Weekly News: Twitter on “The return of the arrobas that weren’t”

The social network announced that it was going to delete inactive accounts and provoked unexpectedly emotional reactions from tweeters

We have come to the end of the last week of the penultimate month of the last ten years. This, as we have discussed at length here, means absolutely nothing. Even if we do not believe in the past and the future, as there is only the present, the symbolism persists and we end up being touched by sentimental issues.

Perhaps due to the proximity of Christmas and the renewal of hopes of the abstraction called New Year, this week’s news tour addresses themes that concern an internet that has already been. Perhaps, even, to an internet that could have been or that naively chose not to be. So, Twitter and Tim Berners-Lee are here.

Well, the fact is that our next news post will only be in December. And shortly thereafter, 2019 will come to an end. Another certainty we have is that our newsletter will continue to be delivered regularly on Fridays, bringing positivity to your inbox. If you haven’t signed up yet, you have another chance below. Afterwards, continue reading the post!

Twitter in “The return of the arrobas that were not”

To say that Twitter has gone into an uproar in the past week may seem redundant. After all, twitterers are always upset for some reason every day, getting involved in arguments that sometimes, unfortunately, escalate into verbal violence. However, in recent days, a subject recalled the root era of the social network: the arrobas.

In the early days of microblog, choosing a good username was essential to show who you were, whether it was your name or a nickname. Many people even came to be known by @. Right at the beginning, but really, it was easier to get what you wanted. Now, it’s almost impossible, forcing the use of numbers and other subterfuges.

Much of this is due to users who made their accounts and then left their profiles indefinitely. I, for example, have an @ well ok, which has my first and last name. However, I always wanted something shorter, like @volps – it’s easier to quote, taking up less space, even with character enlargements. It was always a stillborn profile, though.

Cut to 2019

Because this week, out of the blue, Twitter sent a warning  that it would start deleting accounts from December 11th. The criteria was very simple: if the user has not logged in in the last 6 months, he would have the account disabled. The internet – or the twitterers – had the party: thousands, maybe millions of arrobas would be released, and many people have already started to map theirs.

But soon the problems started. Automated accounts, which aren’t always evil bots, would disappear. Those that post links directly, for example, as well as others that are dedicated to tracking deleted tweets from politicians and authorities. The biggest criticism, however, came from an unexpected emotional relationship of many users: dead people.

You may have already seen a memorial account on Facebook, which is offered to relatives of deceased users who want to keep their profile. It is an important way of dealing with grief for many people. Twitter doesn’t have that. Many profiles of people who are gone, therefore, would disappear on December 11th, saddening friends and relatives.

Twitter decides to rethink

Faced with this strongly emotional repercussion, Twitter announced, the next day, that it would rethink the sudden disappearance of the inactive arrobas . The justification was really linked to the tweeters who have already left us: no one would be removed until the social network figured out how to deal with these profiles that are so important to many people.

In addition, the company explained that it already had a policy to delete inactive profiles, but did not exercise it. And with GDPR, the European data protection law, you need to take this more seriously. In the end, this case reminds us of the real and extremely personal connections we have to social media. They can help you deal with tremendous pain.

There is no forecast of deletion of profiles in Brazil, for now, but maybe it’s worth logging into your inactive Twitter account. Maybe you’ll remember when that was a lot more fun. Just be careful with the virulence there.

Web Inventor Launches Plan to Save It

Tim Berners-Lee, the inventor of the web, wants to save it from himself. He launched this week Contract for the Web , a global action plan to make the online world safer and empower the people within it. The document was prepared for about 1 year by more than 80 organizations, and has the support of 150, including Google, Facebook and Microsoft.

He told the  British Guardian newspaper as follows :

If we leave the web as it is today, there are many things that will go wrong. We could end up in digital dystopia if we don’t change things. It’s not that we need a 10-year plan for the web, we need to change it now.

The contract has 9 principles, divided equally into 3 large groups. See below, in free translation:

governments

  1. Ensure that everyone can connect to the internet
  2. Keep the internet available at all times
  3. Respect and protect people’s fundamental rights to online and data privacy

Companies

  1. Making the internet accessible and at a price people can afford
  2. Respect and protect people’s data privacy to build trust online
  3. Develop technologies that support the best of humanity and face the worst of it

citizens

  1. Being creators and collaborators on the web
  2. Build strong communities that respect civilized conversations and human dignity
  3. Fight for the web

ET returns to visit Elliot 37 years later

Since the theme of this post is the longing for a past that doesn’t come back, let’s talk a little about someone who came back: ET, the extraterrestrial. The sympathetic alien eternalized in Steven Spielberg’s 1982 film, has appeared again on Earth. And he came to visit his old friend, Elliot. This is the plot of an advertisement for Xfinity, a company that provides internet services, video streaming and other technological possibilities.

The theme is precisely the possibilities of connecting the modern world, which Elliot and his family happily present to the space friend. There are multiple references to the film, awakening nostalgia in the group that is in their 30s, 40s and 50s. No I’m not crying, you’re the one crying.

 

5 reasons to start investing in SEO today

The expected result is rewarding, both in terms of your website’s conversion and your brand positioning and perception of your target audience

SEO is a set of techniques used so that those who use internet search engines (Google, Bing, for example) reach your site organically, that is, without the use of paid media. The main techniques used are: content creation, link building, SEO Tech and user experience.

Imagine that you are looking for a material about Digital Marketing . If you don’t have a good indication, most likely what you’ll do is Google it , right?

Now think how many people are doing this right now about what you offer. I’m sure there are thousands of users looking for solutions that your company offers, and if they aren’t reaching you, it’s time to invest in SEO

But what is SEO? (and why invest)

SEO is the acronym for Search Engine Optimization , or in free translation, it is the optimization for search engines.

In other words, it is a set of techniques used for those who use internet search engines (Google, Bing, for example) to reach your site organically, that is, without the use of paid media.

For you to have an idea, around 70% of the traffic on the results of the Digital Results blog comes from organic search, that is, these visits are the result of the work with the optimization of our pages.

Given concept, I quote here 5 good reasons for you to invest in SEO.

1. Invest in what is really yours

Ever wondered what your biggest asset on the internet is? I would say the best answer is: your website. It will stay with you for as long as your company is active, it is there that people will know what you do, what are the advantages of your business and what you have the best to offer.

But what about social media ? They are extremely important in the most diverse points of the Digital Marketing strategy, however, they are not your patrimony.

Imagine if 10 years ago we had invested a very high amount betting all our chips on Orkut? Surely what appeared to be something very clear could be a disaster.

Investing in SEO for your website is investing in something you really own, it is betting on your greatest asset on the internet and reaping the rewards of hard work, however very valuable.

2. Get space on the 1st page of Google

Being on the first page of Google does not mean that your company provides a better service or has a product with much higher quality than your competition. Being among the top means that your SEO work is being done well and that your content is relevant.

However, for the more lay public and that uses the internet for research purposes, the feeling is that Google appoints you as one of the best in your market.

Here, small and large companies compete together for the same market . All the more reason to invest in SEO.

3. Be the reference your user is looking for

The more searches you have on the first pages, the greater will be your authority in the area in which you work.

People are looking for relevant data, solutions to problems, tips to improve their daily lives and much more. And if in these cases the searches were related to themes that your company operates, surely the brand that it will see as a market reference will be yours.

And it’s not enough to just produce content, you need to be aligned with ranking techniques so that your website is always ahead of the competition, that is, it is once again necessary to invest in SEO.

4. Increase your website visits (and sell more)

Being on the first pages of search engines is synonymous with more visits. Optimizing your site will make your navigation easier and your content, as well as rich, may be even more attractive. Result: increased search volume, new conversions on your site, more Leads to relate and much more chance of new customers .

A site with no updates and no use of SEO techniques will not generate recurring hits and will lose relevance over time, going from a site with the potential to generate a lot of business to a mere static virtual business card with very few hits .

5. Increase the quality of your ads

If you are thinking of investing in Google Ads and making your campaigns even better, it is essential to focus on SEO.

