Interview with César Martín, CEO of Tochat.be
SaaS growth is a challenge that every software entrepreneur faces, but some find the right formula to scale successfully. Today, we’re sharing insights from César Martín, the CEO of Tochat.be, a platform revolutionizing how small businesses use WhatsApp. With over 5,000 new users joining every month and more than 17,000 premium users, César and his team have discovered what it takes to thrive in the competitive SaaS space.
In this interview, César shares his growth strategies, lessons on product-market fit, and customer acquisition tactics that have helped Tochat.be scale. Whether you’re a startup founder or a seasoned SaaS entrepreneur, his insights offer actionable takeaways.
Interview with César Martín
Who are you? Please tell us a bit about your personal journey.
I’m César Martín, CEO of Tochat.be, and I’m all about making WhatsApp work like magic for small businesses. My journey? Well, let’s just say I’ve always been the guy who loves tech. I started with a passion for design, got into tech, and now I’m here, turning WhatsApp into a powerhouse tool for SMBs. I’m a tech nerd at heart, but I believe in the power of human connection, which is why our platform focuses so much on enhancing communication.
I am from Spain (a small city called Ciudad Real – like “Royal City”) and I live in Madrid.
What is your SaaS and its mission?
Tochat.be is our baby, and our mission is simple: to make WhatsApp the ultimate CRM tool for small businesses. We want to turn every WhatsApp message into an opportunity for growth, making customer interaction not just easier but smarter. Think of us as the bridge between your business and your clients, right in their pocket!
We like saying “email is dead” and for B2C companies, especially in the service sector, WhatsApp is the main channel for communication.
We work with real estate, auto, education, restaurants, rentals, cosmetics, and beauty—always micro companies and always with WhatsApp.
Are you able to share some success metrics? (Non-confidential ones)
Absolutely! We’ve seen over 5,000 new users sign up every month, and we’re now serving more than a million accounts. That’s a lot of businesses getting their WhatsApp game on! Plus, our user engagement rates are through the roof—people love how intuitive our system is.
We have around 17,000 premium users, and of those, 9,000 are using some of the booking tools we have.
How big is your team? What are your hiring and management recommendations? Do you have specific challenges?
Our team? We’re like a family of about 12 crazy, innovative folks. Hiring for us is all about passion for customer service and tech. Management is about keeping everyone’s spirits high and aligned with our mission. Challenges? Definitely finding people who get as excited about WhatsApp as we do! We are always looking for new team members.
How was the process of finding product-market fit? Did you need pivots?
Finding the fit was like dating—a lot of trying things out until you find “the one.” We pivoted a few times, initially thinking we’d be more of a general messaging tool. But when we saw how SMBs were struggling with WhatsApp, we knew we had our match. It was all about listening to our users and adapting quickly.
I think nowadays every SaaS company has a big dependency on the channel. Either SEO or Ads or marketplaces. In a big part, your market fit will be attached to the channel you dominate. We found a great channel in YouTube, where we have more than 500,000 views per month.
But if you do SEO, you will attract a specific audience that is very different from the one in Instagram. So your product, pricing, and features should be aligned with the users in the channel you dominate.
What was the main challenge you experienced along the way?
Keep focus on our clients, segment, and position. We are here to serve micro businesses worldwide using WhatsApp. We do not want to move up in the segment, we do not want to add more channels, and we do not want to be local. I think it is critical to choose your focus and stick with it.
Then, at the technical level, integration with various CRM and Google My Business (Google Business Profile) systems was a beast. Ensuring our app works seamlessly with tools like HubSpot or Zoho without breaking the bank was… let’s say, an adventure. But hey, we love challenges!
Also, we are constantly battling with payment systems. We try to have something global, but it is really hard to find truly global solutions. Stripe is very big, but it is pretty much limited to Europe and the US.
What was the aha moment that made you unlock growth?
When we realized that businesses were using WhatsApp not just for chatting but for booking, payments, and even as a primary customer support channel. That’s when we went all in on turning WhatsApp into a full-fledged CRM.
But there was no “aha” moment. Our journey is a step-by-step process, constantly improving every step of the customer journey. If you want to double your business, the best way to do it is by improving 5% in every step of your sales process. The compound effect will make the magic for you.
What were the key parameters to align to achieve growth?
Simplicity, integration, and scalability. We made sure our tool was dead simple to use, could integrate with existing systems, and could scale as businesses grew. That alignment was key.
