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Counted on Governance and Market Experts, Meeting Promoted Strategic Content, Founders’ Experiences, and Perspectives of the New Generations of Executives
About 70 entrepreneurs and executives from the construction materials sector from all over the country gathered in Porto Alegre (RS) last week for an immersive three-day succession meeting. The goal was to promote the exchange of experiences among different generations of leaders on governance processes for business continuity, a problem that, according to a PWC survey, affects 44% of family businesses in Brazil.
The group, composed of founders, CEOs, and directors of construction material houses, retailers, distributors, and wholesalers, was part of the “Successors Project,” an initiative organized by Atlas, which is part of InBetta companies, a reference in painting tools. “We supply about 30 thousand retailers and wholesalers and have observed that many of these businesses have issues in the succession process. We wanted to help them understand how to overcome obstacles while also learning from successful examples,” explains Márcio Atz, General Director of Atlas S/A.
Strategic Opening
In addition to networking and socializing, the Successors Project featured an intense content program divided into four large panels. The first aimed to enhance the positive view of family succession with the case of Saur Equipamentos, a company known for load handling.
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In her presentation, President Ingrid Saur provided a real boost of spirit and energy by sharing how her family overcame internal and market challenges up to the hiring of an external consultancy to manage the leadership transition. With moderation by governance expert Werner Bornholdt, the presentation addressed topics such as the difficulty of motivating heirs and family members in business continuity, social responsibility, and advice for a more assertive journey.
Regarding the challenging task of igniting passion in successors, Ingrid said: “either you have it or you don’t, there is no middle ground. However, something that helped me a lot in my case was always highlighting positive things about the company. Work cannot be a burden; it must be a legacy.” Werner indicated that there is no correct model or age: “each family is unique. The ideal is to define a management path and then think about corporate successions.”
Views of the New Generations
The second panel brought a provocative title: “The First Generation Founded. What Are the New Generations Doing?.” Moderated by Renata Bornholdt, also a governance expert, the presentation included Laura Saur, successor of Saur Equipamentos; Felipe Morandi, successor of Jimo Química Industrial; Giovani Giacomet, successor of Braspine Madeiras; and Júlio Lamb, successor of Lamb Construções and Engineering. Among the topics discussed were the advantages and disadvantages of being part of entrepreneurial families and primary objectives post-transition.
Laura Saur pointed out that one of the main obstacles is continuing the legacy but with one’s own characteristics. “The weight of history is difficult. People look at the business with a fixed idea of the professionals who have been through it. The challenge is to respect what has been built while carving out one’s own space,” she said.
Júlio Lamb highlighted early contact with the company as something positive. “The knowledge you acquire, what isn’t in books or manuals, is very important. You get to know the strengths and weaknesses in depth, and this opens a lot of doors,” he explained. Renata Bornholdt complemented this approach by indicating that “values play a very strong role in the process, especially admiration, respect, and tolerance.”
Scenario and Perspectives
In the panel “Challenges of Contemporary Retail,” moderated by Newton Guimarães, Head of the Data Foundation, it was possible to see analyses of some industry movements featuring Cláudio Ary Brasil, CEO of Grupo Normatel; Cristiano Nichele, Commercial Director of Nichele Materiais de Construção; Luiz Rebouças, General Director of Beira-Rio Const. and Finishing; Márcio Atz, General Director of Atlas S/A; and Thagore Fernandes, CEO of Rofe Distribuidora. The agenda included topics such as inflation, price transfers, and inventory increases during the pandemic.
Thagore Fernandes stated, “inflation has increased, but income has not followed suit, which has led to changes in consumption habits. Construction materials are competing for a small share in a universe of other needs. What we try to do is provide the right products for the moment, adjusting the mix or opening packages for separate sales instead of closed bundles, for example.” Luiz Rebouças added to the topic: “we are reducing margins, costs, and increasing productivity. We have started to establish new sales metrics, such as volume for paints and square meters for tiles.”
The sequence of panels concluded with the theme “Coexistence and Transition Among Generations,” again moderated by Werner Bornholdt. Entrepreneurs Alberto Portugal, Commercial Director / IT of Tambasa; Eduardo Bettanin, President of InBetta companies; Ingrid Saur of Saur Equipamentos; Paulo Grings, Former President of Grupo Piccadilly; and Rudolf Fritsch, President of Aços Favorit participated. The meeting discussed topics such as preparation for management transition, advances in technology, and new resources for the industry.
The Voice of Experience
Paulo Grings shared how the transition at Piccadilly was and the roles of his daughters in leadership. “There is a significant preparation, but I continue to be involved. Many clients, especially long-term ones, have a close relationship. So I keep visiting and managing business,” he highlighted.
Eduardo Betanin concluded by remembering that concern about succession is inherent to Brazilian family businesses. “This includes, of course, our clients. Holding the meeting was a way to provide service and add value to our business relations, given that Atlas itself has experience in this journey. The topics discussed were designed to help clarify the path for the participating companies, but without the intention of proposing any standardized format, as each case is unique,” he pointed out.
In addition to the series of panels, the Successors Project also featured two more presentations. One about the work and activities of Atlas, with director Márcio Atz, and another on the segment’s perspectives matcon in 2022, again with Newton Guimarães of the Data Foundation. The experience was concluded with a tour of Sierra Gaúcha and a wine course with renowned sommelier Maurício Roloff.
Source: KB Comunicação
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