Think tech and innovation are all about rockets to Mars? 🚀 In Brazil, it’s more about getting people on buses at a fair price 🚌
Last week on The J Curve I got to chat with Marcelo Abritta, CEO of Buser Brasil, Brazil’s innovative bus-sharing platform. This is tech that actually moves people. Here are five big ideas from that conversation 👇🏻
1️⃣ Validate demand before you build
You don’t need a product to prove your concept. Buser’s founders spent just $50 on a domain, a Wix page, and a Gmail account. With a simple landing page shared over WhatsApp, they gathered 1,000 signups by morning and hit 50,000 by month’s end. They didn’t have a product—just a promise of cheaper bus travel. Start lean, test the waters, and let the demand guide you.
2️⃣ Use media to build excitement and drive early adoption
When Buser launched its first route, the founders invited the press, turning what could’ve been a quiet start into a major news event. Media attention not only legitimized their service but also sparked nationwide interest, with coverage branding Buser as the “Uber of buses.” For founders, harnessing media early can accelerate adoption, boost brand legitimacy, and get people talking.
3️⃣ Adapt your strategy when the market changes
Initially, Buser grew at breakneck speed, but the 2022 funding crisis forced a pivot from growth to efficiency. Marcelo implemented drastic cost-cutting, including a ~50% staff reduction, to shift focus from rapid expansion to sustainability. In tough times, switching to cash-flow positive operations saved Buser. Startups should be ready to adjust strategy quickly when the market shifts, even if it means tough choices.
4️⃣ Target a clear, widespread pain point
Brazil’s bus travel was notoriously expensive and monopolized. Buser founders identified this gap and offered a clear solution—affordable bus tickets. The simplicity of the offer made it easy for people to get on board (literally) and to share with others. A clear, focused solution to a well-known problem is often more impactful than complex offerings.
5️⃣ Patience with policy shifts yields long-term gains
Marcelo’s persistence in building a business compliant with Brazil’s bus charter regulations while influencing new policies allowed Buser to grow within legal limits. Over time, public opinion and judiciary support furthered Buser’s mission. Founders in highly regulated industries should take a long-term view, recognizing that policy changes often follow societal shifts, and persistence pays off.
To read more insights into that conversation check out our newsletter 🔗 in comment.