Supporting the Launch of Polkadot Hub: Campaign to Onboard Web2 Developers in LATAM and Beyond

Introduction

Polkadot’s success depends on its developer base, a point raised in the Polkadot Growth Strategy and the Polkadot Hub Launch Update from the Business Development Group. Instead of focusing on Web3 developers from other chains, we suggest targeting Web2 developers interested in new areas, which fits the Growth Strategy’s mention of expanding adoption and the Hub’s plan to grow the ecosystem.

We’ve been running a Polkadot Rust Course throughout 2024 funded by the grant “#627 Proposal for Polkadot OpenGov Funding: WEB3DEV Bootcamp for Rust and Pallets Learning”. The full report for the delivery of the last proposal can be found in this link. After engaging with students and analyzing our data and efforts, we’ve unlocked some key insights that shape the present proposal.

Weever (formerly WEB3DEV) has been actively growing Polkadot’s presence in Latin America through technical education and strategic collaboration with the Polkadot Blockchain Academy. Our Rust Course cohorts and live sessions have helped onboard students into the ecosystem, preparing them for real-world learning experiences such as the PBA Campus and, more recently, PBAx through dedicated prep content and promo code access.

Now, we are focused on expanding entry-level content to make Polkadot more accessible, especially as other ecosystems with easier onboarding are gaining space in Brazil. The Polkadot Hub offers a strategic opportunity to attract new developers by fostering relationships and creating clear onboarding pathways. Our goal is not only to onboard developers but to prepare them to go deeper, gain expertise, and become long-term contributors to the ecosystem.

At the same time, we are pivoting all our EVM-focused content, previously aligned with networks like Polygon, to support the Polkadot Asset Hub. With over 3,500 students, a 10,000+ developer community, nearly 1 million in reach, and a strong multilingual presence, Weever is well-positioned to drive this transition and help scale Polkadot adoption across LATAM and beyond. We have also expanded beyond grassroots initiatives, reaching institutional levels such as the Central Bank, ICTs, companies, city halls, and universities, building the foundation to introduce Polkadot at scale.

Problem Statement

In LATAM, a region with a growing tech scene, many Web2 developers are curious about blockchain but lack accessible, beginner-friendly resources to explore Polkadot. Local agents such as community leaders, educators, and institutions do not have the tools or structured content needed to onboard these developers effectively. Our marketing and media efforts for the Rust Course initially targeted Web3 developers with prior experience, but we found that the most engaged students were those with no previous knowledge of blockchain technology. This revealed a significant opportunity to bring Web2 developers into Polkadot, rather than focusing solely on established Web3 developers. Meanwhile, after years of projects lacking a true Web3 ethos, like gambling and memecoins, seasoned builders are asking, "What is this all about?" and "What are we really building for the world?" We believe Polkadot's emphasis on decentralization and governance provides the answer, but Web2 developers need clear guidance to understand its importance.

Proposed Solution

To address the lack of accessible resources for Web2 developers in LATAM curious about blockchain, while also engaging Web3-experienced developers seeking purpose, we propose a comprehensive onboarding journey to integrate both groups into Polkadot’s Web3 ecosystem. Our primary focus will be onboarding Web2 developers with little to no blockchain experience, while providing Web3 developers with meaningful applications that align with Polkadot’s decentralized, governance-driven ethos.

We will guide developers through hands-on tutorials, activities, and content designed to build decentralized finance (DeFi) infrastructure from scratch, including decentralized exchanges (DEX), borrowing and lending platforms, staking systems, voting mechanisms, and other Web3-native solutions. For Web2 developers, these resources will introduce Polkadot’s flexible, open-source infrastructure as a foundation for impactful applications. For Web3-experienced developers, we’ll highlight how Polkadot’s transparent governance and decentralization enable projects that move beyond speculative trends like gambling or memecoins, answering their call for purpose-driven development.

To fully support this transition, we will migrate all our existing EVM-focused content and courses, which were previously aligned with other chains, to Polkadot’s Asset Hub. This ensures continuity for our current users while unifying all our educational efforts under Polkadot’s infrastructure.

