In front of ATNZO FRANCHISE Co., a franchise holding company, Lucas Atanazio Vetorasso, aged 38, has sold over 3,000 franchises in Brazil alone. Every day, the entrepreneur’s team receives contacts from all corners of the country, aiming to present business opportunities or seek guidance on the best ventures and directions for the next steps in their entrepreneurial journey. Endowed with the title of Immortal by the Brazilian Academy of Writers, Atanazio also contributes articles to important business-oriented media outlets. According to the entrepreneur, it is important to understand that “business is conducted by people, and there is nothing more complex than that,” referring to the challenges faced by entrepreneurs and the understanding of how a business can reach the largest number of consumers. “It is necessary to understand that, often, people are investing their life savings in our brands, and this must be treated with great responsibility. The stack of papers that the market offers in a legal ‘franchise format’ does not contain half of the expertise or strategies necessary for the business to thrive,” shares the CEO, whose structure includes teams and departments with diverse specialties, ranging from advertisers to consultants, accountants, and many others who are part of the team responsible for creating successful brands like Poppys.