The Totvs executive, who replaced founder Eric Santos at the helm of the company, has adopted a “protect and expand” strategy.
in charge of RD station since April 3, the executive Juliano Tubino has bold plans for the company that has become a point of reference in the world of digital marketing. “Our motto is grow 10 years in 3,” Tubino said in a conversation with startups during Universo Totvs, the company’s annual event that started yesterday and ends today in São Paulo. The expectation is to gather 10,000 people in the Expo Center North.
To achieve this goal, the main strategy of the plan is to expand the company’s portfolio of offerings. Today of marketing and CRM, the DR it already has sales engagement, AI analytics, and ecommerce offerings under its umbrella.
Tubino says the totvs he was already carrying out a process of expanding the offer itself under the hat of his corporate performance area, which he led. Now, these initiatives are under the auspices of DR. “Portfolio growth alone would provide enough growth avenues to do 10 years in 3,” she said, noting that the market is still very fragmented and that there is potential to deepen offerings in each area of the business. And yes, that means more mergers and acquisitions are on the way.
In addition to expanding the offering, the plan is to make the offerings more integrated within the DR – but keeping each operation distinct. The 1st step in this direction has already been taken with the subject of contracting and billing. The new additions will be made as quickly as the market demands.
According to Tubino, growth in 10 out of 3 years will come on all fronts: turnover, number of customers, ecosystem partners, market share, etc. All this with what he calls the double mandate of totvswhich is reconciling growth with profitability.
old acquaintances
Sheath dress, which is inside totvs He has been responsible for it since 2018 DR as soon as the purchase of the company has completed 2 years. The passing of the torch was part of the deal earn of Eric Santos, founder of the company, who became executive chairman of the Board of Directors of DR.
When asked whether to assume the founder’s chair had additional weight, the executive said things are going faster and doing better than he imagined. “There’s a lot of things that are going well. There’s a lot to do, but there’s a tailwind. If we put pressure on ourselves that I’m going to be more or better, there’s no need,” he said, citing the acquisition announcements From lexos and the Exact sales and collaboration with Shopify.
According to him, the motto is to protect and expand. Protection has to do with the company’s internal culture and the way it works with its customers and partners, one of its main strengths. As for the expansion, well, we’ve already covered that above.
In addition to collaborating with the DR inside the totvs since the acquisition, Tubino already had a great deal of knowledge of the company as his wife, Juliana Tubino, has worked there for nearly 5 years, most of the time being responsible for generating (and maintaining) revenue in the CRO position.
strategic area
A DRwhich is equivalent to the business performance vertical of totvsit is one of the 3 strategic areas for the company, together with financial services – or techfin, in which it has a joint venture with Banco Itaú – and its traditional area of activity, the management system.
In the 1st quarter financial statements, the division presented a net profit of R$ 92 million, up 31.7% compared to the same period last year, but still representing only 8.2% of the business as a whole .
When asked about the potential size he sees for the operation, Juliano launched the good old “we can’t talk about future expectations”, but did not want to leave “a light” on what could happen. “3 years ago when we decided to expand our totvs, we had to choose relevant areas. Define relevant as at least 20% of the business. At the end of 2022, Totvs had a revenue of BRL 4 billion with a profit of BRL 1 billion. Therefore, any relevance will have to be measured in every billion,” he said. During an event with investors held yesterday during the Totvs Universe, the company presented data for a potential market of R$ 47 billion, with a potential to expand the operation current of 11x.
According to Juliano, the anticipated potential does not include the international expansion path. But this is still an option. A DR it has also launched an operation in Mexico, but the regional advance has not been very successful because, in Latin America, the digital agency ecosystem is not as developed as in Brazil. Incidentally, the real totvs never achieved such a significant space in the international market. For him, the expansion of the playbooks from the DR offers the ability to accomplish this expansion by expanding the ways the company approaches the market.
Source: Terra
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