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Magma Media: Content Marketing, PR, Growth for Startups

Most startups, even the ones in our portfolio, don’t do a great job on social media, PR, communications, or digital marketing. They might have a fantastic product and great clients, but many are dropping the ball on communications. They may not have social media profiles, or have placeholders that make their startups look smaller than they really are. Others don’t do any PR or content marketing. Others are throwing money at ads without creating tracking, landing pages and streamlined targeting.

Many of the entrepreneurs we support forget about their online brand. First-time founders, or even battle-scarred entrepreneurs, get caught up working on their product or business development. Or they think content marketing and PR won’t move the needle on their business. Or that they can’t afford agency services. We want the entrepreneurs we support to be focused on the most important things: sales and product, but we got tired of watching portfolio companies neglect the basics.

After working with 50+ startups at Magma, we can tell you: these strategies do work. Even an extremely lean business can benefit from basic content marketing and a social media strategy. It’s the first thing that clients, investors and journalists will see when they check out your business. Rightly or wrongly, first impressions make a difference.

We’ve taken the best practices from our top portfolio companies, combined with our own experience building the Magma Partners platform, and launched Magma Media to bring these services to our own portfolio companies. We’re inspired by Andreessen Horowitz’s in-house agency model. We believe that in Latin America, it’s even more important to add value to our portfolio companies. And we know great communications can help a startup succeed. They’re table stakes for every startup today.

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Crossing Borders: A Venture Capitalists Guide to Doing Business in Latin America

If you love our Managing Partner Nathan Lustig’s blog, you’re in luck. Nathan has just released his latest book, Crossing Borders: A Venture Capitalist’s Guide to Doing Business in Latin Americadetailing his experience living and working in Latin America for the past eight years. This book is the third in a series of books that Nathan has written to help entrepreneurs, investors, and foreigners figure out how to live – or start a business – in Chile.

Crossing Borders, which gets its name from Nathan’s podcast, expands on our experience in Chile to provide a wider look at entrepreneurship across Latin America. It also includes stories from 33+ entrepreneurs and investors from around the region. This book is not the end-all-be-all for working in Latin America, but it is a great jumping off point for anyone working in the region or considering a job in Latin America.

What can you expect from Crossing Borders?

Nathan’s new book starts with an overview of Latin America with sections of key industries like venture capital, blockchain, and fintech, as well as trends that have appeared over the past few years in the region. Expect to find chapters about finding a job and living in major tech hubs in Latin America and an overview of top startups in the region.

Nathan’s new book features detailed chapters on each of Latin America’s most prominent tech hubs, including Brazil, Mexico, Argentina, Colombia, and of course, Chile. He also dives into less developed ecosystems like Uruguay, Puerto Rico, Paraguay, Panama, Peru, Ecuador, and Bolivia, as well as emerging regions like Central America and the Caribbean.

Each chapter features interviews with local entrepreneurs, investors, and government actors who have appeared on Nathan’s podcast. These chapters are peppered with commentary from Nathan’s personal experience living in and traveling to the countries in the book.

Expect to dive deeper into each of Latin America’s top tech hubs and to find out Nathan’s analysis and predictions for the Latin American startup ecosystem as a whole. Our goal is to help you get a feel for each country and give you an idea of who you might want to contact if you’re thinking of living, working and doing business in each country.

Who is this book for?

Crossing Borders is for anyone who is interested in living and/or working in Latin America, or even for those who have lived just in one country and want to learn more about the rest of the region. There is something in the book for every reader, from foreign entrepreneurs to investors, to university students and government officials who want to learn more about innovation in Latin America.

Why the Crossing Borders book?

Many people in the US have a biased image of Latin America. Reports of violence, political instability, and corruption generally penetrate much deeper than the stories about innovation and economic growth. Latin America is not a monolithic region, nor is it a poor one. Despite entrenched inequality, Latin America is producing startups with global impact. However, since most of their stories get shared only in the Spanish or Portuguese speaking press, US investors and entrepreneurs are unaware of the potential of these growing markets.