To reduce friction and keep momentum, we’ll pair this content with weekly livecoding sessions on Polkadot’s official Discord, offering direct support and helping developers overcome blockers in real time. Our efforts will feed into Polkadot’s broader training ecosystem, creating a pipeline of skilled builders in LATAM. We will also collaborate with other agents in the ecosystem to help distribute this content and expand its reach. To sustain long-term engagement, we’ll run study groups, hackathons, and mentoring, fostering a strong, supportive community for both newcomers and experienced developers.

The entire journey will be subtitled in Portuguese and Spanish and will remain available online as a long-term resource. We will continue to promote it and make it accessible to all Polkadot agents and partners interested in using it for their own onboarding or awareness campaigns

Objectives

Our initiative aims to onboard Web2 developers with no blockchain experience into the Polkadot ecosystem within a 12-month period, leveraging WEB3DEV’s proven community-driven education model to drive adoption of the Asset Hub and support the Polkadot Hub launch in LATAM. Here are our specific goals:

Deploy 5 Applications on Westend via Tutorials
Create hands-on tutorials to deploy 5 practical applications (e.g., DEX, NFT smart contract, ERC-20 token, DeFi staking contract, DAO) on the Westend network, building on our Rust Course success (83 videos, 95k+ YouTube views) to make Polkadot accessible.
Onboard 1,500 Web2 Developers to Polkadot in LATAM
Target 1,500 Web2 developers in LATAM, starting with our current 3,900 monthly active users, 7,460 Discord members, and combined 47,000+ social followers, while expanding our reach to grow the community and boost Asset Hub adoption.
Host An Online Hackathon for LATAM
Organize An online hackathon in Portuguese and Spanish for developers across LATAM, fostering regional participation and practical experience in building on Polkadot.
Educate 500 Developers on Polkadot Governance and Tech
Educate 500 developers on Polkadot’s governance (e.g., OpenGov, Treasury) and tech through tutorials and courses, leveraging our experience with 17,000+ students engaged and 28 live study groups from the Rust Course.
Update EVM Tutorials for Asset Hub by Q3 2025
Modify our existing EVM online courses to use Polkadot Asset Hub (instead of Polygon) by Q3 2025, ensuring Web2 developers can seamlessly transition to Polkadot.
Run Weekly Livecoding Support Sessions Focused on Solidity and Web3 Integration: Host weekly livecoding sessions on the official Polkadot Discord, dedicated to helping developers with Solidity and Web3 integration on Polkadot, including topics like deploying contracts to Asset Hub, using tools like ethers.js, and bridging EVM knowledge to the Polkadot ecosystem.

Core Benefits

Through practical tutorials, engaging content, weekly livecoding support, and a focus on Polkadot’s governance advantages, we aim to turn LATAM’s untapped developer talent into a thriving community of Polkadot builders. Here’s how this delivers value to the ecosystem:

Opening Polkadot to Web2 Newcomers: Web2 developers familiar with centralized platforms like AWS or GCP often lack exposure to blockchain. While Web3-experienced developers seek purpose-driven projects.Our tutorials start from scratch, guiding them through projects like deploying a DEX or a full DApp on the Westend network. For Web3-experienced developers, we’ll provide advanced tutorials on governance-integrated DApps, to leverage their expertise and align with their desire for impactful development. This dual approach supports the Polkadot Hub’s mission to expand participation, welcoming diverse talent to build on the Asset Hub.
Showcasing Polkadot’s Unique Value: Our content contrasts Polkadot’s transparent, open-source infrastructure with Web2’s opaque systems, highlighting why it’s a better choice for developers. Animated explainers and examples will demonstrate how Polkadot Hub and the Asset Hub enable decentralized apps and asset management with interoperability and community control.
Turning Governance into a Developer Advantage: Polkadot’s governance system is a key draw, and our tutorials will teach developers how to use it. Covering OpenGov, Conviction Voting, the Treasury System, we’ll show them how to influence the network, propose upgrades, or secure funding.
Growing Skills from Novice to Expert: With no prior knowledge assumed, our hands-on tutorials—like building an NFT smart contract, a DeFi staking contract, or a DAO—build foundational skills. A clear path to advanced resources like the Polkadot Blockchain Academy then fosters expertise.
Support to Accelerate Builder Success: Weekly livecoding sessions on the Polkadot Discord will offer consistent, practical guidance to developers building with Solidity and Web3 tools on Asset Hub. This initiative reduces friction for newcomers, accelerates project development, and increases retention by offering immediate help within the ecosystem.
Multilingual and Broadly Accessible: All content will include Portuguese and Spanish subtitles, making the onboarding journey accessible across LATAM and removing language barriers for adoption.
Reusable by Ecosystem Partners: The full content will remain online and openly available for use by Polkadot agents and partners in their own onboarding journeys and campaigns.

