Abstract
Objective: The case reports the difficulties found by entrepreneurs Isabela and Daniel in the implementation and growth of Jully Beleza e Makeup. The company's history, which emerged from a business plan prepared by Isabela, portrays the traditional barriers faced by entrepreneurs in business growth, such as lack of access to credit and low credibility on the part of suppliers. Although the company has enjoyed a good period of leadership in the market and high revenues, entrepreneurs are faced with new and peculiar challenges that affect the growth of the organization. The discussion of the present case seeks to promote reflections on the difficulties encountered by entrepreneurs in the process of growing a business. The data for the construction of the work were collected from an unstructured interview, carried out with the founders of the company in question. The application of the case is indicated in subjects related to the development of competence and skills for entrepreneurial training, such as entrepreneurship, strategy and business games.
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