Barna Hub: A Chat with OneCoWork CEO and Co-founder Ben Nachoom

Barna Hub

We sat down on the deck and had chat with Ben Nachoom, Co-Founder & CEO, OneCoWork – one of the best and brightest co-working spaces that Barcelona has to offer.

The Hubbub Labs team can often be found on the roof deck trying to sneak onto the luxury yachts, in the kitchen drinking coffees, or tapping away writing articles in the quiet space. It’s definitely one of our favourite places to work in the city.

Over to you Ben!

Ben Nachoom, Co-Founder & CEO, OneCoWork
Ben Nachoom, Co-Founder & CEO, OneCoWork


140 character pitch:

OneCoWork is Barcelona’s freshest and most exciting collaborative workspace, welcoming everyone from freelancers through to large corporates.


Our new space is opening in Plaça Catalunya in June. We’re offering 10% off your first 3 months if you sign up by the end of March!

And check out Dan Shepherd’s recent article on the OneCoWork Blog 6 things to know before starting a business in Barcelona.

Down to business


Co-working is exploding in popularity all over the world, why do you think this is?

Honestly, I think amongst other things we are seeing changing attitudes; a generational shift in what constitutes success, as well as the optimal path to achieve it. Career success is no longer based on having a large corner office to yourself, it’s about achieving something meaningful. People are realising that the path to success is all about interconnectivity, collaboration, and innovation, all of which can be achieved through co-working.

What are some of the biggest misconceptions about co-working that people have?

People think that coworking is just about a bunch of startups who can’t afford their own office sharing some space. The reality is that it is so much more. The effort that goes both into the community creation and the real estate is monumental, and slowly people are starting to realise that co-working is beneficial and here to stay. That’s probably why so many large corporates including Microsoft, Barclays Bank, and others are moving their employees into co-working spaces. Soon enough the word co-working will disappear, all offices will be like this!

With so many co-working spaces in Barcelona, what makes OneCoWork unique?

We really try to differentiate ourselves through two factors. First, the community is everything to us. Our community managers really give the love and care that our members want and need, so that OneCoWork feels more like a family home than an office. To be honest, we don’t focus on making professional connections between members right away. To start with, we focus on the personal interactions. Stronger professional interactions then happen more naturally as time passes.

Secondly, we provide really spectacular workspaces. People spend so much time at work, we want our members to be inspired to achieve every time they walk through our front doors. We have two full time interior designers who spend all their time making our spaces as beautiful and interesting as can be.

Without giving away too many secrets, where will OneCoWork be in five years’ time?


Barcelona Insight

What’s the most challenging thing about starting a business in Barcelona, in your opinion?

In the beginning it was a bit tough to adjust to the slower pace in Barcelona relative to the finance industry in London. Things take longer than in other countries, but once you get used to it it’s really not that bad!

What online or offline resource should Barcelona entrepreneurs check out right now?

Depending on the sector their in, Barcinno is great for tech and startup related events. Barcelona Global is also great for meeting industry leaders in the city. You can also come along to OneCoWork’s events to learn about all sorts of different things! We have one tech related event every two weeks, with topics ranging from Equity Crowdfunding for Startups to Work/Life balance. Come along to meet some of Barcelona’s most talented entrepreneurs!

Fill in the blank: If you’re visiting Barcelona for work or fun you absolutely have to….

Do a calçotada!

Describe a perfect weekend in the city

There’s so much to do here that it’s hard to choose. Inside Barcelona the city, there are some amazing places to eat, so I would probably wonder around the old city and hit as many tapas bars as I could! Otherwise I would jump on a train up to the Costa Brava and enjoy some of the beautiful and more quiet beaches on offer!

Hubbub: Thanks Ben!

A post shared by Hubbub Labs (@hubbublabs) on

Find OneCoWork online

Join us for weekly Barcelona startup updates

Interested in hearing about other entrepreneurs and startups? Head over to Barna Hub, a new series of blog posts, interviewing some of the most inspiring entrepreneurs, startup founders and CEOs in Barcelona.

Barna Hub Talks with Smart Notifications Intrapreneurs Nicholas Aguilar Sayaan and Anshul Kudal

Barna Hub

Today on Barna Hub we were lucky enough to sit down with Intrapreneur and Business Analyst Nicholas Aguilar Sayaan and Intrapreneur CEO Anshul Kudal at Smart Notifications, which is a startup within leading Spanish broadband and telecommunications company Telefónica.

So tell us what Smart Notifications is all about!

Nicholas Aguilar Sayaan Business Analyst | Telefónica I+D
Nicholas Aguilar Sayaan


140 character pitch:

Smart Notifications uses AI to predict the best moments to send Push notifications, improves CTR & conversion for Apps & reduces spam for users.

Check out Smart Notifications:

Grow your brand by quickly and easily engaging your users in the right moment for them. Check out our website to begin the integration process!

