Season 1 begins with Karin facing a professional crisis, leading her to realize that she can increase her profits and clientele by acting more like a corporate business executive than a traditional escort. Along with her partners, she forms the company (Blue Ocean) and begins implementing various tactics, such as:

For the English-speaking scholar or casual viewer, this series is a challenge. It asks: Is a female-led business automatically feminist if its product is the male gaze? Is dignity a line item on a balance sheet? By preserving the linguistic ferocity and corporate parody of the original Portuguese, the hardcoded English subtitles of O Negócio allow us to see that the oldest profession has finally found its most honest metaphor: the start-up. And like all start-ups, it promises freedom, but demands everything.