DEBORAH SECCO: COMO ELA INVESTE E MULTIPLICA DINHEIRO! — Transcript
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- 0:00For many years, acting was the only
- 0:01thing I knew how to do.
- 0:03I thought I would act forever, that it
- 0:05would fulfill me forever.
- 0:08Even within my artistic field, if I
- 0:09really wanted to build financial
- 0:11independence, it wasn't going to be by
- 0:12acting, it would be by producing, by
- 0:14building, right?
- 0:16Uh, even artistic possibilities for
- 0:18myself.
- 0:19>> Uh-huh. My savings are small, because
- 0:20here we don't encourage savings, right?
- 0:22The savings product. So it's
- 0:24>> so, for example, I have Renova, which is
- 0:26a partner company that does glute
- 0:28fillers.
- 0:28>> Oh,
- 0:30>> it went to all the gossip pages.
- 0:32>> Oh, my God.
- 0:32>> That in terms of money, right?
- 0:35The name of the play "Peça Rara"
- 0:36reverberating and us actually bursting
- 0:38the bubble of who follows us, maybe we
- 0:40can't even measure how valuable that is
- 0:41in money.
- 0:43>> I'm losing money.
- 0:44>> Yes, it is.
- 0:45>> Why did you call me that, Débora?
- 0:47>> Please.
- 0:57The catapult of wealth, the antivirus of
- 0:59poverty, the eye drops for your
- 1:01financial life are on the air. Another
- 1:03incredible Me Poupe 89.
- 1:05I'm Natália Arcuri, founder of Me Poupe
- 1:07. And with me, our quota of poverty.
- 1:11Today a little bit poorer, because
- 1:12honestly, the reference today is a bit
- 1:14difficult, heavy for you, Yuri. Our
- 1:16guest, actually. Why? Just to understand
- 1:18why.
- 1:19Our guest brought: shine, glamour, power
- 1:22, wealth, professionalism, something
- 1:24that sometimes is missing, isn't it true
- 1:27?
- 1:28>> It's true that today she won't just give
- 1:30, she will distribute.
- 1:31>> Excuse me?
- 1:32>> You didn't get it, did you?
- 1:33>> Our guest will explain it to you later.
- 1:38>> Yeah, I think I missed that joke.
- 1:39>> Yeah, no, you didn't miss it. Yeah, it's
- 1:41famous. You'll understand why soon.
- 1:43>> Okay.
- 1:44But first I want to introduce who I'm
- 1:45talking about.
- 1:47She owns and is a partner in six
- 1:49companies and has three other collabs.
- 1:53In other words, when you join like this
- 1:56, you make a kind of strategic
- 1:58partnership, her face, her image, her
- 2:00professionalism, her persona delivers
- 2:02value to many brands in Brazil today.
- 2:06And she was a surprise to me, because
- 2:08she has a brilliant entrepreneurial mind
- 2:11.
- 2:12We are talking about her, famous,
- 2:15beautiful, hot, Deborah Secco.
- 2:23>> Hi, Deborah.
- 2:24>> I was even speechless with that whole
- 2:26introduction.
- 2:26>> I overdid it a little because, you know
- 2:28, it's not every day we have a celebrity
- 2:30. It's not every day we have one,
- 2:32usually it's just me and Yuri and Cadu.
- 2:33Like,
- 2:34>> The bar is pretty low, right?
- 2:36>> Never. No, it’s a privilege, I’m so
- 2:39happy to be here.
- 2:41>> You’re someone I admire more and more,
- 2:43so being here today is a win for me.
- 2:46>> Oh, come on, Débora. I really wanted to
- 2:49bring you here because we recently did a
- 2:51panel together at an event here in São
- 2:53Paulo, SP2B, and I was able to interview
- 2:55Débora, right? I moderated a panel and I
- 2:58was shocked because I didn't know this
- 3:00side of you as a businesswoman.
- 3:03And I said: "I want more people to know
- 3:06this, especially the strategic part of
- 3:09using a successful career in the media
- 3:12as an actress."
- 3:15"In what way did you know how to use
- 3:18these resources you already have, the
- 3:20name you built, to start creating
- 3:23another career path?"
- 3:25We talk so much about career transition
- 3:26these days, don't we?