Our test app, Boredom Fighter, is also available from either the Apple Store or Android Store. It’s a fun way to check out how Smart Notifications’ models send you push notifications in the best moments for engagement.

(This app is unrelated to the Smart Notifications service, but it helps our scientists improve our algorithms while entertaining you!).

Download Boredom Fighter on Android

Download Boredom Fighter on iOS

Down to business

Smart Notifications logo
Nicholas, you’ve been a neuroscientist, a film director, an innovation lab director and now an intrapreneur – all roles that combine curiosity, creativity and a methodological approach. Is that how you see entrepreneurship?

In a nutshell, absolutely! I guess the long answer would be that the goal of all of those roles is to find a way to create value, whether that be analytically, emotionally, or financially.

Entrepreneurship is a combination of all three, but more than that, you have to do all three very well, whether you’re fighting for clients, for funding, or for more runway, all while you’re on fire, and while you’re trying to put out fires, and all the while trying to convince your investors that everything is as it should be and that your run rate is on track. Yeah, something like that.

Intrapreneur CEO Anshul Kudal Smart Notifications
Intrapreneur CEO Anshul Kudal


Anshul, you’ve worked at HSBC, Amazon, Barclays and now for Smart Notifications in Telefónica. How do corporate and startup challenges differ in your opinion?

I think it mostly depends on two things: one – how much the company is willing to invest in innovation which is not very close to the core business.

And two – how good are they at actually implementing or launching in-house  innovations to their customers.

The first question tells you how much freedom you will get and the second tells you whether your product will ever reach users or if it will be stuck in the innovation sandbox.

You’re both in quite an unusual position, having a startup, but also working in one of the largest companies in Spain. What are the most rewarding things about being an intrapreneur?

Nicholas: For me, many of the upsides of entrepreneurship and intrapreneurship are the same, and equally rewarding. Specifically, building a product/service from innovation frameworks, constantly designing, testing and iterating, and then finally bringing something to market and having clients really like (hopefully love and pay for).

You guys work in a fascinating area – Artificial Intelligence (AI) machine learning (ML). It feels like we’re at the beginning of an AI revolution that will soon make all our lives better and more productive. But AI is not as pervasive as it might be. Where will AI ML be 5 years down the road, in your opinion?

Nicholas: Just as IoT is becoming ubiquitous, AI will be along for the ride every step of the way. In many ways, we will see this manifested tangibly from a user perspective. For example, autonomous devices and vehicles will be roaming the world and moving us and our goods around with their navigation managed by algorithms that keep everything moving efficiently.

The majority of our AI managed world, however, will be unnoticed by end users. Smart Notifications is actually a good example of this. We currently live in a world where we are bombarded by information, both voluntarily and involuntarily.

AI will be necessary for us to filter what information we want and when we want it. Predicting behavior and and then delivering exactly what we want in those moments might, at first glance seem invasive, but it will become crucial to how we navigate our increasingly data-cluttered world.

For an initial view of how this works now, many social media feeds (Instagram), media content platforms (Netflix), and e-commerce platforms (Amazon) already have algorithms that help us get the most out of their services, i.e. finding what we want quickly and perhaps before we even know we want it. Much of this happens without us even noticing.

Elon Musk once said:

With artificial intelligence, we are summoning the demon. You know all those stories where there’s the guy with the pentagram and the holy water and he’s like, yeah, he’s sure he can control the demon? Doesn’t work out.

 – Vanity Fair

He’s being pretty melodramatic here, but does he have a point? Should we be worried about the increasing and potentially dangerous power of AI?

Nicholas: No, as long as you are okay bending the knee to our new silicon overlords. In all seriousness, there are many technologies that have been developed that have the potential of all sorts of apocalyptic outcomes, but I think it would be a great disservice to not explore a technology because it has the potential of being abused, growing beyond our control, and/or if it has ethical ramifications.

The abilities and consequences of scientific developments are becoming wider-reaching and more complicated, not less, so the onus and responsibility is then on us and our best minds to fully understand all the implications of a technology and then move forward in such a way that we manage risks effectively while still using science and technology to better our lives.

Okay, we’ll take it a little easier on you now! What app could you not live without at work?

Nicholas: A calendar app and caffeine. This is the only way to know when my meetings are and how I can survive them.

Barcelona Insight

What brought you both to Barcelona and what is it about the country that made you want stay?

Nicholas: I came to Barcelona for my MBA at ESADE, and I stayed because of lifestyle. The attraction is really a combination of a lot of little things, for example the food/bar culture, the architecture, the vibe (both personally and professionally), the Mediterranean at your doorstep, I could go on forever.

I am originally from Los Angeles, and as much as I love that city, it’s just more awesome in Barcelona. My initial plan was to go back to LA after my MBA, but after two weeks in Barcelona, I knew couldn’t leave.

What does Barcelona do better than anywhere else in the world, in your opinion?  

