{"id":613,"date":"2025-06-30T11:17:55","date_gmt":"2025-06-30T11:17:55","guid":{"rendered":"https:\/\/asteroi.co\/en\/?p=613"},"modified":"2025-06-30T11:18:07","modified_gmt":"2025-06-30T11:18:07","slug":"the-origin-of-asteroi","status":"publish","type":"post","link":"https:\/\/asteroi.co\/en\/the-origin-of-asteroi\/","title":{"rendered":"The Origin of ASTEROI: From Personal Failure to Revolution in eCommerce Growth"},"content":{"rendered":"\n

When I Lost My Money Chasing False Metrics<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Year 2020. Peak eCommerce boom in Argentina.<\/p>\n\n\n\n

I came to Spain to live near my then-girlfriend. Being a padel fanatic, I had arrived at the best place in the world for this sport.<\/p>\n\n\n\n

When I got into the scene, I saw they were selling “innovative” products here that didn’t even exist in Argentina: ball pressurizers, silicone grips, anti-vibrators.<\/p>\n\n\n\n

Motivated and eager to learn, I contacted a great friend with a degree in foreign trade:<\/p>\n\n\n\n

“We have to bring these products to Argentina no matter what.”<\/p>\n\n\n\n

I had reviewed MercadoLibre\u2014the Amazon of Latin America\u2014and there wasn’t a single one. Zero competition. It was a clear opportunity.<\/p>\n\n\n\n

The Investment and the Dream<\/h2>\n\n\n\n

I invested more than half of my savings in buying products from China and shipping them by boat to Argentina. The process took almost a year and many thousands of dollars flowing out of my account.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

September 2021: I created the website with WordPress, designed the images in Canva, and recorded videos promoting the product. With high expectations, we activated advertising on Facebook and Google.<\/p>\n\n\n\n

I constantly checked WooCommerce reports to see if we had generated the first sale.<\/p>\n\n\n\n

After a few hours, it appeared.<\/p>\n\n\n\n

I contacted my partner and we started talking about what we were going to do when we sold the company for $1M dollars.<\/p>\n\n\n\n

Every time we increased advertising, sales increased.<\/p>\n\n\n\n

We ended up spending our entire salary on advertising in just a few days.<\/p>\n\n\n\n

We had even thought about quitting our jobs to focus 100% on our eCommerce.<\/p>\n\n\n\n

Reality Hits Hard<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Months later, we ran out of stock of our star product.<\/p>\n\n\n\n

When I started making the bank transfer for the new purchase, I realized we had just enough to buy back a little more than what we had initially brought.<\/p>\n\n\n\n

It seemed strange to me.<\/p>\n\n\n\n

I decided to review the numbers in detail.<\/p>\n\n\n\n

And there I discovered the brutal reality:<\/strong><\/p>\n\n\n\n

    \n
  • 90% of sales came from one product, but the others barely moved<\/li>\n\n\n\n
  • Shipping costs were much higher than expected<\/li>\n\n\n\n
  • MercadoLibre charged a high commission (30%) that ate up the margin<\/li>\n<\/ul>\n\n\n\n

    All those previously hidden costs destroyed our profitability.<\/p>\n\n\n\n

    We decided on a second purchase, but while the products traveled across the Pacific, competition appeared.<\/p>\n\n\n\n

    They started selling almost the same thing\u2014only the color changed\u201430% cheaper.<\/p>\n\n\n\n

    Advertising stopped being profitable. There was no margin to cover acquisition costs.<\/p>\n\n\n\n

    My hopes of being a millionaire died while I deactivated Meta campaigns.<\/strong><\/p>\n\n\n\n

    The Moment of Clarity: Seeing the Same Mistake at Million-Dollar Scale<\/h2>\n\n\n\n

    Years later, with the learning that understanding finance is key to doing marketing, I started working at one of the most important CRO agencies in Spain.<\/p>\n\n\n\n

    I worked with the biggest eCommerce brands in the country, running experiments that generated up to 15% conversion increases.<\/p>\n\n\n\n

    But when we talked about business beyond the tests, it reminded me of my situation in Argentina:<\/p>\n\n\n\n

      \n
    • Money parked in hard-to-sell inventory<\/li>\n\n\n\n
    • High Meta ROAS that didn’t reflect in the bank account<\/li>\n\n\n\n
    • Costs that ate up margins<\/li>\n\n\n\n
    • New competition appearing every two weeks<\/li>\n<\/ul>\n\n\n\n

