¿als lo os��is?
Así que, lo que hacemos es enviar un recopilamiento para el cliente cuando cargamos un carro.
Entonces, lo que hacemos es, en vez de enviar un recopilamiento, enviamos un voce de v80,
v80 tax rates, bilíndate y todo eso, que es algo que tienes que hacer con una compañía europea,
que es un cliente europeo.
Y de la frontera, también procesamos la v80 tax rate para los servicios digitales.
Si quieres hablar de eso, después, ¿ok?
Bueno, me gustaría compartir con ustedes mi historia,
porque he creado una compañía aquí, en Gran Canaria.
Es un pequeño punto.
Es lo que se llama West Coast of Africa.
Estás en el Unión Europeo, el África Geográfica.
Es un pequeño punto.
Y cómo llegamos a los clientes de todo el mundo.
Cuando estoy caminando aquí,
por ejemplo, en el África Geográfica, en Gran Canaria.
Para empezar, me gustaría hablar de la frontera.
Entonces, en internet,
podemos decir que el centro de internet es el U.S.,
donde casi todas las compañías son,
por ejemplo, China también.
Bueno, yo vivo en un pequeño lugar,
donde sólo tenemos 15.000 personas.
Eso es los GDP,
unos 25.000 dólares por persona.
Y tenemos un empleado de 33%.
Así que es muy grande.
La industria principal es el turismo.
En este año, tenemos alrededor de 3 millones de personas turistas.
Y en todos los años tenemos 11 millones de personas por año.
Tenemos más poder y turismo.
En España, España es el segundo país en el mundo de turistas.
Más de los turistas son germanos y los europeos europeos.
We belong to Spain,
47.000 personas.
Y el GDP es 29.000 dólares.
Y tenemos 25% más.
Un pequeño punto.
We belong to the European Union
with much more people,
500.000, 580 people.
The GDP is a little bit bigger,
though there are big differences between the countries.
Germany is very rich.
Greece is not so much.
And the unemployment rate is not so bad.
It's 10% more than 10%.
Against the 25% in Europe and Spain, right?
And this is...
I'm coming from the ultra-perfect region,
from Canada to the European Union.
And the European Union is the periphery region
of the center of the world.
The United States is more or less the same population
in the European Union,
but the GDP is much bigger.
And the unemployment rate is much less.
I think it's a little less.
So that makes a big difference
when you try to start your start.
Because if you create a company from here,
of this population,
against here,
against population.
It's not only the market size,
but also the money that people have to spend.
For example, this is the average wage,
2012.
And you know the monthly rate wage in Luxembourg
is that the richest country in average wage
is $4,000.
You say it's four months.
Germany is $13,000,
and Spain is $20,000.
So if you are developing a business
only for the Spanish market,
this is the money that people have to spend.
Every month.
This is the money here.
People have to pay less, much more.
No way to pay less.
It's quite interesting because
in my experience,
most of the business,
startups, entrepreneurs in Spain
develop their products for the Spanish market.
Unless you are developing something
that is very, very local for this market,
I think it's a mistake.
Because the market size is small,
an internet size,
that's only for new people,
and the money people have to spend
in apps or business,
purchases is not so big,
instead of a higher in Sweden,
United Kingdom.
But despite that,
I decided to create my company
in a place where I live,
where I was born,
and I'm going to tell you
the story of the enterprise,
or my small company.
How was it?
I started my own...
This is a story of places,
moments in the time.
I started a company in my place,
2001,
a long time ago.
What I did was
a very, very tiny web app
to manage my invoicing,
because I was a freelancer,
and at that moment
the only invoicing apps
were desktop apps,
very awful, very complicated,
so I decided to create...
I was a developer,
so I created a lot of stuff
to send my invoicing to the customer.
I remember,
at the beginning,
my first customer told me,
why don't you send me
a paid-per-in voice,
this is a pity app.
Now it's something very complicated,
but it wasn't.
Yeah, that was the beginning.
It was a small prototype,
it was for me,
and at that moment
I was working as a freelancer,
I made development consultancy
for all the startups,
all the businesses.
So in 2015,
I decided to move
from services to products,
because that's what
I wanted to do,
and I'm doing now.
So I remember,
taking a copy
with some friends,
and we started talking about
what we can do
to make a product.
So I talked about
the invoicing app
I made for me.
We decided to
make it a little bigger,
not too much,
and mounted
for the Spanish market,
this thing.
We were featured in
Some Blacks.
We started to get
some customers,
so we found out
that we had
maybe a business,
but we can't work with that.