In summary, our initiative transforms Web2 developers into Polkadot contributors through a complete onboarding journey, combining hands-on tutorials, a clear learning path, and a focus on governance as a unique strength. Weekly livecoding sessions on the official Polkadot Discord will provide ongoing support, helping builders overcome blockers and stay engaged. All content will remain online with Portuguese and Spanish subtitles and be available for ecosystem partners to reuse. Together, these efforts drive Asset Hub adoption, fuel the Polkadot Hub’s expansion, and position Polkadot as the top choice for LATAM’s emerging developers.

Latam Market Overview

In the last few years, Brazil, Argentina, and Colombia experienced remarkable growth in their developer communities:

Brazil led with an increase of over 2.4 million developers, representing a 80% increase between 2022 and 2024.
Argentina added more than 406,000 developers, marking a 58.5% increase.
Colombia grew by over 337,000 developers, which translates to a 50.8% growth.

Despite this impressive expansion, South America still accounts for only 5% of the global crypto developer population, according to the Electric Capital Developer Report.

This gap reveals a major opportunity. Latin America is full of talented developers who are not yet building in Web3. With the right educational programs, Polkadot can become their entry point into the crypto space, establishing itself as the leading blockchain ecosystem in the region.

2022 South America Developer Growth By Country: Github Report

2024 South America Developer Growth By Country

WEB3DEV and Weever Overview

WEB3DEV is a leading community-driven platform offering technical education tailored for the fast-evolving Web3 ecosystem. Our pioneering peer-to-peer (P2P) learning model fosters autonomous and collaborative learning, empowering members to grow into study group leaders and recognized contributors in the space.

Following our recent merger with another prominent Web3 community, we now operate as Weever, combining strengths to amplify our reach and impact across the ecosystem.

Our community spans over 38,400 followers on Twitter, 45,000 on Instagram, 29,900 YouTube subscribers, 7,460 Discord members, and 7,100 additional followers across LinkedIn and other platforms. We have more than 7,000 email subscribers, 808,000 impressions on Google Search Console, 3,900 monthly active users, and over 900 videos published on YouTube. Across 11 specialized courses, 19 online bootcamp cohorts, 2 in-person bootcamps, 14 study groups, 30+ webinars, and 3 hackathons, we’ve supported the education of more than 1,000 developers.

Trusted by top-tier clients such as 1Inch, Algorand, Dfinity, Filecoin, Helium, Ledger, Stellar, Near, Octopus, Solana, Timescale, Window Finance, and many others.

Our focus is on hands-on, up-to-date, and technical content, designed to equip developers with the skills required by the Web3 industry. Every initiative is powered by our community, promoting decentralized learning and real-world impact.

Proven Track Record: Polkadot-Funded Rust Course (Proposal #627)

In 2024, WEB3DEV successfully delivered the Rust State Machine Course, approved through Polkadot Treasury Proposal #627, to prepare students for the Rust Exam required by the Polkadot Blockchain Academy (PBA). Over the course of a year, we produced high-quality, bilingual educational content—including videos, study groups, and lessons—and supported over 17,000 interested students, with 258 actively participating and 52 graduating.

Key achievements:

🎥 83 educational videos across 4 YouTube playlists (English & Portuguese)
💬 28 live study group sessions on Discord with integrated tracking
🧠 4 course cohorts, including a self-paced open version
📣 High engagement: 100k+ Twitter impressions, 33.8% email open rate, 95k+ YouTube views and 2,500+ hours watched
🎓 At least 10 students joined PBAx using our exclusive promo codes

📄 Full report available here

Team

Yan Luiz – LATAM Strategy & Developer Education
Location: Brazil / LATAM

Yan has been immersed in the blockchain space since 2013, when he discovered Bitcoin and began teaching himself Computer Science. After leaving college due to the lack of blockchain-related courses, he committed fully to self-education and the advancement of Web3 knowledge in Latin America.