Nicholas: Neighbourhood / block parties. The barrio festivals here are the best (my favourite is Festa Major de Gracia).

What do people who have never been to Barcelona need to know about the city?

Nicholas: When you get invited out for a drink in the evening and someone says “solo una copa,” that really means you will be arriving home after sunrise.

Hubbub – we learned that one early on! Thanks so much for taking the time to speak with us!

Join us for weekly Barcelona startup updates

Interested in hearing about other entrepreneurs and startups? Head over to Barna Hub, a new series of blog posts, interviewing some of the most inspiring entrepreneurs, startup founders and CEOs in Barcelona.

Barna Hub Talks Entrepreneurship, Barcelona & iKeyBnB with CEO Nikolaos Christianos

Barna Hub

Today we sat down with Nikolaos Christianos, the CEO & Co-founder of iKeyBnB  and spoke about business, Barcelona and a great selection of networking events in the city.

iKeyBnB is an exciting startup based in Barcelona. Founded in January 2017, it offers hosts and holidaymakers the opportunity to hand over keys securely, without wasting time.

Nikolaos, it’s over to you!

Nikolaos Christianos iKeyBnb Co-founder (L)
Nikolaos Christianos iKeyBnb Co-founder & CEO (L), Athanasios Bitsinis COO & Co-founder (R)


140 character pitch

iKeyBnB is a secure 24/7 automatic key exchange service for vacation rentals, saving you time and offering convenience!

The iKeyBnB Offer

Visit our website ( and sign up and with the coupon hubbublabs to get a FREE trial of the iKeyBnB service.

If you have family, friends or colleagues who might be interested in exchanging their keys in a secure and easy way with their guests, spread the word!

Down to business

ikeyBnB logo startup barcelona


What made you want to be an entrepreneur?

I grew up in a business environment and I think the fact that both my mother and my grandfather were entrepreneurs made it easier for me to take the decision and start iKeyBnB.

Also, working in multinational companies for more than 5 years and experiencing the corporate environment meant I wanted to see something different.

I can tell you now with certainty that building your own startup is indeed quite different!

How did you come up with the idea for iKeyBnB?

The idea for iKeyBnB was born 2 years ago. My co-founder and I had different experiences as Airbnb hosts and guests and, after talking, we realised that people waste a significant amount of time during the key exchange.

The fact is, at some point we’ve all had a delayed flight, been stuck in traffic, or we’ve just not been available at a particular moment. These delays can cause big problems for you when you’re an Airbnb host waiting to give someone the keys.

I remember an instance when a friend of mine wanted to stay in my flat in Barcelona in August, but I was away on holiday, as were all of my friends, so I had no way to hand over my flat keys to them.

With iKeyBnB we want to solve this problem and give back to people some of their lost time.

What’s the best advice you’ve ever been given when it comes to business?

Do it and don’t be afraid of trying out your ideas, however crazy they might sound!

I think this is really important, because the most difficult part of any business is the first step – the part where you make up your mind and actually say “Go for it!”.

Barcelona Insight

What Barcelona events (business or otherwise) do you regularly attend?

Barcelona is a city with a growing entrepreneurial ecosystem and there are lots of business (and non-business) events every day. This means selecting the ones that really add value to you can be a really challenging task.

After almost a year here, I have attended the Facebook Marketing Barcelona MeetUp, Vacation Rental events, organised by VrTech Events, various events organised by MOB, events from Access Silicon Valley and Barcelona Lean Startup Circle, as well as the Barcelona Startup Grind ones.

Then, when I want to relax and exercise at the same time, I play basketball at Barcelona Basketball Meetup.

What does Barcelona do better than anywhere else in the world, in your opinion?  

In my opinion Barcelona provides the perfect work-life balance – and this is not easy to find in other places in Europe.

This balance, together with a developing startup ecosystem, makes Barcelona a really attractive place to live in and start a business.

What do people who have never been to Barcelona need to know about the city?

Barcelona has its own unique identity as a city. It combines the Mediterranean and southern European mentality with the central/north European organisation.

It is also a multicultural city and people who come here for the first time fall in love with it. Often so much so that they try to find a way to move here, which is what happened in my case!

Hubbub: Thanks Nikolaos, it was great chatting with you!

Find iKeyBnb Online


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Interested in hearing about other entrepreneurs and startups? Head over to Barna Hub, a new series of blog posts, interviewing some of the most inspiring entrepreneurs, startup founders and CEOs in Barcelona.

WhatsApp Launches Free Business App

WhatsApp B2C messagingWhatsApp Launches Free Business App

Things are going to change around here. At least, that’s what WhatsApp is promising SMEs and corporations with the roll out of its new business messaging service.

WhatsApp is offering easier business to customer (B2C) communication, the capacity to separate client and personal communication, and the opportunity to build “an official presence”. The goal is to improve customer experience and business efficiency.

