Launching a Successful New Business: Lessons from a multinational business mind

If you are a regular reader of The Trump Blog, you already know Ricardo Bellino. He is the gentleman who needed only three minutes to convince Donald J. Trump to partner with him on a major real estate project in Brazil.

 

Ricardo recently sent us news about his newest business venture, Casas Brasileiras. He also agreed to let the Trump Blog explain the thinking behind the enterprise. We’re sharing the news here because we believe that all the members of Trump University can learn some useful entrepreneurial lessons from his project.

 

First, what is Casas Brasileiras? In the early stages, it will be a chain of 10 stores located in North America where Brazilian nationals can shop for items to be delivered to their relatives in Brazil. They can buy an appliance, a car or even a house - and Casa Brasileiras will handle all the details.

 

Of course, other companies that forward money and goods from North America to other countries have been around for a long time. But Casas Brasileiras intends to take that business model and expand it exponentially. Here’s some of the thinking that is behind the concept - thinking that just could help your business succeed.

 

First, there is a demonstrated need. Bellino tells us that in calendar year 2006 alone, 27 million Latin American immigrants remitted $62.3 billion to their respective countries from the United States. Of that pie, Brazilians sent $7.4 billion. (Figures come from the Inter-American Development Bank.) Another perspective: The average Brazilian who lives abroad sends home an average of $500 every month.

 

Second, the business model has been proven sound. Construmex and La Curacao have been successful. Both are retail chains that cater to Mexican expatriates living in the United States. 

Third, Ricardo has lined up agreements with key partners. Deals are either finalized or close-to-finalized with Ponto Frio (a fast-growing Brazilian electronics/appliance retailer), Tenda (a large Brazilian real estate contractor specializing in residential properties) and Unibanco (one of the largest Brazilian commercial banks). Ricardo has also lined up enough venture financing to open his doors with a real splash.

 

Fourth, he has done his demographic homework. The first store will open in Pampano Beach Florida, home to one of the most substantial Brazilian populations in the United States. Bellino plans to open locations shortly afterward in Newark, Boston, Framingham, Washington, Atlanta, New Orleans, Houston, Miami and other locations with significant Brazilian populations.

 

Fifth, he is putting high-tech retailing on his side. His shoppers will be able to videoconference with their families in Brazil, which will create a unique shopping experience and sense of connection. It will also be possible to wire money from store to store, with no transfer fees. Yet some lower-tech selling initiatives are also being planned, including an Amway-style, customer-to-customer selling force.

 

Sixth, Bellino knows how he will expand his business model. In the future, he plans to launch similar retail operations that will allow Japanese and Portuguese nationals abroad to shop for their families at home. He is looking ahead.

 

Seventh, there will be a notable and well-timed launch. It will take place on September 2^nd during Brazilian Day in New York, an event that draws over 1.5 million people.

 

So will Casas Brasileiras succeed? We don’t have a crystal ball, but given Ricardo Bellino’s track record and his solid planning, it looks like a very good bet. If you apply his level of diligence to your next venture, we’re be willing to bet that you’ll be a winner too.