From a loaned room to the creation of first digital marketing franchising network in Portugal, João Oliveira built the Link&Grow with vision, resilience and a spirit of sharing. Leader's Talks by Volse, shares with us his journey, the importance of leading with purpose and the ambition to transform digital entrepreneurship in the country.
1. João, how was Link&Grow born and what was your initial vision when you decided to create the agency?
John: Link&Grow was founded in 2015, after I fell in love with Inbound Marketing in 2014. At the time, I started with an idea, but quickly transformed it into a business plan. I combined training, experience and a lot of dedication.
The first clients were a gym and a hair implant clinic. I started alone, in a borrowed room, but with the goal of creating something structured and lasting.
2. What were the biggest difficulties in the early years?
John: The biggest difficulty was climbing. In the beginning, I did everything from consulting to execution and commercial management. But I quickly realized that consulting alone was not enough, as the companies did not apply what I recommended to them very well. That's when I decided to create my team and also take over the execution.
This step was essential. At the time I hired the first collaborators, who are still with me today, and this allowed the agency to grow in a sustainable way.
3. Artificial intelligence is now part of your daily life, and in what way has it impacted your work?
John: Artificial Intelligence has helped us to optimize time and also processes. We do things faster, we are able to serve more customers without increasing the structure, which translates into more productivity and more revenue.
However, I see Artificial Intelligence as a means and not as an end. It's a tool that helps us think faster and execute better.
4. And what, in your view, are the greatest risks associated with Artificial Intelligence?
John: Without a doubt, the biggest risk is cybersecurity. The ease with which fake content is created today is daunting. We've already seen ultra-realistic videos and audios that can easily fool anyone.
The impact this has on society is enormous, as we are talking about children, the elderly and vulnerable people. And be careful: it's already happening, it's not something future. I believe that cybersecurity will be the great industry of the future, and Portugal still has a long way to go.
5. Do you believe that the robotization of tasks will transform the way we live?
John: Without a doubt! I imagine a future in which we will have robots to cook, to teach our children, to take care of us. This will revolutionize society, but it will also eliminate jobs.
The positive side is that human beings have an incredible capacity for adaptation and history shows us this. If we know how to embrace change, we can transform those challenges into opportunities.
6. Returning to Link&Grow, when did the idea of transforming the agency into a franchising network come about?
John: The idea came after eight years of activity. We already had solid processes, consistent results, and accumulated experience. We started thinking: why not share this path with other entrepreneurs? And that's what we did! In 2024, we officially launched the franchising network, the first digital marketing network in Portugal. It's still a young project, but one that motivates us a lot.
7. How does the franchise membership process work?
John: The interested party schedules a meeting with us, at which we present the concept and evaluate if there is a fit. If you decide to move forward, sign a five-year contract and begin a training process of around 90 hours.
This training covers management, leadership, finance, commercial and technical aspects, and also personal development. Then, we help start the first clients, provide ongoing support, and monitor the agency's performance.
8. Can you share with us what investment is needed?
John: Of course it is. The initial amount varies between 15 thousand and 25 thousand euros + VAT, depending on the situation. Then, there are royalties associated with billing, which ensure monitoring, brand licensing, and the constant evolution of the network.
9. What is the ideal profile of a Link&Grow franchisee?
John: Above all, we are looking for entrepreneurs with a commercial spirit, leadership capacity and a willingness to learn. They don't need to have deep experience in digital marketing, because we offer both training and support, but they need resilience, focus and desire to grow the business.
10. What are the biggest advantages of joining your franchise?
John: First, immediate access to know-how and processes that took years to build. Then, the ongoing support. We didn't leave anyone alone, especially in the first year.
In addition, there is the strength of the brand, the sharing of knowledge within the network and the possibility of innovating together. The more people walk with us, the more opportunities arise.
11. How do you guarantee the quality of the services provided by each branch of the network?
John: We have an operational manual, provide specific training and accompany the first clients of each franchisee. We carry out online audits and monitor quality on an ongoing basis.
We want all branches to maintain the same level of service and the same philosophy that characterizes Link&Grow.
12. Are there internal events that join the network?
John: Yes, we organize an annual event that brings together all agencies and teams. It is a moment of sharing, of formation and also of unity.
In addition, we hold regular online meetings and encourage collaboration between everyone.
13. And externally, do they participate in networking events?
John: I have already participated a lot, especially in BNIs, but I confess that today I better select the events. We mainly go to those that make sense for the team or that bring us strategic value.
14. Over the years, what was the biggest lesson you learned as a leader?
John: That alone we go faster, but together we go further. For many years I walked alone and managed to grow, but I realized that, with a team and now with a network, the evolution is much greater.
Another lesson is that resilience is critical. There were difficult times, but I never stopped believing in my worth or in the value of my team.
15. Speaking of leadership, how do you describe your leadership style?
John: It's a very close style. I like to get to know people, understand their motivations and give them space to grow. I also believe a lot in planning, in having clear objectives, and in aligning the entire team around those objectives.
16. In addition to the professional dimension, who is João outside of work?
John: I am married with three children and I value family very much. I train every day, I worry about my diet and I like to socialize with friends. On the weekend, I plan different activities to experience new experiences with the family. That balance is fundamental to me.
17. If you could leave one final message to those who read this interview, what would it be?
John: That they believe in themselves and in their worth. Set ambitious goals, plan, work, and never give up.
Our story at Link&Grow is just one of many, but it shows that it is possible to create something solid in Portugal, with resilience, vision and a spirit of sharing. Franchising is a new chapter in this story and we want to grow with entrepreneurs who share that vision.