Crossing Borders: A Venture Capitalist’s Guide to Doing Business in Latin America is a way for us to share these stories and Nathan’s personal experience to help foreigners and locals interested in pursuing business in Latin America. Check out interviews with Cornershop CEO Daniel Undurraga, Jooycar founder Maria Paz Gillet, Uala CEO Pierpaolo Barbieri, Movile CEO Fabricio Bloisi, Start-Up Chile’s previous Executive Director Rocio Fonseca, Parallel 18 Directo Sebastian Vidal, GroupRaise’s Devin Baptiste, Kevin Valdez and Sean Park, Magma China’s Jie Hao, Gricha CEO Alba Rodriguez, Omnibnk CEO Diego Caicedo, Abartys Health’s Lauren Cascio, David Lloyd from Intern Group, David Assael and David Basulto from Archdaily, CargoX’s Federico Vega, Psafe’s Marco DeMello, Brian Requarth, Santiago Zavala from 500 Startups, Antonio Nunes from Mercadoni, Patricio Williams Becu, Alejandro Freund from YaEsta, Jose Caya Cayasso, Carlos Jordan, and many more.

Purchase Crossing Borders the book on Amazon!

Connect With Nathan

Crossing Borders Podcast: Nathan’s Blog, iTunes, YouTube

Magma Partners: Our 2018

2018 was an expansion year for Magma Partners. We started on a high note, closing our Fund II with backing from LPs in Chile, Colombia, Argentina, China and the US in January. We’re part of the movement that made 2018 the year people started to take Latin American tech seriously.

We added amazing people to our team across Latin America, China and the US, bringing us to seven full time and 10 part time team members. We have people on the ground in San Francisco, NYC, Austin, Beijing, Mexico, Chile, Colombia and Peru. Francisco supports Magma teams with Latin American connections, providing a link to top Latin American businesses that can make companies.

JT, Pedro, Sophia, Alejandra, Angel have been amazing additions to the full time team and are helping us build the support system for the entrepreneurs we’ve been lucky enough to be able to support. Pedro, Paolo, Eugenio, Codie, Neil and Pierre make up the amazing support team that allows us to have the reach we need. Our LPs in Latin America, China and the US are also a crucial support system, both in connections and advice, but also in follow on funding. Our LPs have invested and additional $5.5M into Magma portfolio companies this year, giving us the ability to help companies as they scale.

Angel Andraca, Sophia Wood, Pedro Pablo del Campo, Alejandra Dugarte, JT Li, Magma Team, Santiago, Chile

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Nathan Lustig’s advice for startups on Parallel18’s “Mentored” Series

Our Managing Partner, Nathan Lustig, recently appeared on Parallel 18’s “Mentored” Series to provide tips and advice to startups and VCs operating in the Latin American ecosystem. Here’s what to expect from the episode:

  • What VCs look for when they are analyzing Latin American startups
  • How startups and VCs in Latin America can align incentives for better outcomes
  • How US and Chinese investors analyze companies in LatAm
  • Tips for Latin American startups looking to raise capital outside the region
  • Why Puerto Rico is a great place to start a startup

To hear all of Nathan’s advice for startups and VCs, check out the video above for the full episode!  

What can startups and traditional businesses learn from each other?

What do startups and corporations need to know about each other? Our Managing Partner, Nathan Lustig, was recently in Mexico City for the 29th Annual Consejo Empresarial de America Latina (CEAL) to talk about just that issue. The event united business people, investors, entrepreneurs, and politicians to talk about how to support tech, innovation, and business across Latin America, from Mexico to Chile.

Distinguished guests included Mexico’s President-Elect, Andres Manuel Lopez Obrador, exiled Venezuelan politician, Antonio Ledezma, and Ex-President of Colombia, Oscar Naranjo. These presenters spoke of regional alliances and improved international ties, including with China, to help support Latin America’s budding ecosystem. There is a clear, and well-recognized need, for governments and corporations to lend their support to the private investors and actors in the tech ecosystem.