- 3:28So that’s my goal here today, so that
- 3:31anyone—the ride-share drivers listening
- 3:34to us, the housewives, the businesswomen
- 3:36, the executives—can understand, "Wow,
- 3:39there’s an insight I didn't know."
- 3:43And to start, how do you manage to do
- 3:45series, soap operas, and still be a
- 3:47hands-on partner—because it's not like
- 3:49you just lent your name and left—
- 3:52participating in six businesses plus
- 3:54three collabs?
- 3:55What is that routine like?
- 3:57>> Oh, it’s a crazy routine and I’m still
- 3:59learning how to handle it, right? This
- 4:01is all new to me. I started my career,
- 4:03I’m 40...I’ll be celebrating 40 years of
- 4:06my career next year.
- 4:08Yeah,
- 4:08>> yeah, man,
- 4:09>> right? No, wait, how?
- 4:11>> The math doesn't add up.
- 4:13I started at eight.
- 4:14>> Wow.
- 4:15>> And next year I’ll be 48 with 40 years
- 4:18of career. For many years, acting was
- 4:21the only thing I knew how to do. And I
- 4:23thought I would act forever, that it
- 4:25would fulfill me forever.
- 4:27But a good
- 4:3110 years ago, I think 11 years ago, I
- 4:33started to understand that the internet
- 4:35was going to change this market a lot. I
- 4:37got pregnant, had my daughter, and
- 4:39thought a lot about security and
- 4:40financial independence, right?
- 4:42The need to really be able to guide my
- 4:44life passed directly through my
- 4:46financial independence.
- 4:49And I understood that I had a
- 4:50comfortable salary and that I could live
- 4:52off that, but if I wanted to make
- 4:54millions, it would have to be somewhere
- 4:56else, right? There are millions of other
- 4:58ways to make money, different from the
- 5:00place I was in back then.
- 5:03>> being hired by a company to, you know,
- 5:05play a character even within my artistic
- 5:07field, if I really wanted to build that
- 5:09financial independence, it wasn't going
- 5:11to be by acting, it would be by
- 5:13producing, by building, you know, eh,
- 5:15even artistic possibilities for myself.
- 5:19So, my mindset started to change, I
- 5:21began to open my eyes to these other
- 5:23universes and was very generously guided
- 5:25by life.
- 5:27I ended up alongside people I admire a
- 5:29lot and from whom I learned so much.
- 5:31>> And things just kept moving forward and
- 5:33working out.
- 5:34And when I realized it, I had already
- 5:36made this transition, eh, even before
- 5:38having a strategy for it, you know?
- 5:42I think today I do build a strategy to
- 5:44strengthen this, but I believe that
- 5:47transition happened very organically.
- 5:50>> So tell me, where do you have a stake
- 5:54today?
- 5:55I'm sure that people, you know, anywhere
- 5:58in Brazil are either consumers or have
- 6:00already seen a company that Débora owns
- 6:03.
- 6:04Where is your stuff?
- 6:05>> Today I have Peça Rara. We are the
- 6:08largest thrift store chain in Brazil.
- 6:10I'm very proud to say that.
- 6:11There's Mais Cabelo, which is a hair
- 6:13transplant and treatment company.
- 6:16>> We already have over 60 units as well.
- 6:18>> Important for you, huh?
- 6:19>> Oh, you think so?
- 6:20>> I think it's important.
- 6:21>> Okay, okay.
- 6:22>> You could even take advantage of the
- 6:23Barbie thing and put it in other places
- 6:24.
- 6:25>> Thanks, Deba.
- 6:25>> It's a lot. I had an eyebrow transplant
- 6:28, look.
- 6:29>> Hair and I transplanted it to my
- 6:31eyebrows,
- 6:31>> didn't I? Seriously?
- 6:33>> I wanted them thicker and I wanted them
- 6:34in a different shape. So I removed them
- 6:36, they were very arched, and I designed
- 6:38them straighter.
- 6:40>> Give me the number later. I want a
- 6:42discount coupon. Discount coupon on my
- 6:45Instagram.
- 6:48Yeah, so we have Peça Rara, Mais Cabelo
- 6:50, and we have Espaço Facial, which is a
- 6:52chain of facial treatments and
- 6:53procedures.
