An entrepreneur is 

an individual who creates a new business, bearing most of the risks and
enjoying most of the rewards. The process of setting up a business is known as entrepreneurship.
The entrepreneur is commonly seen as an innovator, a source of new ideas, goods, services, and
business/or procedures. Entrepreneurship is important, as it has the ability to improve standards
of living and create wealth, not only for the entrepreneurs but also for related businesses.
The main characteristics of entrepreneurship is as follows
 Creativity
 Passion
 Motivation
 Self-confidence
 Optimism
 Vision

We can very well call Mark Lund as an entrepreneur because he possess all the above qualities.
He was the one who saw an opportunity of building a business when nobody even thought about
it. He remembered that Maresias neighbors said that the desert in local restaurants were not that
good and he implemented his girlfriend’s exceptionally delicious recipe for chocolate mousse
into a business. Borrowing the French suffix used in chocolatier and boulangier, he dubbed his
new enterprise “Le Moussier.” Mark took his leap of faith and sold his São Paulo apartment and
turned to the 3Fs, (friends, family and fools) for the funds he needed for a down payment on a
beachside warehouse that would to be his kitchen for making the “wrong-recipe-mousse.
Being a beach-based tourist business, all profits were generated in summer. Mark saw one option
for boosting summer profits was to turn his warehouse kitchen into a retail store. A single
product store would never work. So, Mark developed an eclectic menu – chicken pies, shrimp,
heart-of-palm, a wide variety of desserts and espresso. Brazilians love good coffee but, in the
1980s, no one on the coast had an espresso machine. So, Mark bought one, reasoning it would be
a great differentiator.
Back when his discontent with the lack of free time began eating away at him, Mark had started
pondering what new venture he could come up with that would keep him near the beach and its
lifestyle. He concluded that his four beachside Le Moussier stores had already saturated demand
along the coast. Mark was on vacation in California and had dinner at a Hard Rock Café and then
he thought of “Legends”. He planned to construct a venue that would be dedicated to the
country’s first generation of surfers, who were already being forgotten. He called it “Legends” –
a casual dining place featuring hamburgers, shakes and fries. More specifically, charbroiled
hamburgers, which were big in the US, but then largely unknown in Brazil and Burger King
hadn’t opened in Brazil yet.
Another pillar of Mark’s marketing plans for Legends was an annual surfing invitational
championship, which he timed to coincide with a surfwear trade show held in São Paulo. Many
of the big brands brought their stars to that trade show, and many became co-sponsors of Mark’s
surfing event. The hotels and municipalities in and around Maresias also got onboard, seeing the
event as a way to enhance local tourism.
One of the legends Tom Carroll (two-time World Champion) said: “Mark, Australia is ‘the’
surfing country, but we don’t have anything like this” which is a huge complement and defines
the innovation. By the late 1990s and early 2000s, Legends and the nationally famous Maresias
beach had become essential stopping points for Brazilian tourists.