Hubbub Labs will be at 4YFN Barcelona – come and say hi!

A Supporting Community Partner of 4YFN

4 Years from Now (4YFN) is the startup platform of Mobile World Capital and Hubbub Labs is proud to be an official supporting community partner.

Dan Shepherd and George Chilton 4yfn
Dan Shepherd and George Chilton


We’ll be at 4YFN

This week, from the 26 to the 28th of February, 4YFN celebrates the 5th edition of its startup event, which attracted more than 20,000 people in 2017.

It brings together a whole range of startups, entrepreneurs, investing platforms and other entities to spark innovation and new ventures.

If you are attending the event please get in touch. We’d love to hear about you, your startup or latest project! You might also like to check out the programme of events on the official website.

4YFN Articles

4yfn logo

Over the past few weeks, in the run up to the Mobile World Congress and the 4YFN conference, the Hubbub Labs team has been contributing articles to the platform’s blog.

There’s a little something for everyone in this selection. We have covered a number of topics, from startup success, to mentorship, PR campaigns and even networking.

We hope you enjoy them and – if you found them useful – that you will share them with your own networks.

7 pro hacks to help you raise your networking game

How to hit the headlines with a killer startup story

Startup struggle: beating the odds to find success

6 Reasons to look for a mentor in 2018

Wait, what is Hubbub Labs again?

Hubbub Labs is a content and digital marketing agency. We get a huge kick out of working with founding teams to help you refine your messaging, develop your voice and get your ideas out there through content marketing, PR and digital ads.

We are also passionate about helping more established companies and organisations realise their potential. Our team works with creative marketers to develop content strategy. We offer in depth and valuable blog content, newsletter campaigns, lead generation assets (like ebooks, cheat sheets and more) and also set up and run your PPC campaigns on Social Media, Google and elsewhere.

Mine’s a mocha cappuccino

Remember to get in touch if you’d like to meet us. We hope to see you there!

George & Dan

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!

Call to Action!

Get your first delivery for free with Glovo!

Sign up here and follow the link in the email.

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




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 passion and happiness with top coaching psychologist and entrepreneur Mara Moldoveanu

Barna Hub

Today we sat down for a cappuccino and tiny biscuit with Mara Moldoveanu, entrepreneur, coaching psychologist and founder at START THIS DAY. Mara has a BA in Psychology, an MA in Clinical Psychology, and an MSc. in Law and Psychology – and we were inspired by her passion for helping people to live the lives they want. 

Mara Moldoveanu start this day
Mara Moldoveanu, START THIS DAY


What does Mara do?

Professionals and entrepreneurs of all stripes are familiar with stress, burnout and anxiety. Mara’s mission is to help people bring more focus, happiness and passion into their lives.

START THIS DAY offers one-to-one coaching sessions for personal and professional development,  project and team oriented group sessions, as well as workshops, courses, training sessions, and more.

Over to you Mara!

140 character pitch:

START THIS DAY offers coaching sessions for entrepreneurs: build a life & career without burnout and where ease, flow & purpose come first!


Take your life and business to the next level and build a life you love! Book a free strategy session with Mara and START THIS DAY!

Down to business

start this day Barcelona startup coaching
What made you want to be an entrepreneur?

I began my career working in NGOs, academic research, and then in companies of various sizes. I was also involved in grassroots projects focused on social change. Looking back, I think I was searching for a place where I had freedom, flexibility and abundance. I didn’t find it, so becoming an entrepreneur was the logical next step.

Now, as en entrepreneur, I am creating that environment for myself, and I am using my experience to help others to do the same.

What’s the best startup resource or tool online and why is it useful?

I recently discovered and I love it. It has very comprehensive resource lists, including tools for everything that you need to develop your business online – and it is very nicely organised.

I use it a lot for ideas and for understanding what I need to prioritise. I definitely recommend it, especially if you don’t have a background in business.

If you could have more of one of these things in your life, what would it be and why: money, time, contacts, coffee?

At this point in time, I’d definitely say more contacts. People are the driving force behind everything we create in our society, both good and bad.

People also mean more money, more time and more coffee – so with more contacts I am choosing more of everything!

Barcelona Insight

What’s the coolest place to work in Barcelona? 

It depends a lot on your goal, whether you want to interact and meet people, or to finish a task, etc.

When I want to be focused (and not be alone in my office), I really love to go to a cafe in Barri Gòtic called La Clandestina. It is mostly quiet with good internet, great coffees, tea and food.

