Cubbo: Josu Gurtubay

When you're passionate about what you do, you don't have days of vacation. But you don't have to. And in the life of Leacomers, you don't have days of rest. So, it's the life of Joseph Gurtugai, a co-founder of CUBO, the platform of Fulfillment dedicated to the inventory. Preparating questions and sending them to the most efficient way. What I wanted to do was to separate myself from what I wanted to do from the part of Leacomers and what I saw that I had... Like that potential, scalability, copy paste, everything, that standard, etc. CUBO is a company of Fulfillment. So, like Amazon, it has Prime, it has Fulfillment, CUBO is a company of Fulfillment. Under the premise that Service is King, big brands like Loreal, BBVA, Nature, Hockers, and Avon among many others. And that's through a service to the extraordinary client who has managed to reduce the churn to less than 1%. And all of this is achieved by a work culture and a team that has so much power on the shirt as the founder himself. I'm Monica Diaz. Welcome to another exciting take-off flight. If there's no map to learn, take note of the coordinates that show these founders. Well, you could reveal the route that you both have been looking for. Let's get started. JOSU, your academic formation was like a mechatronic engineer. Basically, because your father said that you had to be engineer. Talk to us a little about this part and this stage of your life. Yes, maybe I didn't say that I had to be... But, for 15 or 16 years, it took me a day and a half for the head. So, at the end of the day, I did what he was planning to do during a lot of time. And yes, it was always a matter of engineering. It would be a matter of development, and solving problems. My father is a mechanic and an electrician. And maybe it was a lot of what I was going to do at home. I got my father as an engineer at the time. I was like a genius at the time. And it was very annoying in the house. Because suddenly, I gave him an example. One day we went to... I worked at the garden. I'm from Maldives. So, it's a big house with a large garden. And I saw it in the garden. Jeleras del Luxo, from the Unicell. And I saw it in the winter. With the guitommates. Mark Diablo, gigantes. Guitommates in the winter, no? And nothing like that was the type of things that my father did. Very annoying. And he said, well, I grew up with that. With disarmament in the house. I did. And my father told me, your first car will disarm you. Suddenly, I saw a car in the house. It was a focus. It was destroyed there. Because a cousin was shocked. I said, I want a car. My son is fine. I want a car and it's your car. I want a car. And it's yours. So, this is a little bit of how it was in my childhood. And this part of the... Yes. I mean, maybe I'm not the most emotional person. Because this guy puts a lot of hand in it. But it's like understanding how things work. And in the end, I have my father who... Maybe he doesn't know everything, but he can investigate everything. Your mother? What did your father play? My mother. She worked a lot for a long time and then she dedicated herself to the house. And then in the streets. We'll talk about that later. But at that time she went out to get a glass. And that's what you mean? Because we were talking about this conversation that in your house there were a lot of little and bad times. Yes. Talking about economic issues. How did you experience that? How did you... How did we say that? Did you use it as a favor to have this professional vision? I mean, especially if my father used to learn all his life. He never had a job. Never. Never, never, never. He made 10,000 projects... X, right? But 10,000 projects. And as a good entrepreneur, he had a lot of little and bad times. Of course, I, as a son, I suffered a lot. I don't know. I don't think he helped one of them. We got to spend a lot of money in the house. At that time, I never lacked anything. And good education, etc. Things complicated, with many other people. I'm not the only one. But there's a lot to learn about. So my mother in those cars helped me in the house. How could I... So when I grew up, if my father told me he had to be an engineer, he recommended me to be an engineer. My father also recommended me that... I mean, that you had a proper business. Like the older ones, the more recommendations. And there, with my mother, my mother wanted everything against me. She recommended everything against me. She wanted me to be an engineer. Super stable. Where all the 15s and the 30s received my 15s. And without this volatility, which is crazy especially when you have a family. So... I'll take a little more professional life. At the beginning, I was working in the press. I decided to take my life. I would say that it was very natural. I was not in the tech, I was in the tech, I was in the tech, I was looking for work. With my learnings, I sold... I sold my money. What did you do? I bought them at night, I sold them without money. I won 20 pesos for that. And I had my clients frequent. I sold them all the week. I bought my 100 pesos. I didn't sell them in school. I sold perfumes. I always had something to do with my clients. I don't know if it's a matter of the other day. It was a matter of necessity. Because the end of the week was pretty expensive. And I had to pay. So I had to pay more than the other day. And then, then, then, I moved on. Where? At the beginning, I started working on the