But we had
enough money
to spend all our time
on applications,
so we decided to combine
this new
business with
consultancy.
And that's what's traffic.
I mean,
we didn't
look for a stable investment
to develop our business.
So that was
what's traffic means.
Develop our business
without a stable planning.
So you can use your savings,
your credit card,
you can sell your car
because you don't need a car.
You can
rent a flat
instead of buying.
You can
sell your watches.
For example.
Why not?
If you believe in your business,
why not?
So
the goal here was
trying to figure out
if we had a business
and we were able to
get new customers,
get profitable.
At least for the
very first year
and then we can
could look for
a stable investment.
And so now we have a stable investment.
We have enough customers.
Our investors are our customers.
Ok.
So in 2006
we launched
the first version.
We called it a day.
It was good.
But it wasn't enough.
In 2009
it was
very close to my place.
I was playing
Palace, which is a pitch board
at the beach.
And we decided
that
we were three people at that moment
and we decided that one of us
spent most of the time
working on
the first version.
And the other two were working
with stable customers
to get enough money to pay the bills
and do it.
So in 2010
we launched the second version
and we got more customers.
And then
during the summer in 2012
I was in Copenhagen
and
I decided to
finish the services, the consultancy
and I spent all my time
on all my man and all my service
in
this app.
So I also decided to
create a new version with a new name
rebranding,
new interface,
new code
and we launched
quite different.
I hired two more people
from 10 developer
and one more developer
back in developer
and
we were four at that moment
and with that decision
we got much more customers
we were much more happy
with this
very important
because we were doing what
we wanted to do
that's
that was one of those purpose
and then
and that's
last march
we found out
that Stripe
didn't manage invoices
so we create special version
for Stripe users
and that's what we are
where we are getting more and more customers
above all
in Europe
customers
and Europe
can add Canada, Australia as well
that's what we are doing right now
so
since
I've learned
during all this process
think probably
internet market
only have sense
if you
launch an application
for the whole internet
not for the Spanish market
not for the German market
because
the revenue is quite low for customers
so you need a lot of customers
and the Spanish market
is not a big market actually
I think
we have more of us
Spanish and we know Spain
but
for US
customers
Spain is talking about Mexico
Greece
no, a special place
and this is more
be patient
because you need a lot of time
to be profitable
in fact
I always ask people
when you told me
how you can launch a project
I told them
I asked them
do you have enough money to survive one year
what you saw
with our income
because
people don't talk about that
but
most of the startups
we know every day
actually right now
they don't invoice anything
their income is 0.0
or
200 years
I know famous startups
which are invoicing
nothing at all
so the beginning is quite hard
because
and you need
sometimes to know your customers
to improve your business
and my third final
final advice
enjoy the process
enjoy the way
because that's the most interesting part
of all this business
not only the money
but getting rich
or love
that's very very important
if you need to be patient
take
12 months
2 years
to be a profitable business
no hobby
because you start like a hobby
and then you create the business
and that's it
if you have any questions
I'll help you
so that's it
when it becomes
an MVP
for a startup
when it became
an MVP
what do you think about it
our process was a little bit different
because we developed the MVP
in house
and we
we started to share
the app with some
special people
not to be
to know the
to know if they can use
the app with our help
if they were interested in the app
and then we were featured in
2-3 blogs
in spain
and at that moment there went
many invoicing us in spain
so we had a lot of track
at the beginning
right now
I
would do
an MVP
and I would test it with
potential customers
the gap between the MVP
you know
I was talking about the MVP
for
internal for in house working
my theory is that
you cannot spend
6 weeks in an MVP
if your MVP
takes more than 6 weeks
you are wasting your time
and when do you start selling
before or after
from the very beginning
before or after
the MVP
as soon as possible
I would like to add something
because
an MVP has a lot of sense
when you are in answer to the market
doing something new
and this sector
is super
super known
there are a lot of competitors
you don't have to
you don't need to validate
just need a good problem
because the market is out there
you need to be better than the other ones
or cheaper than the other ones
I agree
maybe you can validate
if you are able to sell
the business
but
before we need to
to pay
the product
but
I think you can do an MVP
right now
with current tools
1-2 weeks
with the WordPress
with the pressure
with html
novacan
a lot of manual process
and
do not
develop
spend time
money in development process
until you don't have your
first customer
so how many times
are you trying to sell
before you can say
that you failed
how many times do you spend
maybe you are trying to sell
the product
but nobody wants to buy it
so you keep trading
but there is a point
when you pay
