Tractian is part of a small LatAm startup club that focuses on hardware and software. This was a decision that Gabriel Lameirinhas, Igor Marinelli, and Leonardo Vieira took early on. And it was a necessary step to solve a massive global problem: making factories more efficient.The hard work has paid off, and Tractian now supports hundreds of clients and monitors thousands of machines in Brazil and Mexico. There's much to learn about identifying pains and winning over clients, even when you're facing a difficult environment.In this episode, Leonardo and I talk about:- Tractian's early days, from discovering the problem to nailing the customer acquisition strategy;- How the startup went beyond Brazilian borders and conquered sales in Mexico; - Leonardo's advice on fundraising in a tough market and building a deep tech startup in Latin America.Building good sh*t in Latin America? Learn about how Latitud can help you at latitud.com Discover and pitch Latitud Ventures, your partner from 0 to 1 and beyond Sign up for our weekly newsletter for founder insights and some tough love And follow us on Linkedin / Instagram / Spotify to stay in the loop

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