train. Maya? No. Okay. I said the part... I said the part in general. No. Above all, I touched on it. In fact, I worked here. Here I saw the offices. And the others were here. Here, I ended up in this palm. And when I got into that job, I came and told me that I was going to use Excel. And I always worked on it. And that I am God in Excel. So I invented Excel. And then, after a long time, I didn't know how to do Excel. And I started learning a lot of Macros. But I always wanted to learn how to learn it. And what I started to do was I had a very strong ability to do Excel. I didn't think I was going to be the only one who had other skills than artists. But at that time, I used Excel because I was a big fan of your life. And I was able to process a lot of files with a single click, etc. To make all the connections for the train in this case. To make it two days a day with a stop in the center. It's a day with blocks. There was a single set of configurations to make it the best. And then I went to Pasconia Group. And in Pasconia Group I had the opportunity to rotate around all the areas, like Trainey. So this was quite cool. Because I've known for eight months a year, more or less. They took me in six different areas. And I don't know what it is. But marketing, sales, logistics, buy, production. I don't know which ones they will be. And I found out that in all the areas I discovered at that time, Pasconia didn't have anything automated. And there's a lot of stuff there. Because I had to get in the area I was always automated. It was something. No, as it was my cello. That's what I was doing here. And in the part of the purchase, I left the landing. Where I was two days before. In short, as soon as I had a piece in the plant. I didn't have a cello. And I needed an Excel, Superfragon. I gave you a click and I gave you less than two minutes. I took several files and told you the cost. And that's how I spent all the areas and everything. And there's a pretty anecdote. I'll tell you this in 2012, I think. Ok, it's yours. No, no, no, no, no, no, no, no, no, no, no, no, no. Ok, so I left it and two anecdotes. I sent a picture of my Excel. I was helping it in this case. I was doing the forecasting. And how much I needed to get out of it. I finished the Excel or the macro. I sent a message that said nothing to me. So I sent a picture that I kept using for four years later. I gave a picture of Risa. That's an experience. The other one is already in Cuba. It's in 2021-22. It's almost ten years later. It's a visit to Cuba. It's the University of Baskonia. It's the University of Baskonia. With the Head of Commerce, blah, blah. We did the visit. I had to imagine that in Cuba. We ended up in the office. And I told you, I worked in Baskonia and blah, blah, blah. I broke up with the areas. And I told you, I'm sorry. Mom, you're the Excel. I'm sorry. Where did Risa put me? We're already there. I told you about the Excel. Or the landing. But it's very much so. So as always, I like to leave something. And how to put it? You need to get a message. Zero professional. That said, nothing to me. You know? As always, I see that part of my life. Yes. It's very square and like that. And you know, it's a professional part. Yes, that's how it is. You know, it's like zero chitose. I'm all the opposite. Yes. And then there, I'm going to consult where... It was a logistic consult. Not yet. And it was a school, but brutal. It was my envy. And if you want to see it like this. There was this boss. What do you say? Yes. There were two years ago. But I think it was a level of experience. I was 10 years old. I was a perro. And unfortunately, I fell in the arms of Claudia. Because I don't have an idea of anything in life. There was hardly anything I liked. I was in my last year. In the middle of the semester. So it was half a time, blah, blah. And then my first work was formal. Full time. So I didn't know anything about life. But that's what... When you... Your territory is so ignorant. Yes. And I was an ignorant. Unfortunately, I fell in the arms of Claudia. I developed a thousand years ago. It's impressive. So it has to be too much. Obviously, one I believe in me, two I give up. And three, but I invested too much. I taught myself everything. The very little I could have known at that time. And that transformed me. Two years later, but it was another person. Something very nice of consultancy. For all the people who listen to what has worked in consultancy. It's that you have very dynamic projects. Where it's better during three or six months. And it's better if you have several projects at the same time. And that makes you learn too much of many industries. Perhaps it's not a very big special issue. But in three or six months, you know 80% of how things work. So in those two years, it's quite a few years. I worked in Nike's redistribution. From Mark Choco, from Bacardi, Caribe Culler. In the NHH in a production plant. I learned too much in very little time. And they paid me for that, which is a gift. And then, I think that life is a very lucky issue. So there are many things to be indicated at the moment. With skills of the players. But if there is a part that is very important, that is lucky. When you see a book about how an entrepreneur is born. There are 10 types of entrepreneurs. And you open it and you start to get angry. And there is no chapter that says you are lucky. That book is a garbage. I don't remember. It's right at the moment with the