Clarity Wave

How We Built an
Employee Engagement Software

Clarity Wave logo

Hi! Who are you and what business did you start?

My name is Robert Moutal and I started Clarity Wave back in 2014 along with my brother, Alex. We developed an all-in-one employee engagement and motivation system. Unlike other systems where employees give feedback and seldom get any value in return, Clarity Wave focuses on the individual’s growth and satisfaction.

Everyone receives so much value from the system; individuals interact in ways that naturally and organically improve the workplace climate, engagement and motivation of staff.

What is your personal story and how did you come up with the idea?

I’m originally from Mexico City and I moved to San Diego, CA in 1998 where I worked for a Spanish-language media company for 17 years. 

During this time I realized that there were no real feedback mechanisms to let the leaders of the organization know about any toxic employees (except for formal complaints to HR which usually got very messy).

It was when I began working with a particularly difficult vice president that I realized there had to be a better way of dealing with employee feedback without putting my job at risk.

At the same time, my brother, Alex, who lives in Cancun, Mexico, was having over 70% turnover in his business (Haagen Dazs ice cream franchises). 

Robert Moutal,Co-Founder of ClarityWave
Robert Moutal – Co-Founder, Clarity Wave

After talking about our common pains and seeing they were truly two sides of the same coin, we decided to join forces and develop a system that would allow companies to, not only gather feedback from their team members, but also help them grow, feel motivated and succeed.

We realized that all our competitors, both traditional annual survey companies and the newer pulse-style models focused only on the company. 

We decided to create a system that would, not only ask questions about the organization itself, but also about each individual employee.

“If you’re not working to make your dreams come true, you’re working to make someone else’.”

We also wanted to create a community inside every company where each employee would be well informed about the news and updates. A community where they would have a chance to express themselves, share suggestions and ideas, recognize their peers and earn badges, trophies, stickers and points while using the software.

To top it off, we wanted to include a Prize Store where users could redeem their points for different prizes and benefits created by each organization.

Our system was created with the employee in mind and every single person has access to their own scores which help them become better workers and better human beings.

What challenges did you face when creating your product/service?

Our main challenge has always been marketing. Since we are 100% self-financed, finding the money to launch major advertising initiatives has been out of the question. This has forced us to use more guerilla-style tactics and grow a lot slower than we wanted.

Aside from that, the global pandemic hit many of our clients very hard and we are now just starting to slowly recover from a massive wave of cancellations.

Who is your target market?

Our target market is basically ANY company or organization with over 20 employees. We have clients all over the world in any industry imaginable, including: Banks, hospitals, law firms, manufacturing, services, education, tourism, technology, etc.

We are in over 20 countries, including the US, Mexico, Canada, Australia, South Africa, Costa Rica, Chile, Panama, Paraguay, UAE, Egypt, Kuwait and Colombia, among others.

How do you market your business and which approaches have been the most successful?

Our most successful strategy has been doing good old cold email campaigns. Although lately I’ve been using a tool called Dubb which allows me to record quick personalized videos for each prospect and that has improved our response rate by a lot.

” I would also ask a lot of questions from our clients BEFORE developing a new feature.”

Since you launched, what has worked in not only attracting but retaining customers?

Doing lots of demos and a TON of follow up. The sales cycles are pretty long but perseverance does pay off. Some of our clients have signed up only after a year of continuous follow up. Patience in this business is definitely a virtue.

Clarity Wave
Clarity Wave

What kind of culture exists in your company, and how did you establish it?

Our culture is kind of weird because we are ALL distributed. We are spread out in San Diego, Cancun, Argentina, Ukraine, Switzerland, Russia, Guadalajara, Croatia. This makes having a fun, cohesive culture challenging, especially when we have never even met in person. 

However, having said that, our team is incredibly dedicated, fun to work with and hardworking. We have been very lucky in finding people who have naturally been a good fit.

What software, services or tools do you use within your business?

Our culture is kind of weird because we are ALL distributed. We are spread out in San Diego, Cancun, Argentina, Ukraine, Switzerland, Russia, Guadalajara, Croatia. This makes having a fun, cohesive culture challenging, especially when we have never even met in person. 

However, having said that, our team is incredibly dedicated, fun to work with and hardworking. We have been very lucky in finding people who have naturally been a good fit.

What are the most important lessons have you learned on your business journey?

If I started today all over again I would spend more time in the pre-marketing phase and less in product development. We made a few mistakes that led us to over-develop certain areas of our software that were not really fundamental to the revenue-generating efforts. I would also ask a lot of questions from our clients BEFORE developing a new feature.

What is your favourite aspect of being an entrepreneur?

The favourite aspect of being an entrepreneur is feeling like all the effort, all the sleepless nights, all the pain, the anxiety, the joys, the successes, the failures are MINE!

All of these feelings are not new to me but, in the past, I felt them while working for someone else.

I once read a quote that said: “If you’re not working to make your dreams come true, you’re working to make someone else’s.”

How Do Others Perceive Me?
How Do Others Perceive Me?

What is your LEAST favourite aspect of being an entrepreneur?

The LEAST favourite aspect of being an entrepreneur is feeling like all the effort, all the sleepless nights, all the pain, the anxiety, the joys, the successes, the failures are MINE!

There’s no one else to blame but me. Anything that goes wrong, is my responsibility in some way.

What books, podcasts or other resources have inspired and influenced your business journey?

The Art of Living, by Thich Nhat Hanh

Building a Storybrand, by Donald Miller

80/20 Sales Machine, by Perry Marshall

Pitch Anything, by Oren Klaff

Where do you see your business 2-3 years from now?

Our original plan, pre-COVID-19 was to 10X our revenue and we believe that, with our newer version, which caters to remote employees, as well as a new product we’re planning on launching early next year, coupled with a deeper understanding of the sales process, we should be able to do that.

Where can people go to find out more about your business?

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