Carmen Benitez
Founder Fetch Plus

“My worst work mistake is not being comfortable raising capital. While I’ve raised over a million in capital, I haven’t done it through the typical venture capitalists”.
What is the most surprising thing about you that most people don’t know?
I keep both a written and digital diary. I think penning your thoughts at all hours leads to a more brilliant life. It gets more colourful because of it. I do go back and read earlier entries and it's nice to stop and think.
I also teach myself how to play classical piano by ear. I've done this since I was five or so and while not always perfect, I prefer this style of learning versus reading sheet music, although it is lovely to read sheet music once you've figured it out by ear. It's pretty fantastic, actually.
What are the most important decisions you made in your career?
To surround myself with top level executives early on and observe their actions and impact on their business and its people because of it.
What will be the most valuable skill for your profession in the next 3 years?
Staying abreast on what the youth are thinking and doing. How the youth think is fundamental to how we grow as a company. Your company is only as good as its people. For all my tech functions I try to hire young people and learn from them.
What’s your worst mistake and how did you overcome it?
My worst work mistake is not being comfortable raising capital. While I’ve raised over a million in capital I haven’t done it through the typical venture capitalists, but instead through private investors that share in my vision and leadership style. And that’s simply because I struggle with how to best manage the VC process and players. In the past I took their attitude and comments and larger than life persona personally. I didn’t know how to play the game. I’ve attempted to keep doors open and engage with them so perhaps one day I’ll succeed.
What’s your biggest ambition now?
Growing our advertiser base across Australia and opening new markets in places like the Philippines and India. We have secured over 250 advertisers in Melbourne in the last three months and sold our digital and social media product offerings to 5,000 small businesses in Australia.
We are also moving into a joint venture phase where we are targeting traditional community newspapers to digitise their offering and extend their readership and advertiser base. We've got a strong independent advisory board helping us navigate this process.
And finally, we are excited about entering the multi billion dollar property management industry in the US with a new digital local guide offering that connects residents of apartment communities with their greater neighbourhood.
What is the most interesting book you have read and why did it impress you?
Definitely right now it would be The Little Prince. I appreciate and relate to the rose and to the relationship between the Little Prince and his rose. It serves as a reminder that you carry a little bit of you no matter where you go. When the Little Prince travels to different planets, he learns to recognise and accept different players, which I find very important. I always keep it in my travel bag.
When I get stressed I always read “Meditations” by Marcus Aurelius. It’s like a bible for me. It helped me build a mental discipline and quick decision making skills.

What talks such as TED or podcasts do you listen to?
“This American Life” is my all time favourite radio show.
What industry websites, blogs or influencers should we bookmark right now?
I love the comments of everything Mohan Belani (Co-founder and CEO e27), Roshni Mahtani (Founder Tickled Media, theAsianparent.com) and Darius Cheung (Founder 99.co). Maybe because we are part of the same forum. They have the pulse on life in Singapore and South East Asia. I think TechInAsia is an excellent source for news and happenings in the startup world.
What are you going to learn in the year ahead?
I’m learning Russian. I have Russian friends. I’m going to watch and read more media. I was taught by a beloved college professor to read at least five sources of media each day. I’m going to increase that. I’m going to watch market and industry news in publishing and network more with different players to build new business relationships.
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“My worst work mistake is not being comfortable raising capital. While I’ve raised over a million in capital, I haven’t done it through the typical venture capitalists”.

Fetch Plus is a social media technology company. It provides revenue-generating solutions for media companies, telcos and directory listing companies.
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