Module 1 Know your customer and market 4 hAnalyse
Every sound business in dental begins with one clear customer and one clear problem. In São Paulo and the wider state, demand is real but crowded, so a small, well-described customer group wins before a broad one.
- In dental: Understand patient fear and cost; offer prevention first.
- Write the customer in one sentence: a patient. Add the place, the moment of need and what they use today.
- List five rivals or substitutes within reach. For each, record price, strength, weakness and how people reach it.
- Interview at least eight real customers with open questions. Record exact words, not your summary.
- Count the market in units: how many visits could one area buy in a month? Use two public sources and your own count, then take the lower figure.
- Choose one first segment and say why the others wait.
Worked example. Weak: 'Everyone needs a dental care visit.' Strong: 'Our first customer is a patient within 8 km of the centre, who today pays R$ 286 per visit and complains about delay. We target 180 visits a month by month three.'
Second worked scenario. Scenario: ten customers are interviewed for dental. Seven say price, two say speed, one says trust. Question: which first message do you write, and which interview record backs it? Model answer: lead with the visit price and speed promise, keep trust proof as the second line, and cite the seven price answers by date.
Activity. Write the one-sentence customer, a five-row rival table and eight interview records. Share them with a peer for a challenge round.
Standard to meet. Define a specific customer, build a rival table with prices, and trace every claim to an interview or a source.
Module 2 Rules, registration and data duties in Brazil 4 hUnderstand
Brazil asks every trader to be visible and accountable. Know which register, tax regime and sector rules apply before the first sale, and check each against the current official text.
- In dental: Dentists hold council registration; clinics need health licences and waste handling.
- Choose a legal form: micro-entrepreneur (MEI) only if your activity appears on the official MEI list, or a company registered with a CNPJ. Regulated activities need their sector authorisation first. Check the current limits and lists on the official portal.
- Learn the tax regime that fits your size and write down which taxes you will collect and pay, and when.
- Find the sector rules for dental: licences, inspections, professional registers. List each with the office that issues it and the renewal date.
- Personal data of customers falls under Brazil's data protection law (LGPD). Collect only what you need, say why, keep it safe, and name who answers questions.
- Consumer law gives buyers clear rights on information, returns and complaints. Put your terms in plain Portuguese.
Worked example. Checklist for a new dental trader: 1) legal form (CNPJ, or MEI only if your activity is on the official list); 2) city operating licence; 3) sector licence or register; 4) tax set-up; 5) privacy notice; 6) written terms. Each has an owner and a date.
Second worked scenario. Scenario: a neighbour says registration can wait until the first R$ 1.300 of sales. Question: what do you do? Model answer: do not delay; write the compliance table first, confirm the register, tax and sector licence with the official office, and start only where the table shows no open blocker.
Activity. Build your own six-line compliance table for your first location. Mark what is done, what is pending and who confirms it.
Standard to meet. Cite an official source for every line, assume nothing, and date every pending item. Local law always wins over this course.
Module 3 Design the offer 4 hCreate
An offer states what the customer gets, how well, by when and at what price. For a dental care visit, the offer must make the quality visible and the next step easy.
- In dental: Offer check-up, hygiene, restorative plans with written estimates.
- Describe the core offer in three lines: what is delivered (a dental care visit), the standard it meets, and the time it takes.
- Add one proof for each promise: a sample, a test result, a guarantee or a customer record.
- Price from cost upward and from customer value downward, then pick a price inside both.
- Write a simple one-page terms sheet: what is included, what is extra, how to cancel.
- Create two options at most, so choice stays easy.
Worked example. Offer: 'A dental care visit, delivered within agreed time, checked against a written standard, price R$ 260 per visit. Proof: a dated record the customer can check and sign. Changes or cancellation by written agreement before work begins.'
Second worked scenario. Scenario: a customer asks for a discount from R$ 260 to R$ 234 per visit. Question: decide with numbers. Model answer: contribution falls from R$ 150 to R$ 124 per visit; offer an extra of value (for example faster service) before cutting price, and accept only if the lower contribution still clears break-even.
Longer notes. Group your procedures into prevention, restoration and aesthetics and describe each in words a patient understands. Record chair minutes, assistant minutes, materials and laboratory fees for every procedure on one table. Divide your monthly clinic cost by the hours you really treat to find the cost of one chair hour. Compare price ranges in the neighborhood and choose your position. Write a treatment plan listing options, stages, cost and recovery so the patient can decide without pressure. Propose a six-month check-up as the standard return. Ask the dental council and the health authority for their written rules on advertising prices, keeping charts and sterilization logs.
