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Name: Aline Deparis
Company: Privacy Tools
What are you building, and who benefits most from it?
We are a leading privacy management tool in the Brazilian market. Our solutions are designed to help companies from different market segments comply with the obligations of different legislations, such as LGPD and GDPR.
Our platform was created with Brazilian legislation in mind, which quickly propelled us ahead of competitors from other countries as we understand the particularities of the laws implemented in Brazil. This has allowed us to provide implementation support for our customers and deeply understand their challenges, thus ensuring the compliance and reliability of their privacy projects.
What is one of your startup’s most impressive accomplishments?
In its first year of operation, Privacy Tools was a finalist at South Summit, one of the main global startup events. This was one of those moments when you really see the company’s potential. The fact that we stood out in a competition of this size and importance immediately demonstrated our power for the years ahead in a market such as privacy and data protection, which is still in development and has enormous potential.
What has been the biggest challenge so far, and how did you overcome it?
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We created a platform for the automatic discovery of personal data. Called Data Discovery, it is the most complete system in Brazil suitable for LGPD. A system that can plug into virtually every data source in a continent-sized country is a unique technological challenge.
What tool or app could you not live without and why?
Regardless of the application, we could not live without privacy and data protection. All privacy tools are important for ensuring the full protection of people, and they protect an already established fundamental right. Sooner or later, everyone using digital systems will charge privacy requirements as a standard for using or purchasing any product or service.
What marketing strategies have worked for you?
We develop our marketing strategies based on two fundamental pillars. The first is having hyper-segmentation as the basis for our campaigns, events, and other initiatives. By creating initiatives aimed at specific niches, we guarantee the presence of our target audience, which allows us to “speak their language” and maximize the impact of our actions. By segmenting our actions, we guide our efforts precisely, directly reaching the people who are most interested in our proposal.
The second pillar of our strategy is the relationship with the community, collaborating by creating and delivering valuable content. The privacy and data protection agenda is still growing in Brazil, so there is a lot of opportunity to strengthen authority on the subject and thus gain more space in the community, both in terms of market share and in occupying the digital space. This approach has brought a lot of visibility to the Privacy Tools brand, delivering very positive results.
What has been your biggest business failure to date? What did you learn from it?
Launching products with technologies that have not yet been validated can be riskier than gambling. Any investment in cutting-edge technology is expensive, and the more expensive it is, the greater the risk. In the past, we’ve had to discontinue products before their launch because the technology was not yet at the level where it could guarantee what we value most: security and trust.
What’s the best specific piece of advice you have for other entrepreneurs?
Embrace the journey! There is no winning at the end because we’ll never reach a finish line. We’re always going to keep improving and evolving. We need to focus on, enjoy, and embrace the journey.
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