Case: in the ´90s the real estate market suffered the effects of the “breakdown” of SFH and the players, without greater incentives to invest, needed to reinvent to continue in an increasingly depressed market. At the time, Antônio Carlos da Basimóvel understood that he needed to present something more than the purchase of land to build a building. He understood that attached to the land should offer a real estate development compatible with the specificities of the land itself. It was then that the proposal to present a Dynamic Study that presented NPV, IRR, Payback and Maximum Exposure to the Incorporator emerged, as a way to minimize its uncertainties and dilute its perception of risk. At the time, it was up to ellu to develop Project Analysis for multiple Real Estate Developments in the North Zone of Rio de Janeiro.