Google Ads measures your ad position using the Quality Score . It estimates (along with the bid) which position your ad will be placed in the auction. The Quality Score is divided into CTR ( click-through rate or click-through rate ), the relevance of the keywords and the quality of the page that will be accessed, and it is in this last point that SEO comes into play.

Optimizing the page for the user (among other factors) includes original content, relevant data and other information that the most diverse SEO techniques can help make browsing the best experience possible. After all, it’s no use clicking on an ad looking for one thing and finding another, right?

And one more important aspect: having the page optimized can make your bid cost less than expected . One more point for SEO!

Investing in SEO in times of crisis

With the Covid-19 pandemic and the quarantine, the way many companies and people work changed. The home office became a reality, in addition to the digitalization of many businesses in order to guarantee their survival during this period.

With this, more than ever it is the time to invest in SEO, because it is not enough just to be in the digital environment and have a website, your business, products and/or services need to be found by people, that is, to be on Google .

With the Coronavirus crisis, those who were already doing SEO work ended up getting more results, as they probably already had well-positioned pages. However, even if you never invested in SEO or didn’t know what it was about before reading this post, now is the time!

Warning: SEO is not overnight

Optimizing a website and seeing it grow takes a while. You can add at least 3 to 6 months to your schedule. But little by little, the results are accumulating and the gains are rewarding.

Investing in SEO is a fundamental point to achieve medium to long term results . It needs to be worked on constantly and you must always be aware of the new rules of the game.

However, the expected result is rewarding, both in terms of conversion of your website and your brand positioning and perception of your target audience .

It’s really worth investing in SEO 🙂

To learn more, download the Complete SEO Guide , a material with everything you need to know to stay on the first page of Google and attract more qualified visitors.

 

6 basic tips for your technology company to conquer market through the internet

Here are some simple and easy-to-apply tips for you to position yourself on the internet by attracting customers to your product. Check out!

We know that among the biggest difficulties faced by technology companies is gaining market share and becoming a reference in what they offer. And the way to get there is usually not an easy one, as competition is great, the target audience is often unprepared to understand such a product or service, and the flood of information on the web continues to grow. Building trust takes effort and time, but some shortcuts can be added to get your business there faster.

With that in mind, we’ve put together some simple tips for you to position yourself on the internet by attracting customers to your product. Check out.

1. Interact through social media

This topic seems obvious, but many people still miss the opportunity to use social media fully and strategically. They use Facebook, Twitter and LinkedIn only to publicize the content they produce or replicate from other portals. Some companies don’t even invest in as many networks as Google+, Instagram, SlideShare, Youtube or the newest of live video transmissions like Periscope , which have brought excellent results for several companies.

Social networks are based on interaction. So, participate in discussions, answer comments and questions that have to do with your product in groups and other pages and interact with other companies. This helps build trust, shows authority on the subject and gives credibility to your brand. Using social networks in a genuine way based on the proposal of each one, relating to users, is to increase the chances of having them as future customers.

2. Advertise on sites that are reference in your industry

This tip demands financial investment, but it can also bring surprising results. If your product is a health app to help people stop smoking, for example, you can search search engines for the first sites that are organically ranked in the “stop smoking tips” search.

Most news portals use Google’s advertising system, allowing you to place your website or a specific Landing Page on the portal through the Adwords display network . This is a way to strategically go after customers and, even not getting the first placements of your content for those keywords, gain visibility among your target audience (who have already recognized that they have a problem but so far not knows your solution). Also, when you finally arrive organically on the first page of searches, people will already be familiar with your brand and bringing them to your company’s website will be even easier.

3. Participate in specific forums

The idea here is the same as that of social networks: interact and show that you understand the subject, becoming a reference in the area. The difference is that in these forums you will find people with even more specific knowledge in that area and with more punctual questions, which can be considered from the middle or bottom of a funnel .

This audience is usually even more prepared to understand your solution and how it can help you overcome problems or improve processes, ie, to buy it. Some examples of technology forums to participate in Brazil are: IT Forum 365 , Techtudo , UOL , Imasters , Script Brasil and TechNet .

4. Join Quora

Despite being a social network, Quora is worth a special topic, as it can be considered the largest knowledge-sharing social network. What this means? That the dynamic of questions and answers on this platform, which is very similar to a forum, has moved several areas of knowledge. And, in the case of technology, we can highlight it even more.

Many people use Quora to ask questions about technology and the social network usually ranks very well (on the first page) some types of questions about SaaS, such as “I’m thinking about buying this product X, does anyone recommend?”. Always be aware of curiosities number one, that is, the first pages of results and look for questions and assessments left by common people, not companies, to answer them.

The point here, again, is to build trust and gain visibility. So don’t participate by just saying that you offer software for that niche. Introduce yourself really engaged to try to help with the issues raised. If you can provide truly qualitative answers, people will likely go after your profile and can see that you, for example, are the CEO of a SaaS company that offers a useful solution to their problem. This way, you will be able to enter the list of hiring possibilities without even having to offer your product or service.

5. Create your own forum

If participating in forums can already bring incredible results to gain authority and promote the brand, imagine creating your own discussion space. If this solution is viable for your company, do not hesitate to put it into practice. Thus, your organization will be largely responsible for generating a dialogue around the theme that your product is inserted.

In this space you can indicate your rich materials or blog posts within each topic raised, or just submit answers that really help the participants. This will not only generate buzz for your business, it will also help your target audience take more steps towards their education on the subject.

Many technology companies have already invested in this strategy and obtained very interesting results, as is the case of Rock Content, RD’s partner that created the Content Marketing Forum , which addresses several topics related to content production for marketing. In addition to gaining authority on the subject, your business will position itself as a reference in the market, attracting new customers without major efforts from the sales or marketing team.

6. Work with marketing automation

It’s no use attracting visitors to your site with all the tips already mentioned if you can’t turn them into Leads and keep them close, nourishing them with other content until they’re ready for purchase. Working with marketing automation is to avoid wasting all the effort you’ve had so far. This strategy facilitates a closer and more personalized relationship through segmentation, in addition to allowing you to educate your Leads explaining why a product like yours is relevant to them. To learn everything about the subject, from theory to practice, we recommend reading our eBook “Marketing Automation” .

Despite conquering an increasing space in the Digital Marketing of companies and bringing real and measurable results, there are few organizations in Brazil that invest in automation and, therefore, those who use this resource end up coming out ahead. The use of marketing automation is to close with a flourish (before sending to sales) all the strategies that have been carried out so far.

 

News of the Week: 15 Years of First YouTube Video

In 18 seconds, one of YouTube’s co-founders showed his visit to a zoo in a video and changed the story.

The world of technology continues to revolve around the coronavirus pandemic. Our weekly news post features some of these lighter stories for you to chill out on Friday and the weekend. Today, we talk about the 15th anniversary of the first YouTube video. It also has a new use for Boston Dynamics robots.

Remembering that you can subscribe to our newsletter. In it, you will receive, once a week, a summary of all the content we publish here on the blog, with links to read more. Just register below! Afterwards, keep reading to know some news about tech and Digital Marketing.

YouTube celebrates 15 years of its first video

Fifteen years ago, on April 23, 2005, Jawed Karim produced and posted on the internet a video that would change human history. The production did not have great artistic value, nor did it revolutionize narrative or cinematic aesthetics. It would be very difficult to do this in 18 seconds, but enjoy Jawed’s work below and do your own assessment.

“Me at the zoo” is nothing extraordinary – I mean, going to a zoo these days would be awesome – besides being the first video uploaded on YouTube. Jawed Karim is one of the co-founders of the site and was honored to inaugurate it. Perhaps, if I knew I was rewriting (or reshooting) history, I would have done something better.

Or not, because the idea of ​​YouTube was really to be something like you on TV. Over time, mega productions were arriving. For example, my first video there was “The Adventures of the Hangover Man” , in 2007, made in the Telejournalism discipline at UFSC. Unfortunately this revolutionary work is no longer available, but today I appear in RD videos.

