CONTENTS
About the Start-Up Brasil Program
How it Works and its Benefits
Class 2 – Profile
Class 3 – Profile
Brazil’s Fundamentals
A Macro Overview
A Solid Regulatory Environment
Notable Sector: Internet
PE/VC Ecosystem: A Short History
Strengths and Challenges
PE/VC Industry Snapshot
PE/VC Numbers
Sample of VC Investments
Startups’ Pitches
Econodata
MaxMilhas
Nazar
Pinmypet
Solides
Superela
Tippz Mobile
Urbotip
Virtual Avionics
About APEX-BRASIL
About MCTI
About SOFTEX
02
03
03
04
05
06
08
09
09
10
11
12
13
14
15
17
19
21
23
25
27
29
31
33
33
33
ABOUT START-UP BRASIL
Start-Up Brasil, the Brazilian Startup Acceleration Program, is an initiative by the Ministry of Science, Technology and
Innovation managed by the Association for the Promotion of Brazilian Software Excellence (Softex) in partnership with
high-quality private accelerators from Brazil. In addition, it has CNPq and Apex-Brasil as its institutional partners.
Start-Up Brasil began in 2012, as a series of endeavors promoted by the Greater IT Program, a public policy
designed to foster new innovative software, hardware and IT service development in the country. Start-Up Brasil
aims to select the best and most innovative startups from Brazil and abroad, and to create successful cases in order
to stimulate economic growth and higher competitiveness in Brazil.
During these three years, Start-Up Brasil has received 2,855 startup applications for Classes 1 to 4, and graduated
its first class in November 2014, the second in August 2015 and the third in November 2015. All three classes are
represented in this second Start-Up Brasil Demo Day in San Francisco with at least one startup.
Believing that startups play a key role in enhancing the Brazilian entrepreneurial ecosystem and its economy, and
after encouraging more than 9,100 entrepreneurs to propose innovative businesses, Start-Up Brasil today supports
183 selected startups. The program also works in partnership with high-quality accelerators around Brazil, a network
of 18 accelerators from seven different Brazilian states that also support the startups and help them increase their
access to the market, improve their solutions and facilitate business model validation, and more than 50 partners
from public and private institutions.
2
HOW IT WORKS AND ITS BENEFITS
The program aims to provide a number of public calls a year in
order to improve and enable accelerators, and others to select
startups. To receive the support of Start-Up Brasil, the selected
startups should join one of the high-quality accelerators in the
batch. Startups from any country that develop an innovative
solution in software, hardware and/or IT services and with up
to four (4) years of existence can submit a project. Up to 25%
of places are earmarked for non-Brazilian startups.
DEMO DAY
EVENT
STARTING THE
ACCELERATION
PROCESS
The startups also receive financial investments from
accelerators and have access to their services such as
infrastructure, mentoring and training in exchange for a
percentage of equity partnership. Alongside the accelerators,
managers within the program also accompany the companies.
WE
OME ABOA
LC
RD
After being selected and having signed a contract with one of
the accelerators, the startups begin their acceleration process
over a period of up to 12 months. The startups have access to
public grants for research and development, to be distributed
among their professionals. They also participate in a series
of events and activities promoted by the program to train
entrepreneurs and introduce them to clients and investors
from Brazil and in international hubs in Silicon Valley, New
York, and Singapore.
2013.1
GOVERNMENT
WELCOME
ABOARD
EVENT
MARKET
SELECTED
STARTUPS
SELECTED
ACCELERATORS
PUBLIC CALL
FOR ACCELERATORS
ROUND
START
PUBLIC CALL
FOR STARTUPS
CLASS 2 PROFILE
NUMBER OF PROJECTS RECEIVED
TOP SECTORS
06
EDUCATION
05
FASHION & BEAUTY
74,9%
05
RETAIL
25,1%
04
IT & TELECOM
04
MEDIA & COMMUNICATIONS
709
Brazilian
Non-Brazilian
NUMBER OF SUPPORTED STARTUPS
049
46
Brazilian
03
Non-Brazilian
ADOPTED BUSINESS MODEL
24
SAAS
17
MARKETPLACE
05
USER GENERATED CONTENT
02
HARDWARE
01
E-COMMERCE
3
CLASS 3 PROFILE
NUMBER OF PROJECTS RECEIVED
05
RETAIL
04
AGRIBUSINESS
05
TRANSPORT & LOGISTICS
Brazilian
04
FASHION & BEAUTY
8,5%
04
HEALTH
03
MEDIA & COMMUNICATIONS
601
90,5%
Non-Brazilian
NUMBER OF SUPPORTED STARTUPS
ADOPTED BUSINESS MODEL
22
SAAS
04
GAMES
12
MARKETPLACE
Non-Brazilian
04
USER GENERATED CONTENT
41
05
HARDWARE
02
E-COMMERCE
049
08
Brazilian
4
TOP SECTORS
BRAZIL’S FUNDAMENTALS
1. HIGHLIGHTS
$
2.345 trillion GDP .
40% of Latin America.
(2014)
Urbanization
rate of
85%.
202 million people.
Median age of
years.
29
68%
At least
of the population.
Source: IBGE, World Bank
2. GLOBAL RANKINGS
Brazil is the world’s fifth largest consumer market and recipient of net FDI. It is also the:
3th
LARGEST
4th
LARGEST
Social Network (2nd Twitter, 3rd Google, LinkedIn and Facebook);
Beauty / Personal Care;
Biofuel;
Computers;
Aircraft.
Home Appliances;
Internet.
5th
Medical Devices.
6th
Pharmaceutical Products.
LARGEST
LARGEST
5
A MACRO OVERVIEW
1. ECONOMY
The government finances, balance of payments and inflation are under control.
NET PUBLIC INDEBTEDNESS (% OF GDP)
60
55
51
48
47
46
42
39
39
36
Steady primary budget
surpluses have reduced the
government net indebtedness.
