Microfranquias do setor de serviços em Manaus: uma análise sobre os desafios e oportunidades

Abstract

This study analyzed the challenges and opportunities perceived by micro-franchisees in the service sector in Manaus. The qualitative and descriptive research used semi-structured interviews with ten entrepreneurs from different segments, analyzed using Bardin's (2011) content analysis technique. The results indicate that affordable investment, franchisor support, and brand credibility were central factors in the decision to enter the model. Among the challenges, initial customer acquisition and team management stood out. The main advantages identified were the existence of a structured model and the continuous support offered by the franchisor. The support received proved essential for the adaptation and performance of the units. The study identifies a gap in the literature on micro-franchises in the Northern region and contributes by providing insights into the reality of local entrepreneurs.