He created the first comprehensive Portuguese-language course on Solidity and EVM development, and has been working full-time in the Web3 space for over four years. After several years focused on the EVM ecosystem, Yan transitioned to the Polkadot ecosystem, where he now works extensively with Rust and Substrate.

As the current leader of WEB3DEV, a community of over 10,000 developers across Brazil and Latin America, Yan has restructured the organization’s focus entirely around Rust, Substrate, and the Polkadot tech stack. His work is directly contributing to onboarding a new wave of Web2 developers into the Polkadot ecosystem through education and open-source collaboration.

Some of Yan’s most impactful recent contributions include:

Organizing the Rust State Machine Bootcamp, which introduced Substrate basics to over 500 developers in its first cohort.
Hosting live technical sessions and workshops on Substrate, OpenGov, DAOs, and governance in both Portuguese and English.
Graduating from the PBA4 Developer Track in Hong Kong, deepening his technical expertise within the Polkadot ecosystem.
Consistently producing technical content about Polkadot and Substrate, including in-depth Twitter threads on Coretime, Snowbridge, PolkaVM, ink! smart contracts, and more.
Leading a successful OpenGov proposal to fund the ongoing WEB3DEV Bootcamp, focused on Rust and pallet development.

Yan is a key advocate for Polkadot in Latin America, bridging technical education with grassroots community growth to foster a new generation of developers aligned with the values of decentralization and open-source innovation.

Andre Froes- Education and Business Development
Location: Brazil / LATAM

Andre has more than 15 years of experience in education, including a nearly three-year role as Head of Education at a Brazilian investment startup (Tradfi), seven years as an academic and business consultant, and more recently as an entrepreneur in Web3 space.

He has expertise in educational journeys, educational products, and communities. He focuses on educating adults by helping them develop competencies to solve practical problems instead of merely memorizing academic information, significantly reducing course withdrawals.

As a business partner of Casta Crypto, he created a Blockchain and Web3 course, "Profissional Crypto," which brings in-depth technical knowledge and Web3 employability. As a Business Development professional, I help bring smart people together to achieve significant and mutually beneficial results. Currently, he is the COO of Weever.

Daniel Cukier– Advisor | JAM Protocol & Web3 Education
Location: Portugal

Daniel is a software engineer and community builder focused on advancing decentralized protocols and developer education. Over the past year, he has led key efforts to promote the JAM protocol and Web3 technologies through both technical and educational initiatives.

He is a core contributor to Jamixir, the Elixir implementation of the JAM protocol, and has played a key role in refining the JAM gray paper through multiple accepted pull requests.

In parallel, Daniel co-organized a Rust and Blockchain Bootcamp within the WEB3DEV community, onboarding over 500 developers to core concepts in Rust and blockchain, with content available in both Portuguese and English. He also played a key role in developing WEB3DEV’s open-source learning platform.

A graduate of the Polkadot Blockchain Academy in Hong Kong, Daniel completed both the developer and founders track, deepening his knowledge of Substrate and the Polkadot ecosystem. He frequently shares technical insights through Twitter threads, contributing to the broader dissemination of Polkadot-related content.

In this proposal, Cukier supports the team as a technical and educational advisor, helping align protocol design with scalable, open-source learning strategies.

Rafael Castaneda– CEO at WEEVER | Blockchain Researcher, Cryptologist, and Techno-philosopher
Location: Brazil / LATAM

Rafael Castaneda is a Cryptologist and Techno-philosopher with a Master’s degree in Computer Systems from IME-RJ and over 20 years of experience as a software engineer, technical leader, and educator across multiple levels of education. His background includes specialization in parallel and distributed computing, alongside extensive work in technological research and community building.

Rafael is the founder and CEO of WEEVER, a company born from the merger of WEB3DEV and Casta Crypto, created to accelerate the growth of the blockchain and Web3 ecosystem in LATAMl. WEEVER operates across three major pillars — technology, education, and community — offering Web3 consulting and development, professional education programs, and large-scale community engagement.

He is also the creator of Valocracy, a novel governance model for digital societies inspired by Web3 ideals and the theory of Network States. Valocracy addresses one of the most persistent challenges in human coordination: moving beyond systems where purchasing power translates into political power. Under Rafael’s leadership, WEEVER continues to develop and apply the Valocracy model to foster more equitable, reputation-based Web3 communities.

