Spreadsheets and projections no longer delight investors, making digital companies that dominate performance and data marketing conquer another level of appreciation. It was exactly this path that Matheus Beirão he founded Burning Daily, a digital health and wellness platform that has already earned more than R$ 500 million without resorting to external capital.
Beirao led the company's growth with a rare approach in Brazil: a bootstrap model, where each real invested was supported by real results. “While many talked about valuation and rounds, we focused on CAC, LTV and churn.We always knew how much a customer cost, how much he left and how to keep this equation healthy for years”, he says.
Predictable growth is the new ROI
According to a survey by the Brazilian Association of Startups (Abstartups), about 64% of angel investors and early stage funds consider the marketing model more relevant than the current billing when analyzing a business. Although Beirao has never sought external funding, he notes that the interest of large groups in digital companies is increasingly linked to the strength of acquisition strategies.
“Investors or strategic buyers want to see traction, not promises. Having a performance marketing strategy based on real conversion and retention data is worth more than any” growth projection.
Cases that sell more than projections
Presenting successful cases such as campaigns that generate conversion peaks, partnerships with influencers that resulted in new audiences or the creation of a digital ecosystem of its own IO has been decisive when it comes to arousing the interest of potential buyers.
In the case of Daily Burning, the company also internally developed its technological structure, with applications for smart TVs, payment systems and a data and analytics center. It was this set of elements that aroused the interest of SmartFit in 2020 in acquiring a relevant stake in the company. “O what happened was an operation where they bought part of the company directly from me, a natural person. It was not a contribution in the company, but a strategic acquisition based on the potential and differential of our marketing engine”, explains Beirao.
A new manual for those who build from scratch
The negotiation with SmartFit marked a turning point in the infoproducts sector. “Showed that it is possible to build a profitable and attractive business for large players without relying on external capital, provided that a self-sustaining growth system based on” data, highlights Beirao, who today acts as an advisor and investor in companies interested in scaling efficiently.
For entrepreneurs building businesses on the bootstrap model, the message is clear: well-executed performance marketing, coupled with data and consistency, can be better for the business than any round of investment.
