René Lankenau, Whitepaper | Building the Digital Outlet Mexican CEOs Trust Most [Ep. 90]

The audio and video are in Spanish. These notes are a translation.

In recent years, a perfect setting has been created for the rise of a new generation of digital media that speak to a niche audience.

For example, Startupeable focuses on entrepreneurs and professionals in technology.

Today we spoke with Rene Lankenau, CEO and founder of Whitepaper, the digital outlet that in less than 3 years has earned the trust of Mexico’s business leaders, including 50% of the CEOs of the country’s largest companies.

We talked about the current state of the media industry, how to create the product and the brand of a trustworthy digital outlet, and the keys to the subscription business model.

If you are a fan of blogs, podcasts, and media like I am, I am sure you are going to like this interview.

Youtube Timestamps*

[1:30] - Newsletters and Digital Media

How did René arrive at the fascinating world of newsletters, and how was the idea for Whitepaper born?
What is happening with the media industry right now? How does René explain this apparent disconnect with its users, and the fact that there are so few new proposals?
Many outlets have become “click bait,” others have evolved toward subscriptions, and many others have disappeared. What has René learned from the experiences of other outlets, and how has that shaped the way he thinks about Whitepaper’s product and business?

[18:04] - Product and the Creation of a Media Outlet

At what point did Réne decide that the level of “interest” was enough to turn his hobby into a business, and what steps did he take from there?
One of the most common criticisms of business journalism is that they write about topics where they have no practical experience. What is René’s creation process, and how does he inject that “insider” tone that connects with his readers?
How does René scale the creation process without affecting quality, as they grow in team and in readers?
René has defined some “reader persona” who, as he says, are mostly older than he is, but at the same time, more young people subscribe to his newsletter. How does René think about that generational change in order to adapt his content?
Whitepaper is read by 50% of the CEOs of the largest companies in Mexico. How does this expectation affect the freedom René feels to experiment and take product risks?
Until before 2022, all of Whitepaper’s growth was organic, and they only recently started doing marketing. How does René think about the risk of diluting his brand as it is shown to a mass audience?
Guillermo of Talentika told us something interesting: that René knows how to jump from one industry to another and do it quite well. Where does this skill come from, and how has he practiced it?

[46:11] - Business Model and Vision

What was the logic of doing a subscription, and why does René believe it has not worked as well for others as it has for Whitepaper?
What variables does Rene use to evaluate the value for his readers and project whether his users are going to renew their subscription or not?
What is the vision René has for Whitepaper, and what is the opportunity you see to create the digital business media of Mexico?

[1:02:35] - Rapid-Fire Round

Book recommended by René
Changes René would like to see in Latin America’s startup ecosystem
Entrepreneur René recommends interviewing

Episode Mentions

You can find René on LinkedIn

Entrepreneurs to interview: Jesus Martinez of Enviaflores

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Follow Enzo Cavalie on X: @enzocavalie.