Joah Santos on Aldrin's decentralized exchange

0:01i'm ashton addison from block west capital for investmentpitch media in the Crypto Coin Show and today on blockchain interviews we have joey santos the cmo of aldrin joao welcome to the show and thank you so much for taking the time to come on hi ashton thanks for the invite you're very welcome i'm excited to dive into aldrin the world of decentralized exchanges and

0:22centralized exchanges and i know that your focus is on marketing and i would really love to first of all just hear a little bit about your background how you got involved in the blockchain space and in aldrin from the marketing perspective yeah i kind of made a name for myself in marketing in the early 2000s helping del bro beauty and then have helped other

0:45companies like domino's pizza or airbnb most recent success has been for corona beer and some of the other mexican beer brands that are owned by anisha bush being able to make them the top 10 beer brands in the world and during quarantine i started to kind of you know think about what i do right so i would receive my fee for consulting and helping them

1:10change their brands and they would go on to make billions like the anheuser-busch added 13 billion dollars to their brand value and that was it for me i was always a big fan of crypto have been since 2012 and i said look i think it's time to use my own advice for my own things and i was going to start my own project but then i found ccai and asham and what

1:36they were trying to do match very well with what i was kind of thinking so i reached out to ccai and i said hey i might be able to help you guys and that's kind of how the marriage started very cool and yeah for those who aren't familiar you know aldrin was called cryptocurrencies ai and i'm guessing maybe your marketing had something to do with the rebranding and it does look a

1:59lot clearer on the picture just from the website and everything that you guys have going on right now and you know for to get people up to speed i would love if you could give an overview of aldrin and what are the primary solutions that your team is delivering to the cryptocurrency space yeah i mean in really one sentence thing is we want to make d5 as easy to

2:20use as you use a bet right or other financial services right now it's very complicated i always give this example it's like if i want to turn on a light switch i need to know what kind of wire i have in my wall how dense is it and then call the electric company let them know and let them know what the load bearing is before i hit the switch to turn it on

2:42right and we need to remove all that wiring and to start we're starting simple and we're going with the decks and soon we're launching a sex as well but our mission is to really make those things invisible or make them as easy as possible one of the things i'm really proud of is the rebalancer that we launched recently where it would take someone hours to

3:05rebalance a portfolio that had like 10 tokens in it right if you had to figure out all the percentages and where to do it and actually do it now you just push over levers hit go and it does it for you automatic so those type of innovative tools are what we're going to be adding plus we have smart tools for traders and integration with trading view will

3:24happen where you know what you have set up with signals can actually generate a trade automatically so there's a ton of things we're doing all of them will be to make it easier for people to use right now it's it's an exchange who knows what tomorrow will bring our ambition is huge and it's really about ease of use so you know if apple really never

3:52really invented anything but they made it easy to use and that's what made it cool and that's what we're gonna do definitely joe i got it good go cc yeah the ccei name really didn't represent that ambition it was very it was too technical and that's why we did the rebrand yeah i completely agree and it's tough when you're typing cryptocurrencies

4:17ai into google i'm sure there's gonna be jillions of general articles on cryptocurrencies in ai but those those functionalities you mentioned and sort of the goal of making it easy to get into d5 you know being in d5 for a little bit now a rebalancer sounds amazing because it definitely is tedious right now for people that are involved in the industry

4:42and as well having extra functionality you know whether you can integrate it into trading view have limit orders or stop losses and other advanced trade functions really those need to be flushed out it's pretty much just like click buy and whatever the price is what you get on the on some of the decentralized exchanges right now and you're sort of

5:02just at the mercy of the market and so sorry go ahead go ahead now you go ahead oh yeah if you think about it like if you have salon in your portfolio since the 30s right it might now be 70 80 percent of your portfolio and you might not get around to rebalancing your portfolio because it's hard to do so at the end at the end of the day it's much more than just making it easy to

5:26use it's actually helping people win more often because you don't have these tasks that will require a lot of your time but you know you should do so if you have 80 percent of your portfolio in solana that might be too heavy of a risk at the moment in your portfolio you should look to diversify and that's just smart financial management and so those tools are

5:47important not just because they're cool but because it'll help people keep more of their money at the end of the day as well definitely yeah and that's a good example and now i'm curious when you came in you know with cci sort of targeted towards you know is a little bit technical and that's it's pretty common in the cryptocurrency industry that the product is marketed as a

6:09little bit too technical because most of the time it's developed by coders or people that have been in crypto for a long time and they think that people just understand what they're talking about when in reality sometimes it's another language of like what is defy what does that even mean and what are all these functions and it's really overwhelming when you jump into it and

6:26there's so many different things so i'm curious moving forward with aldrin from a marketing perspective are you specifically targeting those that haven't used d5 before it sounds like the other functions are also for you know intermediate and potentially advanced d5 traders or people that are trading cryptocurrency that aren't really in the decentralized

6:47world yet but they're using centralized exchanges so what is the sort of target market that you're primarily focusing on as you grow aldrin yeah it's it's funny i think in the crypto world or our world we assume we don't need to explain what a stable point is because it's self-explanatory to us next time you're at a restaurant ask the waiter what a stable point they have no

7:12idea and that is your mass market right so if we want to attract them we need to figure that out in terms of who we're targeting it really is and i keep using this example and i've always said stop when in the marketing world i always said stop using apple as an example because you mentioned apple because you can't be out right but in this scenario i find a really