If you had to leave Barcelona tomorrow, forever, where would you have your last meal?

I cannot stop thinking,“Why in the world I would agree to leave Barcelona?” I love this place. It is home.

But to answer your question, I would definitely go to Macrobiotics Zen. Great, tasty, healthy food with big portions and friendly staff; what else could you possibly need?

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

Build your network. Meet people. Talk about your ideas. Be open to all the opinions coming your way and always keep your personal WHY in mind:

  • Why I am doing this?
  • Why did this idea come to me?

What you will get out of this? Ideas, solutions to problems you never thought of, contacts, partners, clients, friends, clarity, a better and better pitch, feedback, confidence, fun…

Hubbub – Thanks Mara – It’s been an honour to have you on Barna Hub!

Find START THIS DAY 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.

Startup Academy: Downloadable Press Release Template

Press releases can get your featured in the media

By George Chilton, Creative Director of Hubbub Labs, a content and digital marketing agency based in Barcelona.

In our previous Startup Academy article we showed you how to write a press release. Due to popular demand, here is a downloadable template for general product launches and startup news. The Google Document can be viewed here: Downloadable Press Release Template.

Press release recap:

  1. Keep your releases short, sharp and to the point
  2. Lead with the most important information, add details as the press release progresses
  3. Don’t use jargon or media buzzwords, it is off-putting and unnecessary
  4. Don’t try to sell your product to the journalist, but do outline key features
  5. Tie your news into a current trend or story
  6. Make the most of your social proof (reputation) and link founders’ names to relevant professional profiles (e.g. LinkedIn)
  7. Ensure your service is clear and easy to understand and that you differentiate it from the competition
  8. Outline your company mission and make it compelling
  9. Use industry context to show where you fit in and why your company is important. Back up any claims with trustworthy links
  10. Use strong, media friendly quotes
  11. Put key company information in your About boilerplate

A quick note on reaching out to the media

Journalists have very little time to read and evaluate your news stories. Ensure that you are targeting the right reporter; each writer has a beat, or specialism, and they will ignore stories that fall outside of their remits. Also make sure that your pitch is personalised, and explains exactly why your story is important and of interest to them.

If you get traction, be prepared to make yourself available to interview and add further details. Journalists will do their own research, and often need more background from company leaders.

Read more about talking to journalists and pitching your press releases and articles to editors in George Chilton’s Entrepreneur Magazine article 5 Things Entrepreneurs Should Never Say to Journalists.

Before you go!

If you would like help writing a press release and pitching it to relevant media contacts the Hubbub Labs team is here to help. 


Downloadable Press Release Template.

5 core motivations that drive the Hubbub Labs team

What motivates you?

By George Chilton, Creative Director of Hubbub Labs, a content and digital marketing agency based in Barcelona.

Motivation and goals are key

When you’re in an early morning marketing meeting it’s often tempting to cut straight to the chase. More often than not, people begin asking about USPs, market demand, positioning and pricing, branding, and so on. Someone will write a list on a whiteboard, and another will look busy on their phone, nodding and agreeing that the messaging is key.

There’s no doubt they are necessary questions. But there’s one – far more important one – that very few people ask in a bleary-eyed 8am conference call. And it’s to do with motivation.

Why do you get out of bed in the morning?

Before getting into product and service details, about messaging and differentiators, it’s one of the first questions we like to ask our clients. We want to understand what drives them to be great at what they do, their motivations, and what is at the core of their businesses.

If you know why you do what you do, your clients will buy into your ideas, not just your products. Brands like The Body Shop, Innocent Smoothies and Apple, for example, all have ideals and ideas that people pay for. It’s not just a bar of soap, it’s ecological; it’s not just fruit juice smoothie, it’s free of preservatives; it’s not just a computer, it’s innovative design. 

On the surface, it sounds like a stupid question. But when someone asks you this he or she is really asking about your motivation and ambition. What makes you excited about your life? What makes you want to do the things you do? Who are you?

Of course, we have to ask the same question of ourselves all the time. If we don’t we’ll lose focus – and a company without focus or motivation is going nowhere. That’s where this list comes from, it’s the five reasons why we do what we do at Hubbub Labs. Our motivations and ambitions, and the reasons we love putting on our lab coats every day.

Why do we get out of bed in the morning?

