Brazilian company that exports innovation launches new campaign on Kickstarter

Brazilian design company Mola begins a new journey today in Kickstarter. The company is launching its fourth structural system kit aimed at teaching and designing architectural structures. Unlike in 2014, when it was just starting out in crowdfunding, the startup is using the system to strengthen ties with the international creative community.

And what a creative community! In 10 years, the Brazilian startup has reached 103 countries and more than 1,400 companies and professionals, including Apple and the Massachusetts Institute of Technology (MIT). “Crowdfunding is part of our DNA, but we still get butterflies in our stomachs with each campaign we launch,” says Mola’s founder and CEO, Marcio Sequeira.

The “adult Legos” created by Mola can realistically simulate the behavior of architectural structures. The accessories fit together and allow engineers, architects, educators and students to learn about connections, columns, beams and trusses.

The company's first kit, for example, has 122 components – including plates, connections and springs, which allow you to explore more than 100 different types of constructions.

When it was first launched as a project on Catarse, the first Mola kit exceeded expectations. Sequeira expected to deliver 100 prototypes and raise R$50,000. In 11 days of the campaign, R$600,000 was raised and more than two thousand kits were produced. The second set, also announced on the Brazilian crowdfunding platform, raised R$700,000.

At that time, Mola was already being sold to more than 30 countries, including major international universities such as MIT and Yale and Cambridge Universities, which led the company to seek out the American platform Kickstarter. Today, 80% of sales are to the international market.

ORIGAMI AND BOWS

With each new kit, the company adds new features and capabilities for assembling structures. The third kit, which included cables and allows for the construction of cable-stayed bridges, raised US$300,000 – three times more than the campaign goal. The product was launched in 2019.

Since then, Sequeira has been immersed in research for the fourth kit. The project, which kicks off today on Kickstarter, is inspired by origami and will add the ability to assemble arches and “shells” to the structures.

The three-dimensional surface of the paper folds allows experimentation with more sustainable construction models. “It is possible to test structures with large coverings and with less material. It is a work of structural efficiency”, says Sequeira.

The executive points out that innovation is not just about thinking about technology or software. “We don’t have a screen, display, battery, or anything connected to a computer. Knowing how things work in the real world is even more important in the digital world,” he says.

A LETTER TO APPLE

The Brazilian startup has no external investors and can sustain 100% of its operations with its revenues. Crowdfunding is an important tool for Mola, as it is a way to be close to its most loyal customers. “It’s not the same relationship as if they went to the store and bought something,” says the executive.

THE crowd worth more than the fundingjokes Sequeira, quoting a phrase from the creator of Catarse. The community that has been created around the product is engaged and, due to the crowdfunding system, has direct contact with the team that creates new products at Mola.

“Community contact is priceless. Even if I had secured initial funding from an investor, I don’t know if the product would still exist,” says Sequeira. He has already been invited to give lectures at MIT and to speak with institutions in Switzerland and Spain.

The power of the community brought Mola to Apple Park. The Cupertino company’s team leader bought a dozen kits during the pandemic.

Since Mola is already used to sending kits with care and personalization, Sequeira sent a letter to the distinguished buyer, explaining that Apple was one of the inspirations for his product and that it would be very important if they could give a feedback.

The answer came in the form of an invitation: Sequeira visited Apple Park, spent hours talking about product design and even discovered that the Brazilian startup's structural accessories are used to develop intuitive thinking in the company's engineers.

The thrill of inspiring those who inspired him was only surpassed by Sequeira's pride in one detail. “One of the most innovative companies in the world was there, using a product that has 'made in Brazil' on the box.”

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ABOUT THE AUTHOR

Camila de Lira is a journalist graduated from ECA-USP, an early adopter of technologies (and a born curious person) and specialized in storytelling for n… learn more

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