7:37similar our curve of adoption of the computer world and the d5 right which is we're just at a maturity level where we need to start thinking about usability and if you look at apple right you had the top creative agencies and publishers using apple and then the common person as well right and that's actually what build a network and that's the same thing we're

8:03doing there's not a pro in the world that's going to use our decks once we're finished in the next month or two with some of the smart tools we're adding that isn't going to love us but it'll be done in such a simple way that and novice doesn't need to get into those advanced features and they're not like they're it's not all over the place and seem you

8:24know scary what does this do right and that's that's part of the mission is it has to be super strong and powerful but at the same time simplify to a point where a novice congratulations and you say oh okay i know what to do so yeah it's for boy we don't have a target market which typically sounds strange coming from our markets here

8:51but it's for traders of all skill ranges and the platform will adapt based on your skill level definitely now i think that's a great answer and i do like the apple examples you know everybody in the world seems like they're using apple and there's just so many it's a diverse group of people but they all seem to get value out of it so you know and you mentioned there

9:17the platform you know in one to two months i would love to hear a little bit more you know we did speak with hashem the ceo of aldrin earlier in the year in an interview and he was talking about how much they've developed so far and i would love to just get a snapshot of where the team is at right now with the platform you know are there early

9:36adopters getting on it or when is that available yeah it's we what convinced me about aldrin or cci at the time was how fast these developers were on the team right they get feedback from customers and like in a week it's implemented and that's really impressive to me because that's kind of what you need if you're gonna grow with the ambition that we have

10:02and we have been adding new features regularly almost seems like every two weeks we have something new to announce in terms of features and there's a lot to still be done and sometimes priorities change based on what our customers are doing but yes our numbers have gone way up in terms of how many people are using the platform i think it's almost a 10x

10:24from where we were in late july so really really quickly it started to take off the price of our token i think is up 300 percent in the last 30 days so we keep growing really fast we're getting more people recently last week we almost had too much people that we needed to upgrade some some things on our side which is it's good growing things

10:53but it's happening even much quicker than we thought and what's really good is i've never seen a business not even talking about crypto where you send someone to their home page and the amount of people that convert into a dex user is the highest i've ever seen like if there was an e-commerce site this it would be beating amazon at the moment it's just amazing when people see it

11:19they like it and they want to use it yeah and what have you done to make this conversion so high that makes it so easy for people to onboard we just simplified a lot of the language you know i made it we made everyone realize it's not what we're doing we're trying to help our customers communities super engaged and it really is thanks to them like

11:47i include them if i'm about to do something a week from now i speak to them and say hey i'm thinking about doing this you know if i start getting negative feedback guess what i'm probably not going to do it all right unless i have really strong conviction in my experience tells me otherwise i'm going to listen to them so i think it's the way we're involving the

12:05community in building this the fact that everyone knows we're not known i mean we're not even listed on coin market cap at the moment so the company's not known it's still you know a secret i think and it's starting to get out so people are getting excited about it because they see they see how fast we're building and where we can be definitely well 10x

12:30growth in users is obviously a clear sign that something's going right and i would love to know what you're most excited about joep with the releases that aldrin's coming out with you know in the coming months and by the end of this year and into next year you know what are you most excited for in the next stages of aldrin yeah this it's a complicated question because

12:52there's at the end of the day i am the markets here i love marketing i did work on wall street earlier part of my career and although we're launching it all although we're launching the centralized exchange although we're launching the automated market makers and staking liquidity pools and those things those typical inside the box things we're actually creating a marketing

13:18campaign that does something that i think no other brand has done so to me it's always about how do you add value so if you think of a mercedes mercedes is a lot more than just a car right it's a status symbol to show that you're making it right it's almost like a barrier to entry to show i think it's almost like everyone's first car they get when they start to

13:39make decent money it's like let me show the parents i did well right it's kind of like it means that almost so it has an added benefit besides getting you from point a to point b in a comfortable fashion i don't think there's a crypto brand out there right now that does that has any added value to what they're doing they're all like you said

14:02correctly it's made by tech people for tech people who speak techniques right and it's time to show you know how do we how do we add value to the entire community to the entire space by the things we're we're saying and the power we have because people give us money to build a platform but that also generates money we can use to change community and that's what i'm really excited to

14:28get out there because that's how brands grow and mean something right now if i say who are the leaders in crypto you know you might say michael saylor you might say certain influence or the winkleballs twins or you know pomp you know you might say all these some of these people none of them no one says a brand right except maybe bitcoin and bitcoin is not

14:52run by anyone so it doesn't point to anyone so when you think of computers you think apple when you think of sneakers you think nike think of cars they might think of mercedes so or tesla there's certain brands that help change society and there's not one that's doing that in crypto yet and such a societal changing industry and that's what i'm really

15:14excited to get started yeah that sounds very exciting and i love that you're bringing in the big picture joey so that make that sounds very promising for aldrin i'll be looking for alternate in the in you know from the everyday people you know i talk to a lot of people that are just getting into cryptocurrency and so to hear their perspective you know

15:37it's i think that could be very promising so looking forward to seeing how that plays out with aldrin for the viewers that are looking to start using the platform learn more and learn more about the token as well what's the best way for them to get involved into the aldrin community if you go to aldrin.com we have all our social media links join our telegram join our discord

16:01You know talk to us someone from the team is almost always on there and we have a really active community and i think you'll see that if you come on board but don't forget check out our decks i think you're gonna automatically see the difference great thank you so much joe i will leave all those links in the description box below as well all the best with aldrin

16:22moving forward and let's follow up in the near future i appreciate it essen thank you