We talked to Victor Ruiz Fenollosa of Rotula TuMismo about the online store of luminous and personalized signs and here is what he said about it.
First of all, how are you and your family doing in these COVID-19 times?
Victor Ruiz Fenollosa: Fortunately, all are good thank you. We have had several cases of contagion within the company, but thankfully, they are already cured and recovered.
Tell us about you, your career, how you founded Rotula TuMismo.
Victor Ruiz Fenollosa: This adventure begins in 2013 due to the need to cover a problem that has always dragged the signage sector. The product was not expensive to manufacture, but the management of its purchase was. Visits to the client to measure, take samples of materials, make preliminary sketches…Many times after having made several visits to the client, having shaped his project and having given him various prices, he could decide not to do the work. This buying process had an impact on everyone’s pocket. So the sector needed an intuitive way to see materials, finishes and to be able to quote at the moment without having to move.
In the first website, we started with easy to standardize things, such as acrylic signs, and little by little, we introduced more complex products and materials to quote.
How does Rotula TuMismo innovate?
Victor Ruiz Fenollosa: We manufacture personalized signs for e-commerce. Investment in web technology is constant. The latest Milestone of which we are deeply proud is a proprietary programming algorithm that allows the price of manufacturing a corporeal Logo (3d) to be assessed immediately. The professional client, graphic designer, architect, or decorator can upload their svg file exported from coach, CorelDraw or Adobe Illustrator with a text or Logo, and instantly know its manufacturing price in different materials and thicknesses.
Professionals who outsource to us can deliver faster and tighter quotes to their clients than those of their competitors.
In terms of product development, we have replaced the poster structures made with metal bars and traditional welding with faster and lighter systems to build from machined composite plates. Our product is customized, and its final price has been reduced considerably thanks to the repetitive drawing automation, which after 8 years we have successfully achieved.
How the coronavirus pandemic affects your business, and how are you coping?
Victor Ruiz Fenollosa: It affected us positively in terms of sales, as we developed methacrylate protection screens that helped us spend the months of confinement in Spain in which we did not sell any signs. 2020 has started well, and so far it seems that we will close January with good figures. We are sure that 2021 is going to be a difficult year, but our objective is to emerge from this crisis stronger.
Did you have to make difficult choices, and what are the lessons learned?
Victor Ruiz Fenollosa: We have learned that we have to have more manufacturing structure to depend less on external products. We know that having investment in personnel and production machinery makes us a little slower when it comes to reinventing ourselves, but it makes us less dependent on external suppliers.
What are specific tools, software and management skills, helping you navigate the crisis?
Victor Ruiz Fenollosa: Definitely Skype for internal communication and Trello in task planning.
Who are your competitors? And how do you plan to stay in the game?
Victor Ruiz Fenollosa: We have several direct competitors and several indirect ones in Spain that encourage us to continue improving day by day.
Currently, according to analytics platforms such as hrefs or semrush, we have more web visits than our 5 direct competitors combined.
We believe that there is still a lot of work to be done and a lot of room for improvement, so our game strategy will continue to be to reinvest in improving the product and the web platform.
Your final thoughts?
Victor Ruiz Fenollosa: We must continue to work hard with or without crisis, and success will come anyway.
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