Negócios Digitais - Alan Pakes

Negócios Digitais - Alan Pakes

Want to learn how to take your business to the digital world? Discover the best tips for entering this market.

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If I ask you how many electronic devices you have at home, the answer would hardly be "none", right? Alan Pakes uses this fact in his book "Digital Business" to give you some tips to make your business grow in the virtual world.

Nowadays, practically everyone has a computer at home and a cell phone in their pocket. The digital revolution has allowed all of us to be connected and information circulates at high speed.

Accompanying this transformation, companies are also moving increasingly into the digital world.

Do you want to know how to take your company to the digital world? You came to the right place!

Let's go!

About the book "Digital Business"

Published in 2016, "Digital Business" brings the compiled reports of 18 people on how each of them has had successful experiences in the digital field.

During its 240 pages, the book promises to bring inspiration to you so you can see and create new opportunities on the internet and can achieve success!

About the author Alan Pakes

Graduated in Computer Engineering at USP, Alan Pakes is the founder of the National Congress of Digital Entrepreneurship, Conaed, which became known as the first online congress in Brazil.

It was using this knowledge of new technologies and his extensive network that Alan Pakes brought together the 17 people to contribute to the development of his book.

To whom is this book indicated?

Nowadays, almost everything is related to the digital world. So if you own a digital company, an internet site, a blog or work in any way on the internet, the book "Digital Business" will help you a lot to understand how this world works.

During the reading, you will see ideas from how to get the contact of customers to making a blog, through digital marketing concepts, promoting a very cool range of knowledge on the subject.

Main ideas of the book "Digital Business"

The book focuses on 4 main ideas:

  • What is "Digital Business";
  • What's new in this market;
  • What is the structure of a digital business;
  • How to join this field.

Through 18 stories and learning, the book addresses these points that will be developed for you from now on.

Let's go?

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[Book Summary] Digital Business - Alan Pakes

Overview: What is Digital Business?

With each passing day new technologies emerge, new possibilities are identified and new opportunities are created. Adapting to this reality, companies are investing more and more on the internet and in the digital world.

With this, arises the concept of "Digital Business", that is, business based in the digital world, who use the available tools to achieve the best results.

Therefore, the author points out 4 main points for technological ventures:


The internet is a very wide territory, with no geographical borders, with many competitors. That is why your company should be prominent in attracting new customers.

And to attract people, we must focus on generating value by offering content that will be of some use to these people and will make our brand recognized.

Along with this, social networks come up with a supporting and publicizing role, because networks such as Facebook and Instagram have a giant influence on people, collaborating for brand visibility.


After attracting customers, you need to prepare them for sale and conduct them throughout your sales funnel, so they can become business opportunities and be ready to buy your product.

The big goal is to turn visitors into people who are unfamiliar with your product and may not know your brand, in people ready to buy.


Sales are the pillars that support any business. So, in digital business, you also need to focus on conquering your customer and show that you have the right solution for him, guiding you toward the sale of your product.

In the next few topics, we can go further into this.


The last step is to automate this process, use the technology in your favor and make all the steps easier and faster in a way that contributes to achieve positive results.

Overview: Digital Stories

All the stories told in the book interconnected in some way because each one deals with different subjects, but they constitute a structure present in the digital business.

So from now on, I will present to you a story related to each stage of this structure and, in the end, we will be able to see the forms of connection between them.


"Your mindset is the way you see the world. So, have a success-oriented mindset!"

The first report presents the "mental model of successful entrepreneurs". The book "Digital business" states that great entrepreneurs have characteristics in common, which allows defining this, as Alan Pakes says, mindset entrepreneurial.

As a result of this mindset, we can extract the following characteristics:

  • Focus on problem-solving;
  • Emotional intelligence;
  • You must have clear objectives;
  • An entrepreneur needs to focus on what really matters to the business.

Coupled with these points, the book presents 3 questions you must ask yourself: What is success for you? What are your goals? And what are the goals to get there?

By answering them, you will already have the framework to develop your mindset.

Initial Structure

A digital business must have a structure. Therefore, the reports that we are going to analyze now, bring tips on how to develop the structure of your business.

The starting point presented by the book "Digital Business" is that to build your house, build on your own land and not on rented land. In this metaphor, the house is your virtual business and in a land of your own, you create your own rules and do not depend on third parties.

In the process of building your page, several questions will arise, to decide which page is most effective, where to put a photo, which page template converts more.

The author of the report then explains that two pages are essential for your digital business: the sign-up page and the sales page.

The sign-up page is where you will be able to form your contact list (we will address this in another topic). For this, a reward is offered in exchange for people's email.

