GEN Brasil is the bridge to Brazil: provides the Companies with the services needed to have a sustainable and succesfull role in the Brazilian market

GEN Brasil is a “navigator” developed to drive the entrepreneurs in a very competitive and complex environment; it enables to reduce timing for market penetration, because shows the better ways for business development on the territory.

GEN Brasil is a “one stop source”, because it offers the full range of services to companies that wish to start a commercial branch, implement a production site or simply sell in Brazil.

GEN Brasil cuts the entry costs, thanks to the acquired know how and the structures, already present on the territory, shared with other Client companies

GEN Brasil simplifies the access to the market, because it takes care, on behalf of the Client companies, of the entire process related to the business entrance and development in Brazil, starting from the “theoretic” stage up to the “actual” direct implementation on the market.

GEN Brasil provides the Client companies with the hosting of their own subsidiaries, on the startup phase, thus cutting initial costs on offices and personnel.




GEN Brasil is composed of European and Brazilian professionals, operating in both Europe and South America. They grant support in every stage of the business development, with competencies on the various company functions.

Our people have high level of preparation and competency:

  • our partners have been entrepreneurs or managers in companies with foreign branches; they versed in the decision-making mechanisms and anxieties related with the defining of the strategies and investments needed to develop a new market;
  • all the consultants have a well defined specialization: market analysis, administration, marketing, logistics, sales, etc. This provides the Client company with the skills in all business functions;
  • team members also have expertise in clearly defined areas (e.g, mechanical, cosmetics, clothing, etc.): this allows them to deeply know the internal dynamics of specific sectors.

The presence of staff in Europe and Brazil ensures continuity:

European staff is the main reference of the managers of Client companies, with whom it shares the solutions and strategies for effective entry into Brazil. In Europe are processed “ad hoc” studies, as business plans and feasibility studies, while the local staff in Brazil implements the services and supports in the territory the client companies. The “geo” activities in Brazil count on the logistical and operational support of the Pieracciani Ltda, a company operating since 1992 in business and management consulting for most of the 500 largest and best performing companies in Brazil (Exame magazine). It is based in São Paulo – SP, in the financial area Brooklin Novo.



Our resources in Brazil

Valter Pieracciani, (São Paulo, SP – BR)

Jose Hernani Arrym, (São Paulo, SP – BR)

Alfonso Abrami, (São Paulo, SP – BR)

Julio Piccaro, (São Paulo, SP – BR)

Our resources in Europe

Nicola Walter Palmieri, Lawyer (Lugano, Switzerland)
Mauro Bandelli, Executive Director (Milan, IT)
Laurentino Bifaretti, Key Account Mgr Brazil (Rome, IT)
Vittorio Agnati, International Business Developer (Milan, IT)
Pierre Zanin, Advisor GEN Brasil (Padua, IT)
Adriano Marrucci, Project Manager (Bologna IT)
Barbara Campeol, New Media Consultant (Milan, IT)
Fiorenzo Fina, Business Development Manager (Padua, IT)

Our team in details


The “geo” activities in Brazil count on the logistical and operational support of the Pieracciani Ltda, a local company with 23 years of history in the entrepreneurial consulting. The Brazilian BU is headed by Laurentino Bifaretti, key account manager GEN Brasil for the Brazilian market.

The Pieracciani operates since 1992 in business and management consulting for most of the 500 largest and best performing companies of Brazil (Exame magazine). They gained valuable experience and have become the benchmark for the management models aimed at accelerating the development and competitiveness of enterprises. The internationalization strategy of the company began in 1996 – with the combination of Pritchett – USA – and, more recently, has been consolidated through alliances with other partners. It is present in over 20 countries. Among the specific skills, develops projects on:

1) Strategy Brazil: business analysis, market and development strategies of foreign companies access to the world of Brazilian business and vice versa.
2) M&A: identification of local partners and support to the development of alliances.
3) Operation: feasibility studies, startup, operational and logistic support in Brazil.
4) Management Consulting: innovation and knowledge management, process excellence, management of change, research of personnel (inclusive selection of managers for key functions).