- 6:54We also have over 70 units, but we're
- 6:57starting to expand outside of Rio de
- 6:59Janeiro. We started only there and now
- 7:01we have them in some other places too.
- 7:04There's a bikini brand that I'm in the
- 7:06middle of a transition, I'm
- 7:07repositioning it, recreating it,
- 7:09rebuilding it.
- 7:11I have Deb Cosméticos, which is a line
- 7:13of cosmetics with my name, and I have
- 7:15Aceleraí, where I'm partners with Alan
- 7:17Barros, which is a
- 7:19>> a company for the democratization of
- 7:21advertising.
- 7:22So the artist goes there, records
- 7:24generic content, and we edit it for
- 7:26small businesses outside the major hubs
- 7:28and capitals.
- 7:29>> It works. It's really cool.
- 7:31>> I'm losing money.
- 7:32>> Yes, you are.
- 7:33>> Not you. Why didn't you call me, Débora
- 7:35?
- 7:35>> Please, you are
- 7:35>> never on Acelera Aí. I totally want to.
- 7:38Acelera Aí,
- 7:39>> the artist is on. A small business over
- 7:41in Mato Grosso do Sul
- 7:43>> wants a commercial with you and, like,
- 7:45it's not possible to do it. They go
- 7:47there and hire Acelera.
- 7:48Then you record, like, a book of phrases
- 7:50, it's very cool.
- 7:53We have a recording day, you record "
- 7:54the best price, don't miss out, come
- 7:56here," I don't know, we assemble
- 7:58>> and edit and deliver an ad, and here's a
- 8:01tip for you who own a small or medium
- 8:03business,
- 8:03>> you can have big artists. We have Glória
- 8:05Pires, Cauã Reymond, Giovanna Antonelli
- 8:08, me, Rodrigo Faro, anyway, many artists
- 8:10.
- 8:12I just won't do ads for banks, not small
- 8:14, not medium, not large ones.
- 8:15>> But that's it. Do you also put in your
- 8:17portfolio what you're willing to sell
- 8:19and what you're not? What you already
- 8:20have exclusivity with other brands for.
- 8:22I loved it.
- 8:24>> I, for example, prefer to sell for, uh,
- 8:26establishments than for products,
- 8:28because I do a lot of advertising for
- 8:30products, but for Joe's grocery store,
- 8:33for a flower shop, those are businesses
- 8:35that don't clash with the ones I already
- 8:38have.
- 8:39>> How cool.
- 8:40>> And it ends up that I help many small
- 8:41entrepreneurs leverage their businesses
- 8:43with,
- 8:45>> you know, things they wouldn't even
- 8:47imagine they could hire, imagine having
- 8:48Cauã Reymond advertise your steakhouse.
- 8:51>> Wow. And me, look at my ignorance, what
- 8:53it does, right? When I was in small
- 8:54towns, right? And I saw a small business
- 8:57using an image, I already thought it was
- 8:59what? A scam.
- 9:00>> Misuse of image. I'd send a photo to...
- 9:03>> But we still have a long way to go.
- 9:06>> Yeah, Acelera Aí is, is reasonably new.
- 9:08We've been on the market for about 4
- 9:10years, but it's a great idea, really,
- 9:12because we have a very big Brazil, right
- 9:14? Totally. And you think it won't work?
- 9:17I talked to Barros too, we were saying,
- 9:19no, how does it work? No, you record a
- 9:21bunch of phrases, do it like this. No,
- 9:22it doesn't work. When you, when you hit
- 9:24play, you go, "that's not possible, man
- 9:26." Sensational.
- 9:27>> Yeah, I've always joked about this
- 9:29Luciano Huck story, but take any Luciano
- 9:31Huck commercial. I'm friends with
- 9:33Luciano, so I can say that. He's always
- 9:35like this, and then something appears
- 9:37written over him.
- 9:38>> He's on a green screen.
- 9:41It's the same way. I said, guys, for any
- 9:42ad he’s going to do, he sends the same
- 9:45photo, puts a logo on it, and that’s it
- 9:47. That’s it.
- 9:47>> You look at him on TV, he’s gray-haired
- 9:49. We do many things. We do it like this
- 9:51, like this, like this, there are many.
