Sílvio Macedo created Xarevision to respond to market needs, and the process was not easy. In fact, he warns future entrepreneurs that it is necessary to be very stubborn. 

Where did the idea to launch this company come from?

The creation of the company was motivated by the market. By the end of 2006 the advertising sector was growing and changing rapidly, especially the so-called new digital media, which are more powerful for the brands and useful for the consumers. In that environment and with the know-how that we had we concluded that it was the right time to go ahead with a business initiative. 

How was the project financed? 

The concept, and our approach in particular, was not conventional. Even though we are engineers, we wouldn’t be selling hardware or software, but advertising space. So finding someone willing to invest in this vision was not easy. After a few months and many meetings, Ciencinveste, a seed capital company, decided to support us. Afterwards, InovCapital and Pathena also became shareholders. 

Who were the biggest supporters? 

We were lucky to be incubated at INESC Porto and to earn the trust of Sonae MC (or Modelo Continente). Sonae MC brought scale to the innovation and relevance of our solutions and that is key for any advertising business to succeed.

What advice would you give to future entrepreneurs? 

I believe that there is a set of known qualities that entrepreneurs should have – they should be pragmatic, brave and persistent, or even stubborn. But fundamentally, even before coming up with a beautiful business plan, they should be able to answer the following questions: Who will pay for this business? How much? Why would anyone pay? Who will be selling?

Context: Xarevision is led Sílvio Macedo and it explores Digital Shopper Marketing. The company is positioned in the triangle defined by the Brands, Retailers and Shoppers. Xarevision introduces technology in these relationships and extracts returns on the value that it provides to these three components. Created at the end of 2006, Xarevision started its commercial activity in 2010. The company has 12 collaborators and its partners and clients include Sonae, Unilever and six million consumers which interact with their networks every month.

Diário Económico, 24 April 2012