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Allentrepreneur’s very first interview has remained one of the most popular on this blog. Today, Francisco Guerra takes us on another inspiring tour of his wildly original invention, the Flogos, and reports on the international expansion of his business since we I last spoke to him.


Allentrepreneur: Welcome back to Allentrepreneur Francisco! In the year that passed since your first interview here, a lot has transpired. How have you been?


Francisco: Shakin’ N’ Bakin’!  We have been successful domestically and internationally with Flogos all year.


Allentrepreneur: You now have hundreds of clients worldwide, opened offices throughout the world and are making the best of this economic downturn. What were the most important steps you took during the last year and how did they affect your company?


Francisco: We hired experienced, talented, and enthusiastic personnel to drive our company through these uncertain times with the economy.  We made sure that every decision was well planned out and was beneficial for the company.  Our company has grown and has become more productive domestically and international because of our smart choices in the past year.


Allentrepreneur: When came the time to open foreign offices, what made you certain you were ready to do so and why did you choose the countries you did?


Francisco: Because the demand came to us.  We receive numerous offers everyday from foreign countries wanting to either distribute our Flogos or rent our Flogos machines.   When there is a demand someone needs to supply, and we are the only company that produces Flogos machines.


Allentrepreneur: You’ve done events for big corporations like McDonald’s, Nintendo, and Fido just to name a few. How has the reaction to Flogos been so far?


Francisco: Unbelievable!  Pictures and videos do not do Flogos any justice.  People need to see them in person.  When people, spectators or clients, see the Flogos they are speechless.  Kids go crazy over them, and adults try to figure out how Flogos are possible.


Allentrepreneur: Patenting is no doubt a cornerstone of your strategy. How hard has it been for you to do so, particularly in places like China, where laws regulating patents aren’t as strongly enforced?


Francisco: We were already an international company before Flogos, so we have been through the process before.  We also have long standing contacts in many countries that help us with the protection of our innovative ideas and products.


Allentrepreneur: You’re a strong advocate of creating trends, instead of following them. Do you think the advertising industry is more open to new trends? What other industry do you think is ripe for an innovative overhaul?


Francisco: Yes of course.  The advertising industry is one of the most dynamic industries out there.  Companies have to stand out from the pack when advertising so people will recognize the company’s logo, slogan, or what ever else they want.  Why stick with traditional means of advertising when you can Flogotise!  Just about every industry can use an innovative overhaul.  I can’t think of one industry that doesn’t.


Allentrepreneur: You are a special effects inventor who saw an opportunity and created a new medium. Has entrepreneurship been a choice or an addiction for you?


Francisco: As an inventor entrepreneurship is an evolutionary process that started as a choice and has become an addiction.  I love being and inventor and what it has done for me.


Allentrepreneur: Flogos are unique both in conception (soap based) and design (they can take any shape). What new Flogos can we expect down the line?


Francisco: We have many ideas cooking up, but you will have to wait and see.



Allentrepreneur’s first interview is with american entrepreneur Francisco Guerra. From his early brush with the world of magic to his creation of special effects factory SnowMasters, Francisco has most kept one thing constant all throughout his life’s work : the “wow” factor. His latest invention is the very cool flying logos marketing technique aka Flogos which was covered here earlier.

Tell me a bit about yourself.

I’m a 39 year old inventor born in Cuba and immigrated to the States when I was 5. At a young age there was an inclination to magic; illusions fascinated me. In my early 20’s I invented a process of making it snow. This new technology was called evaporative snow. I formulated my first special effect factory called SnowMasters.

What is your company about ?

For the past 15 years we’ve been designing special effects for the movie and special event industry. In our Northern Alabama R&D facility, we have been working on unusual new technologies.

How did the idea for Flogos come about ?

About 7 years ago, a colleague of mine, Dr. Brian Glover, started on the notion what if we could make clouds? Then the next question came, what if we could make clouds in the shape of logos ? Seven years later, we developed the technology. We call it FLOGOS. The new industry has been born for skyvertising.

Did you start off alone ?

If it wasn’t for the resources of SnowMasters R&D department, we would have never been able to. It helps when you have a fleet of engineers and a facility equipped to make prototypes.

What is the toughest thing about having partners ?

As a general rule of thumb, I don’t like partnerships but Brian and I have partnered on other inventions and have worked very well together.

The coolest ?

We split up our resources. I handle the manufacturing and Brian handles the chemistry.

How did you go about looking for financing for Flogos ?

In this case, I used my own resource which is SnowMasters.

Have you thought about raising outside money such as VCs or angel investors ?

This project is actually larger than anticipated.  My next step is either become a publicly traded company or be acquired by a larger entity.

What has been your marketing strategy ?

In the sky. Every single potential client that sees a Flogo signs into the program. The response is overwhelming. The inquiries flood our e-mail server. It appears that every major advertising agency has made contact and is proposing Flogos to their clients for their next new campaign.

What consequences to your personnal life has the move towards entrepreneurship brought ?

In my case, continually reinventing oneself and adjusting to the economy and finding new markets to develop is a drive that cannot be stopped.

What are the 3 toughest challenges your company has faced so far ?

1.  Designing a simple unit. 

2.  Designing a specialized fluid that will adhere the Flogos. 

3.  Distribution.

What are your goals for the short-term future ?

Establishing distribution throughout the world.

Long-term ?

Becoming a publicly traded company.

My last question is what advice would you give to a young person with entrepreneurial ambitions ?

Keep dreaming of ways to improve the way people do things. I have found that if something has never been done before, then I’d like to be the first.  This attitude is needed when one wants to become an entrepreneur. Work hard, find advice you need from those who have made it. Be careful from taking advice from those who have not made it.

Finding advice from those who have made it is precisely what this blog is about and it’s good to know that there are entrepreneurs who believe in the same practice. Should the need to have your head in corporate clouds arise, you’ll now know where to look. Thank you to Francisco Guerra for this excellent interview and congratulations on this entrepreneurial endeavours. Check out the SnowMasters website as well as Flogos‘ to learn more and be sure to leave your comments.

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