Everton Cruz is the CEO of Mooh Tech.
He is a voracious reader, an avid traveler, and a believer in the power of ideas.
Mooh Tech is a Startup related to technological innovation with an emphasis on solutions to reduce social inequalities.
Chronus is a revolutionary utility platform that will change how citizens get the help they need and how services provide. It aims to explore ways to improve emergency communication services and make them safer, more efficient, and predictive, for better service to the population through technology and more economical to public coffers. We are thus making cities really smart and IOTs finally useful, cities and populations.
In an exclusive interview with AsiaTechDaily, Everton says:
There are days when motivation does not appear, and we doubt our own strengths, but I always think that I can improve what I created. If it is not yet a success, it is because I have not yet done everything I can, and I always seek to improve. The company fails; it’s my fault. The fault should not be paralyzing. Even though it is difficult, we must have the humility to change the direction and a little stubbornness to persist.
Do not just solve a problem that only you think is a problem and do not just look at your coexistence bubble, look mainly at other social groups different from yours and see how they behave or behave when using your solution, if it is really useful for them, so you have something with a chance to succeed, if not, you are solving your problem and not a real problem of the market or society. They do not think he will generate the resources to support the company and believe that his vision is the same as everyone else’s.
Read on to know more about Everton Cruz and his journey.
Please tell me about your personal background and What motivated you to get started with your company?
Everton Cruz: The main motivation was the inefficiency of the emergency services, archaic systems used by the institutions, and, consequently, little use of the force of integration with the most interested population. Using our primary solution and improving public emergency and security services, we find that we have a direct influence on reducing social inequalities.
What is your current main product, and can you share any previous product pivot story to the current product?
Everton Cruz: Our product is called the Chronus Platform, and the end-user, the citizen, uses our application Chronus. Our solution was born as a communication app between citizens and emergency centers (911) today. Our solution is considered a Super APP because, in addition to this communication service for complaints and requests for help, we also have a passport that serves the citizens register the covid-19 exams and register the vaccines already taken by the citizen. So the health authorities will be able to know who the people are vaccinated in their cities and if the citizens have already had COVID-19 exams, and whether or not they are infected by this virus or others that may arise.
How much money have you raised in total so far? When was the recent funding round?
Everton Cruz: Most of the resources invested in the company were its own resources, just over 80% were resources invested by the founders, but we received less than a month’s investment of 100 thousand dollars.
What were the internal decision processes in determining when to begin fund-raising, and what were the logistics for this? And how many investors have you met so far, and how did you meet these investors, and which channels worked best for you?
Everton Cruz: We conducted a well-organized internal compliance process to keep all company processes well documented. We know investors in different ways, events, indications, and submission of challenges. We understand that investors only worked well for us when they are indicated by enthusiastic about our solution.
What are the biggest challenges and obstacles that you have faced in the process of fund-raising? If you had to start over, what would you do differently?
Everton Cruz: The greatest difficulty for us is a Brazilian startup. The country does not have high-risk investors; being black is also a problem. I live in Brazil for 6 months, and in Paris 6 months of the year and Brazil, racism is certainly the most racist country in the world. It hurts us a lot to get opportunities to present our solution, and when we present, my skin color is one of the factors implicit so that investors do not come to us for new conversations. What I would do differently, I would not look for them anymore.
What are your milestones for the next round? And what are your goals for the future?
Everton Cruz: Our goal now is to work in marketing to present the solution to the world as we find the perfect business model for our solution after a few years of adjustments.
How have you attracted users, and with what strategy have you grown your company from the start to now?
Everton Cruz: We partnered with good institutions.
We are the first startup in the world to partner with CBF and FIFA, which gave us visibility among people who like football and was afraid of the fans (skinheads).
We did a good job with anti-racist and feminist groups and won these groups’ support to work out the solution and, consequently, some government officials.
Which has been the best marketing software tool for the growth of your startup, and why?
Everton Cruz: Social influencers and celebrities. These people could give a status of real importance to our solution and mainly desire something new and different. Create a group of people who care about the quality of life and freedom.
What do most startups get wrong about marketing in general?
Everton Cruz: They use the engine to boost social networks. In addition to not being organic, these mechanisms are very costly, significantly increasing user acquisition costs.
How do you plan to expand globally?
Everton Cruz: We are already making contact with different countries to adopt our solution officially.
Today we intend that Brazil will be a base for software developers because of the low cost of labor; France will be our research and development center because my wife and daughter live here. I intend to monitor the project management and industry—company innovation closely.
What are the most common mistakes companies make with global expansion?
Everton Cruz: Not knowing the market and expanding with little knowledge of the target audience, competitors, the tax sector, and local culture.
How do you handle this COVID-19 outbreak situation for your company’s survival in the future?
Everton Cruz: The COVID-19 pandemic has emerged as an extra and promising opportunity for our company. And it allowed us to develop new options for our business model.
What are the most common mistakes founders make when they start a company?
Everton Cruz: Do not just solve a problem that only you think is a problem and do not just look at your coexistence bubble, look mainly at other social groups different from yours and see how they behave or behave when using your solution, if it is really useful for them, so you have something with a chance to succeed, if not, you are solving your problem and not a real problem of the market or society. They do not think he will generate the resources to support the company and believe that his vision is the same as everyone else’s.
What’s the best advice you’ve ever received? And What advice do you have for someone who is interested in doing similar things like yours or in a similar direction?
Everton Cruz: Stop looking at yourself and look at society and save as much money as you can.
What are the top-three books or movies (TV series) that changed your life and why?
Movie: The Godfather, Series: Billions, Book: Antifragil. They did not change my life, but it reinforced the values that I consider essential—loyalty, patience, resilience, and focus.
How do you keep yourself motivated every day?
Everton Cruz: There are days when motivation does not appear, and we doubt our own strengths, but I always think that I can improve what I created. If it is not yet a success, it is because I have not yet done everything I can, and I always seek to improve. The company fails; it’s my fault. The fault should not be paralyzing. Even though it is difficult, we must have the humility to change the direction and a little stubbornness to persist.
What are the top- three life lessons that you want your (future) sons and daughters to know?
Everton Cruz: It is everything that benefits the collective bears’ fruit for individuals.
What would you like to be remembered for?
Everton Cruz: To help the world reduce social inequalities, reduce violence against women and gays, and reduce the problem of racism and xenophobia in the world.
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