35
34
35
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
NET EXTERNAL CREDIT POSITION (% OF GDP)
1
-12
4
2
2
3
4
4
3
International reserves are
bigger than external debt and
ability to pay is not an issue.
-7
-20
-27
-33
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
CPI INFLATION COMPARED (% PER ANNUM)
8
Brazil
Emerging economies
World
6
Historically Brazil’s inflation
has been similar or lower than
emerging economies.
4
2
0
2005
2006
2007
2008
2009
2010
2011
FDI FLOWS IN 2013
#
1
2
3
4
5
6
7
8
9
10
Country
United States
China
British Virgin Islands
Russian Federation
China, Hong Kong
Brazil
Singapore
Canada
Australia
Spain
Other
Total
Source: UNCTAD Stat, Sebrae
6
2012
2013
2014
NUMBER OF COMPANIES IN BRAZIL (MILLION)
US$ Million
187.528
123.911
92.300
79.262
76.633
64.045
63.772
62.325
49.826
39.167
613.196
1.451.965
%
12,9%
8,5%
6,4%
5,5%
5,3%
4,4%
4,4%
4,3%
3,4%
2,7%
42,2%
100%
5.2
5.4
5.5
5.6
5.8
6.0
6.2
6.4
6.4
2004 2005 2006 2007 2008 2009 2010 2011 2012
2. SOCIAL
Poverty reduction and lower income inequality.
GDP PER CAPTA x INCOME INEQUALITY
(GENI INDEX)
GDP per capita (USD of 2012)
0.57
2003~2005
11,137
10,255
9,287
Inequality
0.56
11,917
0.54
2006~2008
2009~2011
0.52
2012~2014
EVOLUTION OS SOCIAL CLASSES IN BRAZIL
(MILLION OF PEOPLE)
Classes D-E
13
66
96
2003
Class C
Classes A-B
23
105
29
118
64
49
2011
2014 (E)
POPULATION DISTRIBUTION
BY AGE COHORTS (% OF TOTAL; 2010)
Men
YEARS
80+
1%
2%
75 to 79
1%
2%
70 to 74
2%
2%
65 to 69
2%
3%
60 to 64
3%
4%
55 to 59
4%
4%
50 to 54
5%
5%
45 to 49
6%
6%
40 to 44
7%
7%
35 to 39
7%
7%
30 to 34
8%
8%
25 to 29
9%
9%
20 to 24
9%
9%
15 to 19
9%
9%
10 to 14
9%
9%
5 to 9
8%
8%
0 to 4
8%
7%
10%
5%
0%
Women
5%
10%
In the past decades Brazil has seen its numbers of income grow while reducing its inequality rate.
Currently most of the population are middle class and at working age. The combination of these factors
has promoted several impacts on the growth of needs such as Internet access.
Source: IPEA, IBGE
7
A SOLID REGULATORY ENVIRONMENT
Every year, the Latin America Private Equity & Venture Capital Association
(LAVCA) publishes a scorecard, which aims to evaluate ongoing regulatory
changes that foster a stable climate for investment in the region. In the
past few years, Brazil has come in second place, just after Chile.
1Equal treatment of foreign and domestic capital*;
2Consolidated banking system regulation since 1964;
3 Corporate governance practices and transparency requirements;
4Solid regulatory agency, CVM (Brazilian SEC).
Sources: LAVCA, ABVCAP
8
NOTABLE SECTORS: INTERNET
E-COMMERCE SALES
NUMBER OF E-CONSUMERS
Billions (R$)
Millions
$40
34
$35
28
$30
19
$20
$10
$5
11
8
6
32
30
15
$15
42
40
23
$25
51
60
50
20
10
23
18
10
12
2007
2008
0
$0
2007 2008 2009 2010 2011 2012 2013 2014E
2009
2010
2011
2012
2013
NUMBER OF INTERNET USERS
All devices
Mobile
Millions
140
120
100
80
79
120
112
123
121
72
53
60
40
108
99
89
114
98
38
25
20
Brazil has the 5th largest internet
population. The country has played the
lead role in the region, with 113.7 million
users. Many of these users are accessing
the web via mobiles, which now account
for 66% of total users. Improvements in
the broadband infrastructure have played
a major role in smartphone adoption, which
is set to continue to grow in the future.
0
2011
2012
2013
2014E
2015E
2016E
2017E
Brazil has a R$28 billion market of 51 million e-consumers (as of 2013). With only slightly over 50% penetration
among internet users, this market is expected to grow at least 20% through 2019. Several local players are targeting
scale while some foreign companies are testing the market for entry.
Sources: eMarketer, ITU, Anatel, Mediacels, PWC, Qualcomm, StrategyAnalytics, Forrester Research.
PE/VC ECOSYSTEM: A SHORT HISTORY
2009 to date, 2nd Cycle – A new PE/VC fund cycle begins, with investment increasing in middle class-driven sectors.
More global GP firms set up in Latin America and LPs now participate at both local and international level.
2003-2008, Consolidation – New PEVC regulations and the “Novo Mercado” category for the São Paulo Stock
Exchange (Bovespa) strengthen interest in PEVC funds. In 2007, Criatec I is launched by BNDES and Banco do
Northeast, representing a cornerstone in the Brazilian venture capital industry. The BRIC thesis strengthens, as
IPOs accelerate and exits for the first PE/VC fund cycle are completed.
1999-2002, “Nuclear Winter” – Reduced investment interest due to global financial crises, currency devaluations
and pre-electoral insecurity. Brazil’s local PEVC Association, ABVCAP, is founded in 2000.
1994-1998, 1st Cycle – The Real Plan finally sets the path for stability and longer-term growth. The first cycle of PE/
VC funds begins, with mostly offshore funds investing in privatizations and consumer sectors.
