MarketUP

MarketUP, founded in 2012 by Carlos Azevedo, is a São Paulo-based company that provides a comprehensive Enterprise Resource Planning (ERP) software platform specifically designed for small and medium-sized enterprises (SMEs) in Brazil. The company was established to address a significant gap in the market, where a vast majority of businesses—over 98% of companies in Brazil—are small enterprises that have historically faced challenges in affording robust management software. MarketUP's core mission is to democratize access to quality management tools by offering its platform completely free of charge, without premium tiers or trial periods.

The platform integrates numerous business operations into a single, online system. Key functionalities include financial management (accounts payable, accounts receivable, cash flow), inventory control, sales management, purchasing, and a Point of Sale (POS) system. It also facilitates the issuance of essential fiscal documents like NF-e and NFCe, a critical requirement for Brazilian businesses. The software is tailored for a wide array of sectors, including retail stores, restaurants, bakeries, beauty salons, and service providers. A significant milestone was achieved in 2022 when MarketUP became the ERP platform recommended by Sebrae, the Brazilian Micro and Small Business Support Service, further solidifying its role in empowering small businesses.

MarketUP's business model is not based on user subscription fees. Instead, it generates revenue by creating a marketplace ecosystem on its platform. By consolidating a large, fragmented base of over 100,000 small businesses, the company provides a direct channel for large industries and distributors to connect with these merchants. This B2B marketplace allows suppliers to promote products, introduce new items, and sell directly to SMEs, which can then purchase goods at better prices, thereby increasing their margins and competitiveness. The company has received seed funding from investors including DOMO Invest, inovabra, and Mastercard Start Path, which it secured in a funding round on March 5, 2018.

Keywords: ERP for SMEs, free management software, point of sale Brazil, financial management, inventory control, B2B marketplace, fiscal document issuance, NF-e, NFCe, Sebrae partner, retail management, small business software, Carlos Azevedo, POS system, online ERP, business automation, Brazilian startups, accounts payable, cash flow management, purchasing management, SME digitalization