We were lucky to catch up with Natalia Martínez Rivera recently and have shared our conversation below.
Natalia , thanks for taking the time to share your stories with us today Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
The idea for Hapteam originated from my desire to assist small businesses and startups in launching successfully and achieving sustainable growth and revenue. During my thesis research, I made a significant discovery: 29% of startups fail due to poor team management, while another 22% struggle with executing their marketing strategies effectively. While conducting my research, I also stumbled upon fascinating data from the World Bank. It revealed that a staggering 46.4% of the global workforce is self-employed, and the number of freelancers worldwide is estimated to be 1.57 billion out of a total workforce of 3.38 billion.
To gain firsthand experience and understanding of the challenges faced by freelancers, I initially started as a freelancer myself, offering social media management services to companies. However, my journey took an interesting turn when I began working for renowned marketing agencies, handling Facebook pages for brands like Red Lobster, Olive Garden, and other major players in the healthcare industry, including Pfizer, Advil, and Centrum. This experience allowed me to learn successful strategies employed by top companies to attract, retain, and convert users into loyal customers. It also shed light on why so many startups were struggling to thrive.
With this newfound knowledge, I became passionate about revolutionizing how businesses and startups build and manage remote teams. I dedicated my entire thesis research to understanding the root causes of startup failures. The statistics didn’t make sense to me. I questioned why, despite the abundance of startups launching every year and the vast pool of freelancers seeking opportunities beyond the corporate world, so many startups were still failing. This inspired me to reimagine the Marketing Agency Model to cater to an underserved market – startups and small businesses. Thus, the concept of Hapteam Freelance Marketplace was born.
I identified a clear problem: many small businesses lacked the know-how to effectively brief, project manage, and ensure compliance with their outsourced talent. Additionally, unlike corporations, small businesses and startups often operate with a small team, sometimes relying on a sole individual to manage their entire marketing department.
To address these challenges, I established Hapteam Strategy and Freelance Marketplace. At Hapteam, we firmly believe that the future of work lies in independence, and technology alone is insufficient to guarantee success for startups. We aim to provide freelancers and startups with the clarity, direction, and support they need. Through our straightforward approach to strategy, team building, and project management, we empower them to scale their businesses and make the most of their initial budgets.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I am deeply passionate about digital marketing and strategy and am dedicated to revolutionizing the way businesses/startups build and manage remote teams. Let me take you through my journey:
2017 | My move from Puerto Rico
During my pursuit of a Bachelor’s degree in digital communications, I became intimately familiar with the challenges that small businesses face in strategizing, identifying the right talent, and successfully marketing themselves in a highly competitive digital space. Simultaneously, I expanded my knowledge in digital advertising, marketing strategy, and social media management through freelancing opportunities with reputable advertising agencies. This hands-on experience, combined with the guidance of knowledgeable teams and exposure to ideal clients, shaped my professional career.
After freelancing for three months, I embraced additional responsibilities by managing large-scale email marketing campaigns for a prominent financial institution. I also oversaw Facebook engagement for 12 enterprise brands, immersing myself in the intricacies of social media marketing under the guidance of field experts.
This experience fueled my passion, yet I felt called to pursue higher education beyond my home island. As a result, I applied and was accepted to Full Sail University, where I embarked on a Master’s degree in Innovation & Entrepreneurship. With a ticket in hand, I headed to Florida, accompanied by my furry companion Blondie.
2018 | A new adventure in Orlando
My move to Orlando marked a significant milestone in my journey. I craved real-world experience and recognized the need for personal growth. While my freelance endeavors positioned me for marketing success, I acknowledged that understanding the audience is key to devising winning strategies.
A few months later, I ideated a solution to address the challenges faced by small businesses, benefiting both businesses and freelancers alike. I presented my idea to my professors, three of whom became my mentors as I brought my fledgling business plan to life.
My time at Full Sail University was a whirlwind of growth and learning, often accompanied by sleepless nights. I acquired invaluable skills, ranging from market and consumer research to growth tactics. As a result, Natalia Michelle emerged as a valuable minimal viable product, providing an automated system for small businesses to connect with freelance professionals. With three early adopters, the business quickly became profitable, generating $15,000 a month.
With a proven MVP and comprehensive market research, my mentors and I discovered the need for an automated system connecting local freelancers with local businesses. On the freelancer’s side, we found that employees and freelancers were ready for change, eager to travel and create more personal time for friends and family. To cater to both markets, I developed a solution that would benefit both parties. While connections between freelancers and businesses existed, they were often fraught with challenges, resulting in pain for both sides if the match wasn’t ideal.