“Big corporations in Latin America are beginning to feel the threat from startups and are looking to partner, support, and innovate alongside smaller tech companies. For example, in retail, we have seen a spate of acquisitions – such as Walmart and Cornershop, and Falabella and Linio – that point to the fact that corporations are seeing startups as potential collaborators and competitors,” said our Managing Partner, Nathan Lustig. “This change is an opportunity for startups and corporations alike to learn from each other and improve services for their customers.”

Several Magma portfolio companies had the opportunity to present at the event, including Omnibank (previously Portal Finance), Workep, BrainHi, and Albo. These startups were among 25 companies chosen from across Latin America to present for the politicians, executives, and angel investors who attended the event.

Diego Caicedo, CEO of Omnibank, said of the event:

“We work with a lot of traditional businesses, like investment banks, who are just beginning to see opportunities in working with startups. This event was an opportunity for us to meet some of the most important actors in Latin America’s private sector and understand how we could work together.”

Nathan was invited to speak on the Venture Capital panel at the event alongside other regional VCs like Federico Antoni of ALL VP, Sebastian Vidal of Parallel18, and Hector Sepulveda of Mountain Nazca. The panel was moderated by Nicolas Kogan, Puerto Rico’s CEAL president.

“Startups can learn a lot from traditional business-people – and vice versa. This event allows startups and founders to interact with major players in their industry and learn from their experience, and for traditional business owners to explore potential partnerships with people who are innovating in their industry. It is a great place for fostering collaboration,” said Nicolas Kogan about the CEAL event.

We were thrilled and honored to be invited to present at the event, and to be able to support our companies that were able to join, as well. CEAL was an incredible way to bring together all the biggest actors in Latin American business, from politicians to first-time founders, and discuss the future of the region.

Magma Partners in China: Kr Space Seminar, CLACIE & Chile Week

The relationship between Latin America and China intensified over the past three months. Tencent invested US$180M in Nubank, Ant Financial invested millions in Stone Co’s IPO, and Beijing agreed to swap over US$18B in yuan for Argentine pesos.   

China’s relationship with Chile has grown, as well, as the Magma Partners China office has spoken at monthly events about investment in Latin America. During the past three months, Magma China co-hosted a seminar during a visit from Roberto Ampuero, Chile’s Minister of Foreign Affairs and presented at two significant events to increase people’s awareness of Latin America  as an investment destination.

Here’s how Magma has promoted Sino-Latin American investment in three events over the past three months.

September: Kr Space Seminar

Roberto Ampuero, Minister of Foreign Affairs of Chile, visited China after being invited by China’s Minister of Foreign Affairs, Yi Wang. During his three day trip, Mr. Ampuero presented during a seminar entitled “Chile, the Latin-American Center of Entrepreneurship and Venture Capital at Kr Space’s Zhongguancun Community at Beijing. Magma Partners collaborated with ProChile and Kr Space to co-host the event and generate more awareness of Chile in China. The event also included a presentation from Chris Martin, Vice President of Mobike’s International Expansion Department, who explained why Mobike is interested in LatAm and why they picked Santiago as Mobike’s first Latin American destination. Mobike has just landed at Chile this year and is planning to expand to other countries in the region over the next couple of years.

Chile’s stable economy and business-friendly government make it an interesting destination for Chinese investors. As Ampuero stated at the event, “Chinese enterprises are welcome to come to Latin America. Chile can offer varied talents. We encourage people to invest in Chile, to start a business here, and to talk to our younger generations to get to know the country better. Thus we build a bridge between Chile and China.”

October: CLACIE Annual Conference

Jie at CLACIE annual conference.

On Oct.30, The China-Latin America and Caribbean Investment Exchange (CLACIE), hosted their annual conference in Beijing, China, sponsored by IDB. This invite-only event gathered 125 people who are involved in  the China-LatAm investment relationship who would discuss Chinese-Latin American cooperation across several industries..

Jie Hao, Magma’s Chinese partner, presented at the tech forum as a panel speaker and shared his insights on the emerging LatAm tech ecosystem as a Chinese investor. “Early-stage startups from Latin America are unlikely to find funding in China, even if they visit many times, if all they do is do roadshows, so far Chinese funds have invested into companies in their B, or C round, with early stage being out of scope”

November: Chile Week

Jie Hao at Chile Week’s panel.

