{"id":8661,"date":"2025-02-07T13:40:00","date_gmt":"2025-02-07T16:40:00","guid":{"rendered":"https:\/\/involves.com\/?p=8661"},"modified":"2025-09-12T17:14:23","modified_gmt":"2025-09-12T20:14:23","slug":"involves-crece-y-adquiere-startup-chilena-de-tecnologia-para-trade-marketing","status":"publish","type":"post","link":"https:\/\/involves.com\/es\/midia-es\/involves-crece-y-adquiere-startup-chilena-de-tecnologia-para-trade-marketing\/","title":{"rendered":"Involves, SaaS de trade marketing, capta inversi\u00f3n y compra startup chilena"},"content":{"rendered":"\n

Involves \u2014 que desarrolla software para trade marketing \u2014 acaba de levantar 70 millones de reales en una ronda<\/strong> que ser\u00e1 utilizada mayoritariamente para la adquisici\u00f3n de un competidor chileno.<\/p>\n\n\n\n

La inversi\u00f3n fue realizada por Bridge One, que ya hab\u00eda invertido en Involves antes y es el \u00fanico fondo en el cap table<\/em> de la startup brasile\u00f1a.<\/p>\n\n\n\n

Fundada en Florian\u00f3polis hace 16 a\u00f1os, Involves funciona como un asistente para los promotores de ventas, ayud\u00e1ndolos a ejecutar su trabajo con mayor eficiencia.<\/p>\n\n\n\n

En la pr\u00e1ctica, el software de Involves permite que los promotores consulten sus rutas de visita en la app y analicen los objetivos de cada visita \u2014 como aumentar la participaci\u00f3n en las g\u00f3ndolas, cambiar la banda de precio de los productos, a\u00f1adir puntos extra o incluir nuevos materiales de merchandising<\/em>.<\/p>\n\n\n\n

\u201cDespu\u00e9s de que el promotor termine su trabajo, tomar\u00e1 fotos de las g\u00f3ndolas y las subir\u00e1 a nuestra plataforma, que usa una soluci\u00f3n de visi\u00f3n computacional para convertir esas fotos en datos<\/em>\u201d, dijo Andr\u00e9 Krummenauer, fundador de Involves, al Brazil Journal<\/em>. \u201cCon estos datos, asignamos una calificaci\u00f3n a esa visita, para que tenga visibilidad sobre c\u00f3mo fue la ejecuci\u00f3n y qu\u00e9 puede mejorar.<\/em>\u201d<\/p>\n\n\n\n

La startup usar\u00e1 los recursos de la ronda para pagar la adquisici\u00f3n de Datamind \u2014 una startup chilena que opera en 18 pa\u00edses de Am\u00e9rica Latina y cuya facturaci\u00f3n proviene principalmente de M\u00e9xico.<\/strong><\/p>\n\n\n\n

El valor de la adquisici\u00f3n no fue revelado, pero Andr\u00e9 mencion\u00f3 que m\u00e1s de la mitad del monto captado se destinar\u00e1 al M&A.<\/p>\n\n\n\n

Datamind factura alrededor de 13 millones de reales, que se sumar\u00e1n a los 127 millones de reales que Involves gener\u00f3 el a\u00f1o pasado atendiendo a gigantes como L\u2019Or\u00e9al, Kraft Heinz, Unilever y Pepsico.<\/p>\n\n\n\n

Seg\u00fan el fundador, existe una complementariedad clara entre ambas empresas.<\/p>\n\n\n\n

\u201cEl ciclo de trade promotion se puede dividir en cuatro etapas. La primera es la negociaci\u00f3n entre la industria y el retail. La segunda es la ejecuci\u00f3n de lo acordado. La tercera es el compliance, para verificar qu\u00e9 se ejecut\u00f3 realmente. Y la cuarta es la optimizaci\u00f3n, que analiza el retorno que tuvo para la industria y el retail, y c\u00f3mo mejorarlo<\/em>\u201d, explic\u00f3 Andr\u00e9.<\/p>\n\n\n\n

Mientras que Involves opera en la etapa de ejecuci\u00f3n, Datamind se enfoca en la optimizaci\u00f3n.<\/p>\n\n\n\n

\u201cCon Datamind tendremos datos de ventas y stock de retailers en m\u00e1s de 18 pa\u00edses, y podremos correlacionar la ejecuci\u00f3n con los resultados para dar recomendaciones sobre c\u00f3mo mejorar<\/em>\u201d, dijo.<\/p>\n\n\n\n

La adquisici\u00f3n tambi\u00e9n refuerza la estrategia de internacionalizaci\u00f3n de Involves, que ya opera en 24 pa\u00edses \u2014 en gran parte gracias a clientes multinacionales que llevaron su soluci\u00f3n al extranjero.<\/p>\n\n\n\n

En t\u00e9rminos de ingresos, el segundo pa\u00eds m\u00e1s importante despu\u00e9s de Brasil es precisamente M\u00e9xico, donde Datamind tiene una gran presencia.<\/p>\n\n\n\n

\u201cLa uni\u00f3n de ambas soluciones crea una propuesta muy potente. Datamind sabe qu\u00e9 se est\u00e1 vendiendo y qu\u00e9 no, pero entre tener ese dato y tomar acci\u00f3n hay un gran paso<\/em>\u201d, coment\u00f3 Andr\u00e9. \u201cComo Involves tiene 100 mil promotores usando la plataforma, podremos tomar esa informaci\u00f3n y enviarla a ellos, permiti\u00e9ndoles actuar sobre ella<\/em>.\u201d<\/p>\n\n\n\n

Esta es la cuarta adquisici\u00f3n de Involves desde su fundaci\u00f3n, pero la primera internacional.<\/p>\n\n\n\n

En 2017, la startup adquiri\u00f3 a su competidor Go Bee y compr\u00f3 la soluci\u00f3n de visi\u00f3n computacional Stringhini un a\u00f1o despu\u00e9s. M\u00e1s recientemente, adquiri\u00f3 Linkker, especializada en el desarrollo de herramientas para el retail.<\/p>\n\n\n\n

Andr\u00e9 mencion\u00f3 que la estrategia de M&A ha funcionado bien, con Involves logrando aumentar la facturaci\u00f3n de todas las empresas adquiridas. \u201cCon Stringhini, por ejemplo, pasamos de cero a representar el 25% de nuestro ARR muy r\u00e1pido<\/em>\u201d, se\u00f1al\u00f3.<\/p>\n\n\n\n

El plan del fundador es realizar otras tres o cuatro adquisiciones en los pr\u00f3ximos tres a\u00f1os, y una de ellas ya est\u00e1 en proceso. La visi\u00f3n a cinco a\u00f1os es alcanzar una facturaci\u00f3n de 350 millones de reales, con el 30% de los ingresos provenientes de fuera de Brasil.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Con la adquisici\u00f3n de Datamind, la presencia en Am\u00e9rica Latina se expande y las soluciones para trade marketing se fortalecen a\u00fan m\u00e1s.<\/p>\n","protected":false},"author":2,"featured_media":8825,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[37],"tags":[],"class_list":["post-8661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-midia-es"],"acf":[],"yoast_head":"\nInvolves, SaaS de trade marketing, capta inversi\u00f3n y compra startup chilena - Involves<\/title>\n<meta name=\"description\" content=\"Continuous monitoring at the POS, a solution offered by Involves to prevent stockouts on the shelf, can ensure sales success. 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