Magnet 2

Rafa Kahi was working as a digital marketing manager for a leading real estate company in Spain when he identified the core problem. "I was burning a lot of money spent on Google ads, Facebook ads, and it was very expensive to acquire property owners online," he recalls. One day, he had an insight: what if he asked his real estate agents to share content online to attract clients instead? The agents pushback was revealing—"Rafa, I don't want to share boring content. If you share specific content and personalized content, then I will do it." That feedback became the seed for Magnet 2.

Rafa and his co-founders started building in May 2022 with remarkable frugality. "Barely $200" was spent on the MVP, which was built using Webflow (a no-code platform) and some design assets from Fiverr. "The rest was just you and your co-founder putting in sweat equity," Nathan noted. The product was simple: a platform where employees could access personalized, company-branded content tailored to their personality and company tone of voice, then share it on social networks. Meanwhile, marketing departments could track engagement and measure impact. By October 2022—just five months later—they officially launched the product.

The first paying customer arrived on day two of their official launch, which Rafa described as "really encouraging." But the most interesting part of their customer acquisition came through inbound marketing. In August 2022, before the official launch, Rafa appeared on a podcast. "Through that podcast, we got our first client and it was from Colombia. We weren't actually targeting clients in Colombia and I come from Colombia, but our idea was to start getting clients in Spain or Europe. But the very first client came from my country." This experience converted Rafa into a believer in podcasting and inbound marketing as growth channels. Today, with 11 paying customers across 5 countries, they're averaging 15 seats per company at their current pricing ($26-27 USD per seat, or roughly €24-99 per month depending on content and frequency).

Their pricing strategy evolved organically. "The very first clients came with, we didn't have like an idea on what to charge for the service. So we started charging very low until one day, one client told us, guys, I will pay like double for this service." This led them to raise prices, though they kept their founding customers at original rates as a loyalty commitment. Early on, they piloted with multiple industries—real estate, others—before settling on real estate as their initial niche. "When we felt that the concept was already proved, we decided to go live." They're now growing at approximately 20% month-over-month, though Rafa acknowledges, "it's easy when you're dealing with small numbers, but if you keep that up for a long period of time, that becomes very interesting."

Rafa and his three co-founders raised $255,000 in a pre-seed round in October 2022—the same month as their first customer—at a $2.5 million post-money valuation, selling 10% of the company. They currently have $120k in the bank and are burning $7k per month with a team of 8 (three developers, three marketing staff, CTO as full-stack developer, plus finance). They've committed to raising another $70k from friends and family focused on people who can add advisory value. "Our runway right now is better than we thought it will be," Rafa explained. "We are not kind of needing to raise money now, but we are kind of acting in advance in order to go faster." With $2,860 in monthly recurring revenue and their focus on converting employees into marketing channels, they're positioned in a growing market where companies seek alternatives to expensive paid advertising.