UM PANORÂMA DO SETOR DE ESTÉTICA EM POSSE (GO): O PAPEL DA CAPACITAÇÃO PROFISSIONAL NO SUCESSO DOS MICROEMPREENDIMENTOS LOCAIS DO SETOR DE ESTÉTICA EM POSSE (GO): O PAPEL DA CAPACITAÇÃO PROFISSIONAL NO SUCESSO DOS MICROEMPREENDIMENTOS LOCAIS

Abstract

This paper aims to describe the process of becoming a microentrepreneur in the aesthetics area in Posse, Goiás, highlighting the necessary steps, the challenges faced and the opportunities in the local market. The literature review addresses the concepts of Entrepreneurship, Entrepreneurship in Brazil and in the state of Goiás, with a focus on the aesthetics sector, in addition to Public Policies aimed at micro-entrepreneurs. The characterization of the Individual Micro-entrepreneur (MEI) is also presented, as well as its advantages, legal obligations and its contribution to regional development. The study uses a descriptive and qualitative approach, based on interviews conducted with micro-entrepreneurs in the aesthetics area in Posse, in addition to data collected from the Entrepreneur Portal, a website of the Federal Government. The results show that the aesthetics sector in Posse is expanding, driven by the growing demand for beauty and wellness services. However, new entrepreneurs face challenges such as fierce competition and the need for constant updating in techniques and market trends. Despite the difficulties, there are promising opportunities due to the increased appreciation of self-esteem and personal care in the region.