A feature-rich experience

WhatApp’s business app promises a range of services, including a business profile with contact information and website and email details.

The familiar messaging facility will also include automated greetings, away messages (so you can switch off if it’s time for a nap or your afternoon tea), and quick response answers to FAQs.

For the data obsessed, you’ll have access to stats, though we’re not sure why you’d need this exactly.

Verified business number are also soon to become a thing and will match official business numbers to WhatsApp accounts. This is being beta-tested right now and will likely roll out WhatsApp-wide in future.

Soon to be global

To date, there are 1.3 billion monthly active users of WhatApp.  Crucially, regular users will not have to download anything extra and will be able to interact with businesses just as easily as they do with their friends and family.

This zero-friction approach to B2C communication almost guarantees its success.

Moreover, the app falls in line with the new Europe-wide GDPR act, which will become official in late May. Offering end-to-end encryption, it will only allow businesses to contact clients who have given them explicit permission to do so.

The WhatsApp business app is now available for businesses  to download for free, on Android and is currently available Indonesia, Italy, Mexico, the U.K. and the U.S.

It will start to come alive in the rest of the world in the next few weeks. And we’re emoji-excited to see it reach Spain.

Good Timing

The announcement comes soon after Facebook’s move to demote Business Page reach. Businesses looking for new, more direct channels of communication with customers and leads should be thrilled at the prospect of a purpose-built user-friendly and feature rich service.

And with more businesses adopting a mobile-first approach, it looks like WhatsApp is destined to be one of the biggest players in the B2C eCommerce space.

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Barna Hub Chats with Guy Morley, Founder of Kailani Ice Tea

Barna Hub

In the first installment of Barna Hub this year, we sit down and enjoy an ice cold drink with Guy Morley, the founder of Kailani Ice Tea. Meaning sea and sky in Hawaiian, Kailani is a brand that embodies the long hot summer days, beach life, health and nature.

Guy Morley founder of Kailani Ice Tea
Guy Morley, Founder of Kailani Ice Tea


Take it away Guy!

140 character pitch:

Kailani Ice Tea comes in 3 flavours; black tea & lemon, green tea with lime & ginger, and white tea & peach – it’s healthy, natural and tasty!

Try it today:

What should people know?

You can find us in Barcelona, Madrid, the Balearic Islands and the Costa Brava. Our drinks are also now available in Prague.  

As a natural ice tea brand we are always interested in collaborating with new, brands and people who are interested in wellness and natural foods and drink.

Down to business

What made you want to be an entrepreneur?

Before coming to Barcelona, I was a media lawyer dealing with the disputes of the some of the biggest stars in the music industry in London.

Changing careers was a big decision, but I always had the feeling that there something more to life than the office. Frankly, I wanted to start my own business rather than advising others on how best to go about theirs.

Why is Kailani Ice Tea a great place to work?

Kailani Ice Tea is a great place to work because it’s never boring. Being a startup means having new challenges to overcome and new solutions to find.

The philosophy of the brand is natural, sociable and active, and so are our projects. We get to collaborate with some really interesting people from different entrepreneurial worlds, but are united by the same will to find beauty in our everyday.

We also try to be as eco-friendly as possible. Our team collaborates with environmental NGOs like Surfrider Foundation and local associations like Yotuba, Centre de la Platja, etc. It’s rewarding to contribute to the conservation of our natural surroundings.

What’s your favourite quote when it comes to business?

“It’s always better to be underestimated”.

What online or offline resource could you not live without?

For us, it’s Social media. It is important for us to be the voice of a community that knows that working hard is as important as enjoying every moment.  

Barcelona Insight

Kailani icetea Barcelona Startup

What advice would you give to someone thinking about starting their own business in Barcelona?

Barcelona is a great place to start a business as everyone is really helpful. You can find a number of different organisations, entrepreneurial groups and projects to help you build your network and find the right contacts and partnerships you need to grow your business. It’s important not to be afraid to contact people in the city when you need help.

What does Barcelona do better than anywhere else in the world, in your opinion?  

In Barcelona people are genuinely optimistic, innovative and curious about new trends. With its amazing location between the beach and the mountains, everyone is really active and they realise how important it is to take care of nature.

What do people who have never been to Barcelona need to know about the city?

Barcelona is beautiful and very international. There is a great melting pot that gives rise to innovative and unique projects, events, food fusion all the time. It’s important to be curious and open to new experiences so you can make the most of the city.

Find Kailani online:




Join us for weekly Barcelona startup updates

Interested in hearing about other entrepreneurs and startups? Head over to Barna Hub, a new series of blog posts, interviewing some of the most inspiring entrepreneurs, startup founders and CEOs in Barcelona.

What do upcoming changes to the Facebook Newsfeed mean for your business?

