Filipe Castro Matos is an Entrepreneur-in-Residence at Altar.io, where he helps founders go from idea to MVP with clarity and speed. With over a decade of experience across B2C and B2B startups—including an early exit, viral growth experiments, and advising dozens of founders—Filipe specializes in helping teams find their first customers and build Go-to-Market strategies that actually work. His work today centers on solving one of the biggest problems in early-stage startups: the gap between building and growing. He's quietly building something new to bridge that gap.In This Conversation We Discuss: <ul><li>[00:00] Intro</li><li>[01:19] Learning ecommerce by evolving with companies</li><li>[02:50] Avoiding guesswork through real user engagement</li><li>[04:57] Avoiding costly guesses in early channels</li><li>[07:24] Finding people who match your avatar</li><li>[08:23] Returning to basics for direction clarity</li><li>[08:51] Distinguishing buyers from friendly critics</li><li>[11:29] Starting small when validating ideas</li><li>[14:36] Simplifying business ideas through existing tools</li><li>[15:29] Stay updated with new episodes</li><li>[15:40] Capturing insights for go-to-market</li><li>[17:36] Separating problem discovery from solutions</li><li>[19:55] Going where the market is active</li><li>[21:10] Introducing payments only after solutions</li><li>[22:24] Digesting conversations into ICP</li><li>[23:17] Pulling branding assets from real conversations</li><li>[24:56] Testing organically before paid ads</li><li>[27:04] Building a brand as key differentiator</li></ul>Resources:<ul><li><a href="https://www.youtube.com/c/HonestEcommerce?sub_confirmation=1">Subscribe</a> to Honest Ecommerce on Youtube</li><li>Digital products for entrepreneurs and business leaders: <a href="https://altar.io/us/">altar.io/us/</a></li><li>Follow Filipe Castro Matos <a href="http://linkedin.com/in/filipecastromatos">linkedin.com/in/filipecastromatos</a></li></ul>If you’re enjoying the show, we’d love it if you <a href="https://getpodcast.reviews/id/1447700156">left Honest Ecommerce a review on Apple Podcasts</a>. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

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Bonus Episode: Building Products Around Real Customer Needs with Filipe Castro Matos

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