Heru GTM brain

category

market profile

• text: Independent earners in Mexico navigate SAT filing, CFDI invoicing and rules that vary by tax regime.
• text: Heru combines individual subscriptions with tools for accountants and business tax infrastructure.
• text: Buyers compare digital accounting services with traditional accountants and alternatives such as Konta and SinConta.

personas

• title: Independent platform worker
  pains:

  • Keeping monthly SAT obligations current while earning through Uber or DiDi
  • Creating invoices and understanding tax withholding without a finance team
• title: Freelancer in RESICO
  pains:

  • Risk of missed returns or incorrect invoices
  • Wants predictable accounting costs and help when a tax issue arises
• title: Accountant serving small clients
  pains:

  • Routine filings consume time across many digital platform and RESICO clients
  • Needs to grow client capacity without manually repeating each task
• title: Platform operations or finance lead
  pains:

  • Onboarding intermediaries for tax compliance is labor intensive
  • High volume invoice issuance and delivery requires reliable workflows

icp

• text: Mexico-based independent workers, platform drivers, freelancers and small businesses with SAT reporting and invoicing obligations.
• text: Accounting practices serving many RESICO or digital platform taxpayers.
• text: Businesses with large intermediary networks or recurring bulk CFDI issuance and delivery.

message pillars

• text: Make tax compliance less stressful.
• text: Automate returns and invoicing after connecting the taxpayer ID.
• text: Offer flexible monthly service.

objections

• objection: Can software handle an unusual tax situation?
  response: Confirm eligibility and the extent of accountant support for the relevant tax regime before enrollment.
• objection: I only need to issue invoices.
  response: Compare the separate invoicing offer with a full monthly tax subscription.
• objection: Can I trust the setup and support?
  response: Walk through SAT credential handling and test support response times; user reports on setup and support vary.

competitors

• name: Konta
  why: Mexican digital accounting service considered alongside Heru.
• name: SinConta
  why: Online accounting alternative for Mexican small businesses.
• name: TaxDown
  why: Tax filing software operating in Mexico.

keywords

• declaraciones SAT automático
• contador RESICO
• facturación CFDI México
• contador Uber DiDi
• declaración anual persona física
• facturación masiva API
• impuestos plataformas digitales

voice

• reassuring
• plainspoken
• practical

signals

• text: A freelancer registers in RESICO or starts earning through a digital platform.
• text: A company is onboarding a large network of intermediaries or automating CFDI issuance.
• text: An accountant is expanding a book of recurring small business and platform clients.

pricing

motion

channels

• SEO
• tax calculators
• WhatsApp
• blog

confidence

Founders

• name: Stiven Rodriguez Sanchez
  title: Founder
  role: Founder
  bio: Extensive background working for and advising tech companies. Started his professional and formal career at Uber in 2014, contributed to grow the company's presence from 3 cities to more than 150 in Latin America and from ~50 employees to more than ~5,000. Stiven is a Growth expert with a lot of focus on product and execution.