25 October 2012

Want proof that market fit is everything? Test your app in the slums of Sao Paulo

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For the Stanford-educated founders of Emprego Ligado, creating a successful app in Brazil required dismantling every assumption about the target audience.

Emprego Ligado, which translates to “connected job,” launched in Sao Paulo this summer with the aim of connecting unskilled laborers to jobs close to home via SMS: Workers text the system when they need a job, and they system texts back with jobs in the area that match their preferences. It sounds simple enough, but arriving at a working model required dismantling every assumption the founders had about their target market.

He and his two cofounders, Rosenbloom and Nathan Dee, decided to tackle the problem with good old-fashioned sociological research, which they used as a basis for a simple working prototype.

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