Why Moving Her Team to Brazil Was Genius

Emilia Chagas

In Episode #717, Nathan interviews Emília Chagas. She’s the CEO of Contentools.com, a company that helps over 700 companies plan, create, distribute and analyze content. As a content manager for over 8 years, she has led video, book and web-based strategies at both enterprises and SMBs. She’s a 500 Startups entrepreneur and part of the Endeavor Promises Program.

Famous Five:

Time Stamped Show Notes:

  • 01:20 – Nathan introduces Emília to the show
  • 01:58 – Emília is currently in Florianópolis, Brazil
  • 02:21 – Emília’s average salary
  • 02:54 – Emília currently has 30 people
  • 03:03 – Aerage headcount expenses
  • 03:24 – Contentools is a SaaS model
  • 03:31 – Contentools offers a content marketing platform for companies with marketing teams
  • 04:04 – Everything that a marketing team needs are converged into 1 software
  • 04:13 – Average customer pay per month varies
  • 04:46 – Contentools does scheduling and the processes of the content workflow
  • 05:08 – Contentools has 300 customers, 700 companies are using the platform
    • 05:21 – Some pay through their agencies
  • 05:35 – Average MRR
    • 05:48 – Around $70K per month
  • 05:58 – Contentools has raised an Angel round and will raise a seed round next year
    • 06:08 – Total funds raised was $500K
  • 06:19 – Contentools was launched in 2015
  • 06:30 – Emília has been working with startups and enterprises and they have the same problem dealing with content
  • 06:53 – Contentools went beta in July 2015
  • 07:11 – Emília has a big dream for Contentools
  • 07:24 – SMBs need content solutions but no one is offering them one
  • 07:39 – “Content is the beginning of marketing”
  • 07:55 – The 4 founders still own 80% of the company
  • 08:43 – All of Emília’s ideas are currently focused on Contentools
  • 08:55 – Contentools wants to create more business intelligence features and content that are targeted more to the customers’ needs
  • 09:42 – Emília won’t sell the company at the moment
  • 10:01 – Contentools is growing 10-20%, month over month in revenue
  • 10:13 – Churn is usually around 2% and last month was net negative churn
  • 10:49 – 3% gross churn
  • 11:12 – Contentools is up selling their number of users and projects
  • 11:58 – CAC
    • 12:35 – 4 people on the team are focused on inbound marketing and there are also remote people
    • 13:08 – Contentools doesn’t have paid acquisition
    • 13:47 – Contentools is adding 20-30 new customers a month
  • 14:07 – The Angel round was in May 2017
  • 14:24 – Contentools is updating their leads for their fundraising next year
  • 14:40 – Valuation won’t be out of the market
  • 16:04 – If you fail updating one status, it’ll all be gone
  • 17:13 – The Famous Five

3 Key Points:

  1. Content solutions are often offered to enterprises, but SMBs need them too.
  2. One of the cheapest forms of marketing is your content.
  3. It’s not easy for a content manager to handle the processes and workflow, so a good content management tool is necessary.

Resources Mentioned:

  • The Top Inbox – The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
  • GetLatka – Database of all B2B SaaS companies who have been on my show including their revenue, CAC, churn, ARPU and more
  • Klipfolio – Track your business performance across all departments for FREE
  • Hotjar – Nathan uses Hotjar to track what you’re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
  • Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments
  • Host Gator– The site Nathan uses to buy his domain names and hosting for the cheapest price possible
  • Audible– Nathan uses Audible when he’s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books
  • Show Notes provided by Mallard Creatives