Here, the professional profiles of its executives:

Valter Pieracciani – (São Paulo – SP – BR)

Entrepreneur, inventor, researcher and manager. Responsible for start-up and recovery of various companies, he is member of a dozen boards of companies and NGOs. CEO of Pieracciani – Associate Engineers – which he founded in 1992, Valter has directed more than 500 successful projects for companies such as Nestlé, Petrobras, Tetrapak, Bristol-Myers Squibb, Pirelli, Avon, Odebrecht, AmBev and others. He was named, by the Brazilian Ministry of Science and Technology, Director General of FIESP ABNT, in 2002, resulting in the historic recovery of the organization. For over 10 years, he has served Municipal, State and Federal governments in Brazil, as a consultant, appointed by President Fernando Henrique Cardoso, for the Agribusiness sector. He began his career in 1978 as an engineer in the department of Research and Development at SKF and, later, in Engesa and Pirelli. He worked in Italy, Germany and Turkey. Since the early 90s, Valter started the activity of university professor. He is author of the books “The quality is not a myth and it works” (3rd edition) and “Factory of innovations” (2nd edition). Valter Pieracciani graduated in mechanical engineering from the University Maua in São Paulo, has a Masters in Administration from Mackenzie and a Master in Business Administration from PUC-SP. In addition, he specialized in Industrial Administration from the University of Rome (Italy).

Jose Hernani Arrym – (São Paulo – SP – BR)

He has worked in Brazil for CERG Finance, Price Waterhouse, Rummler-Brache Group, Synchro Systems and Trevisan, where he accumulated extensive experience as an executive in management consulting. In the public sector, he has led consulting projects and training in management and was representative of civil society in the steering committee of the Institute of Quality Paulista, São Paulo State. He has a Master degree in Production Engineering from USP, a postgraduate Master in Business Administration from EAESP / FGV and is practicing for the Master in Quality Management in UNICAMP. As a teacher at FAAP, teaches disciplines “Business training” and “Innovation Management”. Hernani led innovation management processes, startup, organizational change and quality management, in many national and multinational companies.

Alfonso Abrami – (São Paulo – SP – BR)

Mechanical engineer at the Faculty of Industrial Engineering – FEI. Consultant with over 12 years experience in project management for major national and international organizations. He worked for 26 years in large corporations, directing the operations of R & D in Latin America. It has experience in the automotive, food and packaging, having been responsible for the development of industrial projects and programs related to government incentives on technological innovation.

Julio Piccaro, (São Paulo – SP – BR)

Director Partner of Pieracciani – Associated Engineers. Degree in Mechanical Engineering at the Faculty of Engineering Maua – São Paulo, Julio has gained experience as a director, advisor and consultant in the metallurgic, automotive, food, beverages and health services. He developed great technical and administrative capacities, working to restructuring and remodeling processes, industrial management, implementation of quality management systems, staff training.


Nicola Walter Palmieri – Lawyer of GEN Brasil (Milan – IT; Lugano – Switzerland)

Nicola, a lawyer with decades of experience, is registered in the Register of lawyers in New York and Montreal. It was General Counsel of leading companies (BASF Corporation, Montedison and finally Parmalat), where he worked on corporate matters, financial, relationships with supervisory authority, bankruptcy and related litigations (including class actions). He lived for over 25 years in the United States and is the author of numerous books and publications in Italian, English and German.

Mauro Bandelli – Executive Director in GEN Brasil (Milan – IT)

Mauro is the executive director, branch manager of GEN Brasil in Italy; he manages the analysis and business development directly with companies and / or trade associations and business networks; defines and shares with the headquarters of client companies business plans and operational activities to be implemented in Brazil. Mauro has many years of experience in marketing / business for Italian, USA and multinational companies, such as Vodafone and Hutchison Whampoa. Mauro has a degree in Economics from the University of Pisa and a Master in Business Administration at the SAA-Management School of the University of Turin.

Laurentino Bifaretti – Key Account mgr Brazil (Rome – IT)

Mechanical Engineer from State University “La Sapienza” in Rome, was technical advisor to the Court of Rome and the City of Rome. He worked in Pirelli Brazil – Tires Division, as a manufacturing engineer and was executive of Pirelli USA in New York. Back to Italy, he worked for Pirelli in Rome, in the department of mechanical engineering, and in Milan, in the department of Industrial Property. In 1982 began the launch and management of the Purchasing – Parts Operations – Ford Italy, where he later worked in the Marketing Service, as manager of vehicles Customizing and special projects, such as alternative fuel vehicles, for the development of new business. He has, among others, extensive experience in the automotive service industry.

Vittorio Agnati – International Business Developer (Milan – IT)

Entrepreneur and manager in the engineering industry has gained experience and expertise in the field of internationalization, in particular for the development of sales networks (direct or on cooperation), strategic alliances and complex Joint Ventures. Expert in international relations, Advance Business cooperation, collaboration programs between networked enterprises.

For GEN Brasil he acts as consultant to executives for communications and International Business Strategies, to identify specific procedures and innovative processes for market penetration

Chairman and Member of the Executive Council of Associations and Italian and European Federations of manufacturers of capital equipment for the performance of industry and manufacturing processes.

