Adrian Enache left The Masterplan Agency, the digital media and performance marketing agency which he co-founded, and launched OmniPerform, which focuses on omni-channel consultancy, processes and algorithms of neuro-marketing and digital campaigns. The initial investment in the technology and agency is estimated at around EUR 100,000.
Romanita Oprea
With almost ten years of experience in business consultancy, the online channel, omni-channel and e-commerce, SaaS, business development, digital campaigns and software products, Adrian Enache started his career as a SEO specialist and beta tester in February 2009 and in June 2011 became e-commerce optimization specialist at Metro. He continued his career at agencies such as HyperActive, Infinit Solutions, and others.
What drove you to make this change in your career and why now?
Through almost ten years of experience, three (successful, I can say) entrepreneurial iterations and a lot of corporate experience (mainly in digital, media and building omni-channel ecosystems), I had the opportunity to identify a way to build something that could positively impact the media and digital campaigns very rapidly. Therefore, the project to build innovative proprietary technology while developing experienced people in advertising could be done only in a fully-aligned environment of technology, strategy, creative and media services.
This is what I continue building: a tech-oriented environment that aligns all the specialties needed to deliver great results in digital and omni-channel campaigns, driven by a media and analytics mindset.
How did you chose the area of activity and why omni-channel consultancy, processes and algorithms of neuro-marketing?
First and foremost, because I had the chance to interact with these trends some years before they became buzzwords and to be in contact with a lot of international markets that had to evolve faster in order to meet their users’ expectations.
Second, because it is the nature of what we do and what we love to do: come up with the business strategy, create the ecosystem in a user-centric manner and focus on building our best digital and media campaigns.
Taking into consideration that many studies confirm that a vast majority of our decisions are mostly subconscious, we became extremely passionate about this part of human behavior and we started applying this in advertising and marketing campaigns.
How hard was it to find the right investors and how long did it take from the idea to the official launch?
In a very ambitious process, I managed to build the initial version in a few months, but with a high workload and contracted resources. We’re talking about more than a year of business, strategy and neuro-marketing analysis and just six months to develop the technology in its first version. Development is already planned for the coming years with a large number of integrations and versions. The key part is to find the right team, not investors. And even more: finding the right partners (from CEOs to neuro-marketing specialists and psychologists) to confirm that the direction and the approach we are building are right.
Do you believe you have any competition on the Romanian market and, if so, who is it and how do you position yourself towards it?
I believe there are a lot of good technologies locally and all must prove their worth. Many of them still generate pop-ups, even if 95 percent of users practically shout in all the studies that they hate them. I believe the current tools are still trying continuously to give potential buyers reasons to choose only in a rational way, instead of focusing on what the user feels when interacting with the digital business (an asset like a website, e-commerce, mobile app or any other way).
Our vision is bold.
What is your main goal for the business in the first year?
To become one of the main agencies called on when one is starting a digital or media campaign and to build/transform the business into an omni-channel or consumer-centric one.
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