9
STRENGTHS AND CHALLENGES
STRENGTHS
REALITY CHECK
Productivity gap as an opportunity for
PEVC to address with increasing demand
from several segments of the economy.
PEVC increasing share of the economy but
still very low penetration (0.25% of GDP)
compared with developed economies.
Diversification from over-allocated
developed PEVC markets such as US/
Europe and recently China.
Fewer notable exits compared with other
regions and fewer success stories for local
funds in general.
Brazil is more “Western” in its business
methods than India or China, with solid
international accounting and transparent
regulatory rules for PEVC funds.
Continued FDI flow and lower asset prices
providing opportunities to purchase strategic
assets and develop exits to global players.
10
X
Improving but still shallow depth of
capital markets helps PEVC dealflow but makes for fewer IPO possibilities for
all but the largest exits.
Shallow gene pool at the GP level with
few long-term track records with full-cycle
returns or long-term consolidated teams
to attract international LPs.
PE/VC INDUSTRY SNAPSHOT
Brazil currently has more than 150 active PEVC asset
management firms as well as many direct and strategic investors.
More than 40 venture capital GPS are looking to invest
in 3,500+ startups, with many of them being backed by
the 300+ incubators or 25+ accelerator programs in the country.
Diversified base of local institutional investors led by the
top 20 pension funds, including the national development
bank, government agencies, private banking and family institutions.
1,300+ portfolio companies currently managed.
From 2003 to 2013, over 1000 new or follow-on investments
were made in PE/VC vehicles in Brazil.
+1.5
+0.8
-0.3
More than 50 private equity-backed IPOs during
the last 10 years, raising approximately R$35 billion.
-0.2
-0.6
Sources: ABVCAP, ABStartup, BMF&Bovespa, FGV-GVCEP
11
PE/VC NUMBERS
LATAM FUNDRAISING
BY GEOGRAPHIC FOCUS
Brazil
Regional
VENTURE CAPITAL DEALS IN LATAM
BY COUNTRY
Brazil
Mexico
Other
5%
4%
9%
5%
27%
Mexico
26%
Other
7%
13%
8%
4%
9%
21%
33%
2%
8%
17%
53%
12%
81%
54%
2011
Colombia
2%
43%
15%
Chile
Argentina
2012
42%
2013
53%
8%
12%
25%
2008
2014
2014
COMMITTED CAPITAL (R$ BILLION)
2011
2013
2012
2014
126,9
100,2
84,6
83,1
70,7
63,5
52,7
39,1
22,7
Total
28,7
28,5
16,6
Available for investments
and expenses
INVESTMENTS MADE (R$ BILLION)
14,9
DIVESTMENTS MADE (R$ BILLION)
13,3
3,6
2012
2013
2014
2011
Source: ABVCAP – Brazilian Private Equity and Venture Capital Association
12
Invested in companies
17,6
11,8
2011
39,7
6,0
2012
5,7
4,7
2013
2014
20,9
22,5
26,7
Distributed to investors
SAMPLE OF VC INVESTMENTS
Q1-Q2 2015
Fund Manager (s)
Company Name
Sector
Investment amount
(US$m)
Investment
Date
FC Partners
HTP Solutions
IT
0.83
Jan - 15
Grow Ventures e C2i
(Grupo Senai)
Reclamão
Internet
Not disclosed
Jan - 15
Cventures Primus
Seekr
-
3.3
Jan - 15
Verus Group
Cuponeria
Internet
0.25
Jan - 15
FC Partners
Siteware
IT
0.83
Jan - 15
Valor Capital Group
SontraCargo
Mobility Service & Transport
2
Jan - 15
Astella Investimentos,
Verus Group
Sophie & Juliete
E-commerce
0.73
Jan - 15
SP Ventures
Concil (Ainstec)
Software & Computer
Services
0.4
Feb - 15
Rocket Internet
Tripda
Mobility Service & Transport
11
Feb - 15
Bozano Investimentos
Ventrix
Healthcare equipment &
services
2
Mar - 15
Confrapar
Chefsclub
Media
0.9
Mar - 15
e.Bricks, Rhodium, 500Startup
SambaAds
Media
1
Mar - 15
Gávea Angels
Hotelquando
Tourism
0.1
Mar - 15
e.Bricks, Digital News Ventures
Rock Content
Content Marketing
2
Mar - 15
Kaszek Ventures
Dress & Go
E-commerce
Not disclosed
April - 15
Naspers
Movile
Internet
41.6
April - 15
Captial Indigo, Thayer Ventures
e Mexico Ventures, Promotora
Social México
TrabalhoJá
Human Resources
6.6
April - 15
Accel Partners
Eduk
Education
10
May - 15
DocuSign
Brookside Capital,
Bain Capital Ventures
Digital Transaction
233
May - 15
DocYouSign
Intel Capital, Dell
Digital Transaction
278
May - 15
500 Startup
Edools
Education
Not disclosed
May - 15
IdeiasNet
Officer
E-commerce
16.60
May - 15
HIX Capital
Senior Solutions
Fintech
Not disclosed
May - 15
Amadeus Capital
Descomplica
Education
7
Jun - 15
Cventures Primus
Assas
Fintech
0.66
Jun - 15
Kaszek Ventures
Contabilizei
Fintech
Not disclosed
Jun - 15
Tiger Global, Monashees
Capital
GetNinjas
Internet
13.30
Jun - 15
Monashees Capital, Qualcomm
Ventures
Meus Pedidos
Internet
Not disclosed
Jun - 15
Priceline Group
Tourism
60
Jun - 15
SmartBill RBM
Fintech
Not disclosed
Jun - 15
Nubank
Fintech
30
Jun - 15
Hotel Urbano
SP Ventures
Tiger Global, Sequoia Capital,
Kaszek Ventures, QED Investors
13
STARTUPS’ PITCHES
In this Start-Up Brasil Demo Day, we are proud to present seven startups from Start-Up Brasil’s National
Acceleration Program and another two assigned below from the Ministry of Development, Industry and Foreign
Trade’s InovAtiva Program.
