Module 1 Know your customer and market 4 hAnalyse
Every sound business in electronics sales & repair services 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 electronics sales & repair services: Customers want honest diagnosis and fair price; give a written estimate.
- Write the customer in one sentence: a household or small firm. 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 repairs 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 sold and repaired electronic goods.' Strong: 'Our first customer is a household or small firm within 8 km of the centre, who today pays R$ 198 per repair and complains about delay. We target 120 repairs a month by month three.'
Second worked scenario. Scenario: ten customers are interviewed for electronics sales & repair services. 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 repair 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 electronics sales & repair services: Register the business; consumer law gives warranty rights; handle e-waste properly.
- 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 electronics sales & repair services: 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 electronics sales & repair services 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$ 900 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 sold and repaired electronic goods, the offer must make the quality visible and the next step easy.
- In electronics sales & repair services: Offer diagnosis fee, repair price and warranty.
- Describe the core offer in three lines: what is delivered (sold and repaired electronic goods), 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: 'Sold and repaired electronic goods, delivered within agreed time, checked against a written standard, price R$ 180 per repair. 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$ 180 to R$ 162 per repair. Question: decide with numbers. Model answer: contribution falls from R$ 110 to R$ 92 per repair; 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. List the devices you will fix, such as phones and notebooks, and the five faults you see most. For each fault, record the part price from two suppliers, the minutes of bench time and how often the repair fails. Decide whether the diagnosis is free or charged, and say so before the customer leaves the device. Set a warranty in days and write what it covers, for example the part but not water damage. Keep a small stock of fast-moving cases and cables. Print a receipt with the device condition, fault and agreed price. The consumer code sets a minimum warranty period, so confirm it at a consumer office and agree where dead batteries and boards will go.
Extra worked example. A shop charges R$ 180 per repair. Parts, labor time and packaging cost R$ 70, leaving R$ 110, or 61,1 percent of the price. Fixed costs of R$ 8.000 a month for the counter, bench tools, the clerk and software are covered after 73 repairs, since R$ 8.000 divided by R$ 110 is 72,7. With 200 repairs, sales are R$ 36.000, contribution is R$ 22.000 and profit is R$ 14.000. Pricing one screen from two suppliers side by side tests the R$ 70.
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 electronics sales & repair services, write each step so a new person could follow it on their first day, and measure each step.
- In electronics sales & repair services: Check-in, diagnose, approve, repair, test, return.
- Map the process from first contact to paid and closed. Typical stages: enquiry, quote, preparation, delivery of the repair, check, payment, follow-up.
- Name the key resource at each stage: an anti-static bench and a job tag. 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 50 repairs last week; cause: missing check on an anti-static bench and a job tag; fix: add check at start, review next Friday.'
Second worked scenario. Scenario: of 200 repairs last month, 12 had a defect traced to an anti-static bench and a job tag. 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 electric shock or a lost customer device. A calm, written risk routine protects people first and the business second.
- In electronics sales & repair services: Static and battery fire risk; ESD mat and safe battery storage.
- 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 electric shock or a lost customer device. Likelihood 3, severity 5, score 15. Control: written check before each repair, trained staff, log sheet. Owner: site lead. Review monthly.'
Second worked scenario. Scenario: a near-miss occurs: an electric shock or a lost customer device 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 electronics sales & repair services: Train technicians on tools and data privacy.
- 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. At the counter, train the receptionist to note the fault, passwords given or not, scratches, accessories left and the promised date, then to read the sheet back to the customer. Give technicians a bench checklist: open, photograph, label screws, replace, test sound, touch, charge and camera, then close. Tag every part with the job number. Call the customer when the device is ready and again if a new fault appears. Review each return under warranty to find out which step failed. Lock customer files and never browse them. Tell customers in writing how their data is handled, and ask a safety technician about static control and ventilation at the bench.
Extra worked example. A shop completes 200 repairs a month and 16 return under warranty (an illustrative count, not market data), each costing R$ 70 in new parts and time. Returns waste R$ 1.120. After a final test checklist and photos at intake, returns fall to 6. The shop saves R$ 700 a month, or R$ 8.400 in a year. A photo of the screen at intake and a ticked test list at hand-over are what stop the disputes.
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 electronics sales & repair services: Parts cost and turnaround time; track return rate.
- Contribution per repair = 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$ 180, variable cost R$ 70, contribution R$ 110 per repair. Fixed cost R$ 8.000 a month. Break-even = R$ 8.000 / R$ 110 = 72,73, so 73 repairs a month. At 200 repairs a month, profit = R$ 110 x 200 - R$ 8.000 = R$ 14.000. 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 150 repairs a month. Question: what is the monthly result? Model answer: R$ 110 x 150 - R$ 8.000 = R$ 8.500; compare with break-even of 73 repairs 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 electronics sales & repair services: Grow with trade-ins and refurbished sales.
- 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 repair. Target: repeat rate from 20% to 30%. Check: weekly count. Review date: day 45 and day 90.'
Second worked scenario. Scenario: you can add 40 repairs a month by one of two levers: a follow-up call to past customers or a price rise of R$ 18 to R$ 198. 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. Save every customer's device model and repair date, then send a message six months later offering a free check. Offer a case and a charger together with each repair, and track how many accept. Count repairs per week, average ticket, returns and days spent waiting for parts. Keep only the parts that sell often and order the rest on demand. Compare suppliers on price and failure rate, not price alone. Rank accessories by margin per shelf space and move the winners to the counter. Ask satisfied customers for a review. When you import accessories, ask a customs broker about duties and your accountant about invoicing each sale.
Extra worked example. A shop does 200 repairs a month at R$ 180, with R$ 70 of variable cost and R$ 8.000 of fixed cost, so profit is R$ 14.000. A case or charger with each repair and a follow-up message brings 20 more repairs (a worked-example figure, not market data), reaching 220. Sales rise to R$ 39.600 and profit to R$ 16.200, a gain of R$ 2.200 a month. Over twelve months the gain is R$ 26.400. Referral names on repair receipts show whether the extra 20 came from the offer.
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.
