Our Story

The search (2023–2024)

After our last project together (FRES, instant grocery delivery — acquired by Grovy in 2022), Elisey and Anton took 18 months to find the next thing. We built and closed Muj Fresh. We went through 6 pivots total.

The insight

While building an automation tool for marketing agencies, we stumbled on a signal that changed everything: a major beverage brand asked an agency to manage 18,000 Instagram accounts for their partner restaurants. The agency said no.

We saw an opportunity. And we immediately understood why a brand would want this — because we had seen the dynamic from every angle:

• Elisey owned a restaurant in Prague and received €2,000/year from a brewery to mention their brand in content
• Running FRES (grocery delivery), we got paid by a beverage brand for placing their logo on the main banner and Instagram posts
• Elisey spent a year advising Molson Coors on digital development — working directly on the problems of brand-restaurant marketing interactions

We already knew brands pay restaurants for visibility. At the time, we saw it purely as brand awareness — but even that was serious money. HeroContent started as an idea in June 2024.

First moves

Elisey went to beverage brands in Czechia. Everyone showed theoretical interest but wanted proof: show us it works with restaurants first.

So we started building.

Learning the craft

We hired 10+ freelance SMM managers from Upwork who work with restaurants. We paid them to screen-share their entire workday — documenting every process of working with restaurant clients.

The first 17 venues we managed entirely by hand to understand every workflow.

Key discovery: 100% of European restaurants work with their SMM agency or freelancer via WhatsApp chat. So we built everything as a conversational agent.

Revenue from day one

We charged restaurants from the start — to make sure we were building something genuinely valuable, not just free and nice to have. The first 40 venues were sold by Elisey personally.

David joins

We brought in David Janíček — Elisey’s former colleague from NutritionPro, where David ran sales from day one to $7M ARR across 3 countries. David took over restaurant network growth so Elisey could focus on brand onboarding.

First brand proof

We ran the first pilot with Kofola (major Czech beverage brand). That test opened the door to Coca-Cola and got their CMO interested. He became our angel investor, pilot partner, and strategic advisor.

Timeline

• 2022: FRES (instant grocery delivery) acquired by Grovy
• 2023–2024: 18 months searching. Muy Fresh (closed). 6 pivots total.
• June 2024: HeroContent starts. First 17 venues managed by hand.
• Q3–Q4 2024: Conversational agent built. First 40 paying restaurants. David joins.
• 2025: Scale to 100+ venues. Kofola pilot → Coca-Cola CMO becomes angel + advisor.
• Q1 2026: Coca-Cola pilot agreed. Launched US operation with first venues.
• May 2026: Coca-Cola pilot live. Profitable. Raising $1M to expand to the US.