With technical and customer service, he wants revolution in ice cream

São Paulo-as a child, Emerson Serandin selling popsicles on the streets of Matão, city where he was born, in São Paulo. It was Mason''s servant, served as a motorcycle taxi and handed out leaflets. Went through several jobs before returning, years later, to the product by which fell. Today, the founder of Creamy Ice sorbets network account that, coming from a humble family, from an early age sought ways to have your own money. As a young man, chose to study something accessible on your financial situation. You''ve opted to attend data processing activity that barely exerts more. "I did this course because I couldn''t afford college. Among the options closer to home, this caught my attention, "he says. Built their education with an emphasis in business administration. Did graduate and even went so far as to teach in that area, but it was the entrepreneurial spirit that, even without a prior planning, changed his career. Shortly after graduating, Serandin opened two companies: an advisory and other publicity. And it was through one of his clients that the ice cream came in his life. In 2002, a network of ice cream of the São Paulo State hired the advertising services of Serandin. Even without understanding anything about ice cream, he realized he had a lot to be done on your new client. "I offered a consulting service and went to work as Director of marketing," he recalls. Over the years, learned much about the thread, but ended up leaving the company in 2013, after falling out with the owners of the company. The dream come true With years of experience in retail, the paulista decided to start a business with this profile. "I thought in pizzeria, flintstones, coffee house, but then I had a dream," he says. He found himself managing an ice cream parlor in which customer service was different. When he decided to open a network of ice-creams, sought to study the major references in this market and identified two places: United States and Italy. The European country was your choice due to the tradition in the product. And thought in New York because of the experience that the shops there tend to offer consumers, something he had dreamed and knew it would be a differentiator in your enterprise. In Italy, took a course that gave her the title of master of ice cream. In the United States, noted how to cultivate the idea that uses until today, to not only provide a product to the consumer. "A long Nail just selling ice cream and, Yes, experience," he says. Serandin installed his ice cream factory in Catanduva, the nearby town of Matão, in the region of Ribeirão Preto. And it was also in Catanduva, where live more than 15 years, which opened the first store of Ice Creamy in April 2014. To focus on the new venture, he disbanded the consulting and advertising companies. Creativity and the flagship of the company''s ice cream in stone, prepared on a marble plaque. "I put a scoop of ice cream and the Add-ons and move the rock, so he gets a different creaminess," he says. The Manager chose this technique, similar to Thai, because he saw that it was very widespread outside of Brazil, but elite in the country, yet only two companies made versions. "My most expensive ice cream costs $ 15, which is the lowest price of my competitors," he says. The network, which also offers products such as milk shakes and popsicles, began to grow in the first month, when the businessman has developed a plan of expansion. "Started from the inside, but today we are already in more than ten States," he says. With 50 open stores in 13 States and forecast to reach 100 by the end of the year, the brand''s creator maintains only two stores in Catanduva. Serandin says that they serve to test ideas and pass to the franchisees that are validated. Treatment with customers, which the manager considers a differential, is what he charges tenants. "Not only give freedom as an end my franchisees are creative," he says. He tells a current case, the winter campaign. To prevent falls in sales, which according to him reach 40% in the period, the Manager asked the retailers to do special actions with customers. Sometimes, doing activities in their stores and then transfers the proposals on video for the network. The goal is to have 500 stores by 2026 (he did a ten year planning from 2015) and have their products in 5000 outlets, like freezers, scattered throughout the Country. To do this, you will have to enlarge the factory or partnering, since all the stores they work with the ice cream base produced in Catanduva. "The stores have cold chambers and, every 15 days or once a month, loaded the truck and send them stock up," explains Serandin. The entrepreneur calculates that the factory has capacity for around of 200 stores, but then plan to do joint ventures with other companies or open smaller factories across the country. The Ice Creamy made $ 20 million last year and, with the expansion of shops, the expectation is to reach the end of this year with a turnover of 50 million R$ the 60 million R$. This growth of the network is also part of a larger, long-term goal. "I want to popularize the brand more. In São Paulo, for example, we still have a few outlets, "says. Even though in keeping only two stores, Serandin won''t stop innovating. "I want to do things that nobody did, think about things that no one thought and deliver ice cream so nobody gave up today", said, without giving details. Although I don''t think about getting rid of the business, the founder of Ice Creamy already have plans for what to do after a possible sale. "I have seven projects in franchising. For sure, he would open another business. "