{"id":2487,"date":"2026-07-09T09:37:06","date_gmt":"2026-07-09T12:37:06","guid":{"rendered":"https:\/\/www.concordianet.com\/site\/?p=2487"},"modified":"2026-07-09T09:55:04","modified_gmt":"2026-07-09T12:55:04","slug":"quer-destruir-sua-empresa-siga-este-passo","status":"publish","type":"post","link":"https:\/\/www.concordianet.com\/site\/2026\/07\/09\/quer-destruir-sua-empresa-siga-este-passo\/","title":{"rendered":"Quer Destruir sua Empresa ? Siga este passo&#8230;."},"content":{"rendered":"<div>\n<p>Um racioc\u00ednio que j\u00e1 vi empres\u00e1rios que Desenvolvemos Ecommerce e amigos repetirem sem pensar duas vezes:<\/p>\n<ul>\n<li>&#8220;Ajuda com descontos: Voc\u00ea saber\u00e1 o quanto pode dar de desconto sem tomar preju\u00edzo. Por exemplo, uma margem bruta de 50% com um desconto de 20% ainda lhe deixa 30% de margem para outros custos.&#8221;<\/li>\n<\/ul>\n<p><span id=\"v1izb6f\" class=\"v1gjs-no-pointer\" style=\"color: #ff0000;\"><strong>ERRADO \u2014 e caro.<\/strong><\/span><\/p>\n<p>O problema n\u00e3o \u00e9 s\u00f3 a conta. \u00c9 misturar\u00a0<strong>markup<\/strong>\u00a0(percentual sobre o custo) com\u00a0<strong>margem<\/strong>\u00a0(percentual sobre o pre\u00e7o de venda) e, pior ainda,\u00a0<strong>subtrair descontos como se fossem pontos de margem<\/strong>.<\/p>\n<p><span style=\"font-size: 16px; font-family: inherit;\">Quando isso entra no fluxo de precifica\u00e7\u00e3o, cupons e promo\u00e7\u00f5es sazonais, o lucro some em sil\u00eancio \u2014 venda ap\u00f3s venda.<\/span><\/p>\n<p><strong>Tr\u00eas erros que corroem a lucratividade<\/strong><\/p>\n<p>Erro 1: &#8220;50% de margem menos 20% de desconto = 30% de margem&#8221;<\/p>\n<p>Essa conta s\u00f3 funciona na calculadora imagin\u00e1ria do guru. Na vida real:<\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>Produto custa\u00a0<strong>R$100<\/strong><\/li>\n<li>Voc\u00ea aplica\u00a0<strong>50% de markup<\/strong>\u00a0sobre o custo \u2192 pre\u00e7o de\u00a0<strong>R$150<\/strong><\/li>\n<li>Sua margem real sobre o pre\u00e7o de venda \u00e9\u00a0<strong>33,3%<\/strong>\u00a0\u2014 n\u00e3o 50%<\/li>\n<li>Desconto de\u00a0<strong>20% sobre R$150<\/strong>\u00a0\u2192 pre\u00e7o final de\u00a0<strong>R$120<\/strong><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>Margem ap\u00f3s o desconto:\u00a0<strong>16,7%<\/strong>\u00a0\u2014 menos da metade do que o livro prometia.<\/p>\n<p><span style=\"font-size: 16px; font-family: inherit;\">Em uma Black Friday com R$200 mil em vendas, a diferen\u00e7a entre achar que voc\u00ea ficou com 30% e a realidade de ~17% pode significar <\/span><strong style=\"font-size: 16px; font-family: inherit;\">dezenas de milhares de reais a menos no bolso<\/strong><span style=\"font-size: 16px; font-family: inherit;\">\u00a0\u2014 antes mesmo de impostos, frete e taxas de pagamento (se voc\u00ea comparou, sabe que temos uma das melhores \ud83d\ude09) .<\/span><\/p>\n<p><strong>Erro 2: Desconto percentual aplicado sobre o pre\u00e7o final<\/strong><\/p>\n<p><span style=\"font-size: 16px; font-family: inherit;\">R$100 + 10% de lucro = R$110, mas menos 10%&#8230;<br \/>\n<\/span><\/p>\n<p>A regra \u00e9 simples: percentual sobre valores diferentes gera valores diferentes.<\/p>\n<p>Exemplo cl\u00e1ssico:<\/p>\n<ol>\n<li>Produto custa\u00a0<strong>R$200<\/strong><\/li>\n<li>Voc\u00ea adiciona\u00a0<strong>10% de markup<\/strong>\u00a0\u2192 vende por\u00a0<strong>R$220<\/strong><\/li>\n<li>Seu amigo pede &#8220;pre\u00e7o de custo&#8221; e voc\u00ea faz\u00a0<strong>R$220 \u2212 10%<\/strong><\/li>\n<\/ol>\n<p>10% de R$220 =\u00a0<strong>R$22<\/strong>, n\u00e3o R$20. Voc\u00ea vende por\u00a0<strong>R$198<\/strong>\u00a0e toma\u00a0<strong>R$2 de preju\u00edzo<\/strong>\u00a0\u2014 sem contar impostos, embalagem ou tempo da equipe.