if you have good product
you can
spend
couple of hours
I think you can
make a curve
where the X axis
the
necessity of the customer
to buy your product
if you have
to fake
you look in internet and google
for a dentist
and you go to the dentist right now
choose the first option
second option and you go to the dentist
and you pay 100 years
200 years for that problem
so that's a very compulsory
problem
business are waiting to pay
to spend money in B2B
then you have B2C problems
and the problem with B2C
is the market is quite big
but
the necessity is not so big
so you have to spend
a lot of time and a lot of money
to make people
to be able to
spend their money with you
and the problem is that
most of the people
are trying to do B2C
businesses
and that's very high if you don't have enough money
in your bank
because you have to spend a lot of money
to make marketing
to make people to believe
that they need your product
so if you don't have money
or you want to
to have a profitable business
less time
my advice to
choose a B2B business
or
a big big pain
like having it to pay
something quite big
so I've seen
some small businesses
they're selling
the product in just one way
two weeks
and they are profitable
it's not very common right
but six months
and
my advice is
simple ideas
for a big market
for a very big market
for example
I know a guy who is selling
he is in the States
he is selling
stock photos
so
he is hiding a photographer
a professional photographer
for every month
and he pays
that photographer to make
some very good photos
ok
and then he shares
buy mail
between 5 and 7 photos
for free
if you are in his newsletter
newsletter
email list
so you get between 5
and 7 photos for free
and if you want all the photos
and if you want to access
their cheer
I mean
between 5 to 10 dollars per month
he is profitable
from the second month
something like that
and yeah
he has thousands of customers
and he is sold
a very simple service
it's not an invoicing app
it's just quite complex
or social network
or that bullshit
I also know a guy who is selling
video tutorials
for carpets
yeah
he earns a lot of money
so
the point with internet
is you can't do
such a freaky thing
just for
a niche so so small
if you work for the whole world
and if you work in English
you have a lot of possibilities
because you can have customers all over the world
right
what do you think
of all this time
2001 to 2014
so lots of experience
what's the biggest
mistake you think
you guys made
the mistakes I made
in the process
you say learnings about enjoying
and those are positive
um
at the very beginning was quite far
because was
internet was quite new
so there went many sales
and the internet market especially in the Spanish market
so we had
a lot of problems
to make people
understand that they have to pay
for a sales application
monthly subscription
so they thought
was better to pay for the desktop
something like that
now the market is more
mature so it's
much more easier to serve
our solution
I made a lot of mistakes
I was quite naive
at the beginning
like more people
I thought
you can sell
business and internet without
marketing
or marketing actions
and I think you have to spend
at least
the same quantity
amounts in marketing and development
you need great product
with a great message
a great contents communication
um
yeah
we were
engineers
we had
business people in the team
so that was far
you say
had to learn about business
marketing all this stuff
and we had
enough money to
to hire a person
to do that
yeah
and then
at the beginning I didn't take
metrics
and that's very very important
about what you want to know
if you have a business
or hobby
if you are working for something
which is going to
give you a lot
enough money to live
or just a hobby
so you have to know
about CAC
LTP, general rate
all this stuff
it's very important
and then
as an engineer
I try to develop
and now
uh
wouldn't do it like that
I started like the
MTP
Virtue
an HTML page
to know if people
are willing to pay for that
with a newsletter list
something like that
maybe a Pay Now Woodson
just to test if people want to pay
yeah
I tend to spend so much money
in development
I do spend more money in
market research
which is much more important
now you have a lot of competence
competitors
so
it's a little bit harder
to make a profitable business
but I think there's also
people are more
willing to pay
on the internet
so it's much bigger
than 10 years ago
so
you first built Quaderno
for Spanish marketing as well
I just spent so many years
and
all these years
you launched Quaderno IO
which is just this
thing that is trying
international
what is the difference
how long did it take
to
to get to the break event
in the Spanish product
in the Spanish market
as we had no so many expenses
we were profitable
in the first year
we are
we haven't
either a big
it's a salary so
can we spend more money
in this product
then when we launched
Quaderno
we launched an English version
and a Spanish version
we focus
our marketing supports
in the Spanish version
we got some customers
in Spain
not enough
when we launched Quaderno Tayo
for strike users
with the same marketing efforts
we got more revenues
much more customers
we are
reaching
a world market
instead of a Spanish market
that was May last May
yeah last May
and now we are integrating
PayPal
Vistapa
WayTree
yeah
so my advice
is always make your apps
interpret version in English
and launch in the
national market
infact, with the new version
Quaderno Tayo
