Every four companies opened in Brazil, two close before they turn five years old. The data, from Sebrae, is not new to those who undertake – but the main reason for this mortality is still underestimated: lack of cash management. It is with this warning that XP Empresas debuts a new front in the podcast From zero to topdo Infomoneyfocusing on strategic themes for business survival.
The guest of the first edition is Vivian Sesto, head of commercial actions of XP Empresa, which inaugurates the series highlighting a central point: “A company only breaks for lack of cash. And every company can improve its efficiency from the management of everyday cash.” According to her, this daily flow – also called “nervous box” – is what most requires attention from entrepreneurs.
In chat with presenter Mariana Amaro, Vivian revealed that there is only one solution in the Brazilian market that offers financial return without the incidence of IOF (Tax on Financial Operations) in applications less than 30 days – an alternative that can make a difference in short -term breath.
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The premiere of the series also the release of one on a strategic basis of growth and sustainability.
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The role of cash in the entrepreneur’s pain (and survival)
The initiative meets a common finding of over 250 interviews made by the podcast: the biggest challenge of any entrepreneur is to deal with the cashier. It is not enough to control what comes in and out. It must be understood that the company’s financial health depends on the ability to predict, plan and reaction to unforeseen events, crises or seasonality.
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“It is common for the entrepreneur to confuse profit with leftover cash. But they are different things. Selling a lot and profit does not always mean having money in hand to pay suppliers or investing in growth.”
In addition to the theoretical content, the series seeks to deliver practical guidance. “The idea is that the entrepreneur applies the concepts already in the company’s pre-structure or when the business is already standing, but faces seasonal difficulties,” she says.
The expert also stresses that good cash management practices are not unique to large corporations. “Companies of any size need to understand their payment and receipt deadlines. The risk of liquidity is the same for a small store or a company listed on the scholarship.”
From Passion for Education to Mission at XP Enterprises
Vivian Sesto began his career in the financial sector at 18 and passed four banks before reaching XP. Moved by the passion for financial education and communication, she assumed the mission of bringing to the corporate universe what XP already did with excellence to individuals: democratize access to investment and management solutions.
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“At XP, we started thinking how we could bring to the legal entity the same principles of financial planning and investment intelligence we offered in private and individual,” he said.
This view unfolded in a structured performance with small and medium -sized CNPJs, which represent more than 90% of companies in the country. Today, Vivian leads the training front for more than 18,000 XP advisers and actively participates in events and lectures aimed at the entrepreneurial public.
The proposal of the new series in From zero to top He was born of this mission.
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“Our goal is to help entrepreneurs see cash not as a problem to be solved only in the crisis, but as an instrument of strategy and sustainability.”
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Started on June 2, the free course of XP Empresas offers four online classes with practical content on cash flow management. “It’s the kind of knowledge that changes the reality of a business at any stage,” says Vivian.
For the expert, the entrepreneur who does not know where to start needs to start from the basics: map entrances, exits, deadlines and identify the financial behavior of the business over time. “Even little training entrepreneurs are able to absorb this knowledge. The barrier is more cultural than technical,” he says.
