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Everton Cruz is the CEO of Mooh Tech.
He is an avid reader, a passionate traveller and a believer in the power of ideas.
Mooh Tech is a start-up company focused on technological innovation and solutions to reduce social inequalities.
Chronus is a revolutionary utility company that will change the way citizens get the help they need and the way services are delivered. The aim is to examine how to improve emergency communication services and improve their safety, security, efficiency and prediction in order to provide better services to the population through technology and more economical use of public resources. In this way we make cities really smart and ITO useful, cities and people.
In an exclusive interview with the AsiaTechDaily, Everton says…
There are days when motivation doesn’t show up and we doubt our own strength, but I always think I can improve what I have created. If it’s not a success yet, it’s because I haven’t done everything I can and I’m still looking for perfection. The company’s bankrupt, it’s my fault. Wine shouldn’t be crippling. Even though it is difficult, it takes humility to change direction and a little stubbornness to persevere.
Don’t just solve a problem that only you think is a problem, and don’t just look at your bubble of living together, look at other social groups that are different from yours, and see how they behave, or how they behave when you use your solution, if it’s really good for them, so that you have something with a chance of success, if not, you solve your problem, and not a real market problem or a social problem. They don’t believe he will generate resources to support the company and think his vision is the same as others.
Read on to learn more about Everton Cruise and his journey.
Tell me about your personal experiences and what motivated you to work for your company.
Everton Cruz: The main motivation was the inefficiency of the emergency services, the archaic systems used by the institutions and, as a result, the low use of the power of integration with the most interested population. Through our core solution and the improvement of public emergency and safety services, we see that we have a direct impact on the reduction of social inequalities.
What is your current main product and can you give a product sales history?
Everton Cruz: Our product is called Platform Chronus and the end user, a citizen, uses our Chronus application. Our solution was born today as a communication application between citizens and emergency centres (911). Our decision is considered a Super TPA because in addition to this communication service for complaints and requests for assistance, we also have a passport that serves citizens by registering Covid-19 trials and registering vaccines already taken by a citizen. For example, the health authorities know who is vaccinating people in their cities and whether they have already been tested for VIDOC-19 and whether they are infected with this virus or other possible infectious diseases.
How much money have you raised so far? When was the last financing cycle?
Everton Cruz: Most of the funds invested in the company were equity, just over 80% – funds invested by the founders, but we received less than a month’s investment of $100,000.
What are the internal decision-making processes that determined the start of fundraising and what logistics are involved? And how many investors did you meet, how did you get to know these investors and which channels worked best for you?
Everton Cruz: We have a well-organized internal compliance process to ensure that all business processes are well documented. We know investors in different ways, events, guidelines and tasks. We understand that investors only worked well for us if they were enthusiastic about our decision.
What are the main challenges and obstacles in the fundraising process? If you had to start over, what else would you do?
Everton Cruz: The biggest challenge for us is the Brazilian start-up. The country does not have risky investors; being black is also a problem. I have been living in Brazil for 6 months now and in Paris racism is by far the most racist country in the world 6 months a year. It is very painful for us to be able to present our solution, and when we do, the colour of my skin is one of the factors that implicitly prevents me from coming to us for further talks. Whatever else I do, I don’t keep looking for them.
What are the milestones for the next cycle? 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, because after several years of customization we have found the ideal business model for our solution.
How did you attract users and what strategy did you use to grow your business from start to finish?
Everton Cruz: We’ve been working with good institutions.
We are the first start-up in the world to work with the CBF and FIFA, which has given us visibility among people who love football and are afraid of the fans (skinheads).
We have worked well with anti-racist and feminist groups and received their support for a solution and thus the support of some government officials.
Which software was the best marketing tool to develop your start-up and why?
Everton Cruz: Social authorities and celebrities. These people could give a status that is really important for our decision and above all they want something new and big. Creating a group of people who care about the quality of life and freedom.
That most starters are usually wrong about marketing?
Everton Cruz: They use the engine to develop social networks. In addition to the fact that these mechanisms are not organic, they are also expensive, which significantly increases the cost of purchasing them for users.
How would you like to develop your activities worldwide?
Everton Cruz: We have already made contacts with several countries to make our decision official.
Today we plan to make Brazil a base for software developers because of its low labor costs; France will be our research center because my wife and daughter live here. I intend to keep a close eye on project management and innovation in the sector.
What are the most common mistakes companies make in their global expansion?
Everton Cruz: They are unfamiliar with the market and are expanding, have insufficient knowledge of the target group, competitors, the tax sector and local culture.
How do you manage the Kovid 19 flash situation to ensure the survival of your company?
Everton Cruz: The KOVID 19 pandemic was an additional and promising opportunity for our company. And it has allowed us to develop new options for our business model.
What are the most common mistakes founders make when starting a business?
Everton Cruz: Don’t just solve a problem that only you think is a problem, and don’t just look at your bubble of living together, look at other social groups that are different from yours, and see how they behave, or how they behave when you use your solution, if it’s really good for them, so that you have something with a chance of success, if not, you solve your problem, and not a real market problem or a social problem. They don’t believe he will generate resources to support the company and think his vision is the same as others.
What is the best advice you have ever received? And what advice can you give to someone who wants to do similar things with you or go in a similar direction?
Everton Cruz: Stop looking at yourself and society and save as much money as possible.
What are the three most popular books or movies (series) that changed your life and why?
Everton Cruz:
Movie: The Godfather, episode: Billions, the book: Antifragil. They have not changed my life, but they have strengthened the values that I consider essential – loyalty, patience, resilience and focus.
How do you maintain your motivation on a daily basis?
Everton Cruz: There are days when motivation doesn’t show up and we doubt our own strength, but I always think I can improve what I have created. If it’s not a success yet, it’s because I haven’t done everything I can and I’m still looking for perfection. The company’s bankrupt, it’s my fault. Wine shouldn’t be crippling. Even though it is difficult, it takes humility to change direction and a little stubbornness to persevere.
What are the three most important life lessons your (future) sons and daughters need to know?
Everton Cruz: That’s all that benefits the team and the individual.
Why do you want to be remembered?
Everton Cruz: To help the world reduce social inequalities, reduce violence against women and homosexuals, and reduce racism and xenophobia in the world.
You can follow Everton Cruise here.
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