      The scale was different\u2014they were generating millions while we barely reached hundreds of thousands\u2014but the root of the problem was the same:<\/strong><\/p>\n\n\n\n

      \n

      We were doing marketing without a financial foundation or strategy behind it.<\/p>\n<\/blockquote>\n\n\n\n

      The Exact Moment That Changed Everything<\/h2>\n\n\n\n

      The breaking point came in a monthly results meeting with a client.<\/p>\n\n\n\n

      A CMO from a brand generating \u20ac8M annually was presenting the numbers:<\/p>\n\n\n\n

      \n

      “We have a 4.0 ROAS, sales went up 15%, all KPIs are green…”<\/p>\n<\/blockquote>\n\n\n\n

      But when the CFO presented the financial numbers, reality was different: profitability had worsened.<\/p>\n\n\n\n

      The tension was palpable in the air.<\/p>\n\n\n\n

      The founder asked how it was possible that with so much marketing “success” there wasn’t more money in the bank.<\/p>\n\n\n\n

      The CMO had no answer.<\/p>\n\n\n\n

      There I saw it clear as day.<\/p>\n\n\n\n

      It wasn’t just my story. It was the story of almost every eCommerce I had known.<\/strong><\/p>\n\n\n\n

      To make matters worse, I repeatedly witnessed agencies calling themselves “marketing experts,” manipulating ROAS and trying to demonstrate good work when every euro in advertising was losing money.<\/p>\n\n\n\n

      In the land of the blind, the one-eyed man is king.<\/p>\n\n\n\n

      Someone had to connect marketing with finance. Someone had to teach that the objective isn’t to grow at any cost, but to put real money in the bank account.<\/p>\n\n\n\n

      That day ASTEROI was born.<\/strong><\/p>\n\n\n\n

      The Mission: End the Roller Coaster of Growing Without Earning<\/h2>\n\n\n\n

      My mission is to give financial clarity and marketing strategy to eCommerce businesses generating \u20ac1-10M annually.<\/p>\n\n\n\n

      Connect marketing and finance teams so they work aligned, instead of fighting each month in results meetings.<\/strong><\/p>\n\n\n\n

      Help founders and CMOs convert their eCommerce into a predictable profit-generating machine, where every euro invested in marketing translates into real money in the bank account.<\/p>\n\n\n\n

      When that happens, everything changes:<\/p>\n\n\n\n

        \n
      • CMOs:<\/strong> Regain confidence knowing that every action generates real return<\/li>\n\n\n\n
      • Founders:<\/strong> Have certainty that their eCommerce puts money in their account<\/li>\n\n\n\n
      • Teams:<\/strong> The fighting ends and everyone works under the same strategy<\/li>\n<\/ul>\n\n\n\n

        This is only possible when marketing, finance, and strategy combine.<\/p>\n\n\n\n

        The Vision: Changing the Rules of the Game<\/h2>\n\n\n\n
        \"\"<\/figure>\n\n\n\n

        I’ve witnessed the radical change that occurs when eCommerce leaders gain clarity about their situation: growth rates that double, margins that increase, happy and aligned teams.<\/p>\n\n\n\n

        My vision is to make this the norm, not the exception.<\/p>\n\n\n\n

        \n

        I want a future where no founder loses money chasing false metrics like happened to me.<\/p>\n<\/blockquote>\n\n\n\n

        Where growth is always synonymous with real profitability. Where marketing and finance work as one team. Where fundamental principles replace tactics that change every quarter.<\/p>\n\n\n\n

        My fundamental change is simple: prioritize profitability above everything. Do marketing with a solid financial foundation.<\/strong><\/p>\n\n\n\n

        When Growth agencies focus on putting real money in the client’s bank account\u2014month after month, predictably\u2014the industry will have changed forever.<\/p>\n\n\n\n

        And ASTEROI is going to lead that change.<\/p>\n\n\n\n

        Without a financial understanding of the business, a solid strategy, and a daily action system, marketing teams go blind and misaligned.<\/p>\n\n\n\n

        But when everything is combined\u2014financial clarity, coherent strategy, and systematic execution\u2014the result is inevitable: a business that grows year after year with a sense of control that previously seemed impossible.<\/p>\n\n\n\n

        Are you ready to convert your eCommerce into a real profit-generating machine?<\/strong><\/p>\n\n\n\n

        <\/p>\n","protected":false},"excerpt":{"rendered":"

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