Uma Trufa e… 1000 Lojas Depois! - Alexandre Tadeu da Costa 

The book "Uma Trufa e... 1000 Lojas Depois!" narrates the successful trajectory of Cacau Show and its founder, author Alexandre Tadeu da Costa, who transformed his small enterprise into the largest franchise of fine chocolates in Brazil and in the world.

Today, Cacau Show has more than 1000 stores across the country and manufactures around 250 different types of products, which generates high sales and constant growth of the brand.

Want to know more? So continue reading this PocketBook and get inspired by this story driven by passion and dedication!

About the book "Uma Trufa e... 1000 Lojas Depois!"

"Uma Trufa e... 1000 Lojas Depois!" was launched in 2010, the year in which the Cacau Show reached the thousandth store. This achievement was a milestone for the company that became the largest Brazilian food franchise and the chocolate brand with the largest number of stores in the world.

The book's 192 pages cover the history of Alexandre Tadeu da Costa and the Cacau Show, exemplifying the concept of entrepreneurship with purpose.

About the author Alexandre Tadeu da Costa

Alexandre Tadeu da Costa was born in 1970 in São Paulo. Son of merchant parents, he started the company at 17, accepting a large order for Easter eggs in 1988.

In 1996, the businessman went to several chocolate making courses in Belgium. Its first physical point was opened in 2001, thirteen years after creating the company.

It didn't take long for your store to grow fast and achieve several awards of relevance in entrepreneurship.

To whom is this book indicated?

If you want to start a company, or turn the company you already have into a success, the book "Uma Trufa e... 1000 Lojas Depois!" is for you!

The work is also indicated for those who wish to know more about the Cacau Show, and for all those who strive to make work a business dream.

Main ideas of the book "Uma Trufa e... 1000 Lojas Depois!"

• Liking what you do is a key factor in achieving happiness and fulfillment, both professionally and personally;
• Human motivation is a mystery because what makes us move forward is not always clearly identifiable;
• Commitment is the key word an entrepreneur must follow, as he has the arduous mission to make everyone happy;
• The company is committed to delivering to the consumer more than he expects, charging less than he is willing to pay;
• According to Alexandre Tadeu da Costa, the best way to deal with the client is to treat others as you would like them to be treated and not to do to others what you would not want them to do to you;
• The author considers passion as the principle of everything, including in professional life.

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Overview: Vision

For the author Alexandre Tadeu da Costa, liking what you do is a key factor to achieve happiness and fulfillment, both professionally and personally. Whatever career you pursue: entrepreneur, artist, professional or sportsman; Only those with the necessary dedication will find success.

He takes the opportunity to quote in his book, "Uma Trufa e... 1000 Lojas Depois!", a famous phrase by Confucius:

"Choose a job you like and you won't have to work another day in your life."

Obstacles are there to be overcome

Thinking of a problem as if it were broken into small pieces is something that author Alexandre Tadeu da Costa usually does when he goes through any difficulties.

In this part of the book "Uma Trufa e... 1000 Lojas Depois!", he reports an event from the beginning of his career, when he decided that he would sell Easter eggs and went after suppliers for it.

Alexandre made a deal with a factory to produce the eggs he would sell. It was so successful that he took 2000 orders.

However, something unexpected occurred: the factory was no longer producing eggs in the format promised to customers. Alexandre tried to negotiate with the factory, but it was in vain.

As a result, the author himself had to produce the 2000 promised chocolate eggs in less than a week of Easter.

How to set (and achieve) goals

The balance between something challenging and possible is required to set a goal. However, the author Alexandre Tadeu da Costa points out:

"Only find the motivation to pursue goals who are not satisfied with what they have already achieved."

In addition, an important step towards achieving goals is that everyone within the company truly shares the goal. This may seem obvious, but in many companies, management and employees are not on the same side. Sometimes even the members are each sideways.

Overview: Discipline

For the author Alexandre Tadeu da Costa, human motivation is a mystery, because what makes us move forward is not always clearly identifiable.

However, it is necessary to surrender in body and soul to reach paths that are not so obvious.

Alexandre disagrees with the myth that finding opportunities requires a sixth sense, often identifying an opportunity that comes from a hard day's work.

In Cacau Show's own history, doors were opened as the company made its way.

According to the book "Uma Trufa e... 1000 Lojas Depois!", it is necessary to admit that some things in our life are much more the result of chance than planning. However, chance only goes with those who are prepared.

