What gets taken out
Removing the wholesale market from the product, simplifying the home page and carts, and adding the Bolsa as a mascot. A week of deciding what to leave out.
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Founder
Gonzalo Márquez
I am a Computer Engineer from the PUCP, hold a Master’s in Business Administration from the Universidad del Pacífico and a Corporate MBA from ESADE. I spent twenty years selling technology to companies at Oracle, IBM, VMware and NetApp, and ran the commercial side of Caleidos.
In that time I saw up close how systems are bought and implemented in Peruvian companies: what the vendor promises, what the manager receives, and how much of the gap is paid for in team hours. In August 2026 I left to build my own thing.
Curaca is a venture studio. I build digital products, put them in the hands of users and put a team around them when they work. The first one is Nada Menos, a supermarket price comparison tool. What I am building, with its figures and its mistakes, I write about on the blog.
Entries by Gonzalo
A home-cooking recipe book
One hundred Peruvian home recipes with household measures — cups, spoonfuls, cloves of garlic — and a week that fills itself in with one tap.
ReadThe generic becomes a card
Someone who types "milk" isn't looking for a brand. Turning the generic into a card of its own, with hundreds of products that had to be separated without mixing what shouldn't mix.
ReadThe redesign lands
What I planned on paper was built screen by screen and went through a massive review. The hardest part was deciding what, out of everything, stayed out.
ReadA faster judge for the catalog
Judging whether two products are the same, case by case, doesn't scale. I brought in an outside service that clears the obvious cases on its own, saving the costly judgment for what disagrees.
ReadRethinking the interface from scratch
Before redesigning, I studied dozens of real apps to understand what actually works. Then came the hard part — deciding what of all that was Nada Menos.
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