Also, I think it is key to be always working with your clients side by side. It is not relevant that we have thousands of clients. You need to be able to make calls and meetings as they need it so you can take feedback and improvements for our tool.
Our users are the key element in our development roadmap.
What are your main acquisition channels and why those?
Content marketing and social media, especially X (Twitter) where we’re @iworkwithyou, and our YouTube channel (check out @LinktoWhatsApp). These platforms allow us to show real-life examples and engage directly with our audience. Plus, AppSumo has been a goldmine for reaching SaaS enthusiasts who love a good deal.
What are your current challenges? What keeps you awake at night?
Staying ahead in the ever-evolving tech landscape while keeping our service cost-effective for SMBs. And we need to keep adding AI to our platform (like any other business) or we will become irrelevant soon. AI is going to take over marketing very soon.
What do you do to remain ahead of or different from the competition?
We listen. Seriously, we’re all ears to our users. Plus, we’re not afraid to be a bit quirky with how we approach solutions. Our focus on WhatsApp when others were looking elsewhere? That was our edge.
What advice do you have for other SaaS leaders to grow their platforms?
Keep it simple, focus on solving real problems, and never stop innovating. Also,the community is everything—engage, don’t just sell. And remember, a bit of humor goes a long way in making your brand memorable.
Can you tell us why AppSumo is a great platform for software creators?
AppSumo is fantastic because it connects software developers directly with a skilled, tech-savvy audience. This platform is not just a marketplace; it’s a discovery tool for agencies, developers, and creators who are always on the lookout for innovative solutions. It’s like having your product showcased at a tech convention every day!
What are some key considerations when planning to sell software on AppSumo?
The product must be exceptionally easy to use and set up. Since AppSumo’s audience is quite technical, they expect software to be intuitive. Also, you need to ensure your software is robust because you offer a 60-day refund period and often a Lifetime Deal (LTD). This means your software needs to be nearly perfect right from the launch, as there’s little room for error post-sale.
How does the Lifetime Deal aspect affect your software preparation?
It’s both a challenge and an opportunity. With an LTD, customers invest in your product for the long haul, which can be very rewarding in terms of loyalty and user feedback. However, it demands that your software is spot-on from the get-go. You need to be confident in your product’s longevity and scalability, ensuring updates and support are part of your plan.
And obviously, you need to avoid any third-party element in your application that requires a pay-per-user. If you have add-ons you need to pay on behalf of your clients, an LTD will kill you. Everything you sell must be owned by you and must be highly scalable.
What has been your experience with customer support on AppSumo?
Initially, there’s a surge in support queries because users are excited to use your product right away. But with AppSumo’s audience, you’re dealing with people who often provide valuable feedback. It’s a great learning curve, and their insights can significantly improve your product. Plus, AppSumo’s framework encourages developers to have top-notch customer service, which ultimately benefits your brand.
It is very, very important to have a fast, accessible support channel. We use WhatsApp for that, and it works great. We also have a monthly newsletter with our users with updates and new releases.
Any advice for newcomers looking to list their software on AppSumo?
The process to get on board with AppSumo will be a very solid validation that your solution is legit. AppSumo has hundreds of solutions, and they normally avoid duplicates or non-relevant tools for their community. So just apply to see if what you have is something outstanding in a crowded marketplace like AppSumo.
Then ensure your product is as polished as it can be. The setup process should be seamless for users. Also, prepare for the LTD; think about how you’ll sustain and grow your product over time. Lastly, embrace the community aspect of AppSumo. Engage with users, gather feedback, and be ready to iterate quickly. It’s not just about selling; it’s about building lasting relationships.
Lastly, what do you see as the biggest advantage of using AppSumo?
Exposure. AppSumo has a dedicated, engaged user base that’s always hungry for the next big thing. If your product fits the bill, you’re not just selling; you’re becoming part of a community that could champion your software worldwide. It’s an incredible launchpad for any software aiming to make a significant impact.
Final Thoughts: Lessons from Tochat.be’s Growth
César Martín’s journey with Tochat.be highlights the importance of focus, customer-driven growth, and leveraging the right channels for acquisition. Instead of chasing every opportunity, he and his team stayed committed to serving micro businesses using WhatsApp.
For SaaS founders looking to scale, Tochat.be’s story proves that sticking to a clear mission, optimizing acquisition channels, and staying close to your users can drive sustainable success.
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