Effectual Entrepreneurship, Third Edition

           

          Practically Speaking

          Your Amigo: Navigating Uncertainty Without Maps

          Going where the big companies wouldn’t, these three founders navigate the complex environment of Brazilian favelas to deliver on time.

          Entrepreneurs: Pedro, Elaine, and Silas

          Entity: Carteiro Amigo

          Country: Brazil

          Pages 91-92 in

          Chapter 6 Prediction, Risk, and Uncertainty (pp. 79-96)

          Co-Creator: Isabella Nunes Pereira
          "When you buy something online, you can be quite certain that before long, it will be delivered right to your door. But what about people who live in a chaotic jumble of buildings with no standardized addresses?
          Pedro, Elaine, and Silas lived in this uncertain reality: they were born and raised in Rocinha, one of the largest favelas (shantytowns) in Brazil. Favelas are home to millions of people, but their dense population and maze of informally named laneways pose significant obstacles for traditional delivery companies."

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