And you, have you posted a lot on YouTube or do you just watch what other people and companies put on there? And your video consumption habits with social isolation changed? Those in the world have changed.

YouTube publishes study on social isolation

You may have read that video consumption increases a lot during the quarantine period. We will talk more about this below, and we have already talked here about the  peak of internet consumption in Brazil . Well, Google, owner of YouTube, released a study about the new habits of users of the video platform .

The main information is the list with the 5 most researched topics at the moment. They are as follows, in no order of number of accesses or something like that:

  • home office
  • study with me
  • quick meals
  • stress reduction
  • exercise at home

That is, if you or your company can contribute in any way to one of these issues, know that people are interested. It is also worth thinking about a partnership to publish content.

Google will warn you when you do a clueless search

Have you ever imagined searching for something on Google and not finding what you wanted? Okay, bad example, this happens a lot. Can you imagine, then, doing a Google search so wrong that it has nothing to offer you on the answers page? Well, now he’s going to let you know when you hesitate.

Starting with the United States, Google will now display a warning at the top of the results page when it feels it doesn’t have much to tell you about the topic.

The results will still show up, but with this “wow, better, improve this search” touch, we’ll be even a little embarrassed to click on the links. The tool can suggest new searches, according to the semantics of what you requested. And Google says it shouldn’t show up too much because, well, it compiles the entire internet.

I’m already wondering how SEO experts are going to rack their brains to find out how this will affect search and, most importantly, the internal challenges to make the message of “search clueless” appear. I’m going to try something like “ideal wallpaper for meetings in Zoom”, with the answer “you meant no wallpaper, right?”

Social isolation brings nearly 16 million new subscribers to Netflix

As we talked about above in the YouTube news, video consumption has skyrocketed with the coronavirus pandemic. Unable to leave the house, people naturally turned their attention to television and streaming platforms. Netflix this week released its quarterly report and the numbers are impressive.

The company gained a total of 15.77 million new subscribers worldwide in the first three months of 2020, when social isolation began. The expectation, in the first analyses, was to earn around 8 million in total. In fact, it was difficult to predict the extent of the quarantines, so it’s an understandable difference.

For comparison purposes, in the first quarter of 2019, the worldwide growth in the number of subscribers had been 9.6 million, while in the previous one – the last one in 2019 – it had been 8.7 million. The numbers can be found in the letter to investors released by Netflix . In Latin America, there were 2.9 million new subscribers.

Boston Dynamics robot is working in hospital

Remember Boston Dynamics’ robot Spot? The one that, along with other models of the company, made some people – or I, at least – lose nights of sleep with images of a revolution of machines against humans? That’s it, that’s it. Take a look below at its newest feature.

Darling, right? Well then, this little robot is working in a hospital in Boston . Equipped with an iPad and a communication radio, it is helping doctors to visit patients without the risk of contamination. The company hopes that Spot will soon get an upgrade with a temperature, pulse and oxygen measurement device.

In this way, the (now) friendly robot may, who knows, work in patient screening areas and temporary hospitals. We hope he’ll soon be back to his normal duties, such as organizing warehouses, climbing small hills and scaring humans in videos released monthly by Boston Dynamics.

 

Algorithm Update: Why Your Ecommerce Shouldn’t Rely Only on Paid Media

Understand how changing the algorithm can hurt your sponsored link campaigns and see how you can work around this situation.

Among so many difficulties that ecommerce entrepreneurs have in their daily lives, one of them is the total dependence on heavy investments in paid media and sponsored links.

But after all, why is this a difficulty?

Because social networks and search engines always adjust their strategies, through algorithmic changes and updates, to charge more and more for sponsored keywords or ads. To get an idea of ​​how common this is, Google recently made a change to their algorithm and, shortly thereafter, Facebook followed suit.

And what are the consequences of algorithm changes for your business?

  1. Your investment for sponsored ads will have to increase, after all the competition in the first places will be fiercer and the last ads, cheaper, no longer exist;
  2. On Facebook, the reach of your target audience is more restricted;
  3. At Google, as organic results are increasingly disputed, the strategies for producing quality content and correctly applying keyword terms will have to get better and better.

Therefore, when developing your Digital Marketing strategy , don’t be hostage to paid media and sponsored links, as algorithm changes like this are constant.

But then, how to solve this problem?

The answer is simple: conquer and create your own marketing asset, that is, your contact base, through the generation of Leads and relationship with those Leads.

To do this, we have selected some suggestions for marketing actions below:

  • Be sure to invest in sponsored links: they are still the best way for your ecommerce to scale quickly;
  • Create strategies for this investment to become a marketing asset for your business, if your visitor is not going to buy now, use your paid visit to generate a base of contacts;
  • On your website, always give the option to leave the contact for those who are not determined to buy – for example, register for a discount coupon and tips on using products they have in store;
  • Keep a personalized relationship: segment your lists based on the profile and interest of each of your contacts and connect with them through Email Marketing targeted to your characteristics. Email is one of the few relationship channels with your potential customer, don’t burn this channel with campaigns that don’t have a good opening rate result. A great post with tips on this subject is Segmentation: How to generate better results by sending fewer emails.

Below, see how these actions fit into Lead generation and the purchase journey, that is, the path that the Lead needs to take until it reaches the moment when it will decide to buy:

Lead Generation for ecommerce

Whenever we talk to ecommerce owners or marketing managers, we see a certain resistance in talking about indirect conversion, since sales conversion is (and should be) always the focus.

Indirect conversion is any strategy that you use to “provoke” some action in your website visitor if they are not ready to purchase. This action usually has as its main objective the capture of contacts to maintain a relationship, so that there is a break in barriers and you earn the trust of that new user. With email capture you can also bring it back to your website with low investment.

Unlike a physical store, ecommerce does not have that attendant who asks how he can help you, offers tips on which product is best suited for your interest and “convinces” you to buy with him. Therefore, the capture of contact, the personalized relationship and quality is what the role of this seller will play.

Some might say, “Ah! But whoever enters my site is looking for something and has already decided to buy it”. Really? The average conversion rate of Brazilian ecommerces in 2015 was 1.65%, according to a survey by Experian Hitwise.

So, think: at what time of purchase were the other 98.35% of your visits that left without taking any action? Already decided to buy? Or rather, already decided to buy in your store? Probably not. To understand more about the concept of moment of purchase and the importance of working also with indirect conversions, I suggest, in addition to reading the topic below, the post “What is it and what is it for Lead Management” .

Buying Journey in ecommerce

Every user in the purchase process goes through four steps to make the decision. This concept is what we call here in RD the Buyer Journey. The four steps are: Learning and Discovering, Recognizing a Problem, Consideration of the Solution, and Purchasing Decision.

In the post “Buying journey: what it is and its importance for the Digital Marketing strategy” , there is a detailed explanation on the topic. In the case of ecommerce, a practical example of these steps would be:

Learning and Discovery: The visitor enters your site by simply browsing your social network and seeing your ad. He entered because it was an ad for the perfume he usually wears and wanted to see prices and other options he might like, or he searched for some information that his website offers.

Problem recognition: You need to buy a perfume because you discovered that what you have is running out, but you still don’t know which one to buy. Enter the websites to see prices and recommendations for the perfumes you are considering. In this case, the recognition of the problem was caused by an external factor: the perfume you have is almost gone. But the perfume seller website itself can provoke this problem recognition, offering content that awakens the user to the pain he has. For example: Did you know that perfume scents are best recommended for day or night? Know which perfumes we recommend for each shift.

Thus, your visitor discovers that the perfume he has is for the night, and feels the need to buy a lighter scent for the day.

Solution Consideration: If the user already knows which perfume he wants, he starts researching prices, delivery times and reliability of the websites where he can buy. If the first contact with your website is only at this stage, your chances of winning this dispute are greatly reduced, but it is from here that all ecommerces centralize their efforts to attract visitors. That’s why conversion rates drop so much in the Brazilian market – the visitor is searching for a price, whoever gives less wins.