  1. Our team loves ideas. Everything we do is driven by an intense desire to understand and learn about the world and the people in it.
  2. We are a lab. This means we hypothesize, experiment, fail, repeat until we get to the answer. AB testing, analysis and creativity help us find the best ways to drive leads to your business in the fastest way possible.
  3. We love genuine people. Without interesting, diverse and unique people, life is dull. We work with your team and get to know you. When we understand what makes you special, we can really understand your mission. 
  4. We are driven by creative energy. Building things makes us human, so let’s celebrate your creation and find the best way to show the world why it’s brilliant.
  5. We are true to you. We drill down and find the value your products and services offer, because that’s why people love you.

Let us know what motivates you in the comments. Just one big shiny idea, or a list of reasons. We want to hear about your challenges, ambitions and core company beliefs.

The one key metric guaranteed to help your startup grow

Help your startup grow with

Are your clients saying good things about your startup? Let’s find out.

Metrics bring targets, focus, and scary pivots to startup teams. George Chilton, Creative Director of Hubbub Labs and prolific tea drinker, looks at one metric he believes could be the difference between life, death and impressive growth at your startup.


When I’m at parties people often approach me and ask, “George, what’s your favourite business metric?”

Okay, that’s never happened. Firstly, I don’t go to parties, and if I did, people wouldn’t approach me. Regardless, I’m here to tell you about Net Promoter Scores (NPS).

The NPS is an effective metric for startups, SMEs and enterprises, because it boils down how well you are serving your clients. What’s more, it’s not pie in the sky. According to the Harvard Business Review, your NPS directly correlates with growth.

So what are Net Promoter Scores, exactly? And why do they work so well?

Your company’s NPS can range anything from -100 to 100. The higher the number, the happier (and more evangelical) your client base is.

Finding out your NPS is, understandably, a little nerve-wracking, especially if you own a new business or startup. It’s akin to turning on the house lights in a theatre; you’re either going to see happy smiling faces, or a bunch of angry people about to hurl tomatoes.

But whatever the result, it gives you a solid baseline to work from, and a chance to dodge those rotten vegetables.

NPS enables you to focus on your clients and their needs, which is especially great news for startup CEOs and founders, who find it increasingly difficult to stay on track as their startups grow.

How do I calculate my company’s NPS?

Like all the best metrics, it’s stark and to the point.

First, survey a statistically significant sample of your clients – or contact them all, if you’re a smaller company. Simply ask:

On a scale of 0-10, how likely are you to recommend our service to your friends or colleagues?

Then, deciding whether someone is a detractor (D), neutral (N), or a promoter (P) is simply a matter of looking at their score. If a client responds with anything from 0-6 he or she is a detractor, 7-8 and your client is neutral, 9-10 means he or she is a promoter.

Finally, to calculate your company-wide score, simply take away the percentage of detractors from the percentage of promoters. Here’s an example:

You have 1000 results. 200 results ranged from 0-6; 300 were from 7-8; the remaining 500 were in the 9-10 bracket.

Your percentages would be as follows:

20% – D
30% – N
50% – P


So here your NPS is 30.

Easy right? So easy it’s worth doing right now.

How do I know if my score is good or bad?

Your score can be positive, or negative, even zero – and the higher it is, the better your company is serving client needs and exceeding expectations.

Context is everything, so if you want to see how you fare against your competition, SurveyMonkey offers industry benchmarks.

What do I do now?

  1. Run the survey and make NPS a company focus. Each department should be aware of the NPS and its consequences.
  2. Strive to increase this metric. It will focus your team – at all levels – on seeing things from the customer perspective.
  3. Rinse and repeat. Regardless of your current NPS, if you focus on pushing it up, you will see improvement in feedback, UX, revenue, referrals, reviews, and a whole range of good things.


The startup sneak factor: 3 tactics used by famous companies to supercharge their growth

Startups are sneaky...sometimes

In this article Hubbub Labs Creative Director George Chilton takes a break from drinking tea to look at the startup sneak factor, delving into some devious growth tactics and hacks used by PayPal, Uber, and SnapChat.

If I asked you to describe yourself in three words and one of them was “sneaky”, I’d be quite worried. It’s a character description that most of us avoid because it suggests that we’re untrustworthy. Putting a positive spin on the word, we might be able to call it “ingenious”. Nevertheless, there is sometimes an element of this in business – especially in the early stages of startup growth.