Subsequently, we realized that Florida wasn’t the ideal market for launching this automation system. We sought a market more open to innovation, more receptive to adopting the platform. Once again, I found myself faced with significant decisions and took yet another leap of faith. This time, it meant relocating from Florida to California. To prove that my company could function digitally and seamlessly communicate and work with freelancers worldwide, I embarked on a cross-country road trip.
2019 | Life (and work) on the road
Packed with all my belongings, I embarked on a new adventure. During my two-week trip through New Orleans, Dallas, New Mexico, Arizona, and finally California, I absorbed diverse stories and encountered universal challenges faced by small businesses. Above all, I discovered the importance of community and connection in everyone’s journey.
2019 | My arrival in Los Angeles
After an eventful two weeks on the road, I arrived in California, ready to embrace the uncertainty that lay ahead. With a plethora of data to process and a new market to explore, I wasted no time immersing myself in networking to understand the landscape. Two months of networking, processing information, and conducting research led me to a full-time role with a Chinese advertising agency that also provided funding for tech products. This opportunity allowed me to grow professionally and gain valuable insights into startup management. Unfortunately, my plans were disrupted by the arrival of COVID-19, resulting in the loss of my full-time role.
2020 | Pivoting amidst a pandemic
With my business opportunity on hold, I had to quickly pivot to sustain my livelihood. I sent out an email blast to my network, announcing my return to business. The response was overwhelming, and projects flooded in. From my freelance business, Natalia Michelle evolved into Hapteam.
2021 – Present | Growing Hapteam At Hapteam
We’re redesigning freelance marketplaces for the marketing world! Under my leadership, we have curated a unique network of fully vetted remote freelancers from around the globe. This diverse talent pool empowers businesses of all sizes to take on creative projects with confidence, knowing that Hapteam will oversee every aspect of project management, from ideation to flawless execution.
What sets Hapteam apart is our commitment to streamlining the process of finding, onboarding, and managing remote freelancers. We eliminate the hassle and intricacies of the traditional approach, ensuring a seamless experience for our clients. We offer comprehensive support, personalized guidance, and a curated network of talented professionals who have been thoroughly vetted to meet our high standards.
I am most proud of the success stories we have achieved with our clients. We have helped numerous businesses overcome their challenges by providing top-notch remote talent, enabling them to achieve their goals and drive growth. Our focus on building a strong community, both within Hapteam and among our clients and freelancers, sets us apart. We value collaboration, transparency, and mutual support, creating an environment where everyone can thrive.
To potential clients, followers, and fans, I want you to know that Hapteam is not just a freelance marketplace. We are a trusted partner, dedicated to your success. We go above and beyond to understand your needs, provide personalized solutions, and ensure that every project is executed flawlessly. Our commitment to excellence, innovation, and building meaningful connections is what drives us. We invite you to join our community, experience the Hapteam difference, and embark on a journey of growth and success together.
Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?
During the growth of my business and amidst a pandemic, seizing funding opportunities became impossible as a first-time founder and a newly transplanted individual in Los Angeles. However, against all odds, we drafted a financial model for my business that could be sustainable and profitable from day one.
Despite the booming business, the need to invest in setting up systems, hiring personnel, finding talent, and serving clients rapidly depleted the limited funds we had. In 2022, I expanded my knowledge in finance and, with the help of three mentors, optimized the financial model, enabling us to retain more revenue to support the growing needs of the business.
Many times, we had to scrape our savings accounts to make ends meet, pay our employees, and compensate ourselves. However, our commitment to transparency with our team and partners made everything run smoothly. Although conversations about financial challenges can be difficult, I learned that the best outcomes arise from being transparent with your team. By simply being open and honest, we received extensions on payment timeframes from many partners, some even offering reduced fees and payment plans. As a leader, I discovered that transparency and honesty propel the business and benefits everyone involved.
It is my belief that fostering an environment of transparency and trust leads to stronger relationships and better outcomes. I am proud to have embraced this approach, as it has allowed us to overcome obstacles and build lasting partnerships.
We’d love to hear a story of resilience from your journey.
A story many people don’t know about me is that I moved from Puerto Rico after resiliently surviving a Category 5 hurricane. At the time, I was finalizing my bachelor’s degree and was unaware of my own resilience. Despite working as a bartender from 5 pm until 5 am, enduring six months without water or electricity, and having to complete my bachelor’s degree while the school itself lacked electricity and water, I persevered and graduated one year later on June 1, 2018.
Contact Info:
- Website: https://www.hapteam.com/
- Instagram: https://www.instagram.com/hapteam/
- Linkedin: https://www.linkedin.com/in/natimichelle/