Problem
The management systems and ISO certifications market still has an inefficient connection between those who need to hire and those who offer these services. Companies face difficulty finding reliable consultancies and certification bodies, comparing suppliers and making decisions safely, often depending on recommendations and poorly structured searches. On the other hand, consultancies and certifiers have difficulty identifying companies with real demands, reaching decision makers, and generating qualified leads. This inefficiency increases the time, cost, and complexity of both hiring and generating new business in a technical and specialized market.
Solution
The MDG proposes to solve this problem through a digital platform specialized in the ecosystem of management systems and ISO standards, connecting companies that need to contract services with qualified consultancies and certification bodies. The company states its need, such as service, standard, and location, and the platform identifies compatible suppliers, making it easier to compare and hire. At the same time, suppliers receive more qualified leads from companies with real demands. Thus, the MDG makes the hiring journey simpler, safer, and more efficient and creates a new business generation channel for consultancies and certifiers.
Business model
MDG operates on a two-sided platform B2B model. For companies looking for suppliers, accessing and requesting services will be free, stimulating demand generation. Monetization will take place mainly with consultancies and certification bodies, through a monthly subscription to participate in the platform and receive qualified opportunities, combined with a commission on the deals actually closed through the MDG.
In the initial modeling, we worked with a monthly fee of approximately R$ 500 by supplier and commission of 3% about the deals carried out by the platform. As certification and consulting services have very variable tickets depending on the standard, size, number of units and complexity of the project, the average MDG ticket will consist of recurring subscription revenue plus the commissions generated by the transactions. These values will still be commercially validated during market entry.
Market
The MDG intends to operate in the global market for management systems, certifications and services related to ISO standards. Recent studies estimate the global management system certification market at approximately US$ 28 billions and US$ 40 billions annually, depending on the methodology and services considered. An estimate points out US$ 40,31 billions in 2025, with a projection of US$ 63,71 Billions even 2034.
The market has a global and cross-cutting reach, serving organizations from virtually every sector of the economy. Initially, the MDG will focus on the Brazilian market, with the possibility of international expansion as the model is validated and gains scale.
Competitors
The main direct competitor identified is CertBetter, an international platform focused on the certification market, which connects companies with suppliers and acts to generate commercial opportunities.
In Brazil, we identified the Hub, which also allows the connection between companies and service providers, including demands related to standards and certifications, but it is not a platform specialized exclusively in the ecosystem of management systems and ISO standards.
In addition, there are indirect alternatives such as Google, LinkedIn, referrals and direct contact with consultancies and certification bodies.
The MDG stands out because it was born specialized in the ISO ecosystem, structuring the journey of companies, consultancies and certification bodies in an environment developed specifically for the particularities of this market.
Competitive differentiation
The main differential of MDG is its specialization in the ecosystem of management systems and ISO standards. Unlike generalist platforms, the solution was designed to understand the peculiarities of this market, making connections based on criteria such as service, standard/reference, and location. In addition to facilitating the search and comparison of suppliers, MDG acts on both sides of the relationship: it increases security and efficiency for those who hire and generates qualified leads for consultancies and certification bodies. In relation to international solutions, we add in-depth knowledge of the Brazilian market, its peculiarities and its main players. The future proposal is to evolve into a complete ecosystem, incorporating training, content, documents and other specialized services.
Entry barrier
The main barrier to entry to the MDG lies in the construction of a specialized ecosystem and a network effect between companies, consultancies, and certification bodies. The more qualified suppliers participate in the platform, the greater the value for companies seeking services; and the greater the volume of companies and real demands, the more attractive the platform will be for suppliers. Added to this is the founders' technical and commercial knowledge in the management systems and certifications market, the construction of a qualified supplier base and, progressively, the accumulation of data on demands, standards, regions, evaluations, and hiring behavior. These assets are strengthened with the use of the platform and make reproducing the ecosystem more difficult than simply developing a similar technological solution.
Traction
Yes. The MDG already has MVP developed and tested, market validations carried out with companies that purchase ISO services and certification bodies, in addition to participation in an acceleration program at Nexus/PIT. The solution has also been presented to the market at innovation events, such as HackTown, generating new contacts, interest and potential opportunities. We are starting the Go-to-Market phase, focusing on the formation of the first user base and suppliers, the generation of real leads, and the conversion of the first paid clients/pilots.