Upcoming changes to Facebook Newsfeed

At the beginning of the year Facebook founder and CEO Mark Zuckerberg promised to make some big changes to improve user experience of Facebook:

The world feels anxious and divided, and Facebook has a lot of work to do — whether it’s protecting our community from abuse and hate, defending against interference by nation states, or making sure that time spent on Facebook is time well spent.

My personal challenge for 2018 is to focus on fixing these important issues.

Source: Facebook

Last night, Zuckerberg went further, announcing on his Facebook feed that user feedback indicates that people are being overwhelmed by business, media and brand posts and that this is “crowding out the personal moments that lead us to connect more with each other.”

Referring to academic research, Zuckerberg says that while personal posts and real connections benefit people, reading articles and watching videos may not.

As a result, the Facebook team is concentrating on updating the News Feed. It will soon start to deliver more content from friends and family, rather than from brand and media channels.

In his post, Zuckerberg predicts that time spent on the platform and engagement would decrease, but would bring long-term benefits to people, communities and businesses in time.

Facebook Newsfeed Changes
Mark Zuckerberg, Extract


Facebook & the Big Picture

Facebook is positioning itself as a user-first platform. It aims to regain public trust by limiting the reach of fake news sites and spammy brands.

While Facebook began as a social media platform, it has developed into a fully-fledged marketing platform with a well developed business model. 

Organic reach – or Newsfeed penetration – for business pages has been in decline – dropping 20% in 2017, according to research by BuzzSumo. 

As a result, brands are are spending more on ads; spending grew 23% in the first six months of 2017, reaching $40.1 billion in the U.S. alone.

What might this mean for business?

The Facebook algorithm is now punishing engagement bait, as we outlined in a recent post – 5 Social Media Trends to Watch For in 2018, and is rewarding higher quality and more relevant content.

Zuckerberg’s announcement probably means that only highly engaged fans are likely to see your content in their Newsfeeds, resulting in an even greater push towards sponsored publishing on Facebook.  

We are sure that as the year progresses Business Page reach will fall further and your strategy will have to adapt as a result. Smaller business platforms and media outlets will likely suffer, and those relying on organic reach alone will see a big drop in traffic.

Start strategising your content distribution and think about your budgets accordingly!

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How to Build Better Content Marketing Strategy with Buyer Personas in 2018

Buyer Personas & Content Marketing Strategy

George Chilton says make learning about your customers and building comprehensive buyer personas your priority for this year’s content marketing strategy.

buyer personas - identify and segment your audience
Identify and segment your audience to formulate a strategic digital marketing campaign. Photo by Ryoji Iwata on Unsplash


What’s a buyer persona?

In content marketing and advertising a buyer persona (AKA customer avatar and customer profile) is a comprehensive description of your ideal customer, designed to help you understand their needs, challenges and responsibilities, so that you may develop effective marketing campaigns.  

How exactly do buyer personas help?

By pinpointing a typical customer’s pain points, questions, doubts, and day-to-day issues, buyer personas can help you develop a meaningful and valuable content strategy and content calendar tailored for your specific audience(s).

In turn, this will help you create a sticky site or blog, develop lead generation assets to grow your audience, build your mailing lists, better target your digital ads, and ultimately sell more.

Without a well researched buyer persona your marketing efforts will be hit-and-miss, your content will typically be less focused, your conversions will suffer, and your ROI will be lower.

Quick look

What are the basics of client profiling?
  • Dive into data – Established companies can start by using data insights – that is data gathered via sales, social media, Google Analytics, market research, app installs, downloads, and so on. Look at demographics, revenues per customer, customer lifetime values, purchase channels, interests, challenges, professional and personal goals, etc.
  • Segment your audience – Segment your customer data (in ways that make sense to your business) in order to build specific target audiences. Your aim is to understand who you are selling your products and services to and how you are doing this, so that you can better develop and aim your content and ads at the customers who bring the most value to your business.
  • Build your buyer personas – Each buyer persona you make should represent a market segment you are targeting. You can also include negative buyer personas in order to avoid targeting customers who cost too much to acquire or website visitors who bring your business little or no value in return.
  • Content and marketing strategy – Once you understand your audience segments and buyer personas, you can begin to develop content that will resonate with them. Use buyer personas to create content calendars, offers, discounts, that will appeal to the customer and offer solutions.
  • Omnichannel marketing Target the channels where your audiences hang out, use analytics to discover when and where your segments are most active, and deploy remarketing campaigns to follow your audience, for a more comprehensive omnichannel approach.
  • Benchmark content and optimise – analyse click-through rates on the campaigns you headlines you create, note bounce rates, conversions and sales, and establish benchmarks to work from and key performance indicators (KPIs). A/B test headlines, calls to action, content types, audiences,channels, etc. in order to continually optimise and improve your content output and ROI.
How do I make a buyer persona?
Buyer personas
Photo: Carlos Muza


Building audiences is a core feature of the Google, Instagram, Facebook and other ad management platforms – and they offer some extremely powerful targeting tools.