- 9:54>> November 9th you have an appointment
- 9:56with me at the business table. Together
- 9:58we will create the CEO handbook. Yes.
- 10:02It doesn’t matter if you’re a service
- 10:04provider, have an online store, a
- 10:06physical shop, an agency, a practice,
- 10:08anything.
- 10:11If you are your own boss or lead others
- 10:13, at 8 PM are the final tickets, the
- 10:15last spots at this VIP table.
- 10:18I'll leave the link below. 8 PM, be
- 10:20there so we can build your CEO handbook
- 10:23together.
- 10:24The only people who don't have setbacks
- 10:26along the way are those who don't
- 10:27venture out, because entrepreneurship
- 10:29means putting yourself at risk.
- 10:32So, it's more than normal to go through
- 10:34rough patches, but you also need to know
- 10:36how to manage that, including learning
- 10:37from mistakes so you don't repeat that
- 10:39one at least, because the only certainty
- 10:41you have is that another one will come
- 10:43that you haven't mapped out yet.
- 10:46>> And on this journey of yours, where did
- 10:49a stumble happen?
- 10:51>> Oh, many stumbles have happened, right?
- 10:53I think I'll mention a few, I don't know
- 10:56.
- 10:57Bikinis, for example.
- 10:59I I opened my bikini brand because I
- 11:01liked a specific type of bikini, very
- 11:02small, because I don't like to have tan
- 11:04lines, because it gets in the way of my
- 11:06characters.
- 11:07Sometimes I'm doing a period drama,
- 11:09>> you can't have tan lines. So, we made a
- 11:11bikini size where almost all the pieces
- 11:14sold were exchanged or returned because
- 11:17it was a very, very, very small size.
- 11:20>> I see.
- 11:20>> I started to have, we had to remodel
- 11:23everything, right?
- 11:24Change the whole pattern to understand
- 11:26that my body wasn't a standard body,
- 11:28even though I said there, I wear XS,
- 11:29right?
- 11:31People bought M and would wear XL in my
- 11:34brand. So, we had to reformulate
- 11:36everything we had already uh structured
- 11:38.
- 11:39>> That had a cost,
- 11:40>> That had a huge cost, right? You pattern
- 11:43it, do everything.
- 11:44>> And even for those who bought it and
- 11:46didn't and didn't have a good experience
- 11:48, their return is a cost, right? No, it
- 11:50ends up being on us, right? Ah,
- 11:53>> no, no, I mean them coming back to buy
- 11:54again.
- 11:55>> Yeah, exactly. But I think by talking
- 11:56about it I was also able to demystify it
- 11:58for those who bought,
- 11:59>> like, saying, guys, I messed up, the
- 12:01size is wrong, let's rethink this, right
- 12:02? I think this open channel we have with
- 12:05the public is very
- 12:07>> I'll listen to the second struggle, but
- 12:08I'll even note down what you just said
- 12:10so we can bring it up later. And there
- 12:11was more,
- 12:12>> okay? Second struggle, I'll mention the
- 12:14sale of Singu here. Imagine, we sold
- 12:15Singu to a giant group, there was a goal
- 12:17.
- 12:18>> Singu was my first company. I was, uh,
- 12:22>> invited by Thalis Gomes. He was my first
- 12:25Media for Equity partner. I sort of
- 12:27learned this business model with him
- 12:28there.
- 12:29>> Explain it first. I know there are many
- 12:31explanations, but I want Débora to
- 12:32explain it so you can open your mind.
- 12:33Wow, I didn't know that existed.
- 12:36>> Media for equity is a business format
- 12:37where I enter the partnership without
- 12:39having to contribute money.
- 12:41I contribute my image and join as the
- 12:44ambassador or as the face of the brand.
- 12:47>> Because that would have a cost if they
- 12:49were to hire you. ambassador. Usually
- 12:52today I do this business format a lot,
- 12:54it's actually my big business bet, right
- 12:57?
- 12:57I want to create a fund with 20 small
- 12:59companies in this media for equity
- 13:01format, it's about you joining a company
- 13:04that wouldn't have the money to hire you
- 13:06.
- 13:07>> The company is still very small. That's
- 13:09the case with Peça Rara. I joined Peça
- 13:10Rara with seven stores. They wouldn't
- 13:12have the money to have me as the face of
- 13:14the brand or as the brand ambassador.