Through his research, community building, and educational initiatives — including his independent content platform Casta Crypto — Rafael promotes a critical and forward-thinking approach to blockchain’s technological, social, and economic impacts, helping shape a more resilient and inclusive digital future.

Anna Bida – Community & Project Management | Web3 Education & Ecosystem Growth

Location: Brazil / LATAM

With 10 years of experience in organizational development, Anna holds a degree in Business Administration and a postgraduate specialization in Business Management, focusing on strategy and operations for digital ventures. She currently works as a strategist in community and project management, leading initiatives and coordinating teams at the intersection of education, innovation, and software development.

Since 2020, Anna has been immersed in the education sector, blending digital marketing, educational product development, and community building to support the growth of professionals and subject-matter experts. In 2022, she took on leadership of a decentralized developer community, driving high-quality blockchain education initiatives. In 2025, this community merged with another organization to form a new ecosystem connecting talent, investors, and tech companies to accelerate Web3 adoption in Latin America.

As Community and Project Manager, Anna designs educational and reputation programs based on open-source contributions and creates onboarding experiences aligned with Web3 culture. She also facilitates study groups on decentralized governance, exploring innovative models like Valocracy.

Murillo Rulkowski – Head of Engineering

Location: Portugal

Murillo has dedicated over a decade to software development and technical leadership, evolving from hands-on programming to architecting scalable systems that serve business-critical needs. After graduating in Computer Science and completing the prestigious Founder Institute accelerator program, he found his calling in building systems that combine technical excellence with tangible impact.

Murillo founded a software house focused on early-stage startups, where he helped 10+ businesses transition from concepts to market-ready ventures.

His journey in technology led him to the Brazilian fintech Provi, as Head of Engineering, where he contributed significantly to systems that ultimately channeled over R$1.3 billion in educational financing, directly enabling 350,000 people to access life-changing educational opportunities. This experience solidified his belief in technology as a force for meaningful change.

He embraced increasingly complex leadership challenges, eventually managing diverse engineering teams of more than 30 developers. He also shared insights from his entrepreneurial and technical journey through speaking engagements at institutions like Ironhack, inspiring the next generation of developers.

Now as Head of Engineering at Weever, Murillo directs all software development initiatives, bringing his expertise in architecture and scalability to build robust technical foundations.

Proposed Activities and Timeline

Our initiative will deliver a comprehensive education program to onboard Web2 developers into Polkadot, focusing on detailed tutorial playlists, high-impact hackathons, and governance education, all tailored to drive Asset Hub adoption. Leveraging WEB3DEV’s experience (e.g., 2.6k students enrolled in our Courses Platform), we’ll roll out activities in phases starting Q2 2025. Here’s the plan:

Q2 2025 (May - June)

Onboarding Solidity Developers to Polkadot’s EVM Ecosystem

Initiate updates of existing courses, articles, and tutorials to use Westend Network instead of prior EVMs for Polkadot development.
Begin Develop tutorials for Westend Network, focusing on Solidity smart contracts for DEXs, NFT contracts (ERC721), and DeFi staking.
Start creating animated explainer videos introducing Polkadot Hub, Polkadot Cloud, and Asset Hub’s role in cross-chain asset management.
Launch beginner-friendly content covering accounts, transactions, ERC20 tokens, wrapped tokens, and governance basics.
Produce a Q2 promo video Highlighting Polkadot Blockchain Academy (PBA) and PBAx initiatives; upcoming learning opportunities

Q3 2025 (July - September)

Release onboarding tutorials, expand governance content, launch initial animated explainers, complete Asset Hub EVM updates, continue Westend updates, host a hackathon, and plan a LATAM-wide online hackathon.

Finalize updates of all courses, articles, and tutorials to use Westend Network, ensuring consistency.
Release tutorials on CRUD smart contracts with front-ends, split payments contracts, collateral-backed tokens, and automated market makers (AMMs).
Develop content on oracles, liquidity mining, staking, and yield farming within Polkadot’s EVM ecosystem.
Launch initial Finematics-style animated explainer videos for Polkadot Hub and Asset Hub to raise awareness.
Release governance tutorials focusing on multisigs and basic governance mechanics, incorporating early community feedback.
Announce and plan a LATAM-wide online hackathon in Portuguese and Spanish for broad participation.
Host a weekly live Q&A session on the Polkadot Official Discord server, led by community moderators, to assist Web2 developers with Westend Network setup, Solidity integration, and basic EVM troubleshooting, fostering real-time onboarding support.
Produce a Q3 promo videoFeaturing progress stories, new modules, and testimonials from PBA/PBAx participants

Q4 2025 (October - December)

Execute the LATAM online hackathon, release advanced tutorials, expand animated explainers.