Not only can you target by location, income, demographics, interest, likes, app installs, etc, but you can create lookalike audiences, integrate your mailing lists with social media to garner insights, and much more. You can drill down, and find the people who need your service, who’ll love what you do, and who are extremely likely to buy from you.

Google Analytics, for example, breaks down demographics and other a wide range details about your current online audience. Here we can see the average age of a web visitor:

databased buyer personas content marketing

In this example from Google Analytics we can see that the average website visitor or customer is more likely to be male:demographics and buyer personas

Social media insights can also give you a look into interests, job titles, page likes, and so on. The example below is from Facebook:

social media insights in buyer personas

However, while platforms can offer decent qualitative and quantitative data on your audience, nothing beats asking your audience directly. It can be simple as talking to the people who are currently using your product or service.

Call them up and conduct 5 minute interviews, or send them surveys find out their problem, needs, what they love about your brand, and what they think could be improved.

Alternatively use freemium market research tools like SurveyMonkey and Typeform to create questionnaires and analyse the data.

What questions should I ask my clients to build a buyer persona?

Unless you really know your audience segments, ad targeting comes down to guess work. And worse, if you haven’t done your homework, content will only resonate with your segments by chance.

The more detailed your buyer persona is, the better. The following set of questions will give you a head start on developing your own tailored approach.

Example b2b buyer persona questions

At home

1. Age bracket:

2. Gender:

3. City/country of residence


4. Level of education (high school, college, masters, MBA, postgraduate diploma, doctorate, etc.):

5. Are you currently taking any courses?

6. If so, what do you hope to achieve?


7. Favourite news sites:

8. Favourite brands:

9. Favourite social networks:

10. Do you shop online? Why or why not?

11. Hobbies and interests:

At work:

12. What does your company do?

13. How do you fit in / what is your position at work?

14. What are your main responsibilities?

15. Are you in charge of anyone?

16. Who do you report to?

17. What programs or tools do you use at work?

18. What are your biggest challenges at work – either in your own job or in general?

19. What do you love about your job and why?

20. What don’t you like about it and why?

21. Do you travel for work?

22. If so, what challenges does it present?


23. Where do you see yourself in a year’s time?

24. And in five years’ time?

25. What do you need to do get there?


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5 Social Media Trends to Watch For in 2018

George Chilton talks social media on Hubbub Labs

Is this the death knell for clickbait on social media? How does the new Facebook algorithm affect video reach for Pages? Will we be fully immersed in VR tech this year? What will Facebook AR look like? And more…
VR is coming to mainstream Social Media
Photo by Paul Bence on Unsplash


There’s a lot for digital marketers and users to look forward to as we move into the new year. We will see more relevant News Feed content, a new war on clickbait and engagement bait, greater experimentation in the virtual reality and augmented reality arenas, and quality video content will continue to dominate.

Here are 5 predictions for Facebook social media management in 2018.

  1. We’ll see a shift towards higher quality content

Comment YES if you hate engagement bait! Facebook’s latest announcement that it would start to “demote individual posts from people and Pages that use engagement bait” is good news for almost everyone. It signals a new beginning for social media as the onus is now one creating content that truly informs people and encourages engagement naturally.

Specifically, the Facebook algorithm will punish pages and posts soliciting engagement in the following ways (scroll through the gallery for examples):

  • Vote baiting: attracting engagement by asking for likes and other reactions to vote for something. “Click like to vote for our page!”
  • React baiting: Asking people to react to a post to indicate their opinion, e.g. “Yes = like; No = Heart”
  • Share baiting: Asking people to share with the friends in exchange for something, or to indicate something, e.g. “Share with your friends if you want to get rich!”
  • Tag baiting: Asking the user to tag a friend – e.g. “Tag a friend who’d do this!”
  • Comment baiting: Asking users to comment a set phrase or two to show support, e.g. “Comment YES if you agree!”

This slideshow requires JavaScript.


Pages that use these tactics will see reach on posts decrease, and those that do it regularly will probably see traffic trickle to a halt.

  1. Clickbait will die a slow and welcome death

Facebook wants marketers to know that it takes its “News Feed values” seriously and is also coming down hard on posts that it considers to be low quality, inauthentic, or clickbait-y.

The company says this is to promote more meaningful and authentic conversations on Facebook.”

This is likely to be partly in response to harsh criticism and possible sanctions in the wake of the rise of so-called fake news during the 2016 US presidential election, Brexit, and other political contests. But whatever the reason for Facebook’s shift toward promoting authenticity, value, and quality we can certainly get behind it.

  1. Video and Facebook Live video with continue to dominate

Native video content was big on Facebook in 2017 and it’s only going to get bigger this year, engaging more of the audience than links, images and videos hosted on other platforms.

Again, Facebook is rewarding quality content producers with two new additions to the algorithm, improving reach for videos that lots of users are searching for. If this is the case your video will receive higher distribution in the News Feed.

