The startup ecosystem is a dynamic, innovative, and often highly competitive environment. On their path to growth, many startups invest great efforts in developing their technology or perfecting their business model, but often overlook a key aspect: communication.

At Canela, we’ve worked with startups from various sectors and at all stages of growth, which has allowed us to identify recurring mistakes that can hinder their visibility, credibility, and audience connection. In particular, there are 7 deadly sins in communication and marketing that many startups commit. These mistakes, though common, can be avoided with a well-planned strategy.

If you want to know what they are and how to avoid them, keep reading:

Lumping PR and advertising together
In advertising, we have total control over the message. In PR, the message is mediated by a third party—the journalist. While this may seem risky, it’s actually an advantage. When we say our product is good, it’s received one way; when someone else says it, it’s more credible.

Believing that if it can’t be measured, it has no value
We know quantitative results are essential for justifying investments and analysis. However, when it comes to brand awareness and reputation, measurement is more complex. Just like on social media it’s better to have a strong, engaged community than just high follower counts, in PR a deep, well-messaged article is worth more than multiple brief mentions. Quality matters more than quantity.

“We’re a startup, so we have no budget”
There are many ways to position a brand. If we want to work with an agency, regardless of the sector, we need to ensure we have the budget and resources to support the project. Otherwise, it’s better to invest time in small communication actions that can make a difference, like building a strong LinkedIn community.

Being obsessed with the competition
It’s important to identify and analyze competitors’ strategies, but this monitoring shouldn’t distract from our own brand and strategy. A monthly analysis of competitor activity is enough to stay aware of sector trends.

Focusing only on the short term
Many startups only focus on short-term goals. Don’t fall into that trap! Having long-term visions and objectives gives us hope and ambition—and may be the key to overcoming obstacles along the way.

Ignoring the importance of the local market
Spanish media want Spanish data. If we’re launching a business in Spain, it’s essential to clearly explain—with local data—what problem our product or service helps solve.

Wanting to make the front page
Front pages are reserved for top news: politics, government, wars, or unprecedented events. Outside of that, it’s very hard to make the front page. It’s important to adjust our expectations to the media landscape in the country where we operate.

At IDEA, we’re excited to join one of the most powerful tech ecosystems in Europe. With over 15 years of experience developing custom software solutions and digital marketing strategies, we arrive with a clear mission: to bring innovation, collaboration, and real value.

🎯 What do we bring to the ecosystem?

🔹 Web, mobile, and B2B development (CRM, ERP, CMS)
🔹 Cloud infrastructure and technical support
🔹 SEO/SEM strategies, UI/UX, and digital branding
🔹 Experience in high-impact projects in consumer goods, retail, education, healthcare, logistics, and media

We’re already working on new synergies with companies in the ecosystem. If you’re also transforming the digital world from Barcelona, we’d love to connect!

📩 Write to us or visit us at www.ideadigital.io

Lizcore®, the Spanish tech startup revolutionizing indoor climbing, is showcasing its latest safety innovation at CWA Summit 2025, North America’s leading conference for the climbing gym industry, taking place this week in Salt Lake City.

Addressing the critical issue of human error in autobelay usage, Lizcore® introduces its groundbreaking Safety Gate for Autobelay system. This smart solution is being demonstrated live in collaboration with Perfect Descent Climbing Systems, the global leader in autobelay devices, at the Perfect Descent booth throughout the summit.

Lizcore®’s Safety Gate employs Artificial Intelligence (AI), developed in partnership with the inLabFIB innovation lab at the Polytechnic University of Catalonia (UPC) in Spain, combined with a camera system to proactively prevent accidents. The technology automatically verifies the climber’s correct connection to the autobelay, checks harness and carabiner placement, and detects unauthorized or unsecured climbing attempts, triggering visual and audio alerts along with real-time notifications in Lizcore®’s app and climbing gym management software.

“Being at the CWA Summit is crucial for Lizcore®. Showcasing our Safety Gate here, alongside an industry leader like Perfect Descent, highlights our commitment to global climbing safety and marks a significant step in our international expansion,” said Edgar Casanovas, CEO of Lizcore®. “Our goal is to provide climbing gyms with tools that make climbing not only safer but also smarter and more efficient.”

