ENTREPRENEURIAL SELLING: CHALLENGES OF AN ENTREPRENEUR WHO WANTED TO SAVE LIVES

This case portrays the real challenges faced by Dr. Paulino Souza Neto, a vascular surgeon, radiologist, and inventor of technologies in the healthcare sector aimed at patient safety. It aims to place the student as a decision maker for an early-stage venture, highlighting one of the most common and least studied challenges in entrepreneurship: the importance for the founder to have sales skills. The case is narrated according to data collected in interviews with the protagonist. The case analysis will help students to approach a relevant professional situation and to apply concepts related to developing customer selection criteria and executing an effective sales plan in a resource-limited setting. The case can be applied to the subjects of Entrepreneurship and Small Business Management in undergraduate and graduate courses.