- 13:17And so they give me a partnership in the
- 13:20brand and I make this brand grow, right
- 13:22? Then it becomes my greatest commitment
- 13:24and my greatest interest to make this
- 13:25brand grow. And I own it,
- 13:28>> owner of X%of the company, and each
- 13:30company has a format.
- 13:31>> That's cool.
- 13:33>> So Thalis introduced me to this format
- 13:35at the time, it was also just starting,
- 13:37and we very successfully sold it in less
- 13:40than 2 years.
- 13:41Wow, I was so happy, my first company,
- 13:43I'm going to realize this gain, right?
- 13:47And we had a goal to meet in the
- 13:48contract so that those numbers would be
- 13:51fulfilled.
- 13:52It was a very simple goal to hit, right
- 13:54? In two months, the pandemic.
- 13:56>> Hmm.
- 13:56>> And we had
- 14:00an at-home beauty service and everyone
- 14:04>> stuck at home. And so it was really a
- 14:08>> And there was no negotiation regarding
- 14:10that.
- 14:11>> There wasn't. There was some negotiation
- 14:13, but there wasn't.
- 14:15They had the knife and the, you know,
- 14:16everything in hand.
- 14:17>> I see. So here you are,
- 14:19>> but it was really unfortunate timing,
- 14:21wasn't it? With everything ready.
- 14:23There's nothing you can do.
- 14:25The unforeseen is what you truly cannot
- 14:28predict.
- 14:29And I wanted to bring up two points from
- 14:31what you said.
- 14:32The first is humility, which is very
- 14:34important for any businesswoman or
- 14:36entrepreneur. It's recognizing the
- 14:39mistake before the mistake swallows you
- 14:41.
- 14:41>> Yes.
- 14:43Because if you keep insisting, no, my
- 14:44bikini is great, it’s the best bikini,
- 14:46they’re the ones who don't know how to
- 14:48wear my bikini, that whole thing like,
- 14:50I’m stubborn, who does she think she is
- 14:52, you know that vibe?
- 14:55No, I built a brand not thinking it
- 14:57would grow, it was much more to fulfill
- 14:59my desire to have the bikinis I wanted
- 15:01to wear.
- 15:03I realized it gained a bigger proportion
- 15:05, and now I’ve stopped it, closed it to
- 15:07reformulate, and I think I’ll even bring
- 15:10it back with a new name and a new
- 15:12branding, which is a bikini for everyone
- 15:14, right?
- 15:15>> Wonderful. Including for me, who has a
- 15:17very small butt.
- 15:18My savings account is small, because
- 15:19here we don't encourage savings, right?
- 15:21The savings product. So it's
- 15:23>> like, for example, I have Renova, which
- 15:25is a partner company that does gluteal
- 15:26fillers.
- 15:27>> Oh,
- 15:28>> that could change your life. Let's super
- 15:33>> Leonardo, let's bring Natália into our
- 15:35wonderful squad of
- 15:36>> It's for the butt,
- 15:39>> I'm telling you, it's one of the biggest
- 15:40gains in life. A, a, a gain in
- 15:42self-esteem that I can't even measure.
- 15:44Loved it.
- 15:46But the savings product no, but a little
- 15:49filler in the savings.
- 15:51>> That's fine, it's a great investment.
- 15:53Let's go.
- 15:53>> Money isn't a savings account, but
- 15:55hyaluronic acid we accept. It's take X
- 15:57is the product. Whoa, it even fell.
- 15:59>> Wow, there was a thing here on the
- 16:00>> take X on the butt. We don't put in
- 16:02savings, we don't
- 16:03>> no, this is the savings that pays off.
- 16:04Let's stop. Let's stop, for the love of
- 16:06God.
- 16:07>> The other one even knocked something
- 16:08over. She got nervous over there.
- 16:09Never-ending joke, right?
- 16:11>> Oh, fifth grade humor. I didn't know I'd
- 16:12find this here. I wasn't expecting it.
- 16:14Ask a question, Yuri, because I'm a bit
- 16:16rattled now.