right people. With the right project. You have something lucky. I think it's important. And that's a matter of moments. The moment always has to be the case. If I had known my wife in 2015. That I was very different from what I am right now. But in 2010, this is more faithful. I would be with her. My wife and I knew her for a long time. That's why we are together. At the same time, it has to be the same. Well, lucky and the same. So at that time, the director of the logistic of the logit. At that moment, she wanted to leave. She wanted to leave. And she told me, "If we leave the two of us." I had that moment 24 years. She had already 20 years. So 43-44. So if we leave and put the same thing for us. And so the timing was perfect. I had only one weight of responsibilities. I didn't know if it was obvious. So nobody was going to depend on me. You were still living in your parents' house? No, I was living alone. I went out very early, like the 22nd century. Well, I didn't know if they were here or not. So they said, "Of course." Now it's the moment. Dad obviously told me, "Come out right now." The worst thing I've ever thought about. The worst thing I've ever thought about. Well, at that moment, the worst thing I've ever thought about. It was that they didn't steal things. They didn't give you money today. They told me, "What's wrong with you?" They told me, "That's what happened." We left. And basically, at the beginning, we started doing the same. I mean, consultancy, but in the end, depending. And those who have done consultancy, they have something horrible. They enter in this vicious circle of small and wild. Because you sell very well, which makes you cover well. But the 20th century is quite long. For six months. Then you have a high dependence on who wants you to execute the project. It's the person who sold it to you. So when you sell it, you have to execute your project. This is like, at least it's in the middle of the present. You enter in a vicious circle where the consultors, which are very boutique or very small, that's why they don't have success. Yes, you can scale it. You can scale the differences that are already very big and consolidated. They have a name that no one has been fired for hiring McKinsey. Yes, yes, yes. So obviously, all of that is put in a liquefy, and it's defined as the failure. It's very complicated to break into business. Apart from too much of your network, from whom you know, if you start to get close, they are in contact. So it's very complicated. So what happened to you is that you would spend the time, but what was my partner at that time? Where we were friends? They ended up working. Of course, they had a dependency at home. Yes, of course. They needed a very different company. Yes, they were in two very different situations. With children. Yes. So obviously, that makes them have to work. No, because you can wait a couple of hours without money. Yes, of course. But after that, the house is already called. We are in different conditions. And that makes me keep staying in the company, starting, I mean, again, I don't want to do drama, but I touched a lot of funds, sold my car, I met what is the flow of the box. No, because when you see that employee, you don't have an idea that it is the flow of the box. And then when you pay the card, and when you bring the 15th. Yes, there is not much to talk about. So there's how you start to generate... I generate too much of my credit card. I put my card in... My card has a clip. In that moment, it was Acero. It was Paypal. It took me a promotion. Not only promotion. All the purchases at 12 months. So I grabbed it. And I put my personal card in. And it took my next three months of my life. And I put it at 12 months without interest. It was very, very difficult. But there it is. Pechugando, as well, to get this box. And there what we understood. Well, the price is great. I think it is quite important. When you see the business model. There is a component that is the recurrence. So to make an example. A consultancy. You all the time you have to go out to look for new clients. Not yours. All the days... Well, in periods, right? In lapses. You all the days know the curtain. And you go out to look for new clients. Then they go. And maybe they don't come back. They are not middle-wind timers. And that's very complicated. It's the same as a restaurant. A restaurant is quite complicated. Because you have all the days that you are seeing the curtain. And you are going out to look for new clients. That you already have a base for the best, right? But almost always are new clients. Almost always. So the issue of recurrence. I think it's one of the most important things. And that's what you see in Cuba. And in the second stage of this first company that I tell you. Where we realize that what was missing in the market. That we are talking about at that moment, right? But... I have lived where I am, not so much because of a topic that I imagined. And I said, "No, obviously in 10 years I have to be here. I'm going to be a super visionary." So, no. I think a lot of entrepreneurs are like this. As you are listening to the market. And listening to the market for me is to understand what pain the people can afford. That's for me to listen to the market. So I realized that there was a pain that the companies did not have the budget to have any more professional. Neither a director of logistics. So, the director of logistics was very similar to what