I have many customers in UK
states, Germany, France
and just one customer in Spain
not two customers in Spain
I want it too
I want it too
and it's
a little bit harder
to
the Spanish people
paying for
un app
people are used to
use their apps for 3 years
not everybody
you have to do more
you have to do more effort in sales
in the sales process to convince the people
to pay for your product
I got a comment related to one point
before
which was
think something simple
but sometimes
actually
we are trying to solve
a problem
so the solution is not simple at all
because the pain is quite
big
and we need to think about a lot of stuff
and it's complex
and there is no way to make it complex
so maybe it's not a good point to start
yeah
at the same time you say
your own product was not simple
yeah
it's complex
yeah
the very first version
was not too complex
because
the only thing you have to do is support
to create an invoice
to customers
and from then
until now
we haven't added new features
and now it's quite complex
but that version we made
last time
and we did it in
2-3 weeks
and the pain was quite simple
they want to send an invoice
to the customers
and they don't want to
create invoice
manual
so we just connect the stripe
API
with our small API
and we get the data from the stripe
and we create and send the invoice
and that's something
it's a very specific problem
and you can get it in
1 month, maybe 2 months
maybe
for us it would be simple to do something like that
but
the complex part is to understand the market
we are going
because it's not something we know
it's something really new for us
even if we are customers for that market
and we have the pain, we are trying to face
it's complex
and trying to define something
before to do
but the problem we have is that we are not developers
so
when you say that you were hiding
front-end etc.
you were properly hiding them
or you were putting them as a thing
I mean
what was your advice at this point
because we cannot build the MVP
if you have
about the people who work with you
if you have
digital problems
your core
is the software
so in my opinion
you have to
if you are a business person
you need a technology partner
I mean
when you get hired person
for the first version
for the MVP just to test your idea
but
if you have a business
you have to offer
your company share
10% or whatever you want
to make the developer
to be part of your team
and to be part of your company
and that's very important because if not
you are a mercenary
you know
something who's working for money
I mean
I can't think about that
At the moment
you needed more people
you were probably hiding
because I came late sorry
we also work with freelancers
you know
we do not have enough money
enough work to
make us marketing tasks
we hire some freelancers
for some months
and when we have enough work
for them we can hire them
but in the beginning we started
with freelancers and make our expenses
much smaller
you
have decided to start your company
in the periphery
what about hiring
in case you need to scale up
at some point
in case you need all of this
20 developers
200 developers
but you don't need 20 developers
in just one day right
it's a process
now we have 5
maybe next week we can be 6
in 2 months we are 10
so you can look for the people
I believe in remote working
so
our
team
is anywhere
in fact our marketer
is right now in Brussels
for the last 5 years
I've been
trying to
Germany
and I've been in Berlin
living in Berlin for the summer
and my team is in France
and I have no problem
if you want work with me
I have no problem if you are in the States
because
don't need to be together
in the same room to make our work
so instead of
looking for
people in your market
looking for good people
as much as you are
Is it cheaper?
Not always cheaper
because if you are looking for a very good developer
it's not cheap
but
it's a little bit easier
your market is bigger
yeah
What have been your main
sources of customer acquisition?
How is my customer acquisition?
How did you
attract the attention of people
who are using Stripe
to start testing
or using other network?
How do you find that
or how much money do you spend to find that?
Where do you spend the money?
When
Where?
We use
Gavian marketing
so
we launched the Proud Team
in hacking years
we are
in marketing
we are working
in SEO
so we have a good position
in Google rank
I have tested
Twitter ads as well
and we are working
with Retallecting
we use
perfect audience
and Retallecting
so our marketing
workflow
is getting traffic
to good traffic
to our page
and then retallecting them
in our network like Twitter
or Facebook
to get more traffic
then we try to
make a
new sharing process for the customers
so if you give us
your email
we can send you some stuff about billing
invoicing, VAT stuff
it's not very expensive
but inspired
B2B is not easy
because
you have to convince the business
to pay
for your solution
B2C is a little bit
easier
but you cannot ask for much money
to a consumer
they pay 5 euros
10 euros per month
but
a business can spend 50 euros
90 euros per month
more than 100 euros per month
do you use a CMI?
sorry?
do you have a CMI?
no
it's not so good for
B2B
my experience
so we tried
we tried
we tried
we tried
we tried
we tried
we tried
we tried
now I'm trying
a new
it's here for me
it's an active campaign
so at the beginning
I developed
an email workflow
so when somebody
came to my page
I wanted to show you my page
so
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