Ronald Marx – International Business Developer (Milan – IT)

Ronald is a US citizen who has been living and working in Italy for over 30 years; he has extensive experience in large multinational FMCG companies like P&G and Mattel Toys, covering significant roles in sales, marketing and top management.

As an entrepreneur, he has been involved for over 15 years in all phases of innovation, design, development, international production, marketing and distribution in a wide range of sectors of the consumer business, working mostly in the Far East, Europe and North America.

Currently, he works as a consultant and professor of strategy, start-up and CEM. Ronald received the BS in International Marketing and Finance from Miami University, Oxford, Ohio.

Pierre Zanin – Advisor GEN Brasil (Padua – IT)

Pierre, advisor of GEN Brasil for exports in the agri-food sector, has experience nell’agency and trading of quality Italian products, gained in the last 5 years, after a long business experience as key account of large customers in the telecommunications sector for multinational companies.

Adriano Marucci – Project Manager (Bologna – IT)
Adriano is an expert in logistics and supply chain management, in particular in the production and distribution of beverages; he has worked on the design / optimization of the logistics network of a major multinational company with the aim of maximizing the service while minimizing associated costs. Adriano has a decade of experience in managing complex projects, such as those who are involving international working teams. He has a degree in Electronic Engineering from the University of Bologna.

Barbara Campeol – New Media Consultant (Milan – IT)
Barbara has more than 13 years of experience in the telecommunications market B2B, built in various functions, from the client portfolio management and customer relationship management to sales and online; Barbara has extensive experience in the management of the customer base through various contact channels: direct mail, call center, telesales, web. She has skills in marketing / communication, as well as analysis and business intelligence (management of databases, tools for analysis and management of customer relations. In the last four years she has been gaining extensive experience in e-commerce and e -CRM.

Fiorenzo Fina – Business Development Manager (Padua -IT)

Fiorenzo Fina is expert in startups, creation and development of sales networks in different market sectors, such as petrochemical, plumbing, mechanical, distribution, renewable energies. He has extensive experience in the roles of Area Manager, Sales & Marketing Director and CEO in Italian and foreign multinationals. His activity was mainly focused on the development and commercial growth of the direct and indirect sales force. Fiorenzo has a degree in Chemical Engineering at the Politecnico of Milan

Press release and events


Jan 25th, 2016 at 17.00pm, at Sigep tradeshow in Rimini (IT) Gen BRASIL will hold the workshop “Let’s do business in BRASIL” we will talk about how companies working on raw materials, basic products, plant, machinery, furnishing and fittings for the artisan gelato, pastry shops, cafés and artisan bakeries segments can develop their business in BRASIL

See Sigep 2016 website


On October 26st, at 2.00pm, at Host2015 tradeshow in Milan (IT), Gen BRASIL will hold the workshop “Let’s do business in BRASIL”; we will talk about how companies working in Ho.Re.Ca., foodservice, retail, GDO e hotellerie sectors can develop their business in BRASIL

See Host 2015 website






Brazil was ranked in 2013 on the 7th place among the economies in the world. It is the fifth largest country, both geographically and for population, and it is today one of the largest economies, with still a high development potential, currently held by internal structural deficiencies, for which the Government has recently launched a plan of reorganization and expansion, allocating enormous resources.

It is one of the countries with the greatest natural resources in the world: iron ore and bauxite (aluminum), gold, silver, oil (it is 4th in the world for the daily production of barrels); it has immense agricultural resources (coffee, cellulose, cocoa, soybeans, corn, sugar cane, fruits, cereals) and livestock (cattle, poultry, pigs), for which it is a great manufacturer and exporter (1st place for soybeans, coffee, orange juice, beef and poultry). It is also one of the largest producers of energy from renewable sources.

The hydroelectric plant of Itaipu, on the Parana river, between Brazil and Paraguay, is the largest in the world and, with 20 generators and power of 14 GW meets alone 90% of the electricity needs of Paraguay and 25% of Brazil. Other plants are currently under construction. All this, combined with the extraordinary industrial growth and the government program for the expansion of infrastructures (US$ 80 billion spending), is placing Brazil among the countries with the highest growth potential in the world.
This growth has led, over the last 10 years, to a large-scale redistribution of wealth between the social classes of the country, where now 60% are from the middle class. First capitalist country to have attracted the ten largest car manufacturers on its territory, Brazil is now among the 20 largest exporters in the world and has regular and intensive trade relations with over 100 countries. The development of science and technology, so far strongly supported by the Government (Brazil develops, for example, submarines and aircraft, is active in space research and is a pioneer in the search for oil in deep water), an industry highly developed, diversified, dynamic and highly innovation-driven, solid financial sector and reserves of over US $ 360 billion, an internal market among the most attractive in the world, with over 100 million potential buyers of both primary and durable goods, with a high buy propensity and concentrated in urban areas, the overall optimism of many financial analysts for its future, despite the current period of stagnation / recession and scandals for the black funds, are attracting companies from all over the world. Between 2009 and 2013, have already been completed M&A for a total value of 154 billion dollars, out of which, 41% by the United States, China and Spain.