The sales page, as its name says, its where consumers can buy your product.

With these two pages, you have already given the first and foremost step in developing the initial structure of your business.


With your assembled structure, you need to have public to visit your website and create visitor traffic, which is indispensable for the success of your brand.

To win this audience, the book suggests the following tips:

  • Meet your audience and always deliver content focused on their needs;
  • Even online, it is necessary to increase the human contact strengh;
  • Testimonials from satisfied customers are the key to attracting new people;
  • Develop your posts on social media, creating customer engagement with the brand.

By following these recommendations, you'll be able to build a greater bond with your customers, attract more interested people, and increase the chances of conversion.


Having a list means having the contact of the people with whom you and your company can relate, so from this, you can develop that relationship and set the course for retaining those customers.

So in order to attract the right people, you must use tools that will allow you to collect e-mail from interested people. For example, email in exchange for rewards, enrollment in free courses, log in to the site, among others.

By getting a qualified list, we start the relationship phase with these consumers, which we'll look at in the next topic.


You already have a formed list of contacts, according to Alan Pakes, now it is necessary to create a company-client relationship so that there is an approximation between both, making the process of buying and selling more fluid.

When we talk about relationship in digital business, the keyword is content marketing. This concept consists of basically nourishing the consumer with diverse content, intending to guide him straight to the purchase.

The book presents 4 pillars of this "new marketing", which are:

  1. SEO: this is a strategy that aims to improve the positioning in search sites, such as Google and consequently increase the number of visits;
  2. Blog: content generation to win the trust of the client and strengthen the relationship;
  3. Social Media: they are the showcase of the virtual world. It is up to them to share the content and help in the attraction of the clients;
  4. E-mail: The use of email is very wide and goes from the attraction of people to your list, until the sale of the product. It is important to know the best way to suit your company.

These are just a few examples of how we can approach customers. The most important thing is that the better and closer is the relationship with your customer, greater the chances of getting a positive result at the end of the sales funnel.


With a well-established relationship with your customers, the next step is to offer your product. So the book introduces us to the concept of the Launching Formula.

Often, even with a good relationship with the customer, companies can not generate an adequate buying stimulus. Therefore, the Launching Formula presents mental triggers that aid in the sales process. Among them we can cite:

  • Show that you are an authority on the subject, thus gaining the confidence of consumers and increase the chances of conversion;
  • The sense of scarcity makes people give more value;
  • Create anticipation for the product, because knowing that something important is coming increases the expectations of consumers;
  • Talk to your customers as this develops their attention and engagement.

This model also suggests that the sales process be extended a little before the product launches, where you create an expectation and provide initial information to stimulate the customer to buy.


Now that you already know the tips to offer your product and arouse customer interest, you need to know how to sell. And to know how to sell, you have to use the right words.

This report gives us tips on how to deal with the customer to create an approximation with him and to facilitate the practice of selling.

At this point, it is necessary to work 4 points:

  • Personal language: to have a close approach with the consumer;
  • Key feeling: Find out why the customer is buying your product;
  • Reinforce pain: it is at this point that you must show that your product is the solution to the client's problems;
  • Your product is the bridge: you need to understand that your product is not the goal of your customer, but rather the bridge to achieve it, that is, your product will enable the customer to reach that goal.

By understanding these points, you will have greater proximity to the consumer at the time of the sale and will guide you towards your product, showing that it will be critical to solving your problems.

At the end, Alan Pakes points out in his book "Digital Business" that we can say that we go through all the steps, from the conception and structure of the idea to the sale of the product. By following these suggestions that have been reported, it is possible to create a great framework for your digital business.

What do other authors say about it?

In his book "Mindset", Carol Dweck brings a study that relates to the mindset entrepreneurial, where she states that people who have a growth mindset are always looking for opportunities to grow, even in times of great challenges.

Luiz Guimarães, the author of the book "Inove ou Morra" ( "Innovate or Die" in free translation), says that today we are living a digital revolution focused on mobile, communicative, accessible, intelligent and global technology. And that has a lot of impact on digital business.

The author of the book "Launch", Jeff Walker, addresses subjects very similar to this book that we are studying now, but it is worth mentioning the mental triggers described by him to realize the sale, for example, authority, scarcity, sympathy, and community.

Okay, but how can I apply this to my life?

Now we understand the theoretical issue. Time has come to put into practice!

  • Develop your entrepreneurial mindset;
  • Define the structure of your digital business;
  • Form your contact list;
  • Create a relationship with your customers;
  • Know what, how, when and where to sell your products;
  • Focus on customer loyalty.

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Book 'Digital Business'