This is also true if your video is getting repeat views, and people keep coming back to your Page for more, you see increased video distribution.

While it’s important to keep produced videos short, include subtitles (if necessary), and add calls to action, Facebook Live videos still do better when they are longer, as they tend to garner more engagement during the broadcast.

  1. Facebook Spaces and immersive virtual reality will start to have an impact

We were lucky enough to attend F8 early in 2017, at the Mobile World Centre in Barcelona, where Facebook unveiled the innovative Facebook Spaces – an immersive VR experience for users that own Oculus Rift and HTC VIVE VR tech.

Facebook Spaces is an app that allows you to enter a VR “space” and talk and interact with your friends via customisable avatars (characters that represent you). Look at these happy people:

As VR headsets become more pervasive, we predict that the social media space will be a petri dish for VR initiatives.

Not only will we see VR games being developed for real time fun with your avatar friends, but as it develops there will be amazing sponsored opportunities for marketers in the real estate industry, as well as in design, leisure, travel & tourism related industries (and many others, we’re sure).

  1. Facebook’s Augmented Reality Camera Effects Platform will rock your world

Even more exciting and accessible is Facebook’s Augmented Reality (AR) Camera Effects platform. It is currently still in (closed) beta, but open for developers to experiment: offering artists and developers  the opportunity to “create effects for the Facebook camera” via Frame Studio and AR Studio.

Frame Studio lets you design frames to use on your profile pictures, or on the Facebook camera. Somewhat more excitingly, the AR studio will allow you to look through your smartphone screen via the Facebook camera app and see a new augmented world.

According to Facebook, developers in the beta trial are currently working on ”animated frames, masks, and interactive effects that respond to motion, interactions during Live broadcasts, or third-party data”.

The AR studio combines three main elements, including a Face Tracker which can fit masks to faces in real-time, Sensor data which allows you to move your phone around and explore a virtual or augmented space and Scripting APIs which let developers use data to change effects and “respond to user interactions” in real-time – including in Facebook Live broadcasts.

Opportunities for brands abound. Imagine your product being displayed in place in a sponsored AR post on the Camera Effects platform. You might model those new sunglasses you like in the mirror at home, before clicking “buy”; your sports shoes could tell you how many kilometres you just ran;  you can check out that new sofa and how it looks living room without leaving home; or perhaps as you pass an ad on the underground and a presenter will jump up out of the screen and give you more information…

Social Media in 2018

2018 is going to be the most experimental and exciting yet for marketers on Facebook – and we’ve only just scratched the surface in this post. What are your predictions for the year to come?

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Barna Hub Quick-Fire Chat with Glovo Co-Founder Sacha Michaud

Barna Hub

Exclusive interviews offering insight, resources and advice with Barcelona startup founders and entrepreneurs, only on Hubbub Labs.

Barna Hub invited Glovo co-founder Sacha Michaud along for a mulled wine, a bit of figgy pudding, and a chat about the Barcelona-based on-demand delivery platform.

Glovo Co-Founder Sacha Michaud
Glovo Co-Founder Sacha Michaud

Glovo recently closed a series B round, raising €30 million led by Cathay Innovation, and is set to invest in its platform to better serve users, couriers and providers.

Use the app to connect with independent delivery drivers or glovers and pick up just about anything from restaurants, cafés, or shops in the city and get it delivered within an hour. All orders can be tracked in real time via a GPS monitor.

Currently available in Barcelona, Madrid, Rome, Milan, Paris and several other cities in Spain, Glovo has a quarter of a million users and is closing in on order number 2 million.

Over you to Sacha!

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Down to business

Glovo app startup Barcelona

Why did you decide to become an entrepreneur?

I love seeing an opportunity to disrupt traditional industries. Doing it yourself is the best way to get it done.

How did you come up with the idea for Glovo?

I was thinking of the need to have a real on-demand marketplace. It would allow you to receive anything in your city within minutes (more or less an Uber of things). I met my partner, who had just came back from the US and was developing a similar idea, so we decided to do it together.

What’s been the hardest thing growing a company at such a fast rate?

Early on, trying to demonstrate a real business model around your idea. Then as you grow, and the unit economics start working, the challenge becomes more about scaling all three sides of the marketplace at the same pace to grow at the speed you need to.

What’s the future for Glovo?

We are focusing on two things: profitability in mature cities and growth in new ones. Then, we will be scaling every aspect of the business to allow this solid growth.

Barcelona Insight

What makes Glovo better suited to Barcelona than deliveroo, amazon prime or other delivery services?

We offer “anything” in your city. We have the best restaurants and food delivery, but at the same time we can also deliver groceries in 30 minutes, go to the pharmacy after midnight, or even pick-up your keys you left at work. Our vision is give you access to the whole city and deliver immediately.

What do you love most about Barcelona’s startup scene?