During the event, Lizcore® also announced the launch of pre-orders for the Safety Gate in the U.S. market, with commercial availability expected in 2026, following advanced AI training phases currently underway at gyms in Spain. Furthermore, Perfect Descent Climbing Systems has been confirmed as the official distributor in the U.S. for Lizcore®’s Safety Gate technology, strengthening the strategic alliance between the two companies.

A climbing gym in the city of Barcelona is expected to implement this impressive technology soon, demonstrating the city’s potential to be a leader in climbing tech innovation.

About Lizcore®
Lizcore® is a Spanish tech startup founded by climbers with a mission to make indoor climbing safer, smarter, and more engaging. Through an AI-powered integrated hardware and software platform, Lizcore® delivers innovative solutions for performance tracking, gamification, climbing gym management, and most importantly, climber safety.

WEBINAR for R&D projects under the 2025 “Science and Innovation Missions” call by @CDTI_innovacion 🚀

Are you preparing a proposal for the Science and Innovation Missions 2025 call?
At FI Group, we invite you to join an online info session in collaboration with CDTI, where we will cover the key aspects to successfully submit your project.

🗓️ Date: Tuesday, June 10, 2025
⏰ Time: 10:00 – 11:00 (CEST)

We’ll be joined by Juan Luis Romera Santiago, PhD, Officer at the Department of Institutional Promotion and Territorial Cooperation at CDTI Innovación, and Belén Marzo Spínola, Head of Health at FI Group. They will share their insights and answer live questions.

This call is aimed at projects contributing to a new healthcare model, focused on:

• Prevention and early diagnosis (especially for chronic diseases)

• Decentralized and out-of-hospital care models

• Reduced hospitalization through effective therapies and less invasive interventions

👉 Register here: https://lnkd.in/dxmni7KY

Looking for talent? We’ll find it for you.

If you’re a Tech Barcelona partner or member and need to hire —no matter the role— we can help you find the right person.

Who are we?
A collaboration between two Tech Barcelona members: Horizon Talent and Talent Paradise. With 20+ years of experience in recruiting for startups and tech companies, we specialize in building people-first cultures and making companies true paradises for talent.

Because we love working with companies that care about their people —and because we want to focus on startups and Tech Barcelona members— we’re offering you something special:
👉 Just 11% of the total compensation for any recruitment process you need.

Interested? Let’s talk:

📩 Estel Alsina – estelalsina@horizontalent.eu
📩 Francesc Galván – francesc@talentparadise.com

We’d love to help you find your next great hire.

En el desarrollo mobile, elegir entre una app nativa o una multiplataforma es una decisión importante que puede influir en el rendimiento, la experiencia de usuario y las funcionalidades de la aplicación. Aunque plataformas como Flutter y React Native ofrecen soluciones muy atractivas, hay ciertas funcionalidades complejas que solo pueden alcanzarse con el desarrollo nativo.

En Doonamis, desarrollamos tanto Apps nativas como multiplataforma, por tanto entendemos que la elección de la tecnología depende de las necesidades del proyecto. En este artículo, exploramos en qué casos el código nativo es la mejor opción para lograr ciertas funcionalidades avanzadas.

¿Qué es una app nativa y cuándo es recomendable?

Una app nativa es una aplicación diseñada específicamente para un sistema operativo (iOS o Android) utilizando los lenguajes y herramientas nativas de cada plataforma (Swift para iOS y Kotlin para Android). Estas Apps tienen la ventaja de estar totalmente integradas con el sistema operativo, lo que permite aprovechar al máximo el hardware y las funcionalidades del dispositivo.

Ventajas clave:

• Rendimiento optimizado: Las Apps nativas están diseñadas para sacar el máximo provecho del dispositivo, ofreciendo unan experiencia fluida y rápida.
• Acceso total a funcionalidades del sistema: Las Apps nativas pueden acceder a APIs avanzadas y recursos del sistema operativo sin restricciones.
• Mayor control sobre la experiencia de usuario (UX/UI): La interfaz de usuario se adapta de manera perfecta a las directrices de cada plataforma.

