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Latest articles from Rui Lourenço
Rui Lourenço
Partner & CMO
Rui is a partner and CMO at Altar.io. He’s been dedicated to B2B marketing for his entire professional career. After spending eight years honing his craft at Portugal’s first B2B marketing agency, he joined Altar, where he leads both the marketing and sales department under the same umbrella. His current focus is on business strategy, getting to know Altar’s customers and occasional early-stage strategy discussions with the entrepreneurs we work with.
Cover Image: How to Build a 1.8M Customer Base by Focusing on 1 Critical Problem [Founder Story]
The Startup Journey Interviews

How to Build a 1.8M Customer Base by Focusing on 1 Critical Problem [Founder Story]

It’s no secret that one of the biggest challenges a founder of a startup or SME faces is liquidity. Especially today as VCs are becoming more selective than ever, betting more money on fewer companies, with AI startups taking around [...]
Rui Lourenço
COVER IMAGE : Raising over $2.5B in Startup Funding & Getting Acquired by AMEX [Founder Story]
The Startup Journey Interviews

Raising over $2.5B in Startup Funding & Getting Acquired by AMEX [Founder Story]

In the world of fintech startups, few stories are as inspiring as that of Kathryn Petralia and her journey with Kabbage.  Back in 2008, Kathryn and her founding team set out with a visionary goal: to leverage technology to provide [...]
Rui Lourenço
How Lean startup methodologies can help big corporations cover image
Startup Advice

Why Big Corporations Need Lean Startup Techniques: A Path to Innovation and Growth

In the rapidly evolving business landscape, the mantra “adapt or die” holds more weight than ever. Blackberry and Yahoo serve as a stark reminder: failure to innovate can lead to obsolescence. Regardless of size. In the meantime, it has become [...]
Rui Lourenço
The Ultimate Startup Guide- From Ideation to MVP Launch & Beyond
Startup Advice

The Ultimate Startup Guide: From Ideation to MVP Launch & Beyond [2026]

What’s Different About Building a Startup in 2026 The fundamentals in this guide — founder-market fit, validation, MVP discipline, early users, capital strategy — are unchanged. The execution layer around them, however, looks meaningfully different in 2026 from when this [...]
Rui Lourenço
Cover: How to communicate your startup'a unique value proposition
Startup Advice

Mastering the Art of Communicating Your Startup’s Value Proposition

Your value proposition is critical to the success or failure of your startup. Think about the last time you chose a SaaS product. Maybe you asked a friend or a colleague for a reference. Maybe you went to a review [...]
Rui Lourenço
Cover: Launching a Tech Startup in a Market Downturn: 6 Key Elements to Consider
Startup Advice

Launching a Tech Startup in a Market Downturn: 6 Key Elements to Consider

The tech industry is known for its fast-paced and constantly evolving landscape. In this environment, startups are often in a race against time to gain traction, secure funding and establish themselves in the market. However, when a market downturn hits, [...]
Rui Lourenço
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