How did the idea of creating APACHE come about?
Leading the New Business team at Google together with my current partners, we advise dozens of brands on their digital strategy. Those brands asked us for help because they did not have the internal capacity to undertake the projects and the consulting firms they work with from outside did not have the business vision necessary to adapt the technology to the specific needs of each client. In fact, many sold things that customers did not need and never used …
So we decided to go outside of Google to freely help companies lead their markets through innovation.
What is your value proposition? What is special about your company?
Our value proposition is twofold:
On the one hand, innovation, because in order to develop successful digital businesses it is essential to do things differently, and that requires proposing new things from an attitude of continuous learning.
On the other hand, transparency. This is a business based on trust and we have seen the atrocities that have been done from the large consulting firms and digital agencies that have scared off clients towards independent consultants. Our clients do not see us as a supplier but as an important part of their own team, that is why we continue to be a boutique.
How many employees do you have?
I still remember the first semester of activity that I was going every day alone to an office that we had in San Sebastián de los Reyes and in record time (just over 3 years) we are more than 25 Indians. And we continue to grow. We are currently incorporating a Head of Data Analytics, a Director of Customer Services, a Digital Consultant and a Media Buyer.
What are the most important milestones you have on the horizon?
This 2019 (our third year) we are going to overcome the barrier of 4 million euros in turnover, and to take the next step we are working on the development of technology that helps us use customer data as a lever to lead their respective markets.
We have developed our own campaign optimization technology based on sentiment and emotion analysis, key to achieving success in branding campaigns. In addition, we have our own platform to make the purchase more efficient on social channels. So in the short term we are going to continue integrating these systems to make our clients’ campaigns more effective and to obtain more revenue with each euro they invest with us.
On the other hand, we are building a network of strategic alliances to join forces and be able to cover more complex projects where we could not go alone.
How do you make a company last over time?
In our case, the only recipe is adaptation to the market in real time, both of the business model and of the technology or equipment. This means that you have to make decisions very quickly, some difficult. On more than one occasion, a conversation in the morning coffee becomes a tangible product before the end of the day, imagine the satisfaction of the customer who is used to eternal processes …
If you had to give a single piece of advice to a young entrepreneur, what would it be?
Strive to build a good network of relationships. Get out of the office and talk to other entrepreneurs, there are many events, meetings and tools. The valuable information you need is free and available out there
A leading character in the business world?
Personally one of the big names that I follow the most is Elon Musk. It has no brake and has broken all standards. For those who seek a definition, it is the living example of disruption.
I wish we had this type of talent in governments, so for the first time we would have a strategic plan for the future instead of past struggles …
What is a normal day like in your workday?
Right now, within my role, the development of the partner network, the development of the business and the APACHE brand, and the financial control of projects have become very important. Although it is true that being still a medium-sized company (and my love for projects) I still have to roll up my sleeves in many of the projects, but I try to be out of the office as much as possible seeing people and carrying the Apache brand. as far away as possible.
What’s the best thing about being CEO?
These years at the helm of APACHE have been the best master’s degree that I could have done, so the best thing that I get is learning. But it is also the satisfaction of being able to create a vision and make it come true. In any case, without my partners and travel companions APACHE would never have been what it is today and would not have the future it has today ahead of it.
In your free time you prioritize …
I have 2 young children and a wonderful wife, so valuable family time comes first. But I can’t sit still and I try to steal hours a day to read, look for investments, do some sport … and be with good friends!