Purchase decision: The user already knows which product to buy and where to buy. If the contact with users only occurs at this stage, few of them will actually convert into a sale on your website – the tendency is for them to buy from a website with which they have had a relationship before.

Sometimes, when the product being marketed matches an impulsive buying profile, this journey can be taken quickly. For complex sales or with higher tickets, the journey is usually longer.

Either way, it’s worth investing in ways to attract for all these steps. Thus, you increase your chances of carrying the user throughout the journey and make him build confidence to buy with you.

The constant change in algorithms is a big challenge for ecommerces. But, as we’ve seen, there are ways to get out of your dependency on sponsored links and get results with lead generation and content production based on your audience’s buying journey.

Therefore, optimize your investments, have your own marketing asset and don’t burn the only relationship channel with generalized emails and no relevant subject for your potential buyer.

Do you have an ecommerce? Have you ever felt the impact of algorithm updates? Do you have alternative plans to get around this challenge? Use the comments below and share your experience with us!

What is the secret of successful startups in Brazil and worldw

Algorithm Update: Why Your Ecommerce Shouldn’t Rely Only on Paid Media

Understand how changing the algorithm can hurt your sponsored link campaigns and see how you can work around this situation.

Among so many difficulties that ecommerce entrepreneurs have in their daily lives, one of them is the total dependence on heavy investments in paid media and sponsored links.

But after all, why is this a difficulty?

Because social networks and search engines always adjust their strategies, through algorithmic changes and updates, to charge more and more for sponsored keywords or ads. To get an idea of ​​how common this is, Google recently made a change to their algorithm and, shortly thereafter, Facebook followed suit.

And what are the consequences of algorithm changes for your business?

  1. Your investment for sponsored ads will have to increase, after all the competition in the first places will be fiercer and the last ads, cheaper, no longer exist;
  2. On Facebook, the reach of your target audience is more restricted;
  3. At Google, as organic results are increasingly disputed, the strategies for producing quality content and correctly applying keyword terms will have to get better and better.

Therefore, when developing your Digital Marketing strategy , don’t be hostage to paid media and sponsored links, as algorithm changes like this are constant.

But then, how to solve this problem?

The answer is simple: conquer and create your own marketing asset, that is, your contact base, through the generation of Leads and relationship with those Leads.

To do this, we have selected some suggestions for marketing actions below:

  • Be sure to invest in sponsored links: they are still the best way for your ecommerce to scale quickly;
  • Create strategies for this investment to become a marketing asset for your business, if your visitor is not going to buy now, use your paid visit to generate a base of contacts;
  • On your website, always give the option to leave the contact for those who are not determined to buy – for example, register for a discount coupon and tips on using products they have in store;
  • Keep a personalized relationship: segment your lists based on the profile and interest of each of your contacts and connect with them through Email Marketing targeted to your characteristics. Email is one of the few relationship channels with your potential customer, don’t burn this channel with campaigns that don’t have a good opening rate result. A great post with tips on this subject is Segmentation: How to generate better results by sending fewer emails.

Below, see how these actions fit into Lead generation and the purchase journey, that is, the path that the Lead needs to take until it reaches the moment when it will decide to buy:

Lead Generation for ecommerce

Whenever we talk to ecommerce owners or marketing managers, we see a certain resistance in talking about indirect conversion, since sales conversion is (and should be) always the focus.

Indirect conversion is any strategy that you use to “provoke” some action in your website visitor if they are not ready to purchase. This action usually has as its main objective the capture of contacts to maintain a relationship, so that there is a break in barriers and you earn the trust of that new user. With email capture you can also bring it back to your website with low investment.

Unlike a physical store, ecommerce does not have that attendant who asks how he can help you, offers tips on which product is best suited for your interest and “convinces” you to buy with him. Therefore, the capture of contact, the personalized relationship and quality is what the role of this seller will play.

Some might say, “Ah! But whoever enters my site is looking for something and has already decided to buy it”. Really? The average conversion rate of Brazilian ecommerces in 2015 was 1.65%, according to a survey by Experian Hitwise.

So, think: at what time of purchase were the other 98.35% of your visits that left without taking any action? Already decided to buy? Or rather, already decided to buy in your store? Probably not. To understand more about the concept of moment of purchase and the importance of working also with indirect conversions, I suggest, in addition to reading the topic below, the post “What is it and what is it for Lead Management” .

Buying Journey in ecommerce

Every user in the purchase process goes through four steps to make the decision. This concept is what we call here in RD the Buyer Journey. The four steps are: Learning and Discovering, Recognizing a Problem, Consideration of the Solution, and Purchasing Decision.

In the post “Buying journey: what it is and its importance for the Digital Marketing strategy” , there is a detailed explanation on the topic. In the case of ecommerce, a practical example of these steps would be:

Learning and Discovery: The visitor enters your site by simply browsing your social network and seeing your ad. He entered because it was an ad for the perfume he usually wears and wanted to see prices and other options he might like, or he searched for some information that his website offers.

Problem recognition: You need to buy a perfume because you discovered that what you have is running out, but you still don’t know which one to buy. Enter the websites to see prices and recommendations for the perfumes you are considering. In this case, the recognition of the problem was caused by an external factor: the perfume you have is almost gone. But the perfume seller website itself can provoke this problem recognition, offering content that awakens the user to the pain he has. For example: Did you know that perfume scents are best recommended for day or night? Know which perfumes we recommend for each shift.

Thus, your visitor discovers that the perfume he has is for the night, and feels the need to buy a lighter scent for the day.

Solution Consideration: If the user already knows which perfume he wants, he starts researching prices, delivery times and reliability of the websites where he can buy. If the first contact with your website is only at this stage, your chances of winning this dispute are greatly reduced, but it is from here that all ecommerces centralize their efforts to attract visitors. That’s why conversion rates drop so much in the Brazilian market – the visitor is searching for a price, whoever gives less wins.

Purchase decision: The user already knows which product to buy and where to buy. If the contact with users only occurs at this stage, few of them will actually convert into a sale on your website – the tendency is for them to buy from a website with which they have had a relationship before.

Sometimes, when the product being marketed matches an impulsive buying profile, this journey can be taken quickly. For complex sales or with higher tickets, the journey is usually longer.

Either way, it’s worth investing in ways to attract for all these steps. Thus, you increase your chances of carrying the user throughout the journey and make him build confidence to buy with you.

The constant change in algorithms is a big challenge for ecommerces. But, as we’ve seen, there are ways to get out of your dependency on sponsored links and get results with lead generation and content production based on your audience’s buying journey.

Therefore, optimize your investments, have your own marketing asset and don’t burn the only relationship channel with generalized emails and no relevant subject for your potential buyer.

Do you have an ecommerce? Have you ever felt the impact of algorithm updates? Do you have alternative plans to get around this challenge? Use the comments below and share your experience with us!

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How to extract lessons from the success journey of the fastest growing startups to create new businesses from scratch?

Every age has its challenges, but it’s easy to see that technology is improving people’s lives. Just look at some successful startups  in Brazil and around the world to see innovative business models, with relaxed environments and a genuine concern to meet the needs of customers.

What makes these companies so special? Why are they able to grow at a fast pace? And how to extract lessons from the success journey of the fastest growing startups to create new businesses from scratch?

Here are some clues.

The District is an independent innovation platform that, in addition to supporting the development of hundreds of startups, produces industry reports such as “Corrida dos Unicórnios”.

Analyzing startups that reached a market value of more than R$1 billion and also those that have great chances of reaching this level, we identified some similarities and patterns that you can see in the text that follows. Enjoy!

Characteristics of companies that rise quickly

Focus on customer pain

Imagine yourself on the streets of San Francisco a few years ago, in that end-of-hours slot. Horns, lots of people on the sidewalks and you needing to take a taxi, but the delay was already causing you anxiety.

Feeling the problem of urban mobility first hand, Uber’s founders decided to create a solution for themselves and thousands of others, who quickly became millions of users.

Do you have Uber or other similar app installed on your smartphone? Chances are pretty good it’s Uber.

