“Ó o MEI que eu vou entrar!”

Risk Management and Marketing as Tools Applied to Individual Microentrepreneur

Abstract

The Individual Microentrepreneur (MEI) has a fundamental role in the economic development of Brazil. Registering as MEI is characterized by being the most accessible option to formalize business, however the micro-entrepreneur faces obstacles to building a successful enterprise due to the lack of basic knowledge about the market environment. This study aimed to analyze the data from Sebrae, coming from the online platform Profile of MEI/2019, through a documentary research of a qualitative nature. From it, it was found that, regardless of the MEI profile, the lack of technical information about entrepreneurship affects the planning of cash flow, the general administration of the company and the use of strategic marketing. In view of these aspects, risk management tools were proposed to assist the MEI, namely: 4 Ps marketing mix, basic cash flow knowledge and professional training. In this way, it is expected to contribute with the adequate planning of the individual micro-entrepreneur in order to strengthen the Brazilian economy and reduce the failure and default rates of this public.