When you look at industry giants like SnapChat, PayPal, and Uber, it’s hard to imagine that they once struggled to get traction. Of course, they all provide a valuable service to their clients, but that’s not nearly enough to make it in an on-demand world with millions of apps, fintech solutions and transport options. They needed edge, or some kind of growth hack.

Here’s a summary of how these companies used some clever marketing tactics to explode their user numbers and grow in a very short period of time.

1. Create artificial demand like PayPal

When it rains in Barcelona the entrances to the metro stations fill with enterprising locals selling umbrellas for twice their standard price. These people are exploiting, quite rightly, the principle of demand. When it’s sunny and warm (which is very often here), no one ever thinks of buying an umbrella.

But as you trudge up those concrete steps and see a dark grey sky, and a slippery floor, you know you’re in for a drenching. Sometimes it’s hard – despite knowing you have three umbrellas at home – not to shell out for one and arrive to your destination dry.

These sellers have reacted to a situation that is profitable to them. They are leveraging brief and intense demand for something that everyone needs. It’s a good business move, but there is another way to do this though – and that is to create artificial demand.

Before you get your hose pipes out and stock up on umbrellas, hear me out.

Artificial demand is required when creating a 2-sided marketplace. Imagine you wanted to market a service like eBay, for example. There you must attract both buyers and sellers at the same time. Without a market to sell to, sellers won’t sign up. Without products, consumers can’t, well, consume. It’s a chicken and egg problem, well discussed in business.

The (now) world-famous money transfer solution PayPal was in a similar situation. It needed to create an artificial demand for its service in order for it to become popular and mainstream. The company decided it would pay eBay sellers (in a manner of speaking) to use its service.

PayPal employed bots to purchase items from thousands eBay sellers, each time requesting PayPal as a method of payment. Sellers, not wishing to lose out on sales, obviously created accounts with the service.

It was an undoubtedly sneaky ingenious way of forcing the market’s hand – creating an immediate, yet artificial need for the service. Of course, once PayPal was established, people saw its advantages and it began to take off.

You can read more about this in Eric M. Jackson’s Paypal Wars, which I’m sure you can also purchase on eBay.

2. Apologise, don’t ask permission like Snapchat

SnapChat, an app which I am thoroughly too old for, went viral because of its ingenious and somewhat devious early referral system.

When you download a social app and you already have contacts that use the service, you can often find them, add them as friends, or interact with them. If your friends are not on the service, they generally don’t appear.

In its early days, however, Snapchat, displayed contact lists from Facebook without differentiating whether each person used the service or not. So, when a snapchatter sent a photo to an uninitiated party, SnapChat would send a message inviting them to sign up in order to receive the image.

As a result, millions of invitations were inadvertently sent to non-Snapchat users. Of course, no harm was done – users only signed up if they wanted. But it was a brilliantly in-built viral mechanism that certainly added to the app’s viral growth.

This differs vastly from the early days of email spamming, which we saw from platforms like Linkedin. Sending emails to hundreds of your professional contacts requesting that they sign up seemed far more intrusive that a cheeky invitation to see a fun photo. In fact, the company, which is now owned by Microsoft, had to pay out $13 million in an out of court settlement to a class action lawsuit in 2015.

3. Divide and conquer like Uber

The final example really is underhanded. Back in 2014 (a million years ago in tech company time), when Uber was beginning to really take off all around the world, it decided to aggressively target competitor Lyft by ordering and then cancelling “more than 5000 rides”, according to CNN.

By disrupting the service on such a large scale, the company allegedly hoped to attract Lyft drivers to its service.

Of course, having been uncovered by CNN, this tactic was dropped and the company suggested in a statement to the press that it may have been third party recruiters:

“We…recently ran a program where thousands of riders recruited drivers from many platforms, earning hundreds of dollars in Uber credits for each driver who tries Uber.”

More recently, in a rather poetic turn of events, Indian competitor Ola has been accused of doing the same to Uber, however on a much, much larger scale. Uber claims that Ola made around 90,000 fake accounts on the platform, and requested and cancelled drivers – causing massive disruption and serious financial losses.

There are clearly pros and cons to growth by sneak. Resorting to sabotage is rarely a good thing, and the outcome for Uber was questionable at best. On the other hand, both SnapChat and PayPal solved some significant problems during early stage growth and overcame the tricky chicken and egg problem that many service industry businesses face.

While sneak might get your foot in the door, it won’t get you inside, so make sure if you do take this route, you also have some substance and other solid growth tactics up your sleeve.