To see all the startups in the Start-Up Brasil portfolio, please visit: http://startupbrasil.org.br
14
Paulo Antônio Alves Krieser - CEO
[email protected]
Mob.: +55 (51) 9777-6789
ABOUT ECONODATA
FUNDRAISING
Econodata increases your sales by providing detailed
information about companies for B2B lead generation.
From US$500,000 to US$1,000,000.
Our mission is to develop global business graphics.
In other words, we will identify business entities and
their connections with people, companies, products
and government, inserting each available deal in our
database. This is Econodata Big Data.
MAIN KPIs
SOLUTION
We have a powerful platform with information about
more than 5 million companies in Brazil. We have
developed an innovative proprietary algorithm to
solve the common problem of out-of-date contact
information.
The algorithm accesses thousands of different data
sources to gather information about companies,
people, deals and relationships. After that, it structures
this information and organizes it in a large database.
MARKET AND COMPETITORS
The Brazilian market for B2B lead generation is
extensive. The Brazilian B2B market comprises 6.5
million companies (Universidade Buscapé).
The main competitors in Brazil are GeoFusion, Neoway
and Serasa-Experian. Our benchmarks in USA are
Hoovers (Dan & Bradstreet), ZoomInfo and Lead411.
•Revenue at the beginning of 2015: zero
•Revenue now (Sept/2015): R$4,000
•Registered users at the beginning of 2015: 100
•Registered users now: 5,000
• Monthly website views at the beginning of 2015: 900
•Monthly website views now: 206,000
Financial Projections
•Annual Revenue 2015: R$55,000
•Annual Revenue 2016: R$1,100,000
TEAM
Paulo Krieser – CEO
Degree in computer science from UFGRS.
Founder of three IT companies and solid experience
in entrepreneurship, software processes and
management, leadership and sales. Expensive
knowledge of information technology.
Vanderson Mello
Degree in electrical engineering from UFRGS.
Solid experience in enterprise databases, software
development, software analysis and infrastructure.
Great knowledge of business intelligence and big data.
There is also a similar company in the UK called DueDil,
which has raised US$22 million.
15
ECONODATA
16
Max Oliveira - Partner and Co-Founder
[email protected]
Mob.: +55 (31) 9278-9007
ABOUT MAXMILHAS
MAIN KPIs
We are a marketplace for trading air miles. We connect
people who want to fly by paying an affordable price
to people who want to sell their frequent flyer miles
before they expire. We enable savings of up to 80% on
airline tickets for the buyers and extra income for the
sellers.
After 8 months of operation, we achieved breakeven
and total net revenue for the first year of ~ R$250K.
SOLUTION
We have developed a flight search system in which
buyers can compare prices for every flight in Brazil in
money (cash) and air miles. This is an easy way to get
an airline ticket by searching for a flight and buying it
with somebody else’s air miles. For air mile sellers, we
enable them to make an offer, which means establishing
the price they want for their air miles.
MARKET AND COMPETITORS
We operate in a huge market: in Brazil alone, we
have over 150 billion air miles issued and over 100
million airline tickets sold every year. However, it is a
risky market because although selling air miles is a
legal procedure in the country, there is still no law or
regulation concerning it.
There are a few other companies that also operate in
the market for buying and selling air miles, but only one,
called Hotmilhas, is a medium-sized company (with
annual revenue of around about R$20 million), and it
only sells airline tickets to travel agencies. MaxMilhas
is the only one to adopt a marketplace business model,
selling airline tickets to individuals on a large scale.
The company has now been operating for 2 years and 8
months. Since the second year, we have been growing
at an average rate of 15% per month.
Our second year revenue was R$1.7M and we forecast
reaching between R$6.5M and R$7M in the third year.
We have been selling around 6,000 to 7,000 airline
tickets and over 60 million air miles per month, with net
revenue of roughly R$750K (total of R$2.7M payments
received).
Over the next five years, we plan to achieve the
following net revenues: R$18M, R$35M, R$55M,
R$74M, R$87M.
TEAM
There are 35 of us, divided into IT, operations, marketing
and financial departments. Board of directors:
Max Oliveira, CEO. Max has worked for Brazil’s largest
private sector companies: Ambev and Vale.
Conrado Abreu, COO. Conrado has worked in the
financial markets.
João Gilberto, CTO. João has worked for over 20 years
at large companies and major startups such as Peixe
Urbano.
FUNDRAISING: US$2M
17
M A X MILH A S
18
Antônio Inocêncio Lima Filho - CEO & Founder
[email protected]
Mob.: +55 (81) 98201-2424
ABOUT NAZAR
A Brazilian tech company founded in 2014 by IT
professionals with over 15 years of experience in
databases, software engineering, architecture and
systems administration. The company has attracted
investment from Aceleratech and participated in both
the Start-Up Brasil and Start-Up Chile programs.
Nazar is an agentless application database performance
monitoring SaaS specially designed to simplify the
complex and time-consuming task of application tuning.
This developer tool provides predictive analytics to
keep apps running fast and reduce infrastructure costs.
SOLUTION
Nazar monitors everything the application sends to
the database, from the point of view of the database,
where most performance problems reside. Instead of
relying on installing agents, as competitors have been
doing, the tool has a non-intrusive approach. There is
no need for agent installation.
We do not monitor the application or the infrastructure,
but we have been successful in reducing infrastructure
costs and improving the performance of our customers’
applications.
Our vision of the performance problem is summed up
by “the bad SQL code axiom.” This axiom is defined as
follows: “It is not a lack of hardware, it is not network
traffic, it is not slow front ends – the main performance
problem in the huge majority of database applications
is bad SQL code.” This is exactly where Nazar comes in!