¿Cuándo es imprescindible recurrir a la app nativa?

Aunque las soluciones multiplataforma como Flutter o React Native son muy potentes y pueden cubrir la mayoría de necesidades, hay ciertas funcionalidades avanzadas que requieren el desarrollo nativo para garantizar el máximo rendimiento y calidad.

1. Autenticación biométrica avanzada

La autenticación biométrica, como el uso de Face ID, Touch ID o el reconocimiento de huella digital, requiere un acceso profundo y directo a las APIs nativas del sistema operativo para garantizar su seguridad y funcionamiento. Si bien algunas librerías de multiplataforma pueden implementarlo, la experiencia nativa sigue siendo superior en términos de fiabilidad y velocidad.

2. Comunicaciones en tiempo real de bajo nivel

Para aplicaciones que dependen de Bluetooth, NFC o redes locales Wi-Fi para la comunicación en tiempo real (como en dispositivos IoT o apps de control remoto), el acceso nativo es crucial para garantizar una conexión estable y eficiente. Las aplicaciones nativas pueden gestionar estos recursos de manera más fluida y rápida que las soluciones multiplataforma.

3. Procesamiento avanzado de imágenes, vídeo y audio

Aplicaciones que gestionan contenido multimedia en tiempo real (por ejemplo, filtros de cámara, efectos de vídeo o audio en directo) se benefician enormemente de las APIs nativas, como AVFoundation en iOS o CameraX en Android. Estos componentes permiten un rendimiento superior, algo que no se puede igualar fácilmente con soluciones multiplataforma.

4. Gráficos 3D y videojuegos

El desarrollo de juegos móviles o aplicaciones que requieren gráficos en 3D o renderizado avanzado también se realiza de manera más eficiente con tecnologías nativas. Plataformas como Metal (iOS) o Vulkan (Android) permiten crear experiencias visuales ricas y fluidas que las soluciones multiplataforma aún no pueden ofrecer con el mismo rendimiento.

5. Geolocalización avanzada y sensores

La geolocalización en tiempo real y el uso de sensores como acelerómetros, giroscopios, o barómetros requieren una integración profunda con el hardware del dispositivo. Las aplicaciones nativas pueden gestionar estos recursos con mayor precisión y eficiencia, lo cual es crucial para aplicaciones de navegación, fitness, salud o cualquier app que dependa de datos de localización en tiempo real.

6. Notificaciones push personalizadas y avanzadas

Si tu aplicación necesita gestionar notificaciones push complejas, como las que incluyen imágenes, interacciones personalizadas o respuestas inmediatas, el desarrollo nativo te permite un control total sobre el comportamiento y la presentación de estas notificaciones, algo que las soluciones multiplataforma no pueden garantizar de la misma manera.

¿Cuándo es adecuado optar por una solución multiplataforma?

Las soluciones multiplataforma como Flutter o React Native son ideales cuando se busca un desarrollo rápido y un mantenimiento unificado para Android e iOS. Estas tecnologías permiten compartir una base de código entre ambas plataformas, lo que reduce costes y tiempos de desarrollo.

Las apps multiplataforma son perfectas cuando:

• El proyecto no requiere funcionalidades complejas a nivel de hardware o integración avanzada.
• Se prioriza el tiempo de desarrollo y costes sobre la optimización máxima del rendimiento.
• Se busca mantener una app funcional y con una interfaz sencilla en ambas plataformas (Android e iOS) sin necesidad de características muy específicas.

El desarrollo nativo es fundamental cuando tu proyecto requiere una integración avanzada con las funcionalidades del sistema operativo o un rendimiento superior, como es el caso de la autenticación biométrica, comunicaciones en tiempo real, procesamiento multimedia o gráficos 3D.

En Doonamis, somos expertos tanto en Apps nativas como en multiplataforma. Te ayudamos a elegir la mejor opción para tus proyectos, asegurando siempre que se cumplan tus objetivos de forma eficaz, escalable y rentable. No lo dudes más, contáctanos y te ayudaremos.

A large company in the food sector was facing a critical challenge: it didn’t know precisely how its prices were affecting consumer purchasing behavior across different regions and sales channels.
Without understanding how much sales volume reacted to price changes, adjustments were made with a high degree of uncertainty—leading to volume losses, margin erosion, and risks to brand competitiveness at the point of sale.