we sold. It was a consultor. Specialized in logistics. Not only that it was through an equal. I already had a recurrent income. It's a fee. I don't remember how much we collected. I mean, 10,000 pesos or 20,000 pesos per month. For the company. But recurrents. That's the recurrence. Of course. And then you started to manage the operation. So, you already started to search the market for the operation. So, with that, you started to do this part where we removed the consultor in a spot. And we put consultoria that we called it, like Sherrod, CEO, or something like that. And we offered you, we managed the operation. One. And two. And an AC. It was a five-piel because I administered five triples. And I have triples because I was in Tacubo. But with that, I already had recurrence. And then I listened to your podcast the other day with the dental. One of the moments when it's a better moment to learn, etc. And the bad news, right? I like the topic of bad news. For those who don't know what bad news they do when they come to Mexico. And they start to scare them. They scare them at that moment. They turned the bad news into the night so that they could not... Point of return. We conquered this. We did it well. We died. No, it's nothing. If I agree with that, at least my experience of what I did, it was like having something of stability, right? To develop what I wanted to do in the future. So I said this. I put it in my economic stability moment. It was a project with AT&T. When I was doing an Excel, they had to be a merge of the two in their ministry. And they hired Sintek, another consultant. And Sintek hired me to do it. You were just in this new model of... It's like Freelancer or Sintek. It's a bigger consultant than the one I was. And AT&T is the contract. So first, I dedicated five days of my time to that. And for the nights and nights of the week to the other. With that, they helped me to get rid of the debt, to pay everything I had to pay, to get a little bit out of the water. But at the same time, it was a time, it was a Freelancer as a consultant. But I continued to post it on the other side. So in my free time, when I found it, I started selling what I said to you about the show. So little by little I was closing my clients. So suddenly, five days later, I could only dedicate three to AT&T and two to the other part. Because they could give me an income. Maybe nothing would give me an income. But I could dedicate more time because I didn't have the oil. In the one that I had finished. So suddenly three days in AT&T, not working and the other two in the other part. Then I returned, two days in AT&T, no and three with the other part. And suddenly, like that, I could pay a salary. And nothing, and I told them, I told them, you know what? My last month, I don't know. I remember. I was in 2016, 2017. This is my last month. And I told them, you know. I told them, handover, etc., etc., etc., etc., etc. But if you realize that you have always had a safe net, an income that is recurrent for me, to solve it. And everything else was living and selling in the business until I could pay a salary. That is very important. Every entrepreneur has to learn to know when. Because you can't just sell. I told you, I don't leave everything. And I have to live, I don't have funds. Because if you think about money. Or that you have to eat, you will not be able to focus on energy. 100%. And from now on, I have to have a lot in the economic situation that is here. Who? Who? Everybody has their own world. And every economic thing is another world. And there is not a formula like this. Everyone has their own world. No. Maybe you are already big. You already have savings that spend two years of your life. And your son is already in university. And you can control your expenses. That's another conversation. In my case, I... How old were you? 24 years. I mean, 24 years. I feel like I have lived for 40 years. In four years. Exactly. But 24 years. A weight of patrimony. You know? As soon as I was building my things. You know? Yes. That's another moment. So you put it there. And you already went to school. Yeah, I'm going to pay a salary. No. So I pay the salary. And I already had X number of clients. With this, with this same daughter. I processed her... All her distribution, etc. And she... And there was something important here. At that moment, she was very my friend. She was very my friend. And as any other social rupture. It's like a divorce. At that moment, my social. At that moment. My social. At that moment. She was hired by... I mean, 20 times more than what I earned. 30. With a salary, as director of logistics, etc. And I... You know? Yes. And she won the business. And developing it. But I had lost 50% of the society. Which is important. And then she added a third social. Where we also had a very good personal relationship. And so we started building this company that was in WICOR at that moment. And I'm very sorry for the names. And it was a 3PL. Well, 5PL. Because I closed the operations with 3PLs. But we did everything. I mean, it was a multi logistic service provider. So you didn't have any infrastructure. No, no, no, no. It was quite a set light. Yes. And since it was very good to learn. Because it was closed. Yes. It was closed. Yes. It was only closed. I paid it naturally. The clients, etc. It was quite good. But... There we reached 3 million dollars. No? In 2020. With 10% of debt of more or less. I mean, it was a very good business. Yes. It grew quite well. It was very painful. But I would say that it was 5 years ago. I think more than I was there. Or 6 years ago. And that it grew 100%. Up to 3 million dollars. 