MARKET AND COMPETITORS
Nazar fits the application performance monitoring
market. According to Gartner, the global stars are New
Relic and AppDynamics.
APM SaaS offerings are gaining attention across a wide
range of buyers and decision makers. IDC points out
that 27.8% of the worldwide enterprise applications
market will be SaaS-based, generating $50.8B in
revenue, up from $22.6B or 16.6% of the market in
2013.
Nazar strongly believes that in the long term, most
enterprise software will be running on the cloud and
the need for modern monitoring tools will only get
bigger. A new cycle has just begun. It is time for New
Analytics.
FUNDRAISING: US$1M
MAIN KPIs
Nazar has 30 customers in Brazil and Chile, including
Webmotors, Dedalus, Soluciones Orión, Scup and
Neurotech.
Revenue in the last 12 months: US$30K
September 2015: US$10K
August 2015: US$7K
July 2015: US$5K
TEAM
Antônio Inocêncio, CEO: Computer scientist with
management skills. MBA from IBMEC.
Leo Zeba, CTO: MA in civil engineering and specialist
diploma in network security and cryptography.
Vast experience in software development (+20
years). Founded four other tech companies. Hacker
extraordinaire.
Matheus Oliveira, CPO: Database administrator
expert with +15 years of experience. Product leader
and creator. Matheus already worked on database
performance projects for Motorola, Samsung and
other large corporations.
The application performance management market’s
size is expected to grow from $2.72 billion in 2014
to $4.98 billion by 2019, at an estimated compound
annual growth rate of 12.86%. Latin America has
several opportunities for vendors, where most
countries are yet to expansively adopt APM systems.
19
N A Z AR
20
Marcos Buson - Co-Founder
[email protected]
Mob.: +55 (48) 8805-9111
ABOUT PINMYPET
Pinmypet has developed a business model that brings
two major trends to the market: IoT Wearable Devices
+ Pet Big Data. Our platform focuses pet information
in just one place. Customers can track their pets’ daily
activities and movement patterns, and see their realtime location using an electronic device, keeping them
healthy and safe. The company also offers a coded ID
tag that accesses the pet’s online profile and data on a
social network.
We are the first company to bring this solution to the
Brazilian market and we are about to close a Series
A round to manufacture, launch and ship Pinmypet
Care’s first orders. We have a highly skilled team with
experience in SW/HW tracking device development,
and who have obviously been animal lovers since
childhood.
SOLUTION
Pinmypet App (Free): Brings together all kinds of
information about the pet and manages Pinmypet Tags
and Pinmypet Care’s data (iOS and Android).
Pinmypet Tag: Customized ID tag associated with each
pet’s online profile on the Pinmypet App, which is a
passive security solution, working as an MVP + user
acquisition campaign.
Pinmypet Care (hardware device with monthly
subscription):
• Device: Hardware that once attached to the pet’s
collar, collects activity data and identifies their location
in real time.
• Smart Dock: Allows you to wirelessly charge the
device and works as a terminal to connect to the device
through RF and through Wi-Fi to your local network.
MARKET AND COMPETITORS
Brazil has the second largest pet population in the
world, with more than 58M in 2014. This means there
are more dogs than children in homes. The estimated
$5B market is projected to grow 8% annually in the
coming years. In the US and Brazil, over 90M pets are
obese and over 10M are lost every year, with 90% of
them (without ID) not returning to their owners.
Portable tech devices are the new trend for monitoring
activities and locations, and there are several apps for
humans. This technology is now being applied to the pet
market, with some business models already validated
and growing in the US. Brazil’s lack of solutions in
the wearable devices market + technology in the pet
market gives us huge potential with fewer barriers. The
main players in the US that sell IoT solutions to the pet
industry are Whistle, FitBark, Voyce and Pod Trackers.
FUNDRAISING: US$3M
MAIN KPIs
Pinmypet Tag Sales
Period
Q2 2014
Q3 2014
Q4 2014
Q1 2015
Q2 2015
Q3 2015
B2C Sales
US$0.8K US$0.8K US$0.8K US$0.3K US$0.4K US$21K B2B Sales
US$0.3K
US$US$3K
US$4K
US$10K
US$0.3K
>22K subscribed for Pinmypet Care pre-sales
>13K users downloaded Pinmypet App
TEAM
Bruno Souza – Degree in software management and
worked +12 years in software development. CEO &
Co-Founder.
Ednaldo Souza – Senior Software Developer with +12
years of experience in platforms integration. CTO &
Co-Founder.
Marcos Buson – Industrial Designer, MSc in lean
enterprise, Eng. PhD Dropout. Worked +11 years with
product development. COO/ CPO & Co-Founder.
Hardware Engineers, 1 Sales Manager and 1 Mobile
Developer in the team.
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PINM YPE T
22
Alessandro Garcia Vieira - CEO
[email protected]
Mob.: +55 (31) 98212-4321
ABOUT SOLIDES
Solides has developed a precise software solution that
maps behavioral profiles used in the process of hiring,
management, and development of people by human
resources professionals, coaches, educators and
trainers. The main benefits include raising employees’
productivity through adequate adjustment of profiles
and positions they are performing, as well as reductions
in staff turnover costs for companies.
Our product has been produced (NPS of 64%) and
market validated (with a solid value proposition). We
now have some traction and a scalable model. Now it is
time for Solides to take off!
SOLUTION
An automated, fast and precise software program for
behavioral profile mapping.
Using our software, applicants answer a simple
questionnaire in just seven minutes and the manager
receives a complete online report, containing
information it would usually take years to obtain.
A company with 50 employees spends at least
US$120,000 a year on wrong hiring. If it reduces its
staff turnover by 3% through our tool, it is already
worth the investment. However, our customers report
having reduced their staff turnover by 27% on average!
We sell on a subscription model to companies (B2B)
using Inbound Marketing and Inside Sales, and with
White Label.
