About
A small practice that stayed independent on purpose.
Denise Martins is an advisory practice working with owner-run businesses on operations and go-to-market. It is deliberately small: engagements are taken one at a time so that the person who scopes the work is the person who does it.
What the practice does
Two kinds of problem come up again and again in owner-run businesses. The first is that the work has outgrown the way it is organised — things queue, get re-done, or depend on one person’s memory. The second is that a product exists and sells occasionally, but nobody can say why, so it cannot be repeated. The services on this site address those two, and little else.
How it is structured
Engagements are fixed in scope and fixed in fee, remote, and end in a written document. There is no hourly billing, no retainer that renews automatically without a conversation, and no commission from any vendor. Each of those removes a way for the practice to make money, and each is there because the alternative quietly corrupts the advice.
What we do not claim
This site publishes no client names, no case studies, no counts of engagements delivered, and no testimonials. Client work is confidential by default and we do not ask for permission to use it as marketing. The consequence is that we cannot offer social proof, and we would rather say that plainly than manufacture it.
Scope of advice
Nothing on this site or in an engagement constitutes legal, tax, accounting or regulated financial advice. Where a question requires a licensed professional, we identify it and refer it out rather than answering around the edges.
Company information
- Registered name
- 66.757.926 DENISE MARTINS GUERREIRO
- Tax registration (CNPJ)
- 66.757.926/0001-34
- Registered address
- R. Itapeti, 575
Vila Gomes Cardim, São Paulo - SP, 03324-002, Brazil - Contact
- hello@denisemartins.online
Principles
The four we will not trade away.
We write it down
Every engagement ends in a document you keep. Advice that exists only in a meeting cannot be checked later, and cannot be handed to someone new.
No referral fees
We do not accept commission from any software vendor or supplier we recommend. It costs us a revenue line and it is what makes the vendor advice worth anything.
Assumptions are stated
Every recommendation says what it assumes. When the assumption is wrong you should be able to see it immediately instead of discovering it in the results.
Fixed scope, fixed fee
The proposal states the fee and the dates. If the work turns out to need more than we scoped, that is our estimating error, not a change order.
Next step
A scoping call costs nothing and takes forty-five minutes.
If what you need is outside what we do, we say so in that call rather than writing a proposal for it.