Extra worked example. A clinic charges R$ 260 per visit. Materials, laboratory work and assistant time add R$ 110, so each visit leaves R$ 150, or 57,7 percent of the price. Fixed costs of R$ 30.000 a month for rent, staff, sterilization and software are covered after 200 visits, since R$ 30.000 divided by R$ 150 is 200. With 300 visits, sales are R$ 78.000, contribution is R$ 45.000 and monthly profit is R$ 15.000. A printed six-month check-up price, shown at the front desk, is the first number a new patient sees.
Activity. Write the offer card, the proof list and the terms sheet. Test them with three customers and note every point where they hesitated.
Standard to meet. Check that promise, proof and price are consistent, fit the terms on one page, and record three customer reactions.
Module 4 Run the work step by step 5 hApply
Good operations make results repeatable. For dental, write each step so a new person could follow it on their first day, and measure each step.
- In dental: Sterilisation cycle: clean, pack, sterilise, store; record each cycle.
- Map the process from first contact to paid and closed. Typical stages: enquiry, quote, preparation, delivery of the visit, check, payment, follow-up.
- Name the key resource at each stage: sterile instruments and chart. Note what happens if it is missing.
- Write a one-page standard procedure per stage: who, what, tool, time, record.
- Choose three measures: speed, quality (errors per 100) and customer rating. Review them every week.
- Fix the cause of a defect, not the symptom. Ask 'why' five times and record the answer.
Worked example. Stage record: 'Prepare. Owner: lead. Time: 30 min. Tool: checklist. Record: signed sheet. Defect found on 1 of 75 visits last week; cause: missing check on sterile instruments and chart; fix: add check at start, review next Friday.'
Second worked scenario. Scenario: of 300 visits last month, 18 had a defect traced to sterile instruments and chart. Question: what is the defect rate and what is your first action? Model answer: about 6 defects per 100; stop the cause (add a check at the start), correct affected customers, log the cause, and re-measure next week.
Activity. Draw the process map and write procedures for the two riskiest stages. Run each once and time it.
Standard to meet. Write procedures a stranger can follow, record weekly numbers for each measure, and trace one defect to a root cause.
Module 5 Safety, quality and risk 4 hEvaluate
The most serious risk in this field is an infection or a wrong treatment. A calm, written risk routine protects people first and the business second.
- In dental: Cross-infection and radiation are risks; follow shielding and logs.
- List ten things that could go wrong. Score each for how likely (1 to 5) and how serious (1 to 5). Multiply and sort.
- For the top five, choose a control: remove the hazard, replace it, guard it, train people, or use protective gear, in that order of preference.
- Write who does what in an emergency, and rehearse it once a quarter.
- Keep an incident and near-miss log. Near-misses are free lessons.
- Check that insurance and legal duties match the risk you actually carry.
Worked example. Risk row: 'Hazard: an infection or a wrong treatment. Likelihood 3, severity 5, score 15. Control: written check before each visit, trained staff, log sheet. Owner: site lead. Review monthly.'
Second worked scenario. Scenario: a near-miss occurs: an infection or a wrong treatment nearly happened but no one was hurt. Question: what do you do in the next 24 hours? Model answer: make safe, record the event, ask the five whys, add or tighten one control, brief the team, and set a review date; near-misses count as lessons, not blame.
Activity. Build a ten-row risk register and a one-page emergency plan. Run a ten-minute drill with a peer and note two improvements.
Standard to meet. Rank controls by preference for the top risks, run the drill, and start the log. Where a regulation applies, follow the official rule.
Module 6 People, skills and service 4 hApply
People deliver the promise. Define roles, train to a standard and give feedback in the open.
- In dental: Train assistants on chairside and infection control.
- Write a role card for each person: purpose, five tasks, the standard for each, and who to ask for help.
- Train by showing, doing with support, then doing alone with a check. Record sign-off per task.
- Set service rules for answering customers: reply times, tone, how to apologise and fix.
- Hold a ten-minute team check each day: yesterday's problem, today's plan, one risk.
- Build a growth path: what a new person can do in week 1, month 3 and month 12.
Worked example. Training record: 'Task: process a complaint. Shown 2 May; done with support 4 May; done alone 8 May, checked: apology, fix, follow-up call. Signed by lead.'
Second worked scenario. Scenario: a new hire completes training but a customer complaint shows a skipped step. Question: whose gap is it? Model answer: first the system: check the role card, the training sign-off and the checklist; then coach the person and fix the document so the step cannot be skipped.