The “Made in Italy” is appreciated, even in areas (B2B) that are not directly related with the final consumer, such as, for example, the precision engineering and ICT (Information & Communication Technology). The Brazilian industry today has a great need to bridge the gap in global competitiveness in many sectors – primarily the food industry, which in the last 10 years has had great development – need that Italian companies, appreciated for innovation and flexibility, can effectively meet, through the transfer of technologies, know-how and excellent training.

The medium-term outlook of Brazil now depends on the success of the current measures and on increased investment and further reforms that can promote growth. For Brazil, it is the decisive challenge: the success is linked to an ambitious goal of sustainable productivity and competitiveness. For its achievement the Italian companies can play a major role, with the provision of advanced machinery and technologies.

The country attracts more than 6 million tourists a year, with a growing trend; boasts an ecosystem among the most extraordinary in the world (Pantanal, Amazon), beautiful beaches and inland, favourable climate, democracy, openness to many different people and customs (it is a multiethnic country, with a high degree of racial integration, although still persist serious social problems).

It is very important, in approaching the market, to use specific tools, such as market analysis and business plan, for the development of the proper marketing strategy

Selling successfully in Brazil means very often selling as well in other countries of South America, for wich Brazil is a privileged access “door”.

The above considerations get Brazil, for all companies in the world, one of the most attractive and, for this reason, also of the most competitive markets. It is therefore necessary to study well the market entry strategy, through a detailed analysis of all critical parameters and a robust action plan.


exporting a product without internationalization of the company

One of the common mistakes is to think that it is enough to send a container of products to Brazil to easily find some distributor or get an agent to represent your company. Not only it is sometimes necessary to substantially change the product, but the adaptation must involve the whole company, which must acquire the processes and service levels that meet the standards Brazil.

– start activities without accurate preparation

Many company owners assume they already know how to move in Brazil, because they had some contacts in the area, no doubting they may have received misleading or incomplete information, albeit in good faith.

Very popular is the illusion that Brazil is a relatively easy market, because, although the rules are often more complicated than elsewhere, the Brazilians are well disposed towards the European products, which can take advantage of the superiority in design and/or technology (this belief by the way, after closer inspection, at times was untrue). They are wrong: the Brazilian market is “super-crowded” with competitors coming from all over the world; so it is expensive, competitive and provides forms of protection for the benefit of local producers, which raise the cost of entry of the imported products and can put them immediately out of the market. It is very risky to invest in Brazil without a thorough market research and a solid business plan.

Particular attention should be paid to the so-called “Brazil cost”, which is not only made up of duties and other taxes on entry, which are always multistage cumulative, but also by the logistics and product handling costs, due to poor infrastructures and long distances to go. Other problems, with related cost increases, may result from the difficulty in finding skilled local labor and from management of legal and fiscal aspects, because of a strong bureaucracy and a complex system of taxation.

Brazil has continental dimensions, considering that on its territory there are 6 different climates and three different time zones; it is made up of five major regions and 26 states + 1 federal district (where is the capital Brasilia). Each region has features that distinguish it, even in a radical way, from the other ones and each state has its own rules for the application of taxes and the distribution of funding and incentives to businesses. Setting a strategic approach to the market, you should be aware of all these and other factors. For certain categories of products, it is appropriate to set a different strategy for each region.

– believe that your competitiveness can be based only on the technical level/quality of the product.

Providing a product/service above the average is only the minimum requirement to engage themselves in the Brazilian market, but it is not enough; it is only the first step of a long journey that characterizes the commercial development of a company in Brazil. Intensive efforts, time and money are required in the creation of networks of sale or in the definition of commercial partnerships. Moreover, if the product is really exclusive, more investment is needed to promote the brand. It should also be pointed out that the Brazilian market is a “market of relations”, which relies heavily on interpersonal relations and frequent contacts; then it is crucial not to underestimate the importance of Fairs, Conventions and all actions of marketing/promotion, in support of the sale of any product and service.

