), PMO4ALL and Gestor 4.0.

About the author

Frequently asked questions

Is this book for someone who has never started a business?

Yes. It was written precisely for those who want to start the right way, and also for those who have taken the first steps and want a method. The book speaks to both beginners and experienced entrepreneurs.

Does it work for physical and digital businesses?

Yes. The case that runs through the book is a store, Verde Consciente, but the method (plan, market, pricing, team, cash flow) applies to any type of business.

When do I receive the book?

The digital edition is available right after payment is confirmed at the chosen store. The print edition follows each store’s delivery time.

The time to start is now

Print or digital, in English, Portuguese or Spanish.

Choose where to buyRead the free sample