<\/p>\n<p><strong>O correto:<\/strong>\u00a0dividir o pre\u00e7o final por 1,1 (ou seja, 1 + 10\/100). R$220 \u00f7 1,1 =\u00a0<strong>R$200<\/strong>.<\/p>\n<p>Parece detalhe. Mas repita isso em dezenas de negocia\u00e7\u00f5es B2B, amostras &#8220;sem lucro&#8221; ou descontos para influenciadores, e o buraco aparece no fim do m\u00eas.<\/p>\n<p><strong>Erro 3: Cupom de 5% na loja inteira \u2260 margem 5% menor<\/strong><\/p>\n<p>Cen\u00e1rio real de loja online na BFCM:<\/p>\n<p>Voc\u00ea quer &#8220;s\u00f3 tirar 5 pontos da margem&#8221; e cria um cupom de\u00a0<strong>5% off<\/strong>\u00a0em tudo. Parece conservador. N\u00e3o \u00e9.<\/p>\n<p>Produto vendido por\u00a0<strong>R$2.000<\/strong>, custo de\u00a0<strong>R$1.666,66<\/strong>, lucro de\u00a0<strong>R$333,33<\/strong>\u00a0(margem de ~16,7% sobre o pre\u00e7o).<\/p>\n<p>Com cupom de 5%: pre\u00e7o cai para\u00a0<strong>R$1.900<\/strong>, lucro vira\u00a0<strong>R$233,34<\/strong>.<\/p>\n<p>Voc\u00ea n\u00e3o perdeu 5% de margem. Perdeu\u00a0<strong>30% do lucro daquela venda<\/strong>\u00a0\u2014 e a margem caiu para ~12,3%.<\/p>\n<p>Pior: na maioria das plataformas, o custo correto nem est\u00e1 cadastrado. Ent\u00e3o o desconto \u00e9 aplicado no escuro \u2014 e o relat\u00f3rio de &#8220;vendas recordes&#8221; mascara a queda de rentabilidade.<\/p>\n<p>O efeito composto: quando a confus\u00e3o vira cultura<\/p>\n<p>Separadamente, cada erro parece pequeno. Juntos, viram rotina:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>precifica\u00e7\u00e3o feita com markup, mas desconto calculado como margem;<\/li>\n<li>promo\u00e7\u00f5es empilhadas (cupom + PIX + frete gr\u00e1tis) sem simula\u00e7\u00e3o;<\/li>\n<li>metas de faturamento que ignoram lucro;<\/li>\n<li>equipe comemorando &#8220;recorde de vendas&#8221; enquanto a margem derrete.<\/li>\n<\/ul>\n<p>\u00c9 assim que empresas saud\u00e1veis no papel viram opera\u00e7\u00f5es que vendem muito e ganham pouco \u2014 ou pior, operam no vermelho achando que est\u00e3o &#8220;investindo em crescimento&#8221;.<\/p>\n<p>O que fazer antes do pr\u00f3ximo desconto<\/p>\n<p>Tr\u00eas passos pr\u00e1ticos \u2014 sem complicar:<\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li><strong>Padronize a linguagem:<\/strong>\u00a0decida se a equipe fala em markup ou margem \u2014 e use sempre a mesma base (custo ou pre\u00e7o de venda).<\/li>\n<li><strong>Simule antes de publicar:<\/strong>\u00a0para cada cupom, calcule lucro e margem reais por produto \u2014 n\u00e3o s\u00f3 o percentual do desconto.<\/li>\n<li><strong>Cadastre o custo de verdade:<\/strong>\u00a0sem custo confi\u00e1vel, qualquer promo\u00e7\u00e3o vira chute caro.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>A matem\u00e1tica n\u00e3o precisa ser dif\u00edcil. Precisa ser\u00a0<strong>consistente<\/strong>. E isso, na minha experi\u00eancia, vale mais do que qualquer truque de vendas de livro de estante de biblioteca.<\/p>\n<p>Quer brincar mais com os n\u00fameros?