Successful technology
entrepreneurship requires not only identifying valuable opportunities but also
launching ventures when markets are ready to adopt proposed solutions. The
career of Brazilian entrepreneur Haroldo
Jacobovicz illustrates both the challenges of premature market entry and
the benefits of well-timed business initiatives across different technological
generations.
Early Lesson in
Market Timing
Before completing his
civil engineering studies at the Federal University of Paraná, Haroldo
Jacobovicz founded Microsystem with three technically
proficient friends in the 1980s. The company aimed to provide automated
inventory control and cash register systems to small retail businesses,
pharmacies, and supermarkets—recognizing efficiency opportunities that
computerization could bring to traditional operations.
Despite its technical
merit, this venture closed after two years, with Jacobovicz noting that
“that market was not yet ready for computerization.” This early
experience provided a valuable lesson about the gap between technological possibility
and market readiness that would inform his subsequent business timing
decisions.
Understanding
Adoption Readiness Factors
Rather than abandoning
his technological focus after this initial timing challenge, Haroldo Jacobovicz
pursued professional experiences that deepened his understanding of technology
adoption factors. His time at Esso (now Exxon Mobil) provided insights into how
larger organizations implemented information systems, while his position at the
Itaipu Hydroelectric Plant revealed specific institutional barriers affecting
technology acquisition.
During his public
sector experience, Jacobovicz observed “the difficulty in adopting
computers given the bureaucracy involved in immobilizing permanent
assets“—identifying precise organizational mechanisms that influenced
technology timing decisions. This detailed understanding of adoption
constraints would shape his market entry timing for subsequent ventures.
Strategic
Patience and Market Observation
When Haroldo
Jacobovicz returned to entrepreneurship in the 1990s, his approach reflected
strategic patience informed by market observation rather than rushing to
implement technical possibilities. He established Minauro with a business model
specifically designed to address the adoption barriers he had identified
through professional
experience.
The company offered “four-year
contracts with machine replacement every 18 months, including maintenance”
to public agencies—a solution precisely aligned with observed institutional
needs. This market timing proved effective, with Minauro winning “several
bids in the South and Southeast of the country.”
Expanding When
Markets Demonstrated Readiness
As computerization
became more established in Brazilian institutions, Haroldo Jacobovicz
recognized the growing market readiness for software solutions beyond hardware
provision. Through strategic acquisitions of companies including Consult,
Perform, and Sisteplan, he expanded his business offerings to incorporate specialized
applications addressing specific organizational functions.
This expansion timing
aligned with increasing institutional familiarity with basic computerization,
creating receptiveness for more sophisticated solutions. The resulting
e-Governe Group’s continued presence in numerous Brazilian municipalities
demonstrates the sustainability of this well-timed market development.
Identifying
Emerging Infrastructure Requirements
In 2010, Haroldo
Jacobovicz identified another timing opportunity as Brazilian businesses
increasingly required dedicated telecommunications capabilities to support
their expanding digital operations. He founded Horizons Telecom to serve
“the corporate market” with infrastructure services addressing these
emerging requirements.
This market entry
timing proved effective, with Horizons Telecom establishing itself as “a
reference in the corporate niche” of telecommunications within a decade.
Jacobovicz had correctly identified a market segment reaching readiness for
specialized infrastructure services beyond generic connectivity options.
Strategic Exit
Timing
After developing
Horizons Telecom over a decade, Haroldo Jacobovicz executed a strategic exit in
early 2021, with the company being acquired by “a large investment
group” to integrate sector expansion plans. This exit timing coincided
with increasing consolidation within Brazil’s telecommunications sector,
creating favorable conditions for realizing the value created through business
development.
This successful exit
demonstrated Jacobovicz’s
capacity to identify not only market entry timing but also appropriate exit
points within industry development cycles. By building and selling the company
within a specific window of industry evolution, he maximized the recognized
value of his business development efforts.
Current Market
Timing Considerations
Following the
telecommunications company sale, Haroldo Jacobovicz launched Arlequim
Technologies in 2021, focusing on computer virtualization. This venture aims to
enhance the performance of existing equipment across various markets—timing
that aligns with current supply chain challenges and sustainability concerns
affecting hardware replacement cycles.
The company’s approach
to improving “computing performance of previously limited equipment”
without requiring new hardware purchases addresses specific market conditions
creating receptiveness for virtualization solutions. This timing reflects
Jacobovicz’s continued attention to how external factors influence technology
adoption decisions.
Balanced Timing
Approach
Throughout his career
spanning multiple decades and technology generations, Haroldo Jacobovicz has
demonstrated a balanced approach to market timing that avoids both premature
entry and missed opportunities. His professional journey illustrates that effective
technology entrepreneurship requires not only technical vision but also patient
observation of market readiness signals.
For current technology
entrepreneurs, Jacobovicz’s experience offers valuable insights into the
multifaceted considerations that should inform business timing decisions.
Technical possibility, organizational readiness, regulatory environments,
economic conditions, and industry development cycles all influence appropriate
timing for technology
ventures across different market segments.