Complementary Products:
•RHPortal.com.br: HR Portal with more than 320,000
subscribers
•SelfCoaching.com: A Self Development software
program to improve your performance & career.
•Profiler Educational: Software to identify educational
profile
•SolidesHRM: Software for Human Resources
Management
•SoftwareCoaching: Software for coaching and
mentoring management
•Webvagas.com.br: A recruiting website like Monster,
but small and all for free
Key differentiators: We merged eight different
behavioral theories in just one algorithm, while our
competitors use only one theory.
This gives us a methodology where the respondent
takes only 7 minutes to complete the questionnaire
against 40 minutes for MBTI. The format of our
report also makes it a much more practical product for
everyday corporate needs, as time is money.
FUNDRAISING
US$1,000,000 to internationalize and scale up our sales.
MAIN KPIs
Email subscribers: 334,031 (rhportal.com.br)
Website Traffic: 409,200 unique visitors/month
Paid Users: 1,461
CAC: US$252.76
LTV: US$2,412.34
ACV: US$1,048.84
Churn: 14.8%
Net Promoter Score: 64.2%
Accuracy: 97.9% by UFMG and USP
TEAM
Alessandro Garcia, 38, our CEO, has a degree in
statistics from UFMG, an MBA in engineering and
innovation, and he has done Stanford University’s
Entrepreneurship and Innovation Program. Executive
and entrepreneur since 1999. Creator of RHPortal.
com.br, the largest HR portal in the Americas and
Profiler. https://br.linkedin.com/in/garciabh/
Mônica Hauck, 36, our COO, has a history degree from
UFMG, a postgraduate diploma in political culture
from UFMG, an MBA in business administration
from FGV, and she has done Stanford University’s
Entrepreneurship and Innovation Program and a
Professional Coaching course at IBC. National speaker
and researcher in the field of People Management and
Human Behavior. https://br.linkedin.com/pub/monicahauck/20/9a5/306
MARKET AND COMPETITORS
Competitors include Thomas International, The Myers &
Briggs Foundation, Discus online, and TTI Success Insights.
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S OLIDES
24
Juliana Brêtas Porto - CEO & Founder
[email protected]
Mob.: +1 347 601-0745
ABOUT SUPERELA
Superela is a platform (Superela.com) that makes
women feel more confident and less lonely. Through
free online content produced by +100 writers and a
community (Superela.com/clube) where they can talk
to other users, women are able to receive all the help
they need about Love, Sex, Life, Beauty and Fashion.
Superela will be the one-stop shop for women to
feel better about themselves. It can include content,
community, events and products.
SOLUTION
Superela.com is a WordPress website where writers
(our users) can submit their posts easily and we approve
then. All content is focused on increasing women’s selfesteem by developing their inside (Love, Sex and Life)
and outside (Beauty and Style).
In addition, we have Clube Superela, a Q&A platform
that encourages women to share their experiences
and knowledge. Although ‘men are allowed’ (women
love their opinion), Superela is made for women and
they can post anonymously. We have a high-quality
community with good levels of answers. We are
currently developing our app.
Superela is innovative because it is the first platform
committed to solving women’s emotional issues and
users create 100% of the content.
MARKET AND COMPETITORS
Women aged 18-35 (31 million Brazilian women in this
age group have a Facebook account).
Competitors: Large online websites for women like
Cosmopolitan, Bolsa de Mulher and M de Mulher,
as well as forums such as Yahoo Answers, Bolsa de
Mulher and Doutíssima. However, they are not focused
on solving women’s emotional problems.
FUNDRAISING: US$600,000.00
MAIN KPIs
We launched Superela in January 2014 and now
have more than 500K unique visitors on our platform
monthly (10% growth). We do not have a defined
business model.
We are still validating our business model. There are
three main possibilities:
> Premium subscriber for Clube Superela
> Sell products on Superela.com that improve women’s
self-esteem
> Advertising
TEAM
Felipe Rosa, CTO, full stack developer with 4 years’
experience in digital marketing.
Cadu Silva, Front-End/Design, BA in web design + MA
in games, 14 years’ experience.
Fernanda Nobre, Content/Marketing, BA in advertising
+ MA in marketing, 3 years’ experience at Grupon.
Juliana Brêtas – CEO & Founder, BA in social
communication + MBA. Worked 6 years with marketing
intelligence.
Annual spending on therapy exceeds R$10 billion in
Brazil, and digital advertising is a R$6 billion market,
expected to grow 4.5% in 2015.
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SUPEREL A
26
Vandré Holanda Sales - CEO & Founder
[email protected]
Mob Voice.: +55 (62) 9924-8526
WhatsApp.: +55 (62) 9924-8523
ABOUT TIPPZ
Tippz delivers online real-time dynamic reports
on consumers’ behavior in bars and restaurants to
beverage makers and their retailers.
The reports are modeled on each consumer’s profile
or “persona” (type, age, marital status, location, etc.),
allowing strategic decision making in commercial and
marketing areas of client companies.
Tippz also uses Big Data to improve consumers’
social engagement by delivering high-quality push
notifications with promotions according to the
consumption behavior of their persona.
SOLUTION
Beverage makers produce for consumers, but sell to
retailers. Therefore, they do not know their consumers
as well as they would like. On the other hand, bars,
restaurants and pubs need to promote their brands
and products directly to the right people who can
afford them.
Tippz uses consumers’ smartphones in bars and
restaurants to extract consumption information in real
time while they check online menus and make their
orders. The data is processed and it generates online
Big Data reports, which beverage makers and retailers
(bars and restaurants) can access.
Furthermore, Tippz can be used to facilitate common
processes during consumption (on site), such as
accessing digital menus with special offers, ordering,
and splitting and paying the bill, all directly from
consumers’ smartphones.