Longer notes. Give the dentist, assistant, front desk and cleaner a written checklist of what they do before, during and after each patient. Train the front desk to confirm each visit by message one day before and to explain preparation, such as eating or medicines. Teach the chairside team to describe each step in simple words and to ask the patient to repeat what they understood. Run every instrument pack through the sterilizer, label the batch and file the log. Ask each patient one question on leaving and review answers on Fridays. Keep the sterilizer log, the assistants' course certificates and the locked chart cabinet ready for a health inspector's visit.
Extra worked example. A clinic books 330 visits a month, but 30 patients a month miss without warning (illustrative counts, not market data). Each missed visit loses R$ 150 of contribution, so the clinic loses R$ 4.500. After a message the day before and a waiting list, misses fall to 12. The clinic recovers R$ 2.700 a month, or R$ 32.400 in a year. Patients on the waiting list, called the same morning, take most of the freed chair time.
Activity. Write two role cards and a training plan for one new hire. Role-play a hard customer conversation twice and review.
Standard to meet. Write role cards with measurable standards, show the sign-off steps in training, and write the service rules in plain words.
Module 7 Money: cost, price and break-even 5 hAnalyse
A business lives or dies on a few numbers. Know your contribution per unit, your fixed costs and the volume you need.
- In dental: Chair-hour value drives price; track cancellations.
- Contribution per visit = price minus variable cost. Fixed costs are paid whether you sell or not.
- Break-even units = fixed cost divided by contribution. Plan to pass it by a safe margin.
- Make a 12-month cash plan. Cash timing matters as much as profit: customers may pay late, suppliers may want money first.
- Keep money for business and money for the owner apart.
- Test the plan: what if sales fall by a quarter, or cost rises by a tenth?
Worked example. Worked example, all figures in reais: price R$ 260, variable cost R$ 110, contribution R$ 150 per visit. Fixed cost R$ 30.000 a month. Break-even = R$ 30.000 / R$ 150 = 200 visits a month. At 300 visits a month, profit = R$ 150 x 300 - R$ 30.000 = R$ 15.000. These are teaching figures that belong to this example only; later examples and the case study use their own figures. Use your own.
Second worked scenario. Scenario: sales fall to 225 visits a month. Question: what is the monthly result? Model answer: R$ 150 x 225 - R$ 30.000 = R$ 3.750; compare with break-even of 200 visits and decide whether to cut fixed cost or raise volume first. Teaching figures only.
Activity. Build your own table: price, variable cost, contribution, fixed cost, break-even and a downside case at 75% of sales. Show it to a peer or mentor.
Standard to meet. Calculate correctly, give every figure a source or mark it as an assumption, and show a downside case.
Module 8 Grow, measure and renew 4 hEvaluate
Growth should follow proof. Measure, learn, then add; and keep returning to the customer.
- In dental: Grow through recalls and referrals.
- Pick one growth lever at a time: new customers, a higher repeat rate, a better price, or a new offer.
- Set one measurable target for 90 days, such as 'raise repeat customers from 20% to 30%'.
- Ask each customer how they found you, and record it. Spend more where the record shows results.
- Review monthly: numbers, defects, complaints, cash. Write three decisions each time.
- Plan the renewal of licences, equipment and skills a year ahead.
Worked example. 90-day plan: 'Lever: repeat customers. Action: follow-up call after every visit. Target: repeat rate from 20% to 30%. Check: weekly count. Review date: day 45 and day 90.'
Second worked scenario. Scenario: you can add 60 visits a month by one of two levers: a follow-up call to past customers or a price rise of R$ 26 to R$ 286. Question: how do you choose? Model answer: test the cheaper reversible lever first (the call), measure for 30 days, and only then try the price change, so you can tell which one worked.
Longer notes. Follow each patient from first visit to treatment plan to final appointment, and count how many reach each stage. Ask patients who decline a plan for the main reason and write it down. Create a recall list for six-month check-ups and for people with unfinished treatment. Answer every online review politely and without sharing clinical details. Divide monthly revenue by the number of chairs to see what each earns. Before you buy equipment, count how many procedures per month are needed to pay its installment. Never post before-and-after photos or clinical details online without written consent and a read of the council's advertising limits.
Extra worked example. A clinic does 300 visits a month at R$ 260, with R$ 110 of variable cost and R$ 30.000 of fixed cost, so profit is R$ 15.000. A recall list for six-month check-ups brings an assumed 30 more visits (a worked-example figure, not market data), reaching 330. Sales rise to R$ 85.800 and profit to R$ 19.500, a gain of R$ 4.500 a month. Over twelve months it is R$ 54.000. A card file of overdue patients is where the recall calls start.
Activity. Write a 90-day plan with one target, three actions and a review date. Present it in five minutes and take questions.
Standard to meet. Set a measurable, dated target, break the actions down small enough to start this week, and put the review date in the calendar.