From 50 to 1,000 Clients: The Revenue Factory Model

14:53Andres Figueira:Yeah, so what normally happens is essentially they come to a website. They find us on, I don't know, Reddit, Google. They ask ChatGPT, what's the best solution for UGC? And we pop up. They then on our website and they sign up to learn more. And then first, marketing will essentially qualify them. They will look a bit at how big is the company? How many employees do they have? What industry are they in? And if marketing deems it, okay, this is something that sales should have a closer look at, somebody from Salesforce will reach out to the brand. And then we will have a discussion on whether we can actually solve their situation, pain, and desired impact.

15:30So what we really do on the first meeting is we deep dive into why are we even here?

15:36Andres Figueira:What's the situation of the brand that comes to us? What is the problem they are having? And what is the impact they are looking to obtain by solving that problem? By when and by who? and when we have that understanding we can then kind of see if it makes sense to move forward with the conversation and if it does we'll go into a whole demoing phase and show them around the product show them the parts of the product that makes sense for exactly their problem and desired impact and then we'll at the end of the day have to talk about a price and do a contract

16:07Mads Wedderkopp:okay and do you guys when when you work with a customer do you already have like set guidelines into the best process or workflow you can help them out to do in order to achieve the results? Or do you guys experiment and change strategies with each new customer?

16:24Andres Figueira:Yeah, so each customer is kind of its own thing, right? Nobody has the exact same need. So what our tool is, it's a big toolbox of a bunch of different things that you can use to obtain the value that you're looking for and solve the problems that you're looking to solve. So while it has to stay within the limits of the product, there's like no single use of the product. Everybody uses it slightly different. So one brand might be using our creator management platform and our email marketing integrations and our Facebook ads integrations. And another brand might only be using the fact that we can scrape all of the content about them, we can obtain the usage rights, and then they put that on their webpage.

17:08Andres Figueira:So it's like very different compared to both which department is actually buying our tool. Is it brand? Is it marketing? Is it web? Is it e-com? It's very different what they are trying to solve. And based on what they are trying to solve, they will use the system slightly differently.

17:24Mads Wedderkopp:Okay. But then the system is, as you mentioned, it's a toolbox where they choose what we can use and what will work best for them. And anytime that you want to add a new tool to the box from the Flowbox side, then how do you approach testing and seeing if a new strategy or a new tool would work?

17:42Andres Figueira:Yeah, so we have an amazing product team that are really good at, first of all, like taking hypotheses from either customer success or sales, and maybe they come up with a hypothesis themselves. And then they will do some customer research, some internal stakeholder research to see what should we prioritize. They will scope how big of a task it is to make an MVP. And then it's essentially like, it's pretty simple. It's like way the shortest job first. So what is like the biggest job, the smallest job that creates the most value, then we do that first. And we deliver that, but we always deliver it in a controlled manner.

18:20Andres Figueira:So we will find somewhere between 10 and 50 clients that want early access. We'll have them tested, give us feedback. We'll iterate a bunch of times before we then release it to the entire customer base. So it's a continuous process and we release new things every 14 days. So we run in sprints on 14 days and every 14 days something new is released. That can be an improvement to something that already exists or can be an entirely new thing in the system.

18:47Mads Wedderkopp:Wow, 14 days is a pretty frequent cadence to have updates to the product. That's amazing. So you're always evolving and expanding. And you've mentioned that right now, then your client wallet is about a thousand clients that you're working with and you're looking to expand that. Any comparison that you can draw or learnings that you had from when you began and Flowbox just had 50 and to now 1 ,000, what has changed? Have you had to automate the product a lot more, streamline it so it's easier to use? What learnings have you had by gaining so many customers? Because a thousand people, a thousand clients,

19:19Andres Figueira:it must not be easy. Yeah, so full disclaimer, I was not at the company when we were only at 50, but I can talk in broader terms because I've taken that journey multiple times now from 50 to a thousand. And it's kind of the same thing every time. So, yeah, it's different. Like when you only have 50 clients, essentially yourself as a founder, probably closed all of them. And you know all of them by person, by first name. You maybe even have gone to their offices. So you know them very deeply and you have like a personal relationship to the first 50 clients, essentially. Whereas when you grow, when you get to process fast and you need way more systems, you need escalation, you need SLAs, you need like, there needs to be a very like streamlined process.