- 16:16>> No, we were talking about things that
- 16:17went wrong. You stopped at Is there any
- 16:19other one that? Ah,
- 16:20>> there were many, right? I think even my
- 16:22own stances, where I’d say something and
- 16:24, I don’t know, my partners would say, "
- 16:26Débora, it wasn't quite like that."
- 16:28Let’s go, right?
- 16:29Uh,
- 16:31>> and I’d also debate, uh, with them,
- 16:33right? Because it takes us a long time
- 16:36to manage to explain.
- 16:38I, who’ve lived in the media for, I
- 16:40don’t know, almost 40 years, know that a
- 16:43company can’t live on successes alone.
- 16:47>> Uh-huh.
- 16:48>> It needs some controversy, something
- 16:50that gives, that generates conversation
- 16:52, that generates, right?
- 16:54So, for example, the other day I went to
- 16:56do a podcast with Maia Massafera.
- 16:59>> Uh-huh.
- 16:59>> And I joked with her that I was going to
- 17:01take the bags that they say are fake to
- 17:02Peça Rara. I said, let's mix the real
- 17:04ones with the fake ones. A joke.
- 17:07She would never part with any piece from
- 17:08that wardrobe, because she is the most
- 17:10attached person in the world.
- 17:12>> And then the guys at Peça Rara said: "
- 17:14My God, fake pieces, we fight so hard
- 17:16against that."
- 17:17But look, of course it’s a joke, but the
- 17:19power that it had, this clip
- 17:22>> went to all the gossip pages. Oh, my God
- 17:25.
- 17:25>> In money terms, right?
- 17:27The name Peça Rara, reverberating, uh,
- 17:29and us actually bursting the bubble of
- 17:31those who follow us, maybe we can't even
- 17:33measure how valuable that is in money.
- 17:36So, understanding that it’s a joke, it
- 17:37wasn't serious, nobody took it as such,
- 17:38right? We would never take that
- 17:40seriously. And being able to promote the
- 17:42brand name, to burst bubbles, right? Of
- 17:44sometimes,
- 17:45>> but it ended up being positive,
- 17:46>> super positive, right? I think many
- 17:48people ended up getting to know the
- 17:50brand.
- 17:51>> Yes.
- 17:51>> People who had no idea that I owned a
- 17:52thrift store, that, you know?
- 17:54You really burst your bubble, because
- 17:56today I have 26 million followers, but
- 17:59if you count all the gossip pages, you
- 18:01reach people who don't follow me, who
- 18:04don't, right? Exactly.
- 18:06So, when we talk, right, about promotion
- 18:09, media, branding, just like in politics
- 18:11—we just went through an election period
- 18:14—there is indeed that bias: "speak well
- 18:17, speak ill, but talk about me."
- 18:20But there has to be much more balance
- 18:22and consideration, in the "there is a
- 18:24limit to 'speak ill'."
- 18:25>> It’s an absolute limit, but you need to
- 18:28know how to generate buzz, right, with
- 18:30your brand,
- 18:31>> to make noise.
- 18:31>> And it's a joke, no, right? This would
- 18:34never happen, right? Neither Maia nor us
- 18:36would ever put those bags out there.
- 18:38>> Uh, and I actually believe her, she
- 18:40tells me they're all real and she always
- 18:42says: "I paid the price of real ones for
- 18:43all of them. If any of them aren't, I
- 18:45was fooled." And I really believe that.
- 18:47So, uh, uh, being able to burst your
- 18:49bubble, being able to get your brand
- 18:51name out there, we know what that costs
- 18:53.
- 18:54We know how much an influencer's post
- 18:57costs nowadays.
- 18:58You're everywhere, uh, uh, your brand is
- 19:01being known, you all knowing that Débora
- 19:04Seco has a thrift store chain, that is
- 19:07very valuable.
- 19:09>> If this video reaches 10,000 likes,
- 19:11we'll release part two, because it's not
- 19:12just anything, we have Débora Seco here
- 19:14.
- 19:15Keep your finger on that like button,
- 19:16share it with everyone because it will
- 19:17be worth it.
- 19:23some rock
- 19:24>> isn't it great, Débora Blando, that's
- 19:27your nose
- 19:31>> it's not rock
- 19:32>> there's time. If everything's alright,
- 19:34just take it easy, rock on. I'm even
- 19:36going to check my playlist.
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