MARKET AND COMPETITORS
MyCheck is a solution from Israel that allows bill
checkout and payment in bars and restaurants directly
from customers’ smartphones. Nielsen is the largest
company in survey reporting worldwide and it delivers
reports to beverage makers. There is no leading
solution that comprises both aspects, only Tippz.
FUNDRAISING: US$2M
MAIN KPIs
Number of users on consumer side (Mobile App): 52K.
Number of clients on business side (Bar, Pub or
Restaurant Web App): 180
Number of clients on business side (Beverage
Companies Web Report): 2
TEAM
Vandré Sales - founder/CEO. Physicist, computer
engineer, negotiator, administrator, strategic visionary.
Murilo Lourenço - founder/COO. Computer engineer,
commercial operator, front-end developer, UX/UI
specialist.
Ricardo Alves - founder/CIO. Computer engineer,
project manager, back-end developer, API and
integration specialist.
Frederico Galvão - founder/CTO. Computer engineer,
back-end developer, database and Big Data specialist.
Santiago Póvoa - Advisor/CKO. Administrative
Superintendent at Grupo BRMalls, business executive
at AmBev and Coca-Cola for 15 years.
Weber Martins - Advisor/Big Data, PhD In electronics
and artificial neural networks.
The target market for beverage makers is an estimated
US$1.5 billion a year in Brazil and US$200 billion
a year worldwide. For bars and restaurants, the
market is worth US$70 million in Brazil, with 155,000
establishments in the country, and US$20 billion
worldwide.
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TIPPZ
28
Paulo Roberto Faulstich Rego – Business Director
[email protected]
Mob.: +55 53 9154-1919
Startup part of MDIC’s InovAtiva Program
FUNDRAISING: US$500,000
ABOUT URBOTIP
MAIN KPIs
Urbotip is a collaborative tool that encourages
citizens to approach local government through the
engagement and sharing of urban issues. With Urbotip,
urban problems can be anticipated, quickly addressed
and resources coordinated to operate more effectively.
Furthermore, it inspires the creation and organization
of social actions to make cities better places to live.
Urbotip currently has users in over 25 countries around
the world, three city halls as clients in southern Brazil,
and a customer in Minas Gerais state. More than 1
million page views on its website and more than 10,000
followers on its Facebook fan page. In 2014, Urbotip was
rated the best social app in the world in the Best Mobile
App Awards. Winner of an Awwwards Website Award,
based on an evaluation of design, usability, creativity and
content. Selected by Sebrae SP as one of the 10 most
innovative projects in Brazil in 2014.
Urbotip’s value proposition is primarily offering a
single channel, which provides easy and effective
access for citizens to communicate with public
institutions. Moreover, it promotes transparency and
improves the management of urban infrastructure
when setting priorities, efficient allocation of staff and
financial resources.
SOLUTION
According to citizens, as much as governmental
institutions try to provide contact means (phone,
email, etc.) for the population to report problems
and help with surveillance, such channels are not
very effective. In most cases, the information is not
public and often citizens do not get any answer back.
Through Urbotip, this process can be done in a much
quicker and easier way.
Urbotip has the potential to make city management
smarter. Our vision is to become a worldwide reference
in social networks for citizenship. Just as LinkedIn is
associated with business, we see the potential that
Urbotip has to become network focused on smart and
connected cities.
MARKET AND COMPETITORS
TEAM
Paulo Faulstich - Business:
Over 5 years of experience in technology, and 5 years in
business management. Degree in systems development,
postgraduate diploma in project management, and now
doing an MBA in business strategies. He has participated
in national and international projects.
Otavio Avila - Operations:
More than 12 years of experience in the digital market
with an emphasis on development. Degree in systems
analysis and development and a postgraduate degree in
project management.
Gustavo Piltcher - Technology:
Began to develop software at age of 12. Developer and
technical lead at domestic and multinational companies.
Rafael Curi - UX Designer:
User experience designer with over 8 years of experience
in the web development market. Great knowledge
in the areas of information architecture, usability
and accessibility, among others related to design and
development of digital products.
Our solution is global as it is able to address urban
problems in any city in the world. However, our initial
goal is to invest in cities with over 100,000 inhabitants
within our three main target markets: Brazil, the USA
and UK.
Urbotip’s main competitors are Colab.re in Brazil and
SeeClickFix in the United States.
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URBOTIP
30
José Amauri de Sousa Junior - CEO
[email protected]
Mob.: +55 (19) 99175-4005
ABOUT VIRTUAL AVIONICS
Virtual Avionics is a Brazilian company, created by a team
of electronic engineers passionate about aviation. Our
goal is to provide realistic flight simulation hardware
and software solutions for enthusiasts, and professional
training. “We empower people through challenging
flight simulation experiences.”
SOLUTION
Since the beginning, we have always looked for a
distinct solution when targeting the compatibility of
the main flight simulators in the market and creating
a core software program able to interface with all of
them. A step ahead, we have established a development
platform based on software, electronic and mechanical
approaches in order to speed up new product
development.
Our solution is based on software and hardware
simulation avionics that are sold individually, in bundles
or as a complete cockpit. In the B2C market, we develop
and sell software applications such as a flight computer
called Virtual CDU, hardware modules like MCP
Autopilots, and home cockpits. In the B2B market, we
provide cost-effective solutions for professional training
such as desk trainer stations and complete cockpits used
in Jet Trainer transition courses.
MARKET AND COMPETITORS
The civil aviation flight simulation market is estimated
to have over 20 million people worldwide, motivated
mostly by the passion for aviation, realism, challenges
and constant learning.
There is also a growing professional pilot training
market, looking for cost reduction and reliable solutions.
For the next 20 years, 500K new pilots will be needed in
the world, just considering commercial aviation.
We have identified many competitors worldwide, such
as Flight Deck Solutions and Fly Engravity, but there is
no structured benchmark in Brazil. We stand out for our
realism, compatibility and platform.
order to expand our portfolio and international sales,
and fund the development of a full flight simulator – a
device used for pilot training and certification.