20:00Andres Figueira:So it's like, I kind of call it the revenue factory. So it starts all the way from marketing. The first time somebody sees one of our ads or visits our website or whatever, till the day that they renew their contract and they buy more, there needs to be a silver lining in that entire customer journey. And that you don't have when you close the first 50. It's just like, hey, you want to buy? Great, come in and we'll make sure that we can deliver something when you are in the door. And obviously that doesn't work when you get to a thousand. And what tends to happen is also you gravitate more towards upper market.

20:33Andres Figueira:So often you start with SMBs and smaller clients and then you'll get to the mid market. And then when you start to capture mid market, you start to get a bit of interest from enterprises and then you slowly move up market. And when you move up market, it's just like way higher requirements from the customers. You need to be able to complete like InfoSec interviews. You need to be able to showcase SOC2 compliance, ISO certifications, and so on. So there's like this whole gradual thing where compliance and regulations and so on becomes more crucial to stay up to date on and actually comply with in order to be able to close those types of clients.

21:10Andres Figueira:So it becomes a whole machinery. Whereas early days is just like somebody wants to talk to me. Great. Let me see if I can sell something to them. So it's kind of like going from being a band of pirates to becoming a navy. Okay.

21:23Mads Wedderkopp:I like that analogy because it really feels like the organization that is required to be able to scale properly is what turns you into a navy. Because pirates are just going around and shouting out and conquering the world. But totally understand what you mean. And yeah, it must be a fact. It must be a thing that the first 50 clients are a lot more personal because your company is just starting and you're going by word of mouth, more organic marketing. And that is also another question I have. How do you guys market yourselves? Like, do you have any channels that are working best? Any strategies?

21:59Mads Wedderkopp:Like, do you use user generated content to market Flowbox? Or do you have another way of doing that?

22:05Andres Figueira:Yeah, so we use our own product to showcase our clients and how happy they are with it. But again, it's a bit of an off usage because we are B2B. And it's very rare that somebody in a marketing department gets so excited that they start posting publicly about this great new tool they bought. It happens, but it's rare, right? So we have to be more proactive in reaching out to our most successful clients, inviting them into our office, doing a video interview so that we can showcase that on the website. But our most successful channels is actually something as boring as search engine optimization.

22:41Andres Figueira:We're really big on SEO and it works really well and drives a lot of our inbound. And I know it's like in 2026, for many people, that's super unsexy. It's super old-fashioned. And every year somebody is tooting the horn of SEO is dead. It's not. It's growing for us. And what's really interesting is that we can actually see a lot of our SEO efforts translate directly into being showcased in LLMs. So if you're a really good SEO, a lot of the time you will be picked up by the LLMs too. So we do see a big influx of leads coming from recommendations from Clawed and CheckDubt and Perpexity and Gemini.

23:21Andres Figueira:And most likely they find us mostly due to the fact that we have good ranking in search engines. But this translates to our clients too. So when Instagram made Instagram crawlable, all of a sudden having really great UGC and influencer marketing was important for SEO. Because the more people that talk about you on Instagram, the higher you'll rank. Because you get a lot of links, you get a lot of attention, Google validates that. And it's the same thing with the LLMs. They also crawl Instagram. So if you have a lot of people talking about you on Instagram as a brand, you will be featured more, both in search results, but also via LLMs.

23:57Andres Figueira:It's the same on TikTok. The more people that talk about you there, the more you will be discovered. And we are very present on social too. Both our own Instagram and our TikTok or on TikTok with our creators. We are very present as a brand because for the new generation, which are hitting the work market or the labor market now, by 2030, the biggest cohort of workers will be Gen Z. so so the way gen c they search is not the way millennials or generation x searched that's that that was google and we would google our problems but the way gen c approaches this and they will bring that into their professional life too is that they do social search so they will go onto instagram and look for inspiration and they will go onto youtube and they'll go onto tiktok so if you're not present there with a bunch of user-generated authentic trustworthy content you will not be discovered as a brand anymore.

24:50Andres Figueira:So that we also take into consideration in Almagody.

24:53Mads Wedderkopp:That is amazing that you have that so well thought out because it happened to me with something as simple as I went to a trip to Bariloche in the Patagonia. I'm in Argentina. And I went with this group of people that a Gen Z person was part of the group. And they were the only people that were looking for nice restaurants to go to because they would search for all of them via TikTok. And it was like, you can really search via TikTok like that? and I felt old. I was like, I'm Googling Google Maps and looking for the best restaurant. But it is so true, man, that they're using that as their, like, their, what's it called?