– manage your business from your country

Many times it happens that companies invest tens of thousands euro in fairs and visits to customers, reaping great expressions of esteem for their products, which are predicting positive business developments shortly. Unfortunately this promotion of their products is totally nullified by the fact that, after a few days, there is no one in the area that will continue to fuel it. The Brazilian does not establish a business relationship based on just a product catalog, however attractive it may be, and a visit card; it is a big mistake to underestimate the need for “closeness” to the client, which includes construction of mutual knowledge and respect, timeliness and clarity in the responses and frequency of contacts. It is very risky to rely totally on distributors, agents or representatives, especially if they are also engaged with different firms.

– not operating in full compliance with local laws and procedures

It is necessary to pay close attention to the certifications required for the products and to the local rules governing relations with distributors and customers; Brazilian lawyers are expensive, as elsewhere, but it is always better to get the assistance of a local professional, rather than running into unpleasant situations. In Brazil, in fact, the rules must be respected; shortcuts and “cunning” may seem like winning the first few times, but in the medium and long terms there is the risk of paying the bill with interests.

thinking of being able to take advantage of their own creditworthiness gained in your country
To operate in a stable and continuous way in Brazil, many times you need to rent an office and/or a stock facility, buy a car for your employees, etc. Unfortunately the new released branches do not have a “history of debts paid”, reason why the credit institutions are not yet able to verify the reliability of the client. This means that, even for the most solid companies of its kind in the EU, it is not generally possible to obtain from banks leasing for buying a car or credit cards for everyday purchases. Even suppliers, initially, could not grant extensions on payments to 30/60 days.
– not responding adequately to the four standard questions that a Brazilian buyer addresses to a potential European supplier
a) Where is your base in Brazil? You must always have a Brazilian address and a local telephone to provide; in fact, rarely a Brazilian buyer buys products, especially complex ones, from customers who are not located on the territory
b) do you have your staff in Brazil? The answer must be yes, as far as possible
c) your products are certified for the Brazilian market? You must have all certifications, otherwise your product will have zero chance of crossing the customs
d) where are stocked your products or spares? You should always indicate a warehouse where you have stocks of products and spare parts; Brazilians are afraid of being abandoned by Europeans, once they have purchased the products. Only after passing this initial screening, Brazilians buyers consider foreign products.

– neglect the after-sales activities
For the Brazilians, there is no buying activity if adequate post-sales activities are not secured; reason why it is essential the presence of a local facility, for the storage of replacement parts, and of specialized personnel, able to provide service within few hours. It is also wrong to think that you can worry about the after sale process only after scoring the first sales.

– underestimate the laws related to work visas for Brazil

Very often companies that sell equipment or machinery in Brazil have to send their technical staff for installation or final testing at customers premises; it is necessary in this case that their technicians have a specific work visa for Brazil. To issue work visa, it is necessary that a company  based in Brazil  or a subsidiary based abroad, or a company having a representative contract with a Brazilian company submits a request directly to the “coordenação-Geral de imigração – CNIg “the Brazilian Ministry of Labour.

Even entrepreneurs and investors must 0btain an appropriate visa to work in Brazil; in this case you must submit a business plan and demonstrate that you have the “relevant” funds to start and run the business. May request this type of visa foreign nationals certifying the investment in foreign currency, for a value equal to or greater than R$ 150,000.00 (one hundred and fifty thousand reais). In the evaluation, the following elements will be examined: compatibility of resources vs. expected investment, the nature of society, productive arising effect and social interest.

Managers and directors can apply for the permanent visa; the application is to be submitted to the “coordenação-Geral de Imigração – CNIg” the Brazilian Ministry of Labour.

– manage the market in Brazil like you do in the European countries

The Brazilian territory covers an area greater than that of Europe EU: this involves a long time for local transfers and high costs of travel and logistics; the Atlantic ocean is a geographic barrier that complicates any transport operation from Europe.

All this impacts significantly on the level of service, which is very important issue for the Brazilians; if any city in Europe can be achieved in a day from any European state, this is almost never possible if you want to visit a Brazilian state from ‘Europe.

Also among European countries there are similarities that make the market basically homogeneous, while the Brazilian market is very different from any other European market and varies from one region to another.

behave in Brazil like you do in your country

One of the most common mistakes is to think you can operate in Brazil like you do in your country, as when dealing, for instance, with Italians, or Frenches, or Germans. Many times entrepreneurs underestimate the cultural differences between the two countries; you must be careful to the written rules and, also, to the not written ones, in the Brazilian business culture. In case of Acquisitions, it is recommended to immediately implement a program of “change management” for the local staff, who often need also an upgrading training, to achieve satisfactory levels of productivity.



