Los dominicanos Alekos Martínez y Jaime Madera recibieron 45,000 euros en su primera ronda de capital semilla para la startup Veris Behavior, la cual anticipará el comportamiento del consumidor para ver sus preferencias mediante experimentos de inmersión virtual.
Martínez, director ejecutivo, indicó que la inversión proviene de la empresa Eywa Space, un “Venture Builder”, la cual, además de aportar liquidez, es cofundadora y desarrollará el prototipo valorado en 15,000 euros.
Veris Behavior es una “startup” de realidad virtual y neuromarketing que permitirá conocer el mercado, entender y anticiparse a las preferencias de los consumidores antes de que el producto se encuentre en el mercado, eliminando los sesgo que tienen otros tipos de investigación.
Explicó que el prototipo está diseñado para productos que se encuentran en los estantes de los supermercados y tiendas.
A través de la simulación virtual, la “startup” evitará que las empresas tengan pérdidas de capital, ayudando a tener datos más objetivos, como las preferencias en los empacados, posición en las tiendas y cualquier cambio en la línea gráfica del producto, evitando las largas encuestas y los grupos focalizados.
“Si una marca ya establecida quiere lanzar un nuevo empaque para su producto, nosotros, junto a un grupo de consumidores del producto, simulamos por realidad virtual el espacio del supermercado y podemos saber que le llamó la atención al cliente, dónde miró primero; tenemos un mapa de calor para ver otras variables y podemos entregar a la empresa un resultado más completo para su producto”, sostuvo Martínez.
Sostuvo que aunque en el principio están enfocados en el mercado español, ya tienen contactos con empresas en Guatemala, El Salvador, México y República Dominicana.
¿Cómo nace?
A raíz de la pandemia por el covid-19 vieron la necesidad de los compradores en línea de tener los productos adaptados a la realidad virtual, por lo que buscaron fondos de inversión y, tras una mezcla de ideas, nació Veris Behavior, constituyéndose este año.
“La idea fue un mix de lo que teníamos con lo que nos presentó el fondo de inversión”, dijo Martínez. Además de los dominicanos Martínez y Madera, la startup está creada por el español Gonzalo Azcárate.
Acerca de
Alekos Martínez es ingeniero Industrial y de Sistemas, graduado del Instituto Tecnológico de Monterrey, México. Empezó su carrera profesional en esa nación, trabajando en una consultora estratégica boutique donde estuvo en proyectos para empresas como FEMSA Coca-Cola.
Fue gerente comercial de una empresa de tecnología de seguridad en República Dominicana, para luego pasar al emprendimiento construyendo una agencia de marketing digital que tiene casi tres años operando y ha sido consultor independiente de varias empresas en digitalización y marketing digital e instructor del Gobierno dominicano en temas de crecimiento digital.
Jaime Madera, director de Marketing, tiene experiencia en el sector digital, ha trabajado como ejecutivo de cuentas para varias agencias en República Dominicana y España, manejando la planificación estratégica de marcas como Burger King, Caser Seguros, Mariamare, Audi, Card-net, entre otras.
También como consultor estratégico de marcas país y ciudad, ayudando a países como Costa Rica (Costa Rican Investment Promotion Agency), Finlandia (Finland Tourism), Australia (The Australian Trade and Investment Commission) e Israel y ciudades como Riga y Bern con la estrategia de marca en los entornos digitales y como Digital Manager en Londres para una startup donde era responsable la estrategia digital de las marcas Sodastream, Supermercados Co-op y Iceland.
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