#HOTCS: Ana Sudo, Sao Paulo

“It all started early January 2017 when PBSC Urban Solutions contacted our office in Sao Paulo. They were interested in bringing their bike sharing company to Brazil and wanted to learn more about the market, so we provided them with information on Brazil’s taxation system, some events we recommended they attend, the names of key competitors in the region, and information on the free trade zone in Manaus. By June, they had a YouTube video announcing that Brazil would have new bikes for rent, and by January 2018 they were available in Sao Paulo, Porto Alegre, Rio de Janeiro, Recife and Salvador. Now the bikes even have a nickname! Because they are orange in colour, they are called laranjinhas, which in Brazilian Portuguese means little orange. So when people see a bike on the streets, they say ‘Oh, there goes a little orange.’ This has definitely been my favourite success story so far as a trade commissioner.”