The service consists of creating a “snapshot” of the competitive environment related to the business sector in which the company intends to operate. The main information provided are:

identification of the “sine qua non” conditions, to effectively operate in the Brazilian market

definition of the potential market, the main competitors and their positioning

definition of the target audience and mapping of potential customers, distributors, partners

identification of optimal sales channels to reach the desired target

description of the regulatory framework, certification requirements and expectations of before and after sales services

This market research is done through consulting internal or external suppliers database, interviews with leading professionals in the field of investigation and oversight of sector exhibtions.

Feasibility plan

The service allows you to:

  • define a proper strategy for entry, positioning and development in the market,
  • optimize the human and financial resources necessary to achieve the internationalization task
  • implement a production site in the territory
  • reduce the time to get to break even of made investments

The feasibility plan consists of four essential components:

  • a market research, quantitative and/or qualitative, in order to understand the competitive environment in the sector in which you will operate and identify the “sine qua non” conditions to effectively reach the market
  • a “go-to-market” plan, to define the marketing strategy to penetrate the Brazilian market (based on the information acquired by the above market analysis), the objectives and the human and financial resources needed to the company
  • a business plan, to determine the investments, cash flow and the financial impact of the entire project. This document is also the starting point for the preparation of documents that aim to make scouting of public or private funding
  • a project plan, a document that aims to concretely indicate the activities and the timing of market entry and development in Brazil

Financing for the development of markets extra UE

The service consists in looking for funding / incentives in Italy and Brazil, to finance the activities of international business in Brazil

Research in Europe of subsidized loans or grants, provided by public entities such as the European Union, government or local entities

Research in Brazil of concessions granted to attract investment from abroad. Such incentives may be: public funding or subsidized grants, tax credits, simplifications in issuing work visas, etc; incentives vary according to the federal state, the region of destination, the business sector, (e.g. energy, ITC, pharmaceuticals), the number of jobs that foreign investment generates in Brazil. Are obviously subsidized companies investing in Brazil in an activity not only commercial but also productive.
Research in Brazil of private funding from venture capital firms.
GEN Brasil is able to process documents for its customers and requests for obtaining public or private funding, both in Italy and in Brazil.

work visa for operating in Brazil

The work visa for Brazil is one of the requirements to start a permanent establishment in the Brazilian territory, if there is the intent of hiring direct employees
You must comply with work visas requirements, because the Brazilian laws do not provide shortcuts.

Many times it is required a lot of documentation, that usually must be submitted and processed by specialized operators; the timing may be short, but rely heavily on the expertise of those who submit the application and on the completion of accompanying documents; therefore you need to carefully plan the activities for the acquisition of visas

There are various types of work visa for Brazil, which differ depending on the activity and the role of the individual in the country.


Setting up of a legal entity

In case you want to set up a legal entity in Brazil, which legally represents the mother company, without the financial and organizational commitment to acquire your own offices and direct employees, GEN Brasil provides staff, facilities and administrative and logistical services, to enable companies to manage all the bureaucratic and administrative activities, necessary for the start up and operation of the company. The related benefits are many:
– reduce costs to the opening and management of your own structure
– reduce unknowns inevitably present when entering a new market, thanks to the availability of a network of highly qualified and reliable people
– transfer cost reductions, due to reduced travel and transfer expenses for staff

Activities of Gen Brasil in relation to this service are:

– establishment of a legal entity, usually a limited liability company, whose presidents and managers are chosen by the management of the client company. It does not require a significative capital;
– opening of bank accounts
– hosting offices c/o GEN Brasil, corporate headquarters of the branch during the entire contract period and where there will be a real office with all necessary facilities (desks, computers, telephones, printer, meeting room, etc)
– support and execution of banking and bureaucratic practices, accounting and financial reporting
– selection, training and supervision / management of the staff for the Brazil branch (eg sales manager or country manager)
– search and selection of showrooms and / or warehouses and identification of proper logistic services
– assistance in obtaining certification and adaptation to local regulations
– acquired orders and customers management, credits recovery, if the company operates as a local entity (importer)
– after-sales service


Searches for partners, agents, distributors

The sale of products / services through an indirect sales network can be a first step to penetrate the Brazil market, as well as a great tool to test the appeal of its products directly in the territory.

These distribution channels are not very risky, because they require remuneration only in tcase of concrete results but have disadvantages related to the fact that the company has a “mediated” knowledge of the real market situation, does not have direct contact with end customers and overall does not get any chance to plan a steady flow of sales.

These channels are suitable for sale of consumer goods and products that do not require pre-sales activities and a high level of after-sales service. They are very effective in reaching retailers but preclude direct access to retail chains.

