High-Impact Entrepreneurship

eMBA field report: a Brazilian adventure filled with strategy, futebol and broken Portuguese

Uday Tumuluri is an eMBA student at the Johnson Graduate School of Management at Cornell University. He is interning with Endeavor Entrepreneur Guilherme Bruno at Arizona through Endeavor’s eMBA Program.

As I stepped out of the Guarulhos airport and looked at the surroundings, a thought began to take shape in my mind. When I rode through the infamous Sao Paulo traffic in the taxi it became clearer: on appearance, Sao Paulo is just like Mumbai or New York, a massive city full of traffic; huge, elegant buildings and depleting infrastructure alike; and most importantly, a busy city. On my first day at work, I was overwhelmed by the friendly and welcoming nature of the employees of Arizona and in the next few weeks I realize that this is a trait of all Brazilian people – to be friendly, warm and welcoming. I knew Brazil loved its futebol and on my second day I got a taste of the passion as I watched, amongst fans, two rival teams battle out a cup semi-final and slept to the sound of fireworks across this city.

My project thus far at Arizona has been more than I could have asked for. I am currently working with the company’s leadership to draft a long-term strategy for growth in Brazil’s rapidly growing economy. Arizona is a leader in pre-media services (i.e. finalization and proofing done on advertising media before it is published) and has created technology tools that are being used by top agencies and companies in Brazil to manage their media assets. In the past year, Arizona has taken the shape of a technology company while remaining hungry for growth.

My project took shape in an interesting manner, which indicates the flexibility one can have as an eMBA Summer Associate. It started with a plan to start a new consultancy service for clients, but in speaking with the leadership, we soon realized that the need of the hour is a long-term strategic plan. This is where I come in: to identify market opportunities for growth in-line with Arizona’s vision to be the leading marketing services company.

My stint at Arizona has been very rewarding not least due to the amazing camaraderie and the belief bestowed upon me by the leadership at Arizona. The Endeavor Entrepreneurs, namely Guilherme Bruno, Alexandre Hadade, and Marcus Hadade, are people who passionately care about Arizona and work tirelessly to strengthen the company and take it to new heights. Patricia Osorio, who heads Marketing and Innovation at Arizona, is a fantastic person to work with on a daily basis because she ensures that I have all the resources and help I need to succeed at Arizona and in Brazil. The fast pace and continuous idea generation at Arizona and can seem disorganized to some. For me, however, it is a wonderful challenge to work on as I try to channel these ideas towards my project objectives. I am midway through my internship and I am enthused about the possibility of making a significant impact on Arizona’s future strategy in the coming weeks.

I cannot possibly end this blog without mentioning that I have been exploring Brazil. Rio de Janerio is truly a paradise and the most beautiful city I have seen. The food in Brazil is rich in variety with its feijoada, solgados and yes, the acai. I speak broken Portuguese, but I am amazed at how patient people are and willing to help me. Already, I can clearly state that these weeks are taking the shape of an unforgettable life experience as I look forward to more exciting work and travel. Muito Obrigado Endeavor, Arizona e no Brasil!

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