MAIN KPIs
Current KPI is number of units sold, 450 software licenses
per month and 20 hardware modules per month. Our goal
by the end of 2015 is to increase software sales by 30%,
hardware sales by 80% and start selling home cockpits.
Results and forecasts:
2014 Revenue - US$62K
2015 Revenue - US$210K
2016 Revenue - US$685K
TEAM
Amauri Sousa, Co-Founder, Executive Director,
responsible for business development, product
management, software and hardware development.
Amauri has more than 20 years of experience in
technology, R&D, and product marketing at multinational
companies. BSc in electrical engineering from Unicamp,
MBA from FGV and PMP Certification.
Ricardo Dutra, Co-Founder, Operations Director,
responsible for supply chain, customer support and
software development. Ricardo has over 20 years of
experience in technology and R&D working as software
lead and manager at multinational companies. BSc in
electrical engineering from USP and MA in mechanical
engineering from USP.
Helton Volasco, Co-Founder, Sales Director, responsible
for sales, marketing and finance. 15 years of experience
in technology, product management and consulting at
multinational companies. BSc in electrical engineering
from USP and MBA in Marketing from FIA.
We also have a skilled development team composed of
Daniel Liberman, Computer Scientist; Ivan Pedrotti,
Electrical Engineer and Lucas Simões, Mechanical
Engineer, all with solid qualifications and experience in
development.
FUNDRAISING
In 2014 we received an angel investment of US$500K,
and we are now looking for a “Series A” investment in
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VIRT UA L AVIONIC S
32
A BOU T
APEX-BRASIL www.apexbrasil.com.br
The Brazilian Trade and Investment Promotion Agency (Apex-Brasil) works to promote Brazilian products and
services abroad, and to attract foreign investment to strategic sectors of the Brazilian economy. The Agency supports
more than 11,000 companies from 80 different industries, which in turn export to 200 markets. Apex-Brasil also
plays a key role in attracting foreign direct investment to Brazil, working to detect business opportunities, promoting
strategic events and providing support to foreign investors interested in allocating resources in Brazil.
Since 2010, the agency has been conducting a series of programs with Brazilian companies, startups and GPs in
partnership with the Brazilian Private Equity & Venture Capital Association (ABVCAP), the Ministry of Industry
and Foreign Trade Development (MDIC), the Ministry of Science, Technology and Innovation (MCTI), and other
institutional partners (ABStartups and Start-Up Brasil) to strengthen the local investment and innovation ecosystem.
It has been successful at supporting dozens of funds to fundraise more than US$10 billion and hundreds of
companies through its promotional and matchmaking agenda. The Agency recently launched its program to support
global venturing units to access the Brazilian market through funds, companies and other services in partnership
with angels, accelerators and non-profit associations.
Apex-Brasil’s foreign offices are strategically located in North America (Miami, FL and San Francisco, CA, USA), the
European Union (Brussels, Belgium), Eurasia (Moscow, Russia), Asia (Beijing, China), the Middle East (Dubai, United
Arab Emirates), South America (Bogotá, Colombia), Central America and the Caribbean (Havana, Cuba), and Africa
(Luanda, Angola).
MCTI www.mcti.gov.br
The Ministry of Science, Technology and Innovation (MCTI) is the branch of the Brazilian government in charge
of the national policy for innovation, scientific and technological research; planning, coordination, supervision and
control of activities related to science and technology; IT and automation development policy; national biosafety
policy; space policy; nuclear policy; and port control of sensitive goods and services.
MCTI carries out its activities through a set of institutions composed of research funding agencies, scientific,
innovation and technological research organizations, and state-owned enterprises, conducting research and studies
that translate into knowledge and new technologies, as well as the development of products, processes, and patents.
SOFTEX
www.softex.br
The Association for the Promotion of Brazilian Software Excellence (Softex) is the entity that has managed the
Program to Promote Brazilian Software Excellence (Softex Program) since its inception in 1996. It is considered a
priority by the Ministry of Science, Technology and Innovation (MCTI). Classified as a “Civil Society Organization of
Public Interest” (OSCIP), it aims to provide support activities, developing, promoting and supporting the Brazilian
software and IT services industry, in all cases guided by the following principles: dissemination and implementation
of best practices in software development and business management, training of human resources for the sector;
assistance with obtaining financial resources from public and private sources; production and dissemination of
high-quality information about the Brazilian software and IT services industry; supporting entrepreneurship and
innovation; formulation of policies of interest to the sector; and support for the creation and development of business
opportunities in Brazil and abroad. The “Softex System” brings together more than 2,000 companies nationwide and
consists of a wide network of 22 regional agents who provide local support and guidance to businesses around them.
Softex’s initiatives receive institutional and technical support from a large number of entities, including ABES, ABDI,
Abinee, Abragames, Abvcap, Apex-Brasil, Anprotec, Assespro, BID, BNDES, Brasscom, CNI-SESI-SENAI, CNPq,
Embrapa, Fenadados, Fenainfo, Finep, Frente Parlamentar de Informática, IBGE, INPI, SBC, Sebrae, the Ministry of
Science, Technology and Innovation (MCTI), the Ministry of Culture (MINC), the Ministry of Development, Industry
and Foreign Trade (MDIC), the Ministry of Foreign Affairs (MFA) and the Ministry of Labor and Employment (MTE).
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www.apexbrasil.com.br
www.startupbrasil.org.br
[email protected]
[email protected]
twitter.com/apexbrasil
twitter.com/@startup_br
linkedin.com/company/apexbrasil
youtube.com/apexbrasil
facebook.com/apexbrasil
instagram.com/apexbrasil
linkedin.com/in/start-up-brasil
youtube.com/user/startupbr
fb.com/startupbr
instagram.com/startupbrasil