The line between success and failure is usually marked by the selection and choice of intermediaries.

GEN Brasil will manage for you:

  • identification of the industry for the product / service to be marketed
  • pre-selection and filtering of these operators on the basis of geographical coverage
  • direct contacts and pre-agreements final selection and proposal of candidates coaching in the negotiation and contracts contract management and auditing of the same

Sales Office Outsourcing

The service allows you to start its own sales office in Brazil quickly, without upfront investments and maintaining its flexible organizational structure.
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The service includes the use of a sales manager made available by GEN Brasil for its customers

The advantages are:

  • immediate trigger of the sales process and rapid penetration of the market maximum containment of the costs of market development
  • management of activities in Brazil like any other local company
  • adjustment to the business model required in Brazil
  • structural flexibility of the structure (no direct personal or other assets)

The tasks of the Sales Manager are:

  • verify the marketability of the products (competitive analysis and technical)
  • identify the most appropriate distribution channels (and / or develop a business plan of distribution)
  • establish a database of end customers / agents / distributors / buyers
  • launch initial business contacts for sale
  • proceed to the creation of a sales network that will be stable over time, with the identification and affiliation of suitable trade figures  (agents / distributors / retailers, etc)
  • attend trade shows or visit distributors, if required

If appropriate the Sales Manager will investigate the technical, logistical and legal services necessary to the sale of products

The sales manager usually has the following profile:

  • Brazilian, so he can jump right in empathy with trading partners employed temporarily – but at least 6 months – part time or full time (it depends on the objectives and the workload that you want to assign) from GEN Brasil, and “leased” to the Client company
  • He has the work base at the offices of GEN Brasil, with dedicated phone, email, PC + accessories, business card of the Client company
    He is supervised by the staff of GEN Brasil in Brazil
  • He has a profile mid-senior, able to conduct a market research and launch a trade negotiation.

The remuneration of sales managers consists of a fixed and a variable fees, depending on the objectives achieved; it should be noted that the variable component of remuneration may not be prevalent in the total

Joint Venture with GEN Brasil

This service provides for the participation of GEN Brasil to the results of sales and / or exercise of a Brazilian affiliate of a European company that intends to market and / or produce their products in Brazil. In offering this service in January Brasil select very carefully the candidate companies and products / services to market, through surveys and market tests directly in the territory for a limited period, but enough to draw any meaningful conclusions; the market test is borne by the customer. In offering this service in January Brasil select very carefully the candidate companies and products / services to market, through surveys and market tests directly in the territory for a limited period, but enough to draw any meaningful conclusions; the market test is borne by the customer.

If the above tests have been positive, GEN Brasil can evaluate their participation in a joint venture with the client company, which provides the resources for the start-up and business development in Brazil. Sharing the results of the joint venture will depend on the contribution to investments and operating costs that GEN Brasil and the client company cover individually to develop the market in Brazil.



GEN Brasil divides its potential customers in two segments, which are distinguished based on experience and knowledge of the Brazilian market:
companies not yet present in Brazil, or that have had experiences of sporadic selling in this market: usually these companies are at a preliminary stage, they only want to “test” the market Brazil, so prefer to maintain a flexible organizational structure. They do not have an internal sales structure dedicated to export and particularly to the Brazilian market. They have limited financial resources to devote to the commercial development of a new market

Companies already present in Brazil: usually such companies have already appreciated the attractiveness of the market. They want to be structured in an optimal way to fully meet the needs of the market (e.g. with activities before and after sales, with the presence of showrooms and warehouses for the storage of spare parts, etc.). They would like to have a direct local sales management focused on the development of the core business, outsourcing bureaucratic, administrative and logistics activities, to reduce operation costs and optimize the use of their human resources in the territory


The customers of GEN Brasil are transversely belonging to almost all sectors, although we can boast a solid experience in the mechanical industry, in the automotive sector, in manufacturing and, of course, in the areas where the “Made in Italy” – fashion, food, cosmetic, mechanical and automation, furniture/design – excels.

As the size of our customers is concerned, we are very heterogeneous; we have clients:
– of various sizes, who are planning the entry and development in the Brazilian market with a careful analysis of the market, looking for distributors partners and on-site facilities;
– with less than 100 employees, with direct branch staff and as well as warehouses for storing goods in the territory;
– with over 100 employees, with a production site in the territory as well as offices and sales staff

Services NOT provided by GEN Brasil

Below there are indications of some activities we usually are requested to perform, but for which GEN Brasil is not structured:

pure commercial activity: our structure is not equipped with agents / representatives or sellers located throughout the Basilian territory, that can deliver pure sales activities and propose products of Client companies to local distributors or buyers of retail chains; we are not a sales agency and our compensation never follows a policy commission criterium

business incubator (or commercial support to startups): while being aware that there are products / services with significant market potential for quality or innovation, our company does not invest in companies that do not have their own economic resources, necessary to finance the commercial development of their business in Brazil

activities on “success fees” basis: in general we do not provide services for which is agreed compensation with “reserve”, reason why all our research activities (partners, distributors, employees, buyers, etc.) require a fee, monthly or on “project”, proportionate to the use of our resources.


