A business designed to run without me.

Where the idea came from

Moving to Barcelona meant meeting a lot of new people. Among them were several people working in concierge services — some full-time, some more informally. One of them asked me to help organise the way the work was managed. I did, and it made something obvious: I enjoyed designing the system around the service more than I wanted to deliver the service itself.

I like launching businesses and working in startups, but I did not want Bexo to become another job I had to personally operate every day. So I designed it as an acquisition layer rather than a traditional concierge company.

The model

Bexo creates demand through dedicated landing pages for individual services, cities and languages. When a qualified lead becomes a real client, the actual service is handled by an operating partner that already knows how to deliver it. Bexo earns a fee only when that conversion happens.

The growth loop is intentionally practical: map how people search for each service, build pages around real search intent, improve titles, copy, internal linking and local relevance, then use search-performance data to decide what to expand, rewrite or remove. Over time the website becomes the distribution asset.

What I built

• Brand, website and positioning from zero.
• Service-specific and location-specific SEO landing pages.
• Keyword and search-intent research to prioritise what to build next.
• Proposal, lead-management and partner handoff workflows.
• An asset-light model where delivery sits with specialised local partners.

What happened next

It took a few months before the model started to show signs that it could work. It is now generating real leads, and the part I find most interesting is the model itself: build the acquisition engine, connect demand with a strong operator, and participate in the value created without owning every part of delivery.