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Hotmart: the story of the unicorn of digital products

6,933 views

Do Zero ao Topo

Published on Premiered Mar 3, 2022

About :

It was marketing that caused João Pedro Resende's first company to go bankrupt – and that's exactly why he decided to study this area further. This effort led both João Pedro and his partner, Mateus Bicalho, to start a new business: Hotmart. The platform for buying, selling and promoting digital products was created in Belo Horizonte. More than ten years later, it has 30 million users and sells 400 thousand products to almost 200 countries. In this episode, João Pedro will talk about his journey; about the beginning and the strategies used to make Hotmart grow; and, finally, about the hype and the dangers surrounding the creator economy. 00:01:05 The beginning of João Pedro Resende's story 00:08:25 Resende's experience with games 00:12:55 How he decided to create his first business 00:18:14 First steps in digital marketing 00:23:29 The insecurity in creating the second business, and the desire to undertake 00:27:43 Hotmart's lean beginning 00:30:43 Why is it important to establish a deadline for the business to succeed or not? 00:32:02 The first investment received by Hotmart 00:35:15 What does an entrepreneur need to pay attention to when raising an investment? 00:38:28 The strategy used by Hotmart to grow 00:43:10 How does Hotmart work? 00:45:39 Internationalization of Hotmart 00:49:25 Should every entrepreneur have a global business? 00:50:42 How did Hotmart deal with the pandemic? 00:54:17 Is the creative economy market saturated or not? 00:56:34 How does Hotmart deal with false content? 00:59:14 What did unicorn status mean for Hotmart? 01:28:09 How big is Hotmart now? 01:03:01 What are Hotmart's future plans? 01:06:50 What did Resende have to learn to become CEO? 01:08:56 What was the most difficult moment in Resende's career? 01:12:48 Final advice for yourself and other entrepreneurs Subscribe to our YOUTUBE: /dozeroaotopo Follow us on INSTAGRAM: /dozeroaotopo_oficial Our TWITTER: /dozeroaotopo_ ABOUT FROM ZERO TO TOP: The podcast tells the story of the entrepreneurs and businesspeople behind the largest companies in the country. In each episode we interview a founder, in a frank conversation about how they started their business, the challenges faced over the years, the uncertainties and the decisive moments for the company. #FromZeroToTheTop

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