It is not possible to specify in advance a fee standard for delivering of our services; our proposals are always customized, depending on the expectations and the activities required by each customer; It is not available then a predetermined price list. The calculation of our fee is the result of the careful analysis of the use of the resources required to honor the promises made in the contract.

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GEN Brasil offers many services, both of “consulting” and operational type; for this reason, it offers pricing models that vary in function of the proposed service. Some examples as follows:

pricing on “project”:

It applies to services for wich we know with certainty what will be the use of our resources; in this case the cost of the service is well-defined and agreed before the task.

Example of services typically on “project” are: feasibility studies, establishment of a legal entity.

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pricing on “consumption” basis:

It applies for services we do not know for sure what will be the use of our resources in project development, for the presence of variable not definable “a priori”; in this case the cost of the service is defined on the basis of an hourly / daily rate that is applied to the use of our resources; at the end of each month, an invoice is issued with indication of the spent hours; every week we detail the activities that will be billed at the end of the month. Sometimes it is indicated in the contract a maximum of monthly spending, after which permission must be requested to the customer.

Example of service typical on “consumption” basis is the implementation of a production unit or commercial development through a GEN Brasil sales manager (for commercial development is meant the identification and contacts of qualified trade partners who can seriously consider the product / service)

pricing on “rent” basis:

It applies to services that we know with certainty what will be the use of our resources over a period of time; in this case the cost of the service is well-defined, agreed before the start of the business and is paid on a monthly basis.

Examples of service typically on “rent” basis are the management of administrative activities and logistics.

There are no “on commission” or “success” fees, as GEN Brasil does not provide sales activities on behalf of its clients.


Over the years of activity GEN Brasil he has developed agreements and collaborations with companies that provide services very specific and essential for companies that have decided to initiate a process of internationalization; the services are:

  • certifications, labeling and adapting of production processes for the export of food: these services allow food companies to have guidelines to fully comply with the regulations for export to Brazil, for all food products from Italy. If not completely “under rule” any food product shipped from Italy is likely to be rejected or destroyed.

The partner of GEN Brasil for this category of services is Foodconcept (www.foodconcept.it)

  • business due diligence & corporate intelligence: these services are aimed at the analysis (screening) of the reliability, economic / equity robustness and reputation of third parties (individuals and companies) with which the client is considering embarking on a partnership or a collaboration, even temporarily. Knowing your business partners is the first step towards a successful strategy, particularly when it comes to companies and people, both geographically and culturally, “distant”.

The partner of GEN Brasil for this category of services is Euro Investigation (www.euroinvestigation.it)

  • organization of trade fairs and design of exhibition systems: fairs are one of the most important promotional and commercial activities for companies seeking to enter and expand in Brazil; you must then rely on specialized partners, able to design and create any type of display system. To achieve this task requires a specific know-how, organization and timeliness.

The partner of GEN Brasil for this category of services is Universal Marketing (www.universalmarketing.it)

  • funding for the internationalization of your company through a process of crowdfunding: Equity Crowdfunding is an alternative to bank credit and to the institutional means for raising capital to finance useful projects of development of an enterprise; now also in Italian unlisted SMEs can raise funds from the public through the sale of shares in the company, “quoting” on unauthorized Internet platforms.

The partner of GEN Brasil for this category of services is Crowd Advisors (www.crowdadvisors.net)


Requests for more information:

GEN Brasil is present in Italy, Brazil, Switzerland and USA

Italy (Milan & Rome)

Via Coni Zugna 56
20144 Milano
tel + 39 02 36587412


Via Colonnelo Tommaso Masala, 42

00148 Rome

tel + 39 60200271


Via Maraini 42a
6963 Lugano
tel + 41 91 2087086

Brazil – São Paulo – SP

c/o Pieracciani engenheiros associados Ltda

Rua Geraldo Flausino Gomes, 78cj. 151
Brooklin Novo – São Paulo – SP 04575-060

phone +55 11 5506 2953

USA, Florida

2525 Ponce de Leon Boulevard
Miami, FL 33134
tel +1 (786) 288 0209

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