25:26Mads Wedderkopp:Their knowledge base. And they're finding them that somebody who went to the restaurant and saying, I just ate here. It's the most amazing thing I ever tried. And they show the picture. And that is worth so much more than 10 ,000 reviews and five stars on Google Maps. That is still worth something. But it's different. Yeah, but it's very different.

25:43Andres Figueira:And it's like, it's the authenticity and trustworthiness of somebody that looks like me, speaks like me, feels like me, is posting a piece of content where you can see they're genuinely excited about the restaurant in this example. But that could also be a new pair of jeans or a new pair of sneakers or some new makeup or the new sofa they bought. It applies to every single product we buy. And especially you can see, but essentially everyone is getting more and more influenced by profiles they follow. And I'm not speaking about like the profiles with a million followers or even 100 ,000 followers.

26:20Andres Figueira:I'm speaking about your friends and family and micro-influencers. So like these small communities of profiles that might have a few thousand followers where people are actually interacting on the post and there's conversation going on in the common fields. Like that's where we are influenced today. And that's where the future consumer will be influenced even more. And that all reflects on AI too, because that's where AI finds its recommendations. It literally minics the way we like to shop. It just does the research for us. But the way you get highlighted in AI is exactly that. It's true, authentic, trustworthy conversations with positive sentiment about a product on social.

27:01Andres Figueira:Be it Reddit, be it Instagram, be it TikTok. That's the top three channels that influences being promoted by an AI.

27:08Mads Wedderkopp:Wow, I love that, man. And I love how you're also positioning yourselves to be also picked up by the AI? Because I know you mentioned that some people are saying that SEO is dead, but I disagree with that. It's just evolving into the fact that now the first thing that appears in searches isn't the website that you work so hard to have listed as the first one. It's a whole bunch of AI recommendations and data that it's like, how do we get in there into having the AI recommend us? So it's so cool that you're able to crack that and be able to be showcased within these LLMs because that's what people like.

27:39Mads Wedderkopp:Like I look for something in ChatGPT. I am a bit skeptical when it gives me results, but I usually trust it. And it's like, I understand that people must not think twice when ChatGPT recommends.

27:50Andres Figueira:But it's just yet another area where we get exposed. Like we talked about earlier in this conversation, it's like the aggregation of all of the exposure you get. So it's just a new part of the customer journey or the buyer journey that, okay, I saw this post on TikTok. I saw this post on Instagram. And now ChatGPT is also telling me about this brand. And also I visited that web shop and I saw other trustworthy people on the website through ratings and reviews and through UGC by people like myself on the website. And I can see a person that is the same size as me wearing the clothes, not only like a model shot picture of the PDP.

28:28Andres Figueira:And now I trust this is right by for me. And it's that journey. It's back to building community, building a customer journey that is true to your brand so that your brand becomes your mode and your positioning becomes your differentiator rather than your product. Because your product at the end of the day in nine out of ten times, unless you are Rolex or something like that, it's just a commodity. It's true. It's true, man.

28:54Mads Wedderkopp:No, it's so nice how you have everything like so well thought out and you have this logical train of thought of how things should be because I really agree with what you have mentioned in the way you think about things, man. And Matt, I'm noticing that we're almost at time with the episode. It just flew by. I didn't even notice the 30 minutes already passed. But I did, before I close it out, I did want to give you the chance. I know that you mentioned how the beginning of the customer journey is, but just to reiterate and let anybody in the audience who is interested in listening to us, what would be the website they need to go to to see if it's a proper fit, if they can use Flowbox or anything like that?

29:30Mads Wedderkopp:Getflowbox.com. Okay, amazing. Well, you just heard it here first. Hit up the link that Matt's just mentioned if you're interested in seeing what different tools you can pick up from Flowbox and see if it's a proper fit, get in touch with their marketing team. And if it all goes well, you'll probably get a lot of user-generated content out of the relationship that is created. But with that said, Matt, thank you so much, man, for hopping on the show, for coming with your insights and for teaching us all about what you're doing. And I really wish all the best to you and Flowbox, man, because it really sounds like a hell of a project.

30:05Andres Figueira:You too. Thank you so much. It was a pleasure.

30:07Mads Wedderkopp:No problem at all, man. And with that said, thank you to anybody who is here with us as well, listening. We really appreciate you coming on these shows to learn about the different personalities that we talk to and all the different industries that we're learning about. So have a good one.