Project A internationalizes online businesses from
two central hubs
Project A’s current locations

Berlin

Sao Paulo

• Tr...
Our Brazilian office …
• Opened in Sao Paulo in June 2012
• Main focus: Shared Services and Business Development
• Current...
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IDCEE 2013: Project A internationalizes online businesses from two central hubs - Uwe Horstmann (Founding Partner @ Project A Ventures)

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Uwe Horstmann participated in the IDCEE 2013 Panel "Starting online business and investing in Brazil: what lessons are there to learn for tech entrepreneurs and investors in CEE?"

Uwe studied business administration at WHU – Otto Beisheim School of Management in Vallendar / Germany. He has been working with Berlin-based startup incubator Rocket Internet (mostly known for its ventures eDarling, Zalando and CityDeal / Groupon) since 2007. Since 2009 he served as its managing director, focusing primarily on international rollouts. He is also a judge in business plan competitions held by the Federal Ministry of Education and Research. He is a regular lecturer in Entrepreneurship at his alma mater WHU and a researcher in the same field embedded in his PhD studies at RWTH Aachen. At Project A Ventures, Uwe focuses on product management, internationalization and interim management. After having served with the United Nations in the war-torn regions of Eastern and Central Africa, he discovered his passion for humanitarian logistics and remains active in this field until today, working e.g. as a strategic consultant to Oxfam, trying to bring learnings from the private sector to the NGO space.

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  • Incubation: idea generation for this pillar is obviously the most difficult
  • IDCEE 2013: Project A internationalizes online businesses from two central hubs - Uwe Horstmann (Founding Partner @ Project A Ventures)

    1. 1. Project A internationalizes online businesses from two central hubs Project A’s current locations Berlin Sao Paulo • Track record in rolling out online businesses internationally • Good experience in internationalizing businesses from a central hub • e.g. easy to hire native speakers of all European countries in Berlin • Less friction by keeping operations close together Berlin Office Berlin Office European expansion from central hub: • Central team and +100 functional experts • Already serving many European countries Sao Paulo Office Sao Paulo Office Latin American expansion from central hub: • Central team and +10 functional experts • Starting to rollout Brazilian ventures across Latin America 1
    2. 2. Our Brazilian office … • Opened in Sao Paulo in June 2012 • Main focus: Shared Services and Business Development • Currently 11 functional experts in the areas of Finance, HR, Business Development, Online Marketing, Venture Management and Facilities Brazil • Two ventures launched: Epicerie and natue (see below) • Adoption of Project A’s European business “Wine in Black” • Shopping community for wine • Launched in April 2013 • ~20 FTEs in IT/product management, customer service, operations, online marketing and sourcing • Very strong team led by Ari Gorenstein (Master in Wine & Logistic and experienced wine importer) Olivier Raussin Managing Director LatAm Marcos Leal Business Development Milena Hama CFO Pablo Del Vecchio CTO • Online shop for wellness products (e.g., natural food, sports supplement, vitamins, slimming products, etc.) • Launched in December 2013 • ~30 FTEs in IT, marketing, procurement, operations, customer care service and onsite content creation • Business synergies with “Nu3” (e.g., global potential suppliers, TI, etc.) • Unique team led by Fabio Katayama (MD, Harvard Business School, consulting) and Priscila Capellato (former Rocket Internet founder, consultant) local adaption of European models (very strong MoM growth curve) Next step: pure Brazilian plays 2

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