This example illustrates well how successful startups were able to interpret a pain that affects many people and, based on that, develop a technological solution whose model can be easily replicated.

The next step is to create a trial version, gathering important data about users’ perceptions. This Minimum Viable Product (MVP) step , or Minimum Viable Product in Portuguese, is when the startup realizes the points of improvement that must be worked on.

All along the journey, people’s needs always come first, which brings us to the next point.

Concern about quality and reputation

As an application’s user base rapidly grows, so do new sticking points. Be they specific characteristics of a particular profile that had not been considered in the initial product or even in relation to the way the startup communicates its proposal.

This close look at customer feedback should go beyond traditional support channels. A good Brazilian example is Nubank, which created an open space for exchanging experiences and clarifying doubts, encouraging community interaction.

On the NuCommunity proprietary platform, any member can create new conversations and interact on existing topics, as long as it always follows the good neighbor policies that the user accepts when signing up.

Many international brands also develop their own communities. The objective is to closely follow the users of your products/services, making them protagonists in the generation of content  and even suggestions for new releases.

Diverse teams and horizontal leadership

Unlike more traditional companies, successful startups strive to maintain a horizontal structure. This means that leaders are constantly developed to encourage the participation of every member of the team, rather than just communicating Board decisions.

This more collaborative and engaging way of working favors a greater sense of responsibility, where everyone is directly committed to the business objectives.

Therefore, when we talk about strong leadership in the context of startups, what is in focus is not hierarchy, but the genuine connection of each leader with their team:

  • promoting autonomy and empowerment at work;
  • valuing diversity and inclusion;
  • reflecting the brand’s purposes beyond marketing.

Using Financing to Expand the Business

Another difference between successful startups in relation to traditional businesses is that, in the latter, there is greater dependence on equity. On the other hand, the investment market in startups had a turnover of more than US$ 700 million in Brazil only in the first half of 2020, according to the study Inside Venture Capital , carried out by the District.

How to explain such expansion in the middle of the pandemic, especially when many of these contributions are made in early stage startups that did not even reach revenue equivalent to what was already invested in them?

For Venture Capital funds, this is where the opportunity lies. They want to participate in the accelerated growth of startups, multiplying the amount contributed several times. This requires an in-depth analysis of the business, the profile of the founders and the market potential that the startup proposes to supply.

In addition to access to capital, startups undergo a real polishing, having the opportunity to rethink products and processes. The comparison with precious stones is not by chance, since in each new round, the level of requirements and competitiveness rises, as it attracts larger contributions.

Innovative environment

Although the movies and series that portray Silicon Valley’s BigTechs have already made colorful offices, with ottomans, pool tables and arcades, famous, it takes a deeper look to understand how the startup environment works in real life.

For those outside the industry, it may seem counterintuitive for people to spend the day having fun and yet companies multiplying their size, displaying balance sheets that are the envy of many businesses with 50 years or more in the market.

Decompression spaces and rituals are just a part of the daily life of successful startups. Flexible hours, freedom to express opinions, absence of dress code attract new talent and favor a culture focused on constant learning.

Unlike traditional companies, startups are encouraged to connect with other ventures in the sector. Thus, professionals who work at different startups come together, form different partnerships and develop skills together. In this sense, it is interesting to connect to an innovation hub such as the District that holds various events with experts.

secret of successful startups

Successful startup cases

With support from major maintainers such as Microsoft, Danone, AstraZeneca, Johnson&Johnson, Bosch, Hospital das Clínicas, among many others, Distrito for Startups has supported the development of the ecosystem.

  • Marketing and sales : dissemination of startups and connection with large companies;
  • Knowledge : training for founders and mentoring with over 200 mentor options;
  • Management : gratuity and discounts on management, marketing and sales tools ;
  • Investment : course on pitch, funding/valuation and connection with funds and investors;
  • Community : physical and digital hubs to connect more than a thousand people in the community;

Thus, many cases of successful startups often sprout in the ecosystem. For example, fintech Neon Payments, which joined as a resident of the District in 2014 and is now approaching the next Brazilian unicorn.

Last year, Neon announced the purchase of Mei Fácil, another startup that had also been a resident. In 2020, information circulated on the market of a new investment, in the order of US$ 300 million, in an investment round led by General Atlantic, with the participation of BlackRock, Vulcan Capital, PayPal Ventures and Endeavor Catalyst, in addition to Monashees and Flourish Ventures, investors from previous rounds.

Do you want to know other cases and always be on top of the best practices of successful startups? Then access the District’s website  and also follow social networks.

 

News of the Week: Less than half of Google searches result in clicks, and Orkut is blocked on Tinder

Research released by Rand Fishkin raises questions about Google’s dominance in search and how marketers should act

Let’s not deny it: as you will see further on, it was a very happy week for us at Resultados Digitais. Therefore, exceptionally, I will leave aside digressions about the passage of time and our smallness in the face of finitude in the name of the joyful moment we are living. And, since now, we thank you for your participation in this party.

Keep reading the post to find out about the investment we received this week, in addition to the main tech and Digital Marketing news of the last few days. Or the more peculiar ones, as we like to highlight in our already traditional summary.

Search indicates that less than half of Google searches result in a click

study released this week found that less than half of Google’s browser searches in June resulted in a click. More precisely, 49.47% of these searches, both mobile and desktop, led the user to click on a result to get more information about what he was searching for.

The alarm was set off by Rand Fishkin, one of the big names in SEO  in the world. The numbers were gathered from an analysis by Jumpshot, the data arm of Avast, an internet security company, on Android devices and PCs in the United States, in the millions (the total number is not revealed).

When we put the magnifying glass in searches via mobile browser, things get even more impressive. The “zero-click searches” reach almost 62% of the total, even without counting Google’s applications such as Search and Maps. It’s a lot of people just seeing the answer and leaving, without going any further. Bad news?

Okay, but so what?

Of course, a large part of that total can be sports scores, questions with dates, and other things not necessarily related to the process of purchasing a product or service. Still, if people start stopping at featured snippets , which we can assume will get bigger and bigger, we have a few things to rethink.

In his blogpost (link is at the beginning of this text), Fishkin expands the subject to Google’s broad domain of internet searches. Based on Jumpshot’s data, it demonstrates that 94% of browser searches are done on the company’s products. If we include apps, the number probably grows even more.

It even features data on shrinking organic clicks and continuing growth in ad clicks. In other words, tips on how we can prepare for this change are given. Should we, however, focus our content strategies to be at the top of Google? It’s a question we need to assess.

Special tech and Digital Marketing mash-ups

In a lighter tone and less “existentialist research”, the week was lavish with mash-ups involving major brands in technology and Digital Marketing. So, we’ve gathered them into one item, for scanning purposes (we’ve done this because it’s more pleasant to read, not to please Google’s robots).

Tumblr is sold to the owner of WordPress

Verizon sold Tumblr  for $3 million to Automattic Inc., owner of WordPress. If the value seems small, wait for the next information: in 2017, Tumblr was purchased by Verizon for 1.1 billion dollars. I don’t even know how to calculate the rate of such devaluation.

The joining of cousins ​​so far removed from the blogging world is a new attempt to bring Tumblr back together. Automattic’s plans are to leave it as a WordPress add-on – who knows what that means. The fact is that the tool that was once the favorite of the most artistic class is no longer the cultural engine that it once was.

In addition to being hit by SnapChat, Instagram and even Facebook, Tumblr took a hard hit with Verizon’s decision to ban “adult” content. That’s because he was used by the LGBTQ+ community to express their sexuality , and the act ended up being seen as hostile. Thus, a huge user base abandoned Tumblr.

Orkut is blocked in Tinder

There is no reason to report this fact other than that it makes a very funny headline. And that’s reason enough for me. To make it even more fun, the fact happened in Brazil. That’s right: Orkut Büyükkökten, the creator of our eternal favorite social network, was blocked on Tinder while in Porto Alegre.

n fact, it started a little earlier, when Orkut was looking to make friends and new contacts on Tinder. Orkut started giving matches (seriously, it’s too good), but people thought it was a fake, denouncing his profile. It ended up being blocked.