10% of debt. 100% of debt. 100% of debt. With just investment. Yes. Well, with my card. Yes, yes. That's why I'm paying it. At least. It's not that bad. No, it's from DT&T or Amo DT&T. Yes. Yes. And it's just because I'm... I'm... I'm someone's fault. That's what I would say. No. Yes. I'm still having my DT&T line. And I swear to God. And that's exclusively because DT&T took me from the eye. Yes. From the eye. I swear. I'm my DT&T line. And honestly, it's horrible. But it has a better coverage for me. But I still have DT&T for... Good news. For the high. For the high. For the client's acquisition. Exactly. For the lifetime. And then what happens with those? And with WCA. So just like the moment when you see... I think the most complicated part of learning... In other words, without the place where the society is. But for a lot. I think it's one of the most complicated parts. Well, what have you learned only? Did you learn consciousness? No, I always learned consciousness. Oh, I always learned consciousness. Well, when you come here, when you come here, many will be alone. And what are those? What are those? Yes, it's complicated. It's not very complicated. So today I'm 23, 24 years old. I think that we all are the sum of our past traumas. So in that moment I didn't have traumas. I mean, I didn't have any bad experience. Consciousness in that moment. All that I think is that the world's color of pink never betrays, this word, etc. And then you also have to know the other part of the story. I'm sure you think I'm the person in the world. But how did I bring that up? Like, "No, this is honor." And you know, it's like a lot of words, etc. And at the end, I think that all the negations that are bad, if they are not a win-win, they have to break down. And this was one of those. Where you want to know a subject of advantage over my age. And this knowledge, etc. Where at the end I already achieved the initial solution. But 2020, where I wasn't comfortable. No, why wasn't comfortable? Because at the time when I was selling for 12 hours a day, not from Monday to Sunday, the one who was going to work, the one who operated it, and the one who had 33%. No. So that comes to a point where you say, "No, I don't care. You don't care." And above all, it comes to a point where you say, "This is injustice." And it's very difficult to solve the injustice. Because I don't know if you know it, but the ego. The ego is the feeling that it's the outcome of when you consider that something is unfair. I don't know if you are angry with someone when the outcome, from your perspective is unfair. So every one of you will have their values and every one of you will say that it's unfair. No, I have mine. But I said, "This is unfair." And I talked to them, etc. And they wanted to give me more money, not like the CEO of the company and more equity, etc. And they said, "No way, this is unfair." And it's impossible to save six years of injustice. So they said, "No, no, this is not fair." And decided to separate from that society. And again, the other is the topic of my time. 2020. pandemic, what is your favorite game? Yes, we made a lot of the game. So I worked at that time with Sabadeel, Unilever and some of the commers, who are still working with me at this moment. So you were on your side and there you found a cube. Correct. So there was basically what he wanted to separate from what I wanted to do, which was the part of the e-commerce, which was what I saw that had... How is that potential, scalability, copy paste, everything, that standard, etc. What is the cube for those who don't know what the company is doing? The cube is a full-filment company. So it's like Amazon, it has Prime, Mercately Reting Full. The e-commerce has the cube. So from there it started to build it. 2018, it would be 2020. That's right, I have a business and I see basses. I dedicated myself to make the bass, the marketing of my bass. And I gave you the cube. I'm in charge of doing it. You have only the questions in line that I have. And you speak in packing and the entrance. Basically. For 2019 I started doing e-commerce. So at the beginning I built something with no codes. Because I'm an engineer and all the macros, all the bass and stuff, etc. At the beginning I made the cube product with no codes. It worked pretty well. And I think we got to make just the name of the e-commerce, like 80,000 or 100,000 dollars a month. Everything with no codes. I don't think you know that no codes are without programming. So with pure platforms, you connect all by app and download it. And with that is perfect. And then I separate from them and I want to take the e-commerce. And they are the other part that I want. What a good vision. Because the part that is not scalable. They want to bring the media from Van Kuzavadel, from Unilever. I am all super separated. You can't have prices of high-end economy. At the end of the day, you have the logistics. When I had the economic principles of the modes or the entry barriers, the logistics has three very important things. That is switching costs, this economic sub-skill and production power, basically. So if you can't do a logistic business that you can scale, that is, it's a tonteria, right? They are dedicated operations. So you connect