Startup Acquisition Stories Valuable, But Not Truly Scalable
Feb 17, 2026
Hugo Pereira, founder of Ritmoo and former chief growth officer at EVBox, built a lightweight goal-management tool from real scale-up experience. He discusses product limits to scalability. He explains why services overtook pure SaaS. He recounts choosing a buyer focused on customer continuity and how clear documentation smoothed the sale.
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Goal Management Pain Persists Despite Many Tools
- Goal management pain is widespread in scale-ups despite many tools existing.
- Hugo built Ritmoo after seeing bloated platforms and low leader engagement at EVBox, aiming for lightweight visibility and fewer required updates.
Tiered Pricing For Passive Team Members
- Ritmoo differentiated by charging symbolic fees for low-activity viewers to avoid per-user costs.
- Hugo described a tiered subscription where heavy users pay full price and passive observers pay a small fee, solving a common Asana/Monday cost complaint.
Software Has Boundaries Around Behavior And Habits
- Software alone often fails to solve goal execution because behavior and habits matter more.
- Hugo found customers converted initially but reverted to existing tools after a few months, revealing an execution/behavior boundary for SaaS.