As the case happened in Porto Alegre, of course there is an interview at Zero Hora  with the guy who made our youths happier.

Digital Results receives an investment of R$ 200 million

We don’t usually talk about issues involving millionaire figures, but let’s make an exception because we are so happy and proud! Digital Results received the largest investment ever made in a SaaS company in Latin America: R$ 200 million in a Series D round led by Riverwood Capital.

These resources will be used on four fronts: maintaining a high R&D investment; improve different elements of the customer and partner experience; attract and develop the best talent; and accelerate our international expansion process.

RD and Sebrae launch Startup Drive

In recent years, RD has worked with many startups. We saw that they rely heavily on the support of tools and templates to automate processes and facilitate the identification of opportunities. With that in mind, we created the Startup Drive, in partnership with Sebrae.

 

Open Cultural Association: How to Establish and Costs

cultural association

Are you looking for information on how to open a cultural association? Below is a guide on what it is, how to set it up, what costs must be incurred and what is the applicable tax regime.

What are cultural associations and why to set them up

The cultural association is a non-profit organization. It is a non-profit organization made up of a group of people who decide to associate permanently to carry out and/or promote cultural activities. Anyone who shares the purpose and intentions of the cultural association can become a member by applying and accepting the rules established in the statute.

Associations of this type will be able to take care of all the activities that are connected to the cultural/artistic world and to training and educational activities (for example a film forum, a reading club, a group to promote the restoration of a monument). These associations can also be called private clubs or clubs (for example a jazz club or club). If the association does not have the cultural purpose as its institutional purpose, it will be necessary to set up another type of body (for example, if you want to promote a sporting activity, an amateur sports association or “ASD” must be established).

Carrying out cultural activities through an association allows you to take advantage of numerous tax breaks such as:

  • the exemption from the payment of taxes for the income deriving from the institutional activity of the entity
  • exemption from VAT payment
  • the possibility of accessing the 2 per thousand contributions (for associations that have existed for at least 5 years)

The recent reform on the Third Sector (ETS) has reorganized under a single-family the entities that pursue civic, solidarity and social utility purposes. Cultural activity, if of social interest (eg with educational purposes or for the protection and enhancement of cultural heritage) can be included among the activities pursued by the ETS (Third Sector Entities). Even a cultural non-profit can therefore become an ETS and enjoy the related tax benefits provided.

Cultural Association

How to create a cultural association: requirements and steps for the constitution?

Minimum requirements are required to establish a cultural institution. First of all, it is mandatory that there is a minimum number of 3 founding associates. It is necessary the absence of the purpose of profit in carrying out the activities that the association carries out. Finally, it is obviously essential that the purpose and aims that the cultural association intends to pursue are cultural activities. The steps to start your own cultural association are:

  1. Drafting of the statute and the deed of incorporation: the first phase is the drafting of the statute and the deed of incorporation of the association. The founding members established in these documents the purposes (specifying the purpose of carrying out and/or promoting cultural activities), the administration, the management of the heritage, and all the general rules both regarding the functioning of the organization and regarding the rights and duties of the members.
  2. Signatures of the founders and constitution: after drafting it will be necessary to sign the constitution and statute to complete the constitution. It will not be necessary for this to happen before a notary. The signing of all the founders is sufficient to give life to the association and to proceed with the subsequent operations.
  3. Registration and tax code: the president of the association will have to ask for the attribution of the tax code and the registration of the association to the Revenue Agency in order to carry out certain operations (for example opening a current account or signing contracts) and access the sector tax breaks. These steps are not strictly mandatory but by choosing not to carry them out, the entity will be very limited in its activities and will remain a sort of “private agreement” between the members.
  4. Request for VAT number: it is necessary to open the VAT number if the association carries out the commercial activity (for example the sale of goods or services) on an ongoing basis, that is to say using a stable organization of means and people. This type of activity must always be auxiliary and never prevalent with respect to the institutional activities of the entity. If the commercial activity is occasional, it is not necessary to open a VAT number.

How much does it cost to open a cultural non-profit?

The founders will have to bear a number of costs to open the association. First of all, it is necessary to create the articles of association and the statute. It is not necessary that these documents be drawn up by a notary, it is always recommended, however, to contact a professional or a service such as LexDo.it to avoid irregularities in the documents, make sure that the statute does not present defects and is valid for the type of association that is being formed.

The intervention of the notary is mandatory only if you want to establish a recognized association. This operation allows the ” recognition of legal personality“, which allows the creditors of the association to be able to attack only its assets in case of debts, without being able to attack the assets of its administrators. To proceed with the recognition, it is, therefore, necessary to have the deed of incorporation and the statute drawn up by a notary (public deed) and the payment of a minimum patrimony of about € 15,000 (a different minimum patrimony may be required depending on the region of belonging), a notary is around € 1000. For this reason, it is an infrequent choice and the “unrecognized” form is preferred at least initially.

You can then proceed with the request for the tax and registration code to give a certain date to the establishment of the entity, to obtain tax benefits, and to carry out certain activities such as opening a current account or entering into contracts. If you decide to carry out this operation, you must pay the related taxes of about € 250 (€ 200 + the necessary revenue stamps) and the registration must be made within 20 days of the establishment by the president of the association at the Agency of the Come in.

An additional cost is a request for a VAT number. As already mentioned, it is not mandatory to activate a VAT number for a cultural institution but it becomes so if the association carries out commercial activity on an ongoing and habitual basis. In these cases, it is advisable to contact a professional (for example an accountant) who deals with the practice of opening the VAT number. It is always advisable and recommended that an accountant follow the accounts of the association because the rules on the matter are particularly complex. Generally, the remuneration of a professional who takes care of these activities starts from around € 1000 per year.

With LexDo.it, you can set up your cultural association at a cost of € 99 + VAT. The service includes the free creation of the statute and the deed of incorporation of your association, the advice of a professional and a complete guide to all subsequent obligations such as the request for registration and the tax code or the opening of the VAT number of your no. profit. In addition, the service includes 1 year of 100% online legal support to create tailor-made contracts and request consultations with lawyers for any need.

Advantages of a non-profit cultural institution

From a fiscal point of view, the cultural association as a non-profit organization benefits from non-taxation on all institutional revenues. These include the shares or financial contributions that the members pay for the main activity of the body, for example for attending courses. These revenues are not taxed in any way and can be collected without the need to issue an invoice and have a VAT number. It is also possible to carry out commercial activities which, however, must be exercised in a manner that is not prevalent with respect to institutional activities.

Non-profit organizations can also benefit from a flat-rate tax regime that guarantees exemption from paying VAT. Associations wishing to benefit from this facility must not produce revenues from commercial activities exceeding € 400,000 per year.

The tax relief system described above will be repealed and replaced by new tax benefits when the reform of the Third Sector Entities (ETS) comes into full force. This reform introduces several changes also from the fiscal point of view, such as the distinction between non-commercial and commercial revenues. Under the new rules, non-commercial revenues will not be taxed in any way while commercial revenues will benefit from a flat-rate taxation regime provided that commercial revenues do not exceed non-commercial ones.

 

How to determine the price in the contract for the sale of shares or units?

sale of shares

The agreement for the sale of shares or quotas must be classified as a sale agreement and the provisions of the civil code relating to the sale must therefore be applied (articles 1476 et seq. Of the civil code).

How to determine the price in the contract for the sale of shares or units

A fundamental element of the contract for the sale of shares or quotas is the price and its determination.

In negotiations for the purchase and sale of shareholdings in non-listed companies, there is no “right” price for the shareholding in absolute terms that expresses its exact value or an absolute criterion with which to determine it. There is only the price that the contractors decide by consensus to assign to particular participation at the time of conclusion of the contract.

Pricing

In principle, a shareholding expresses the value of the company as a percentage, so for example, if you buy 30% of the shares of a company that is worth a total of 1 million euros, the price will be equal to 300 thousand euros.