Moreover, the scenario was complex: hundreds of SKUs with different formats, weights, and market positions, and no structured criteria to compare them to direct competitors. This made it even harder to build a strong, agile pricing strategy responsive to market dynamics.

What we did:

• We used actual point-of-sale data, complemented with competitive intelligence, to calculate price elasticity by SKU, channel, and region.

• We created a detailed product categorization, grouping SKUs based on attributes like format, size, and market positioning.

• We built highly accurate statistical models (with an average precision of 91%) capable of reliably predicting how each SKU’s market share varies in response to pricing.

• We integrated these elasticities directly into the company’s platform, enabling dynamic volume and revenue simulations across various pricing scenarios.

Results so far:
The validated elasticities were integrated directly into the margin use case across the chain with a clear logic:

• Estimated elasticity

• Estimation accuracy

• Projected volume change based on price

What was the business impact?
More than just predictability: the company gained the ability to simulate before acting, optimizing margins, protecting volumes, and making pricing decisions strategically and in line with competitive realities. This translates into greater control over outcomes and faster responsiveness to the market.

Want to turn your pricing decisions into a competitive advantage?
Talk to us and let’s explore your company’s pricing challenges together.

Artificial intelligence has permeated virtually every area, becoming a tool that is now part of our daily lives. However, its use raises questions in fields such as intellectual property and data protection.

The latter is especially sensitive when it comes to AI. Personal data, individual information, its protection and privacy have become some of the most critical issues today — not only at the economic and business level, but also personally. This is highly valuable information in every sense.

That’s why, when AI and personal data intersect, it is essential to proceed with great care. Imma Martí, a lawyer specializing in personal data protection and information security at PONTI & PARTNERS, will demonstrate how to use AI in compliance with data protection regulations through the analysis of real-life case studies. Valuable takeaways will be shared on how to safeguard personal data and confidential information in general correctly — and how to avoid inspections and penalties from regulatory bodies.

Don’t miss this training session on Friday, June 13, from 10:00 to 11:00 a.m., in our metaverse room. You can sign up via this form.

We look forward to seeing you there!

Nos complace anunciar una alianza estratégica entre Nextechtronics y newo.ai, un innovador proveedor de Empleados Digitales que ayudan a las empresas a automatizar la atención al cliente y los procesos internos.

💡 ¿Qué significa esto para nuestros clientes?

Ahora ofrecemos soluciones donde los Empleados Digitales:

• atienden consultas de clientes de forma automática, 24/7,

• mantienen conversaciones personalizadas con IA,

• se integran con CRM, ERP y otros sistemas empresariales,

• operan en varios idiomas y se escalan fácilmente.

Esto representa un nuevo nivel de experiencia para el cliente y eficiencia operativa — sin tareas manuales repetitivas.

🌍 Para las empresas de Barcelona y del mundo, es una oportunidad para acelerar su transformación digital y ganar competitividad.

🤝 En Nextechtronics creemos firmemente que el futuro está en la automatización inteligente. Y esta alianza con NEWO.ai es un gran paso hacia ese futuro.

📩 ¿Te gustaría ver una demo en vivo? Contáctanos y conversemos sobre cómo los Empleados Digitales pueden aportar valor real a tu negocio.

#Nextechtronics #NEWOai #EmpleadosDigitales #IA #Automatización #ExperienciaDelCliente #TechBarcelona #FuturoDelTrabajo #Asociación

The role of a freelance data analyst has become vital for companies seeking to make informed decisions. As organisations generate massive amounts of data, the expertise to extract meaningful information has become a valuable asset. This guide highlights the key skills to look for when hiring data analysts, with a special focus on working with freelance professionals.

The data analyst serves as the foundation of your organisation’s data infrastructure. They implement sophisticated methodologies for gathering data from various sources, ensuring its quality and reliability. Strategic data collection must align with your business objectives while maintaining strict data governance standards. 

What are the essential technical skills for data analysts?

Check out our new hiring guide, crafted by Pau Cerdà, Cofounder at Outvise.