Latin America 2011 - Achieving Theo's Adventure Capitalists - Brazil 6 months ago   1:04:15

World Economic Forum 29.04.2011
How is the issue of inclusive economic growth addressed politically and socially, and which barriers should be removed to achieve equitable prosperity?

Jorge Luiz Numa Abrahão, President, Ethos Institute for Business and Social Responsibility, Brazil
• Luciano Coutinho, President, Brazilian Development Bank (BNDES), Brazil • Reinaldo Garcia, President and Chief Executive Officer, Latin America, GE
Brasil, Brazil • Felipe Kast Sommerhoff, Minister of Planning and Cooperation of Chile • William R. Rhodes, Senior Adviser for Latin America, World Economic Forum,
USA • Jyotiraditya M. Scindia, Minister of State for Commerce and Industry of India;
Member of Parliament, India; Young Global Leader
Chaired by • Ricardo Hausmann, Director, Center for International Development, Harvard
Kennedy School, Harvard University, USA; Global Agenda Council on Competitiveness

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Theo's Adventure Capitalists - Brazil Latin America 2011 - Achieving 6 months ago   10:56

Theo's Adventure Capitalists - Brazil 1 of 4 - BBC Documentary Series, recorded 22.05.2010

In the last programme in the series, Theo Paphitis travels to Brazil to follow three intrepid British companies trying to succeed in one of the world's most exciting markets. The Brazilian economy is still expanding, but what can Brits sell them that they haven't already got?

Theo travels to Brazil's business hub, Sao Paulo, to Bauru (in the heart of sugar cane country) and to the glamorous Rio De Janeiro to chart the fortunes of three British companies with very different aims and ambitions. There's Sleek Make Up, an East London company specialising in cosmetics for darker-skinned women. Dreamaid, a website aimed at helping the world's poorer artists sell their wares to richer customers around the world, and Cadbury trying to enter the Brazilian chocolate market, one of the fastest-growing in the world.

But there are dangers ahead. In the UK, Sleek relies on having its own dedicated stands, where you can try on the make-up yourself. So how are they going to sell make up in a country where the supermarkets just put it in bubble-wrap and sling it on the shelves, so you can't test it? How does a global giant set about selling its Creme Eggs and Dairy Milk in a country where the taste in chocolate is very different to that of the British? And how can Dreamaid succeed in the hardest task that faces any internet start-up - to get people to visit your site?

The Brazilians are famously laid-back and easy going, but is doing business there going to be easy?