Again theoretically, if the contractors had all the necessary information and skills available to correctly estimate the company, the final price should derive from the value of the company as a reality photographed by the analyzes carried out (due diligence) and from the greater value that the buyer expects to achieve in the future and is willing to recognize the seller.

Let’s say that the basic criterion for determining the price of shares or shares is the value of the company’s net assets, which consists of the difference between the assets and liabilities of the balance sheet.

But the seller is unlikely to be satisfied with receiving the pro-quota price corresponding to the company’s equity. In fact, as a rule, he will require an additional sum that corresponds to the future profits of the company, calculating a multiple of the profits produced by the company in the last financial year or the average of the profits achieved in the last 2/3 years.

Furthermore, it must be considered that whoever sells a majority stake will demand a “majority premium”, as the shareholding they sell allows the buyer to control and, therefore, manage the company independently.

It is important to ask the seller for the latest available financial statements of the company, which show the company’s net assets and profits, and, if months have elapsed since the filing of the financial statements, also interim financial statements.

In certain sales contracts, the price of the shareholding in the company is determined on a fixed basis (for example 300 thousand euros), or can only be determined on the basis of criteria that allow the price to be established. Sometimes, even the payment of the price is deferred or eventual, if linked in part to the future profits of the company earn-out. Let’s analyze them.

Fixed-price

Usually, the fixed price is used (for example: ” the price is set at 300 thousand euros … “) when the value of the investment is not very high, or when recent balance sheet data are used to establish the price which should not undergo strong variations between the moment of the conclusion of the preliminary contract and the completion of the sale.

However, it must be pointed out that the indication of the fixed price in the sale contract does not allow the buyer large margins of protection. In fact, it does not specify on the basis of which objective and provable data the price was determined and, therefore, it will be difficult for the buyer to contest judicially that the price paid does not conform to the actual value of the shareholding.

To protect the buyer, it is, therefore, preferable to specify the criteria that determined the price in the acquisition contract. For example, it could be envisaged that ” the price established between the contracting parties is equal to 300 thousand euros and consists of the sum of the company’s net assets (200 thousand euros) and double the profits made in the last financial year (100 thousand euros’ euro) “.

Determinable price

As anticipated, by the determinable price we mean that price that is not expressed in a fixed measure but only the criteria that determine it are expressed.

The criteria to be adopted can be different: equity, income, mixed equity-income, financial, market multiples, etc.

In addition to these criteria or in addition to them, it is also possible to provide a minimum price and a maximum price, in the interest of the seller and the buyer respectively, simultaneously establishing a termination of the contract (automatic or activated by those who have an interest) that avoids having to pay a price that does not fall within the minimum and maximum limits established.

Usually in contractual practice, the determinable price is used if there is a considerable amount of time between the signing of the preliminary contract and the definitive one (in which the buyer will have to pay the price).

Eventual price

In some cases, the acquisition of the participation is arranged in such a way that the buyer pays a part of the price at the time of the transfer of the participation, while the residual payment of the price is possible and postponed, subject to conditions.

The most common clause, the so-called earn-out clause, is the one that allows the payment of a part of the price to be made conditional on the achievement of certain objectives (which may be the achievement of certain profits, or the winning of an important dispute, the acquisition of a large contract, etc.) which must be completed within a certain period of time.

This type of agreement has advantages for both the seller and the buyer:

– the buyer will have a lower immediate financial burden

– the seller will find it easier to sell his shareholding immediately on the market, as the price to be paid at the time of completion of the sale is lower than what would otherwise be immediately due.

However, it must be considered that after the acquisition the buyer could try, with accounting tricks, to make a particularly low profit, in order to reduce the share that is required to sell to the seller.

Therefore, great care must be taken in drafting such an earn-out clause. In these cases, it is advisable to ask for the collaboration of accountants and/or auditors. It is recommended that the clause clearly indicate the criteria for measuring profits and the method of distribution among shareholders. Furthermore, it is necessary to identify the period of time within which the seller is entitled to receive a part of the company’s profits (for example 2/3 years), which could give rise to the need to keep the seller in the administration/management of the company. which is regulated within the Statute.

Documents that may be useful to you

  • Preliminary Contract for the Sale of a Company: to stipulate the definitive contract for the sale of a company (or a company branch) by a certain date
  • Company or Business Branch Rental Agreement: to transfer the management of the business or part of it to another subject in exchange for a fee
  • Shareholders’ Agreements: to regulate relations between shareholders
  • Confidentiality Agreement: to ensure that confidential information is not disclosed
  • Letter of Intent: to establish the points on which the parties have already reached a general agreement

Create a Voluntary Association: Open a TOE

Voluntary Association

Find out what it is and how to create a voluntary association. This non-profit is established through the signing of the articles of association and the statute. Let’s see in detail the steps to follow to open an ODV and all the costs to be incurred to proceed with the registration and further formalities.

What is a voluntary association: legislation and requirements?

The voluntary association or organization (ODV) is a non-profit organization that pursues solidarity purposes of general interest by making use of the voluntary service of its members (Article 32 of Legislative Decree no.117 / 2017). The activity of this association is generally carried out in favor of people in need or belonging to the most disadvantaged categories such as the elderly, disabled or homeless.

To start this association, the following requirements must be met:

  • Absence of profit – the activity must not be carried out with the aim of obtaining profits neither for the associates nor for the administrators. As with all other types of association, in fact, there is a ban on the distribution of profits to members and the obligation to reinvest them only in the associative activities.
  • 7 founding associates – this is the minimum number of people required to found an ODV. Alternatively, the organization can be founded by 3 existing voluntary associations
  • Volunteering at no charge – associated volunteers they cannot be remunerated in any way or by the organization itself or by the beneficiaries. It is only possible to receive a possible reimbursement of expenses for the activity provided. An ODV can in any case make use of paid employees or self-employed workers, provided that the number does not exceed 50% of the volunteers. To give an example, if the institution has 15 volunteers, it will only be able to use 7 paid workers.

The recent reform of the third sector has reorganized the entities with solidarity and social utility purposes under a single large family. With the full entry into force of this reform, voluntary associations together with those of social promotion will automatically become Third Sector Entities (ETS). Currently the reform is not fully implemented as the establishment of the single register in which the ETS will have to register (RUNTS) and some implementing decrees are expected.

create a voluntary association odv

How to set up a voluntary association: statute and deed of incorporation

To establish an ODV, the signature of the 7 founders on the deed of incorporation and the statute is sufficient. In fact, the intervention of a notary is not necessary, unless you want to create a recognized association to prevent the administrators from responding with their personal assets for any debts of the entity. However, this choice is rare and is used only by associations with large assets (minimum € 15,000) and numerous associates.

The deed of incorporation and the statute of the association are the documents that regulate the functioning of the organization and report the relevant data of the same. The deed of incorporation contains, for example, the name of the entity, the data of the founding members and administrators, the place of incorporation and the registered office. The statute, on the other hand, establishes the rules on administration, on the functioning of the assembly, on the membership and exclusion of shareholders, etc.

With our association constitution service, you can create customized articles of incorporation and statute online. You will also receive the advice of an experienced professional and our complete guide for all requirements. In addition to the constitution, 1 year of 100% online legal support is included to create tailor-made contracts and request consultations with experts for all the needs of the new business.

The next steps to open an ODV: tax code and registration

Let’s see now what are the steps to follow after the constitution to start the non-profit. If you choose the LexDo.it service, our professionals will guide you through each step.

1. Request for the tax code or opening of the VAT number

First of all, you need to apply for the tax code to the Revenue Agency. The code is necessary to be able to carry out any operation (e.g. opening a current account, purchasing goods). If, on the other hand, the entity also habitually carries out commercial activities, instead of requesting the tax code, a p. VAT by association. Generally, they are commercial paid activities for non-associated persons or activities qualified as such directly by the law (eg administration of food or beverages).

2. Registration with the Revenue Agency

After obtaining the tax code or VAT number, the deed of incorporation and the articles of association must be registered to make the ODV known to third parties. Registration is done with the Revenue Agency within 20 days from the date of incorporation and is one of the steps necessary to obtain the tax benefits provided for non-profit activities.

