Innovation

Lindolfo, the CEO and founder, grew up helping his father with their local retail family business. After marrying, he moved out of town and opened his own business. Some years later, he had to go back home to assist his father again, but because his own business was doing well, he invited his brother-in-law to take care of it while away. Some years later, he noticed that having a family member as a partner made it difficult to expand the business, and he decided to try a new business model based on franchising. He did not want to lose the family's caring atmosphere, though. Thus he created a new model of franchising that was human-centered, caring for each franchisee as if a family member. He innovated on the traditional franchising model, inviting franchisees to gather at annual summits to help him co-create the business model. His innovation aligns with SDG # 8, “Promote Economic Growth and Decent Work.”

Inspiration

The first shop was founded in 1978, and the first franchised unit in 1990. The innovation occurred in many ways. The franchising model was new in Brazil then, but after trying to manage two shops in two separate cities with the help of his brother-in-law, Lindolfo saw "franchising" as an innovative business model he wanted to try out. His strategy was to focus on helping franchisees develop their businesses, which should “enchant people by offering day-to-day innovative and sustainable solutions.”

Overall impact

Lindolfo admits he has always been creative, sometimes even over-creative, driving people a little crazy! One high-point story he shared was at the annual convention of 2005 when he felt especially inspired and energized, contaminating all 200 present franchisees. This contributed to a solid alignment of the Franchisees Council that delivered a document that still stewards the business’ practices. Lindolfo believes that personal consideration and high-quality connections are the keys to making an organization thrive. “I don’t claim the world is in constant change… But we must learn to see which values it might bring. I know I can’t do it alone.” Lindolfo believes others see him as very creative, but he sees himself as an integrator of diversity.

Business benefit

In 2004 the Brazilian Franchising Association had more than 2,700 associates and awarded the annual Excellence Prize to Multicoisas. In the years to come, the franchising chain constantly received first or second place on many field evaluations. In 2009, the actual corporate logo was launched to promote the brand identity. In 2010, the inauguration of the Multicoisas Corporate University prioritized education, recognizing its importance to business and human development. Thus, SDG # 4, “Ensure Education,” was addressed. In 2016, 30 years after its inauguration, Multicoisas opened their 200th franchising shop. In 2020, in its 35th anniversary, Multicoisas expanded their operations to the virtual world. And “this is only the beginning,” says the founder!

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Social and environmental benefit

Multicoisas history shows that using personal strengths and applying them in business promote unexpected changes that favor the individual and the whole community. Lindolfo generously expanded his love and family care, summed with his talents to create one of Brazil's top humanized franchising chains. The experts in the field and consumers recognized the organization's value to society. Simply by living his family values and focusing on his talents, Lindolfo innovated by inviting franchisees to help him co-create a strong brand, which he admitted he could never have done alone. His wisdom and humility as a leader contributed to a successful, innovative, and very prosperous business that positively impacts people and the economy.

Interview

Lindolfo Martin, CEO & Founder