First of all, how are you and your Family doing in these COVID-19 Times?
Lucas Laruffa: These months living with this invisible enemy called COVID-19 has given us a series of new learning and consolidate many others. Firstly, in my family, we are already following different situations that the Asian countries are experiencing amid the pandemic.
We learnt that there would be no alternative solution other than indefinite confinement. However, we knew that we would be fine anyway since there are three important pillars in our family: the harmonious coexistence, healthy living, and constant development of our academic knowledge.
We always know that quarantine should not be in vain for it has a lot of lessons.
Tell us about you, your Career, how you Founded or Joined TecnoBreak
Lucas Laruffa: When I was young and living in Buenos Aires, I dreamt of having my own business. It was not yet clear what type of business I want, but I knew perfectly well that I didn’t like the idea of working as an employee and having to carry out unattractive schedules and tasks.
My education experienced a u-turn while in the first year of accounting; thus, the course changed abruptly. Together with two university colleagues, we came up with the idea of offering a web development service. In 2001, the digital marketing sector was not as important as it is today.
With the creation of a digital marketing agency, my two partners and I obtained some clients and a lot of experience. We already had a very clear goal of doing digital marketing independently, and to date, that is what we’re doing.
Many others joined this project as we underwent through failures and successes. In 2012, LuFloyd was formed, and I’m currently the CEO. The company is the parent of several projects, among which TecnoBreak stands out.
How does TecnoBreak Innovate?
Lucas Laruffa: The COVID-19 pandemic meant major changes that we had not anticipated; still, some of these changes were already scheduled for this year and 2021.
On of the most important was visiting our clients physically. While we recognize that virtual operations are fundamental in some sectors, physical transactions between sellers and buyers are also vital when it comes to sales.
COVID-19 has also taught us to be more flexible in terms of payment methods, communication with customers, and offer 24-hour customer support via chat. The change has led to the recruitment of new personnel and restructuring of our goals and processes.
How the Coronavirus Pandemic affects your Business, and how are you Coping?
Lucas Laruffa: Generally speaking, both our digital marketing services, our online stores, and local news portals have experienced huge increases in traffic and profits.
The only business unit that suffered a lot from this pandemic is the classes that we taught in person in an auditorium in our city. However, we have been able to solve it quite correctly through webinars. We have been offering discounts to attract more students and to motivate the existing ones to continue.
Did you have to make Difficult Choices, and what are the Lessons Learned?
Lucas Laruffa: Our business model, in general, was not greatly affected. However, we had to restructure our operations, cancel several scheduled conferences across Argentina, and close a fully equipped academy.
In summary, the most affected was the face-to-face work section, the hasty reorganization, and the implementation of new technologies.
How do you deal with Stress, and Anxiety? How do you Project yourself and TecnoBreak in the Future?
Lucas Laruffa: This is an excellent question as this pandemic has caused stress and depression globally. Some people are suffering from loneliness due to self-isolation, unemployment, or due to future uncertainty.
My team is made up of 15 permanent employees and several part-time ones. We were affected the first 2-3 weeks of self-isolation since the government announced the quarantine suddenly without giving us time to planning.
However, as a team, we worked extra hours each day to help organize our operations, thus minimizing the negative impact. As for the future, we will undoubtedly face the new normal in the digital world which will dominate all businesses and industries.
Most digital changes were expected in 2023-2025, but COVID-19 has brought them earlier. Therefore, as entrepreneurs we are forced to react quickly to avoid losing our market share due to stiff competition and continue to offer the best to our customers.
Who are your Competitors? And how do you plan to Stay in the Game?
Lucas Laruffa: Tecno Break’s competitors excel in content marketing, and are well-funded companies in Spain. Thus, each online store in the country is our competitor which is why we are constantly differentiating ourselves.
Your Final Thoughts
Lucas Laruffa: 2020 has brought along several changes; however, it’s an excellent opportunity for all sectors to progress towards sustainable business processes and operations to increase their profits.
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