3. Registration in the regional register of volunteering

To access the tax benefits, it is also necessary to register in the regional register of volunteers. The documents demonstrating the registration of the deeds with the Revenue Agency must be attached to the application form. Each region provides different procedures for the registration procedure, therefore it is advisable to consult the site of the region in which your association is based to know every detail.

4. Transmission of the EAS model

The EAS model is a fiscal document that non-profit organizations are obliged to present within 60 days from the date of incorporation. With this fulfillment, some data on the activity and income of the association are transmitted to the tax authorities in order to have access to some tax breaks. The model can only be submitted electronically and it is advisable to have the support of a professional for filling in and sending it.

Costs to create an ODV

As seen above, the intervention of a notary is not required to set up the institution, therefore no costs are foreseen for the establishment. The founders can independently draw up and sign the constitutive documents. However, it is important to have the assistance of a professional at this stage to avoid making mistakes in the drafting and to make the most convenient choices.

The assignment of the tax code is free, as is the registration as for voluntary organizations there is an exemption from the payment of registration and stamp duties. However, it is advisable to check with the offices of the Revenue Agency of the municipality in which the association is based in the exemption is confirmed for your ODV. In the absence of this confirmation, € 200 must be paid as registration tax. If you need to open p. VAT, there are no taxes for the opening but it is advisable to contact a professional for accounting management.

Finally, registration in the regional register is generally free. However, as anticipated, you must always check with your region of belonging as in some cases there may be costs (eg revenue stamps).

With our constitution service, creating your association costs € 99 + VAT. You’ll have included the bespoke online charter, advice from an experienced professional, and our comprehensive guide to all the steps after setting up your organization.

Tax regime

The voluntary association, as a non-profit organization, benefits from some tax breaks. The concessions can concern both the revenues that the body collects from the members for participation in the institutional activity (eg assistance of volunteers to disadvantaged people) and the revenues for commercial activities such as the sale of gadgets, sponsorships and more generally payments received from non-associated third parties.

ODVs benefit above all from the non-taxation of revenues relating to institutional activities. These include, for example, the membership fees, the financial contributions paid by the members for the activities carried out, any donations received.

For commercial revenues, on the other hand, it is possible to adhere to the facilitated tax regime provided for by law 398/1991. Initially introduced only for sports associations, this regime was then extended to other non-profit organizations as well. Among the advantages there is the exemption from the application of VAT, the obligation to invoice and the application of a tax rate of 3% on revenues that do not exceed € 400,000 per year.

As soon as the reform of the third sector comes fully into force, the tax regime described above can no longer be applied by voluntary associations. However, it will be possible to adhere to the new tax measures that will provide for a flat rate taxation with a reduced rate on commercial revenues not exceeding € 130,000. In any case, the definitive implementation of the reform and the scrutiny of the European Commission are wait in order to know precisely the new provisions.

 

What is the Privacy Policy of a Website or an App?

Privacy Policy

The Privacy Policy of a Website or an App (or Privacy Policy) is the document with which users are informed about the purposes and methods of processing their personal data. This document, therefore, represents the communication to users of any information necessary to guarantee correct and transparent data processing in accordance with the law (for example, the purposes of the processing, the data retention period, the right to withdraw consent to the processing, information on the data controller, etc.).

The online privacy policy is mandatory whenever personal data is processed on a website or application. According to the European privacy regulation (GDPR in English), the processing is defined as any operation carried out on the user’s personal data in an automated or non-automated way (for example, storage, use, reading, communication of data, etc.).

Remember that the ‘ lack of or incorrect information privacy the user is punishable by a penalty fine of up to EUR 20 million or up to 4% of the turnover annual world, taking into account the individual case, the nature, severity, duration of the infringement, etc.

When using the privacy policy for websites or apps

The privacy policy for websites and apps is used to communicate to users the necessary information required by current legislation both for a website and for a desktop or mobile application. The document will adapt on the basis of the selected options and can be used for any type of service provided to users (e.g. blogs, e-commerce, information sites, e-marketplaces, etc.), as well as for any purpose of processing the data.

This document will need to be posted online on your site or within an application. If, on the other hand, you need a document to manage the processing of data for offline activities such as shops, doctors’ offices or for employee data, you will need to use a different document: the privacy policy for offline activities.

You can specify the purposes for which you will collect the data by choosing from a list of predefined purposes (e.g. sending emails or newsletters, interacting with live chat, etc.) or, for special needs, you can describe the purposes in a personalized way.

The privacy policy is also used when products or services are offered to foreign users. In these cases, it is possible to create the document in English or in two languages ​​to facilitate consultation. It is in fact mandatory that the information is always understandable even to foreign users and must therefore be translated into all the languages ​​in which the site or app is available.

What the GDPR compliant privacy policy model contains

Our privacy policy meets all legal requirements and contains all the information required by current privacy legislation and European regulations (GDPR):

  • Types of personal data collected: it is possible to choose between data voluntarily provided by the user (contact data, information, content, sensitive data, data collected from social media, etc.) and automatically acquired data (usage data, geolocation data, data collected through cookies, etc.)
  • Purpose of processing: the purposes for which personal data are collected must be listed (e.g. statistical purposes, user profiling, payment management, etc.). We have prepared the interview allowing you to choose between pre-set and/or customizable purposes
  • Processing methods: the electronic or manual tools with which the data are collected, the methods of organizing the data, the security measures to prevent unauthorized access, disclosure, modification or destruction of data must be indicated
  • Data recipients: the names of the third party’s recipients of the data or the economic or commodity categories to which they belong must be indicated (e.g. marketing consultants, shippers, etc.)
  • Legal basis of the processing: the basis on which the processing is based (consent, legal obligation, contractual obligation, etc.)
  • Place: where the data are stored and if they are transferred to a non-EU country
  • Automated decision-making processes: if procedures such as profiling and the logic with which they are used are used
  • Data retention period: how long the User’s personal data are stored;
  • Rights exercisable by users: the legislation expressly requires you to enter the list of what a user can do (ask for data removal, cancellation, transformation into anonymous form or blocking of data, etc.)
  • Identification data of the data controller and/or the data protection officer (DPO): all data must be entered to identify and contact who determines the purposes and means of the processing of personal data. If appointed, the data protection officer must also be indicated
  • English language: it is also possible to generate the document in English if your users are foreigners.

The privacy policy is only one of the obligations provided for by the GDPR. Once you have downloaded your document, we will guide you step by step through all the necessary subsequent formalities (for example, the request for consent, the preparation of security measures and the preparation of the treatment register, etc.) so that the connected documents are correctly prepared. (eg. Cookie Policy or cookie information, etc.). If you need more help you can also request a website GDPR adjustment to adapt your website or app or request our GDPR consultation with an experienced lawyer to be followed up further.

Information you need

To complete the privacy policy, all the data of the site or App and of the owner are required. It can be very helpful to get help from your webmaster or IT consultant.

Remember that our interview does not generate a simple privacy policy template for websites and apps. Based on your answers, the system automatically draws up a customized contract model for your exact needs, guaranteeing its legal correctness.

The document can be modified free of charge in all its parts without time limits. Don’t worry so if you don’t have all the information available during the interview, you can always enter it later.

Other names

The privacy policy is also known as:

  • privacy policy for website or app compliant with the gap
  • privacy policy for websites or apps
  • information on the processing of personal data
  • GDPR policy statement

Other useful templates and facsimiles

  • Cookie Policy: to inform your site visitors of the cookies you will save on their browser
  • Terms and Conditions of a Website or an App: to regulate the rights and obligations of users of a website or application
  • Personal Data Processing Register: to collect all information relating to the management of personal data processed
  • Privacy Notice for Offline Activities: to inform your customers or employees about the use that will be made of their personal information
  • E-marketplace Membership Conditions: to regulate the relationship between the owner of an online marketplace and suppliers who sell products and/or services to users