Carazo Creative turns its in-house tool into a product
The agency built software to stop its own staff hopping between marketing dashboards. It now intends to sell that software, on average monthly revenue of about $15,000.
Carolina Monestel started Carazo Creative in 2021 as a creative and digital marketing agency.
The problem she says she kept hitting was not a shortage of marketing software. It was the time her people spent moving between products, pulling information together, watching for changes and assembling reports.
The agency built its own technology to deal with that internally. That system is called Cora.
Monestel describes Cora as an AI-powered platform covering technical auditing, search rankings, keyword and backlink intelligence, AI visibility, reporting, content planning, social data, creator intelligence and paid media guardrails.
That is a long list for one product, and the company has not published pricing, customer numbers or a launch date for it.
What began as internal tooling is now being built as a SaaS product for use beyond the agency, according to the founder.
She says that changes the shape of the company: services and proprietary software growing alongside each other, rather than an agency alone.
Carazo Creative reports average monthly revenue of approximately $15,000. The company supplied a QuickBooks dashboard screenshot as its evidence; the figure is not published anywhere a reader can inspect it.
The revenue figure is not broken down between agency work and software, and the company has not said how much of it, if any, comes from Cora.
Monestel is explicit that she does not want to automate everything. She puts monitoring, spotting changes, connecting data and repetitive work on the machine's side of the line, and strategy, creative judgment, context, accountability and relationships on the human side.
For a founder watching an agency try the same move, the useful detail is the sequence. The tool existed and was used before anyone called it a product, which is a cheaper way to find out whether software is worth building than starting with the pitch deck.
The harder part is still ahead. Agency revenue and software revenue are paid for in different ways, bought by different people, and supported on different timetables, and a business of roughly $15,000 a month has limited slack to fund both at once.
More: Carazo Creative · its Cora platform