<\/p>\n<p>Tr\u00eas calculadoras que indicamos para testar promo\u00e7\u00f5es antes de publicar \u2014 cada uma com um foco diferente:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><a id=\"v1iefdjo\" href=\"https:\/\/mtc.pbintegracoes.com\/r\/87f4133a3af11be927f7b7a84?ct=YTo2OntzOjY6InNvdXJjZSI7YToyOntpOjA7czoxNDoiY2FtcGFpZ24uZXZlbnQiO2k6MTtpOjMyO31zOjU6ImVtYWlsIjtpOjE1O3M6NDoic3RhdCI7czoyMjoiNmE0ZWVlZjM5MjUwYzIzNTU5MDg0NyI7czo5OiJzZW50X3RpbWUiO2k6MTc4MzU1Nzg3NTtzOjQ6ImxlYWQiO3M6NToiMTA0NzYiO3M6NzoiY2hhbm5lbCI7YToxOntzOjU6ImVtYWlsIjtpOjE1O319&amp;utm_source=segredos&amp;utm_medium=email&amp;utm_campaign=riscodesconto\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Margin Calculator (Surowiecki)<\/strong><\/a>\u00a0\u2014 em ingl\u00eas, mas muito completa: converte margem e markup, simula impacto de descontos, compara cen\u00e1rios e mostra quanto voc\u00ea precisaria vender a mais para manter o mesmo lucro.<\/li>\n<li><a id=\"v1i2alrf\" href=\"https:\/\/mtc.pbintegracoes.com\/r\/55d720bf1cf77cc742496134c?ct=YTo2OntzOjY6InNvdXJjZSI7YToyOntpOjA7czoxNDoiY2FtcGFpZ24uZXZlbnQiO2k6MTtpOjMyO31zOjU6ImVtYWlsIjtpOjE1O3M6NDoic3RhdCI7czoyMjoiNmE0ZWVlZjM5MjUwYzIzNTU5MDg0NyI7czo5OiJzZW50X3RpbWUiO2k6MTc4MzU1Nzg3NTtzOjQ6ImxlYWQiO3M6NToiMTA0NzYiO3M6NzoiY2hhbm5lbCI7YToxOntzOjU6ImVtYWlsIjtpOjE1O319&amp;utm_source=segredos&amp;utm_medium=email&amp;utm_campaign=riscodesconto\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Calculadora de Markup (Calculadora Brasil)<\/strong><\/a>\u00a0\u2014 calcula a margem a partir do markup e indica se est\u00e1 saud\u00e1vel, inclusive considerando CBS e IBS da reforma tribut\u00e1ria.<\/li>\n<li><a id=\"v1icwyeu\" href=\"https:\/\/mtc.pbintegracoes.com\/r\/c1d1567e0f0f9a4759ac0b523?ct=YTo2OntzOjY6InNvdXJjZSI7YToyOntpOjA7czoxNDoiY2FtcGFpZ24uZXZlbnQiO2k6MTtpOjMyO31zOjU6ImVtYWlsIjtpOjE1O3M6NDoic3RhdCI7czoyMjoiNmE0ZWVlZjM5MjUwYzIzNTU5MDg0NyI7czo5OiJzZW50X3RpbWUiO2k6MTc4MzU1Nzg3NTtzOjQ6ImxlYWQiO3M6NToiMTA0NzYiO3M6NzoiY2hhbm5lbCI7YToxOntzOjU6ImVtYWlsIjtpOjE1O319&amp;utm_source=segredos&amp;utm_medium=email&amp;utm_campaign=riscodesconto\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Calculadora de Margem e Markup (Portal do E-commerce)<\/strong><\/a>\u00a0\u2014 ajuda a enxergar a margem real j\u00e1 descontando impostos e taxas de marketplace.<\/li>\n<\/ul>\n<p>Coloque o custo real de um produto, simule aquele cupom de 10% ou 20% e veja se a promo\u00e7\u00e3o ainda faz sentido \u2014 antes de soltar na loja e lev\u00e1-la \u00e0 fal\u00eancia. \ud83e\udd79<\/p>\n<p>Por enquanto \u00e9 s\u00f3. Bora vender mais (e com margem)!<\/p>\n<p>&nbsp;<\/p>\n<table border=\"0\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"width: 1142.5px;\">\n<div class=\"v1mj-column-per-100 v1mj-outlook-group-fix\">\n<table border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td style=\"width: 1108.01px;\" align=\"left\"><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 1108.01px;\" align=\"left\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<div>\n<table border=\"0\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"width: 1142.5px;\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<div>\n<table border=\"0\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Um racioc\u00ednio que j\u00e1 vi empres\u00e1rios que Desenvolvemos Ecommerce e amigos repetirem sem pensar duas vezes: &#8220;Ajuda com descontos: Voc\u00ea [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2488,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"MSN_Categories":"Uncategorized","MSN_Publish_Option":false,"MSN_Is_Local_News":false,"MSN_Is_AIAC_Included":"Empty","MSN_Location":"[]","MSN_Add_Feature_Img_On_Top_Of_Post":false,"MSN_Has_Custom_Author":false,"MSN_Custom_Author":"","MSN_Has_Custom_Canonical_Url":false,"MSN_Custom_Canonical_Url":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[20],"tags":[],"class_list":["post-2487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dicas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quer Destruir sua Empresa ? 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