AERA case · Expansion proposalRegional Expansion Operation · Rio de Janeiro
More presence.More Rio.
A proposal for a regional operation to grow FARMARCAS's presence in Rio de Janeiro, market by market. Strategy, method, tool and campaign.
The project
AERA designed the whole proposal: the territory, the method, the tool and the campaign that put the expansion in motion.
Rio is not one market. It is a network.
Eight regions, each with its own cadence. Weekly presence in the metropolis, a monthly route through the interior and the coast.
The field cadence
Regional presence is built in motion.
- Every weekWeekly presence
Continuous work in the capital and the priority markets.
- Twice a monthTwo monthly routes
Scheduled visits to the hub cities of the interior and the coast.
- Each cycleRegional meetings
Getting closer to owners, partners and potential members.
- Every weekWeekly sprint
Priorities, blockers and next actions for each opportunity.
- Once a monthMonthly report
Pipeline, territorial coverage and the plan for the next cycle.
From the map to roll-out, in eight steps.
No opportunity enters the pipeline without qualification. None stays in it without a next action.
The ROTA method
- R · Radar
- Map the territory and set priorities.
- O · Opportunity
- Qualify owners, stores and markets.
- T · Traction
- Activate visits, routes, partners and meetings.
- A · Affiliation
- Carry through to signature, roll-out and activation.
Territory becomes pipeline.
The Expansion Radar organises territories, companies, visits, stages and next actions in a single view of the operation.
Pilot interface · volumes hidden
Positivação: a regional campaign to put the expansion in motion and speak directly to the owner of the independent pharmacy.
When it's time to decide, the sum they do
What does it cost to join?
What does it cost to stay out?
The monthly fee doesn't change size.
What works for you does.
Film · Ultra Popular
The same corner, ready to grow.
In seven seconds, an independent pharmacy takes on the network's structure. One shot, no cut.
A proposal that already knew the way.
- Client
- FARMARCAS · expansion proposal for Rio de Janeiro
- AERA
- Strategy and narrative, the proposal page, the ROTA method, the Radar interface, the Positivação campaign: teaser and films
- Status
- Proposal presented. Store and map images generated with AI.