Two days later, on November 1st, the 4th Chile Week officially kicked off in Beijing. InvestChile organizes this event once yearly to promote understanding of Chile in China.  The event unites big names from Chile to present before a Chinese audience; Former President Eduardo Frei Ruiz-Tagle spoke alongside Chilean Ambassador to China, Luis Schmidt, Chinese Ambassador to Chile, Bu Xu, and Minister of Foreign Affairs, Roberto Ampuero. Jie once again spoke on a panel about the tech and financial connections between China and Chile.

During Chile Week, Chile officially signed and joined the Belt & Road initiative, China’s development strategy meant to boost multilateral connections, trade, and investments. According to InvestChile, this strategic connection positions Chile as the main hub for Chinese companies operating in LatAm and offers financial backup services to companies of both countries that assists with creating stronger tech innovation.

The Future of Chile – China

Recently, the ties between China and LatAm have been growing stronger. Unlike in the past, not just the construction industry  is receiving backing from the Chinese government. China’s private investors and companies have begun backing Latin American startups. China’s startups see Latin America as a potential market for their fintech solutions. The two regions grow closer with each coming month.

Our partner, Jie Hao believes there is a significant opportunity for Latin American entrepreneurs to visit China to learn about the Chinese startup ecosystem and see if they can apply the Chinese innovation experience to Latin America. “Chinese startups are already far advanced and under extreme competition. Latin America entrepreneurs will learn the best business models, the best technology, how their peers can survive in China, how to raise funds etc.”

Early this year, Magma Partners partnered with 36Kr and launched the first ever Sino-LatAm accelerator worldwide. So far we have hosted a series of events at embassies of latam countries in Beijing and Kr Spaces as part of our efforts to promote awareness of LatAm in China. We are watching China’s growing interest in Latin America and believe that China will have a strong influence in the region’s startup ecosystem over the next few years..

 

Nathan Lustig presents at the Peru Venture Capital Conference

Last month, Nathan Lustig gave a talk at the Peru Venture Capital Conference about the Latin American entrepreneurial ecosystem and how Magma is working to support startups in the region. In this talk, he shared how he started Magma Partners in 2014 and how it has progressed so far.

We believe that Latin America is at its inflection point. In the past few years, more US and European entrepreneurs have come to Latin America to develop their startups. At the same time, he has witnessed an emergence of Latin American founders that are striving for their ambitions.

Yet the infrastructure for entrepreneurship in Latin America is not yet fully developed. Magma has been working hard to push the ecosystem forward with entrepreneur-friendly deals, that try to break down invisible barriers of class, gender, and race that still exist in this region.

Magma has recently started to build more pillars for the ecosystem by creating partnerships and content that support the region. Noting the growing influence of China in Latin America, Magma and their Chinese partner, 36Kr, launched the first Sino-Latin American accelerator in the world. Nathan produces a podcast called Crossing Borders where he interviews Latin American entrepreneurs who have interesting stories that rarely reach an English-speaking audience. Magma also created LatAm List, a Latin American TechCrunch that shares regional startup news in English.

To view the whole talk please click here.

 

Jooycar raises US$3M from HCS Capital

Jooycar is bringing the Usage-Based Insurance model to Latin America. Through a small device that plugs into your car, Jooycar has access to each vehicle’s usage metrics, which individuals and insurance companies can view through an app or on their online platform. Jooycar was founded by Maria Paz Gillet, Emilio Figueroa, and Mario Ungemach, a Chilean-Mexican team with years of startup and innovation experience under their belts.

Jooycar recently received US$3M in follow-on investment from HCS Capital, an investment fund based in Miami. Alex Horvitz and Luis Felipe San Martin, CEO and Managing Partner of HCS Capital, respectively, led the investment. We have invested in Jooycar twice as Magma since 2016 and are excited to add HCS as a coinvestor. Jooycar will use the investment from HCS to improve their platform and reach one million connected cars across Chile, Colombia, Peru, Brazil, and Mexico by 2021.