that to the old cube? No. You use it. There is this... It's complicated, but at the beginning we have three. But here we did it differently, we did it better. The experience is weaker. My recommendation is, there is a book that I learned after that. It is called "Partnership Charter". It is quite small, it is also a hundred and fifty pages. But if I were to learn it again, it would be the book that I would read. One day. So that book basically... I told you how all the questions, especially, what do you have to do? Before we have a society, explain the different types of society that there is. And I tell you, because it is important, right? According to a consultant, it is not what we were at the beginning. It has a type of society where you and I do the same thing. You sell, you operate, you project the consultancy, I also do that. So those businesses that are the lawyers, etc. It is horrible from a point of view that I always compare with you. Because we do the same thing. Yes. So, it is a good point. It is a good point. So, the lawyers, who have made the best of consultancy, etc. As a social case, they have a DNA line, they have a budget. And each of them are business different. That is the way to do it correctly. In my case, it was a fate. Because I would have more money than I would have. And we were sharing the same dividends. Then the second is when we complement the best, the most complementary. And that I like more, etc. Do you sell? I sell. No, we do not exist in one or the other. So, it is super complementary. And we do not complain. We do not complain. And it is where, obviously, my weakness is your strengths and vice versa. Incredible. And the third is when there is a capitalist and an operator. So, if you open a restaurant and you put the money at the beginning, who is eating all the rice, what are you? So, you have the right to have more equity than what does not exist. But when the restaurant has success and it begins to generate money, and I even pay you your debt, right? Now, whoever has or who should have more equity or more stakes in the game, I am. Because I am operating the restaurant. Do we remember? Yes, I go and fall. Because I am the operator. So, what are those types of things that you do not ask you how you have 24 years? But, well, read it. So, in the beginning of 2021, again, a topic of timing is present to me with whom it was my ex-socio. In 2020, finally, 2020, and it was also based on our company. So, in timing, we joined. I dropped everything that was today in Diescubo, which was the part of the Quikor Commerce. And we launched Cubo in January. As we constituted it. But the first request we launched in April 2021. Okay? Yes. And yesterday, as a play, there was a lot more different. Because it is a play of venture capital, right? So, the same as what I wanted. Like Palomia is that experience in my life. To live that is a venture capital company that is very different from a bootstrap. And so we launched Cubo. And that is how you organize yourself. That is, what was your function or what was talking about? These were complementary roles. In that moment, we were three partners. One of them is with whom? In that moment, Ignacio and I. So, at the beginning, it was very complementary. Because he did a fundraising. Ignacio did the product. And I operated. So, it was more complementary. And then, when Cubo arrived, it became a big company. It was a big company, but it was very operative. People with many clients who are giving problems. I imagine that it is an operative business with that personal intention. And the role of the CEO has to be associated with a company that is operational. So, in the end, what happened is that this first person did not fit with Cubo. And we have nothing to do with the other world. This is very normal that suddenly the CEO, or some founder, the executive level and Cubo, and we have Ignacio, following the operation. Ignacio and I are the most complementary people in the world. It is very important, right? That is the scenario of the two great societies. And I think the best thing about a company, the most complicated thing is to get it. Because the question is, how do you get it? How do you manage to have it? You have to be someone. You have to be with someone. That you manage to have very complicated discussions. Passing problems. Very complicated. And that you still have that relationship, you know? And that you manage to cross that. So, when you do not know someone, how do you evaluate that? You know? You can talk about many things. But you do not know who you are. Until there are not so many things. So, Ignacio and I are a big deal with the world. For the relationship that we have after five years, and that we have touched the bottom, we have not been in the ice. Masticing the worst problems. And we continue with you. Five years old Jacob. And what do you consider that you have made a difference as a full-filment company that really despises you from the competition? That is a tricky question, right? But... When we talked, you said something, don't forget that service is king. The service is king. Do you think you have to deal with a lot of service? It has to do with a lot of service. Because I see everything with economic modes. There are seven, the cubes are the three that I told you. Economics of scale, production power, and switching costs. So, the good service, what you do is that the switching costs make it stronger. Because people