12 May 2022 TB Members Calling


TB Members Calling #25 | Aleix Lagares: “I have an obsession with digitising local businesses”

12 May 2022 TB Members Calling

Aleix Lagares Tané (Olot, 1992)

With a Marketing and Digital Communication Degree from the UPC and a Master’s Degree in Brand Strategy and Creative Management from the UPF, Aleix Lagares is CEO of Ayonow, a digital communication and marketing agency founded in 2017 with his partner Paola Moragas. In 2018 they founded Dopuo, a SaaS for local businesses. “After a lot of pivoting, and with a pandemic in between, we managed to launch a new ‘click&collect’ software in 2022, which we presented at 4YFN”.

“I spend three to four hours a week researching and testing B2B SaaS: I don’t know if it’s a pleasure, an addiction, or a bit of both. Also, as an Apple fan, I was one of the first to get the iPhone 2G and all those that came after it. I talk about my passions on Twitter”.


TB: What is the purpose of your project?

AL: As a digital and communication enthusiast, Ayonow allows me to play in many fields and not only in one way. As for Dopuo, I am obsessed with digitising a non-digital sector such as local businesses in order to fight against digital superstores.


TB: A good idea you have had.

AL: To change university career.


TB: A bad professional experience.

AL: Pushing someone away from a project. I think it’s the worst, not because you have to tell them, but because of the process of losing confidence in them and not being able to stop it until it becomes unbearable.


TB: The best advice you’ve ever been given.

AL: Go back to study.


TB: An inspiration.

AL: I read three inspirational cases about ADHD, which motivated me to change my life. If there are any parents with children with ADHD reading this interview, send me a DM on twitter and I’ll give you notes.


TB: A start-up.

AL: Heura: clear and purposeful branding.


TB: A book to recommend.

AL: I’m not much of a book person, I’m more into papers or dense newsletters. But I have to recommend “42 hours” by Ferran Boix. In it, Ferran explains how he survived 42 hours lost in the mountains during one of the worst snow storms at -20ºC.


TB: A series or film or song that defines your moment in life.

AL: The documentary “The dilemma of the networks”. Trying to get the good out of the Internet, exposing the bad.


TB: A recipe, a meal, a restaurant.

AL: Any pasta, with carbonara or pesto. Or a good cheesecake from Joncake, which is very close to Pier01. And PUR from Nandu Jubany.


TB: A city, a journey.

AL: Without a doubt, Hanoi in Vietnam.


TB: Where would you invest 100k?

AL: In Dopuo. Now I have to sweep for home.


TB: And a million euros?

AL: I would diversify. One part in property, one part in B2B SaaS startups and one part for personal enjoyment, which is also very important.


TB: If you were not an entrepreneur…

AL: I guess I would be a planner in a national agency.


TB: What is Tech Barcelona for you?

AL: Tech Barcelona has been the home that has welcomed us in our gallop through Barcelona, and it makes me think that it is like our work home. Also knowledge, disruption and change. The best of the quadruple helix in a single thinking space.


Check out other TB Members Calling here.