It´s a great place to work and it is attracting a lot of International talent right now, mainly for the opportunity to join great projects combined with a healthy lifestyle.

I have been here for over 20 years so I take a lot of things for granted. But Barcelona is certainly one of the best cities in the world to combine work and pleasure.

What advice would you give to someone thinking about starting their own business in Barcelona?

Go for it, be prepared to be persistent as there is still too much bureaucracy.

Having said that, any business you start anywhere in the world will have different issues and hurdles to get over. Barcelona isn’t any different.

If you were leaving Barcelona tomorrow, how would you spend your last day?

If it were spring or summer, I would head out to the Costa Brava and enjoy an amazing lunch with family and friends.

Hubbub – Thanks Sacha, great talking with you!

Find Glovo Online




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Barna Hub Talks With CEO of Curiooso and Mobile Weekend Award Winner Melissa Sävlind

Barna Hub

Exclusive interviews offering insight, resources and advice with Barcelona startup founders and entrepreneurs, only on Hubbub Labs

Shake your coco loco, break out your bermudas, and pack your best snorkel, because you are going somewhere tropical. It’s time to talk to Melissa Sävlind, CEO & Co-founder of Curiooso, a travel planning service with a difference.

 Melissa Sävlind CEO of travel planning platform Curiooso
Melissa Sävlind CEO of Curiooso (Centre)

What is Curiooso, exactly?

Curiooso is a hassle-free travel planning platform on a mission to help you organise the perfect trip.

Forget texting, bundles of surplus features, and bad user experience, Curiooso gets right down to it and helps you get going quickly, easily and in collaboration with your friends.

Melissa, it’s over to you!

140 character pitch:

Curiooso is a chat-free platform that simplifies travel planning between you and your travel buddies.


We dare you to plan your next trip without messaging apps! Take the challenge on

Down to business

What made you want to be an entrepreneur?

A combination of loving challenges, problem-solving and making things happen. It has always been my career goal to run a business, as I think it’s the type of job that best matches my personality and interests.

I also think that we all have a huge potential to make a larger scale impact in this world, not just in our own lives or the lives of our friends or family. So I want to try to fulfil that potential.

Where did the idea for Curiooso come from?

Originally, I had an idea about planning trips with friends in virtual reality (VR) and applied to the startup competition Mobile Weekend at the beginning of this year.

My idea was chosen and I put a team together to work on the idea with me. We won the competition and, since then, Xavi, Pablo and I have been developing it into what it is today. We realised quite quickly that it was too early to enter the VR market, so we decided to develop this solution that is useful for people right now.

What’s the best advice you’ve ever been given when it comes to business?

That’s a tricky one, I’m going to have to mention two things. The first is that a great team with a not-so-great product goes further than a great product with a not-so-great team. I think it’s really important to build a winning team, because that is essentially what drives you forward.

The second is to launch something small and have real users or customers as fast as you can. Don’t wait too long with launching things.

The users will give you the feedback that you need to improve your product. Even if you launch something that’s incomplete you’ll get real feedback about what should be improved, rather than guessing about  what should be improved.

Finish this sentence: “The biggest mistake an entrepreneur can make is…”

Losing their optimism.

You need to have an optimistic mindset. You can’t let yourself be negatively affected by the obstacles that come up along the way.

You’re going to face a lot of unexpected challenges and the moment you start believing that something isn’t possible, you will start to develop a toxic mindset.

Barcelona Insight

Logo Barcelona startup travel planning platform Curiooso
What advice would you give to someone thinking about starting their own business in Barcelona?

My first advice is do it!

If you’re thinking about starting a business, give it a try. Even if it doesn’t work out you’ll learn and grow so much in a way you wouldn’t do otherwise.

The second thing is thoroughly investigate if there is any way you can legally found your company in a different country while operating it from here.

The bureaucracy of having a company in Spain is unfortunately quite a hassle and will take a lot of energy and patience from your side. There are also a lot of unnecessary costs tied to this.

What does Barcelona do better than anywhere else in the world, in your opinion?  

Connect people in a great environment. The city is so lively and full of all sorts of events, both startup-related and other types. You find something new to discover everyday.

Add to that the international crowd and you have a great talent pool with lots of synergies and interconnections.

People from all over the world pass through Barcelona frequently. Lastly, all of this happens in a great environment where you have year-round sunshine, the beach and rooftop terraces.

You’re taking your best client to lunch in Barcelona: Where would you go?

Depends on the type of person they are but most likely Flax & Kale. Their food is really delicious for being so healthy and the rooftop terrace is great on a sunny day.

Hubbub – Thanks Melissa, we’re packing our suitcases and heading to Curiooso right now!

Find Curiooso Online



Join us for weekly Barcelona startup updates

Interested in hearing about other entrepreneurs and startups? Head over to Barna Hub, a new series of blog posts, interviewing some of the most inspiring entrepreneurs, startup founders and CEOs in Barcelona.