Execute the LATAM online hackathon, focusing on Polkadot EVM development in Portuguese and Spanish, with mentoring for top teams to adopt Asset Hub.
Release advanced tutorials on escrow contracts, lottery DApps with front-ends, stablecoins, and flashloans.
Develop content to deep dive on Polkadot Hub, Polkadot Cloud, and Coretime concepts for developers.
Launch animated explainer videos on Polkadot Cloud, shared security, parachains, and XCM for cross-chain interoperability.
Conduct live mentoring sessions on the Polkadot Official Discord server during the LATAM hackathon, offering real-time feedback on DApp development.
Produce a Q4 promo videoShowcasing advanced topics, developer journeys, and global community impact

Q1 2026 (January - March)

Deepen community engagement with advanced tutorials, expand community-driven content, and support ongoing mentoring to solidify Polkadot’s LATAM developer base.

Launch advanced tutorials on GameFi (e.g., Flappy Bird-style DApps), governance with OpenGov, conviction voting, and treasury systems.
Release content on staking, validators, nominators, collators, and parachain incentives.
Develop community-driven tutorials on fellowship, delegation, and advanced DeFi projects based on user feedback.
Continue mentoring hackathon winners and foster LATAM study groups to strengthen the Polkadot builder community.
Host a weekly live Q&A session on the Polkadot Official Discord server, led by community moderators, to assist Web2 developers with Westend Network setup, Solidity integration, and basic EVM troubleshooting, fostering real-time onboarding support.
Produce a Q1 promo summarizing PBA/PBAx impact, alumni highlights, and 2026 plans

Ongoing Activities (Q2 2025 - Q1 2026)

Community Engagement
Leverage our community of 38,400 X followers, 45,000 Instagram followers, 29,900 YouTube subscribers, 7,460 Discord members, 7,100 followers across LinkedIn and other platforms, and 7,000+ email subscribers to promote content.
Mentoring Program
Offer continuous support through weekly livecoding sessions on the official Polkadot Discord, helping developers overcome technical challenges, deploy projects on Asset Hub, and integrate with Polkadot’s ecosystem.

Budget

Activity	Allocation	Amount
Hackathons (3 in-person in Brazil + 1 online)	34.2%	$32.500
Tutorial and content creation (videos & animations)	31.57%	$30.000
Social media reach	15.26%	$14.500
Operational costs (team, platform updates)	18.94%	$18.000
Total	100%	$95.000

Legacy and Why This Is Important for Polkadot

Our initiative supports the Polkadot ecosystem by aligning with the Polkadot Hub Launch and the Polkadot Growth Strategy, focusing on onboarding Web2 developers and engaging Web3-experienced developers in LATAM over a 12-month period. The Polkadot Hub aims to simplify access and drive growth, with the Asset Hub enabling asset management and smart contract development. Our efforts contribute to these goals by delivering accessible education, real-time support, and practical opportunities for developers to build on Polkadot.

We will guide Web2 developers in leveraging the Asset Hub’s Ethereum compatibility for smart contract deployment, while showcasing Polkadot’s interoperability and shared security. Through a complete onboarding journey including hands-on tutorials, livecoding sessions, and mentoring, we aim to onboard at least 2000 developers, directly addressing the Growth Strategy’s call for expanded developer adoption in LATAM. Our content will cover both DeFi applications (such as DEXs and staking systems) and governance tools (like OpenGov and the Treasury System), positioning Polkadot’s decentralized infrastructure as a powerful alternative to centralized Web2 models.

A LATAM-wide online event, combined with mentoring, will support the launch of 50 or more projects on the Asset Hub. Weekly livecoding sessions will offer continuous support, accelerating learning and deployment. All content will be multilingual, remain permanently available online, and be reusable by Polkadot agents and partners. By updating our materials to use the Westend network and pivoting all EVM content to Polkadot, we ensure long-term alignment and help solidify the Hub’s role as a gateway for Web3 development in the region.