do not know that there is a cube. We have very little time. And that's why. Because the service, the cost associated with leaving the cube, is very high, then it is better to stay with people. So, when you say, what are the differentiators? I would say that they are these three. That is, we are the ones who have the best costs in the market. So, this is what we sell. The same as the market, and that we have a larger margin. Or that we sell cheap and we win the competition. Then, the second, the time to deliver all that. That is, yes, but it is worth it. Yes, surely it will be a little better. We have done the analysis. Yes, it is better. But above all, more than a matter of time of delivery. I see a lot of trends in the market. At the level of time of delivery. It is not a matter that people need urgently, right now, their expenses. Do you know? That does not hurt my expenses. I do not want you to deliver it to me. When you say that you are going to deliver it to a good cost, that's it. What makes you feel that your consumer wants to pay, with what I and Commerce have, of course, in the piano. And with what I am going to pay. The bad thing is that when the client wants a faster service, that the brand does not want to pay it, and that he pays a service in order to create the company, or more slow, is where it is from. But it is not a matter of speed. If it is not a matter of expectations. You have to fulfill expectations that are a matter of service. So, we have aligned with several types of service. That they have to see against what the consumer is looking for, against the piano and against what they pay. That could be a differentiator. But I think it will be a service to you. That is what you do, that the switching costs will be very good. And whether or not. I do not see it today. Nobody can enter the market with the company. Because the players are already done. And for the sake of the economy of the scale. Today you enter and compete against Cuba. With the volume that I have. It is quite complicated. Because it begins to be a matter of power, where they are consolidated in few players by a matter of the economy of the scale that you have. So, in Mexico, we have a difference. It is that we are the largest. We are almost sure of the largest. In Mexico and Brazil. And we are in Brazil. Of the Estupides, we are bigger than we have done. But every time I am more happy. It is that it is a very different market. So everyone tries to enter Brazil. Yes. I am sure of all those who are with the Ponder Brent True Capital. I mean, how do you have to sell this idea of expanding, etc. And nothing else. In 2022 we open Colombia and Brazil. In 2021 we started. February 2022 we open Colombia. In March 2022 we open Brazil. So in less than 12 months of gestation. From the first period of Cuba. We already have three countries. So the company at that time was in Madura. In Madura you do not have an ideal in Madura. I mean, we do not know anything. We do not have a team of management. It was too much Founder driven. Where we did everything. Which is normal. It is the service, the stage of the company. So it all depends on us. I have to say that those are basically two things. The thing that I have worked with three countries. It was a crazy thing. And a very large area, etc. In the end we decided to close Colombia. For a time, for a strategic point, that in Mexico and Brazil. They are in the 70s 75% of the market. They commerce in Latin. So when you say, I am going to be fighting in Colombia. Or better than in Mexico and Brazil. Yes. We said you sign right now that we do not want to fight in Colombia. But we are going to win in Mexico. Correct. They say that the big capocaprete. Then it happens to many entrepreneurs who want to do the same time. It is for me the topic of focus. Not to do just one very good thing. Then a lot of strategy. It is more to know what to say or not. Yes. And in this issue of venture capital. The truth is that you mention it because I think it is important. The pressure suddenly makes you take decisions that are probably not the most intelligent. We talked about as Julio Andrés Sojo, the founder of Maybe. They are students too. And they said, no, we. In the venture capital, we started to put pressure on it. It started to be absurd. And then they started to take decisions that say, this is not sustainable and I'm going to betray. So even it came out. He bought his part and said, we are going to go to more children. But that's the issue with the venture. Yes. I would say that I depend a lot on what is your play as an entrepreneur. What do you want to build? Do you want to build a lifestyle business? Do you want to give a good level of life to good people? Do you like people? Do you like what you want? Or do you want to build something very big? What do you want in life? What do you want in life? What do you want in life? Do you want to build a lifestyle? 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What happens to people is that, as Cuba is duplicating events, the whole time, we are going to tell people that they are inside Cuba. They are going to tell people that they are inside Cuba. They are going to tell people that they are inside Cuba. So I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. I always think that people are inside. 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I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office. I was with all the teams in the office.