Module 1 Know your customer and market 4 hAnalyse
Every sound business in telecom 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 telecom: Describe the subscriber by use: home streaming, business voice and data, or mobile only; map coverage gaps by neighbourhood.
- Write the customer in one sentence: a household or business subscriber. 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 subscribers 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 network or connectivity service.' Strong: 'Our first customer is a household or business subscriber within 8 km of the centre, who today pays R$ 99 per subscriber and complains about delay. We target 900 subscribers a month by month three.'
Second worked scenario. Scenario: ten customers are interviewed for telecom. 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 subscriber 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 telecom: The telecom regulator (ANATEL) licenses services and approves equipment; check authorisation before selling or installing.
- 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 telecom: 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 telecom 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$ 450 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 network or connectivity service, the offer must make the quality visible and the next step easy.
- In telecom: Offer a plan with real measured speeds, a clear price and no hidden charges.
- Describe the core offer in three lines: what is delivered (a network or connectivity service), 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 network or connectivity service, delivered within agreed time, checked against a written standard, price R$ 90 per subscriber. 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$ 90 to R$ 81 per subscriber. Question: decide with numbers. Model answer: contribution falls from R$ 45 to R$ 36 per subscriber; 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. Define the plan as one subscriber: the monthly speed or data allowance, the contract term, the equipment lent, the installation date and the support hours. List the cost of each subscriber: network capacity bought or used, equipment wear, support time and billing. Keep the towers, the office and the network team as fixed cost. Test the coverage at ten addresses before you sell in a street. Write the plan in plain words, with no hidden conditions. Confirm the service licence and the consumer rules on contract terms before any street is advertised.
Extra worked example. A plan sells at R$ 90 per subscriber per month. Capacity, equipment wear and support cost R$ 45, so each subscriber leaves R$ 45, a margin of 50%. With 1.500 subscribers, revenue is R$ 135.000 and contribution R$ 67.500. After R$ 40.000 of fixed cost, the result is R$ 27.500. Break-even at 889 subscribers is 59% of the 1.500 now connected, so rising cancellations erode the result gradually, not at once.
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 telecom, write each step so a new person could follow it on their first day, and measure each step.
- In telecom: Plan the network: sites, backhaul, power, spares; monitor links and alarms around the clock.
- Map the process from first contact to paid and closed. Typical stages: enquiry, quote, preparation, delivery of the subscriber, check, payment, follow-up.
- Name the key resource at each stage: a mapped, monitored network. 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 375 subscribers last week; cause: missing check on a mapped, monitored network; fix: add check at start, review next Friday.'
Second worked scenario. Scenario: of 1.500 subscribers last month, 90 had a defect traced to a mapped, monitored network. 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 dropped service and unpaid churn. A calm, written risk routine protects people first and the business second.
- In telecom: Protect tower and cabinet work with fall protection, electrical isolation and radio-frequency exposure limits.
- 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: dropped service and unpaid churn. Likelihood 3, severity 5, score 15. Control: written check before each subscriber, trained staff, log sheet. Owner: site lead. Review monthly.'
Second worked scenario. Scenario: a near-miss occurs: dropped service and unpaid churn 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 telecom: Train field crews on splicing, testing and customer-home etiquette.
- 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. Plan field and call centre work from the volume of new subscribers and faults. Write the steps of an installation: survey of the address, cable route, equipment test and signed delivery. Test new installers on cable splicing, signal readings and working at height. Record repeat visits and the reason for each. Give call agents a script for the five most frequent faults and a rule for when to open a field ticket. Keep call recordings only as long as the rules allow, and keep the recordings within the personal-data rules.
Extra worked example. The network adds 120 new subscribers a month (this and the installation rate are worked-example figures, not market data). An installer completes 4 installations per day, so the work needs 120 / 4 = 30 installer-days. With 22 working days, that needs 1,36 installers, so two. If 10% of installations need a second visit, 12 extra visits add 3 installer-days. Those 3 installer-days are lost to a faulty first visit, so the signed delivery sheet is checked before the van leaves the address.
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 telecom: Monitor revenue per user, churn, and cost per site; churn above 3% a month needs a fix.
- Contribution per subscriber = 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$ 90, variable cost R$ 45, contribution R$ 45 per subscriber. Fixed cost R$ 40.000 a month. Break-even = R$ 40.000 / R$ 45 = 888,89, so 889 subscribers a month. At 1.500 subscribers a month, profit = R$ 45 x 1.500 - R$ 40.000 = R$ 27.500. 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 1.125 subscribers a month. Question: what is the monthly result? Model answer: R$ 45 x 1.125 - R$ 40.000 = R$ 10.625; compare with break-even of 889 subscribers 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 telecom: Grow by densifying where the coverage map shows demand, not by guessing.
- 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 subscriber. Target: repeat rate from 20% to 30%. Check: weekly count. Review date: day 45 and day 90.'
Second worked scenario. Scenario: you can add 300 subscribers a month by one of two levers: a follow-up call to past customers or a price rise of R$ 9 to R$ 99. 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. Keep subscribers by watching the reasons they leave. Record every cancellation with the area, the months since installation and the reason given. Compare areas by outage hours and cancellations, because one area with long outages explains most losses. Call every new subscriber after thirty days. Offer a plan change before a cancellation, not after. Compare the cost of winning a subscriber with the contribution kept by retaining one. Avoid claims about speed that you cannot measure, and keep speed claims within the telecom advertising rules. Report these figures to the whole team every month and agree one action.
Extra worked example. With 1.500 subscribers and 2% cancelling each month, 30 are lost. If better follow-up cuts this to 1,5% (a worked-example rate, not market data), 22,5 are lost, so 7,5 more stay each month. Each stays worth R$ 45 a month, so the monthly gain is R$ 337,50. After 12 months, 90 subscribers are kept, worth R$ 4.050 a month. Kept subscribers also spare the installation visit that each replacement would need.
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.