The market is shaped by the forces that together create trends that affect the values ​​and prices of all market participants. The effects and consequences of these forces can be short-term or long-term and are always analyzed in our valuations. These are the following main forces that shape the market: International Effect: corresponds to the financial flow of investors and the financial flow of foreign trade that can stimulate investment; Participants Effect: competitiveness, based on quality and price, entry of new participants and exit of participants; Offer and Procurement Effect: affected by human behavior, threats of substitutes, bargain between clients and/or suppliers, speculation and expectations; Technological Innovation Effect: Affects the forms of production and/or launch new products; Economic Effect: stock markets and currency prices oscillations; Legal/Regulatory Effect: laws that establish standards of quality and/or restrictions; Government Effect: fiscal and monetary policies that can stimulate or control the market; Political Effect: changes in political, economic and social regimes that can expand or control access to the market; Marketing Effect: actions that influence the perception of the market in general; Social Effect: attitudes and ways of interacting change in genarations, believes and experiences alter the way of consuming; Environmental Effect: level of awareness of the environment, positive or negative impacts on society; Cultural effect: experiences, values, religion that affect the way of consuming. These analyzes allow us to estimate with a high degree of security the financial projects and values ​​of the companies valued by our teams.