Overview: Feet on the ground

The author Alexandre Tadeu da Costa says that with the money he started to earn, he wanted to buy clothes and sneakers or just go to lunch at the mall, things that every teenager always enjoys.

But from the start, it had to learn how much a company requires reinvestment.

If you really want to grow, you need to set aside your personal consumer aspirations to focus on business development.

"Plant today to reap there."

Commitment is the key word an entrepreneur must follow, as he has the arduous mission to make everyone happy, and this includes suppliers, customers, shareholders, and family.

The book "Uma Trufa e... 1000 Lojas Depois!" relates a passage in which a supervisor claimed the non-payment of a fee and the businessman replied saying that he was young, a beginner and did not know about the existence of that fee. The inspector replied:

"My son, no one forced you to be a businessman."

"Costs are like nails: always cut them!"

This phrase is by Laércio Consentino, one of the founders of the software company Totvs, which Alexandre always likes to repeat.

Many companies have a significant part of their expenses interest on loans. Alexandre Tadeu da Costa considers this to be "throwing money away", especially when loans are made to take a "step higher than the leg".

Cacau Show always took one step at a time and with controlled doses of risk, which made it grow without ever being in debt.

Overview: Learning

Alexandre Tadeu da Costa reveals in his book, "Uma Trufa e... 1000 Lojas Depois!", that since a young age he always had a strong desire to acquire knowledge, and this ended up being channeled into his business. Subjects such as leadership, entrepreneurship and chocolate have always been subjects of his readings.

At age 20, Alexandre became the youngest member in the history of Abicab (Brazilian Association of the Chocolate, Peanut and Candy Industry).

Travel is another source of knowledge, always coming back with good ideas in mind. The author reports:

"I have already lotted three passports, and almost all of my international travels had some relationship with chocolate."

All this presence in events becomes a virtuous cycle, in which more knowledge was acquired, the better the results obtained by the company, which thus supported the search for new knowledge.

Overview: Innovation

According to the book "Uma Trufa e... 1000 Lojas Depois!", surprising the customer with the development of new products is something that Cacau Show is always concerned about. The company is committed to delivering to the consumer more than he expects, charging less than he is willing to pay.

The author Alexandre Tadeu da Costa reveals that a significant percentage of the company's revenue must come from selling new products. This goal was set, because more important than the number of launches is the quality and acceptance of new products.

Today, the process is much more specialized, with professionals focused on new product development and marketing. The most important releases around the world are monitored.

Cacau Show's product mix has 230 products, of which 80 new products are launched per year. However, due to the limited storage space, there is a "natural selection" process, with the best performing products remaining.

Overview: Appreciation of the people

On one occasion, during a lecture to over 600 people, Alexandre was asked what was the Cacau Show formula for dealing with the public. Spontaneously, he revealed:

"Just treat people like people."

And for him, it's that simple; Just treat others as you would like them to be treated and not do to others what you would not want them to do to you.

The entrepreneur considers that motivation at work goes far beyond remuneration. Everyone needs to be heard, to have a sense of belonging so that they can be happy. Thus, people develop ownership.

Overview: Passion

The author Alexandre Tadeu da Costa considers passion as the principle of everything, including in professional life. From a young age, he was convinced that accomplishment at work was fundamental in his pursuit of happiness.

The desire to do something that delighted him, that aroused his passion for work and made him feel that every hour is worth it and that every day is unique was present.

A common, bureaucratic and unsatisfactory job, just enough for the breadwinner, was out of the question.

Being at the factory, selecting teams, and testing machines makes you proud of everything you have done and achieved!

What do other authors say about it?

"From the Ground Up" is a biography of Howard Schultz that tells how the businessman turned Starbucks into one of the largest franchises in the world. He says his responsibility to Starbucks goes far beyond simply making money.

Their intentions are to apply the company's profits in a transformative purpose to its audience in a balanced manner.

Since we are talking about Starbucks, the work "Vai um Cafezinho?", by author Luciana Medeiros, tells the story of businesswoman Maria Luisa, who brought this franchise to Brazil. In her biography, she advises: don't be in a hurry; you have to take it one step at a time so you don't get run over in the process.

Finally, the work "It Will Work", by Joaquim Castanheira, reports on the successful cases of ten Brazilian businessmen. Rogério Gabriel, founder of Grupo Prepara, says that optimism and self-confidence are essential for an entrepreneur.

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

• Have goals and don't give up on them;
• Devote body and soul to what you believe;
• Don't let success get you off course;
• Discover something new every day;
• Always surprise;
• Help others to be happy;
• Keep the flame on.

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