La Usina de Emprendedores of the Cámara Argentina de Comercio y Servicios (CAC) held a webinar titled “Gestionar la incertidumbre: los dos pilares que separan al emprendedor del empresario” to provide practical tools for decision-making in highly volatile contexts, according to an April 27 announcement.
The event focused on how entrepreneurs can professionalize their decision-making and move toward a more structured business approach by incorporating analysis and planning tools. Javier González Pedraza opened the session, presenting its central theme of advancing from entrepreneurial intuition to structured management.
Business consultant and executive mentor Diego Bravo led the main presentation. Bravo said, “the challenge is not to eliminate uncertainty but to learn how to manage it.” He highlighted the importance of making decisions even with incomplete information and preparing for multiple possible scenarios.
Bravo emphasized that many financial problems in small and medium-sized businesses stem from unreliable information and lack of monitoring routines. Using a real case study, he demonstrated how undetected changes in gross margin can lead to significant losses, underlining the need for systematic tracking of key indicators. He suggested that every business owner should know by heart: sales figures and actual margins, expected cash inflows and outflows for the month, and progress toward objectives. According to Bravo, “cash flow is central for understanding business health because it distinguishes between profitability and liquidity.”
The second part addressed risk management as an essential complement. Bravo explained that identifying potential adverse scenarios is crucial for business sustainability amid constant disruption. He presented a four-step process—identify, assess, mitigate, plan response—accessible even without technical expertise. The use of probability-impact matrices was introduced as a tool for prioritizing risks across categories such as operational, commercial, financial, regulatory, and personnel-related risks.
In closing remarks, participants were encouraged to integrate data-driven management with risk assessment into daily operations. The combination allows businesses to make clearer strategic decisions despite uncertainty. Small improvements like price adjustments or cost structure changes were highlighted as having potentially significant impacts on results.