Jooycar is a perfect example of our investment thesis in action, as a startup that was founded in Chile that is now headed to the US. As a part of the investment, Jooycar will move its headquarters to the US to enter that market more smoothly. They have also added Rodrigo Labbe, ex Head of Marketing at DirecTV Chile, as new CEO, while Maria Paz will act as Chief Innovation Officer.

Maria Paz is a serial entrepreneur who started her career by building Chile’s first e-commerce platform. She went on to innovate within Cencosud, one of Chile’s largest retail brands, before leaving the company to found Jooycar. We have loved working with Maria Paz and watching her build Jooycar alongside her team. You can learn more about her story on Nathan Lustig’s podcast or in this article for Forbes about Jooycar.

Magma Partners invests in Chilean sports-streaming startup, Fanatiz

Fanatiz lets you keep up with Latin American football leagues from anywhere in the world. The service currently offers coverage of the Libertadores and Sudamericana Cups, and soccer leagues from Argentina, Brazil, Chile, Mexico, and Peru.

Founded in Chile in 2017, Fanatiz has its headquarters in Miami, while maintaining most of its operations in Chile. The startup also has offices in Spain and Argentina. We recently invested an undisclosed sum in Fanatiz to help the startup grow globally.

“We’re really excited to partner with Magma Partners as we continue our path of rapid growth and market expansion. With clients in over 100 countries, we place special value in Magma Partners’ vision and support for Latin American companies growing on the global stage,” said Fanatiz co-founder and CEO, Matias Rivera.

“Fanatiz embodies our commitment to helping Latin American startups tackle the US and international market,” said Managing Partner, Nathan Lustig.

The Fanatiz team was also selected by 500 Startups to participate in their Miami Growth program, alongside nine other startups from the US and Latin America.

After a little over one year in business, Fanatiz already has customers across the globe, including Pope Francis. The startup made the news last year when it provided the Pope with access to their app so he could follow his team, San Lorenzo, from the Vatican.

Expect to hear more about this dynamic startup in our quarterly updates!

Nathan Lustig’s Interview with Pedro Varas, CEO and Co-Founder of FounderList

Last month, I had Pedro Varas, the CEO of FounderList, interview me in Spanish on three topics: my personal journey, my view on the entrepreneurship ecosystem in Latin America, and vesting. You can watch the three trailers and find the links to the full interviews below. I hope you enjoy the videos.

Part 1. My Story

I was born and raised in Wisconsin. It wasn’t clear at first that I would follow the path to entrepreneurship since I studied political science in college. Then, in my freshman year, I couldn’t get season tickets for our football team,which upset me because I had been looking forward to the games quite a lot. I tried all means to find a ticket, and that is how I found out about a book exchange website at my university. I ended up buying the site with a friend and brought it to 175,000 users across  10 universities. After selling the site to another company, I started my second company, Entrustet, which aimed to resolve the issues of managing digital assets when someone died. This startup took me down South to join the pilot round of StartUp Chile, where my course changed. I eventually started my current career as a venture capitalist that bridges US and LatAm.

To view the complete interview please click here.

I also did a podcast in which Devin Baptiste from GroupRaise interviewed me in English. Check that out here if you are interested in knowing more details.

 

Part 2. Why Startups Fail

In this part, I talked about the startup ecosystems in LatAm, what will make an investor say no, why most startups fail, how I view the wage gap between US and LatAm, and which industries are the most promising for the region. When I first arrived in Chile, I saw there were many opportunities to improve the way business is done here. Following my entrepreneurial instincts, I stayed and became an investor. Fast forward to 2018, and things have improved a lot, yet there are still many opportunities. As the startup ecosystem continues developing, the time to invest in Latin America  is now. At the end of this interview, I recommend a daily practice to help every entrepreneur-to-be identify problems and create solutions.

 

To view the complete interview please click here.

 

Part 3. Vesting

Vesting is an important concept that many founders fail to understand. At Magma, we have rejected some good companies because they have founders who had left the company a long time ago but still owned a big share of the company. This is not fair to the founders who stayed and actually worked to make the company survive. In this video, you will find out what vesting is, why it is important, the difference between founder vesting and employee vesting, when to have an employee option pool and some cases.

To view the complete interview please click here.

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