Sorry it’s been a while since I last published a blog post on here. The fact is that I’ve been on a crazy journey the last couple of years and it doesn’t seem to be slowing down; which I love and hate…lol

Without going into “too many details”, in summary:

Since 2010, I’ve traveled-to/lived-in at least 12 countries, launched a company through a world-class incubator in Tomas Korte’s, helped build and sell a company to a pre-IPO Twitter for hundreds of millions of dollars, partnered with Bitmatica (they are the best product builders on earth) to bring a SaaS sales tech dream of mine to life in Dashtab, partied like a celebrity [thanks to Jim Payne, Bryan Atwood, and Nafis Jamal founders of MoPub!], recorded music in Argentina, lived in a cave in Granada Spain, played guitar with random people on the streets all over the world, fell in love, grew closer to my family, fallen in love with all of my closest friend’s kids, finally think that I understand myself and life a little better.

In addition to many many more incredible experiences, once of the most exciting aspects of my life today is the birth and steady growth of I suppose I should give you my one liner so: Freedeo is the best way for a small business to get a professionally -produced customer testimonial video made within budget and on-demand.

How it started? – And Why Video?

My now Firstcut co-founder Tomas De Matteis and I first met at Google’s Campus Madrid in 2015. I was running a workshop on sales and entrepreneurship, and he behind the camera. In 2016, Tomas and his wife moved to the U.S and we decided to formalize a business we had been working on called Sotoventures Media.

Sotoventures was a big experiment trying to figure out how we could monetize our passion for innovation, education, and of course, video production.

I have spent the last 9 years in social media marketing, SaaS, AdTech, and sales education. My partner Tomas De Matteis is the “real deal” audio, visual mastermind from Buenos Aires, Argentina. He comes from a long line of industry directors, actors, and film makers. Tomas literally “grew up behind the camera”. He started making films as a child prodigy and was helping configure sets as a young teen. If you’re ever in Madrid, Spain, try to visit the De Matteis family’s Plot Point Theatre.

In Q1 of 2016 Tomas and I launched a documentary series called #StartupsUnedited, which required that we conducted more than 30 interviews with VCs and entrepreneurs in the Silicon Valley area. After a week of running around Silicon Valley with 4 cameras, LED lights, lav mics — we accomplished our goal.

However, the real learning by Tomas and I was how we could operate a scalable, fast-cased camera crew that synced with a post-production that churned out high quality HD video content. We quickly launched a new brand called Firstcut, which stands for our ability to on one side “free the video maker from having to deal with the pain of finding new projects, getting paid, and dealing with post-production heartaches”. And on the other it stands for being able to also “free the sales, marketing, and/or customer success leaders to get testimonials made within budget, on-time, and on-demand”.

Next thing we knew we started to work with venture capital firms like Bee Partners (see videos here) and SaaS companies like Guru (see videos here), Pattern (see videos here) and many more.

After a few months in operation it became very clear that my colleagues in the SaaS tech industry, not only greatly benefitted from but needed customer testimonial videos made on-time, within budget, and without headaches.

So, now I make customer testimonial videos for SaaS sales, marketing, and customer success teams

We want all SaaS sales, marketing, and customer success teams to hire us to film and post-produce (editing) testimonial videos like this or see below.

Using video in all your external prospect and customer communications is no longer a “nice-to-have”; it’s a requirement is on all marketers OKRs/goals this year and moving forward.

What about my travels and global adventures?

I am a traveler and will never stop adventuring. However Tomas and I are obsessed with democratizing professionally-produced video production so that one day every small business in the world will have easy and affordable access.

Building Firstcut has been my #1 focus since Q4 2016 and it will be this way moving forward for as long as it takes to fix this industry for good. We are in the stone ages and enough is enough. Taxis were forced to innovate due to Uber and Lyft. The hospitality industry is having to step up due to AirBnB. Today we are challenging the corporate video production industry to step up and streamline.

The b2b video movement is in great company. We are joined by folks like GoAnimate, Wistia, Animato,, TwentyThree,, VidYard, and so many more amazing tech ventures.

We are now based in the Berkeley, CA with teams in Buenos Aires, Argentina and Coral Gables, FL. Our production teams are based in Berkeley, CA and Buenos Aires, Argentina. Our sales and operations teams are based in Coral Gables, FL.

I’ll keep you update with how Firstcut is growing, my life is evolving, and of course you gotta check out my new band Scrop Mcgroo.

sarah fricke


I write you from my couch on a snowy day in Washington, DC as a #millennialwomaninsales.

I, Sarah Fricke, happen to be one of the many many women studied by firms like @CEB, @BCG, and @Deloitte on what makes us tick.

Not only do I happen to be a female but I am also part of the ever so studied millennial generation – only the best combination 🙂

Now onto why you should keep reading. There are so many great resources and blogs on #women #womeninsales #millennialsinsales #millennials.

Continue reading “Millennial and a Woman?”

What a powerful concept. Forgiveness. It’s actually one of the key components of happiness; In my opinion of course.

It’s not actually about the forgiveness of others but more about our ability to forgive ourselves — this is actually one of this hardest things I believe that we face as modern humans.

Learn to simply give yourself a break. Be kind to yourself. Forgive yourself and you’ll see how working through challenging moments is a bit less heavy on you.

This is a poem that my father has recited to me many times over the course of my life. Whenever I find myself asking questions like “what now?” or “what’s the right path?” I think of this poem:

Stand still. The trees ahead and bushes beside you
Are not lost. Wherever you are is called Here,
And you must treat it as a powerful stranger,
Must ask permission to know it and be known.
The forest breathes. Listen. It answers,
I have made this place around you.
If you leave it, you may come back again, saying Here.
No two trees are the same to Raven.
No two branches are the same to Wren.
If what a tree of a bush does is lost on you,
You are surely lost. Stand still. The forest know
Where you are. You must let it find you.

David Wagoner

In the past I wanted to start a company just to start a company. To give myself meaning.

To make myself proud of I.
I didn’t care if it was a great idea, really; and just rushed into it head first.
I just wanted to BUILD SOMETHING.
I just wanted to PROOVE SOMETHING.
To Who? — To Myself and The World.
Then it became about proving those who saw me fail, wrong.
I Just wanted them to see that I was indeed great.
I needed validation.
This was the rookie.
The rookie entrepreneur.
My next venture will be done smart.
I will be selective.
I will not loose my mind over it.
And I will not allow it to define who I am, but merely be a component of the balance that I strive to achieve.

My last blog post was all about my perspective on how life,
love, and entrepreneurship mirrored each other in so many ways. Its crazy how
much I believe I have grown as a human being over the past two years; a two
year period of tremendous experiences across all facets of life.
My awareness has caused me to think about life as this
journey that really has no definite answers or destinations. What we can all
agree upon is this wanting to be happy and fulfilled. A few years ago I did
some consulting work for a very wealthy NYC hedge fund CEO; who I admired for
quite sometime. I went into that gig thinking that a lot of money, a big office
on 58th St and Lexington, and all the power you could want would
equal happiness and fulfillment. What I ended up observing saddened and
confused the hell out of me. How could this be? – I thought all those guys with
private drivers and $20million dollar apartments were super happy. What I found
was an empty man who heart had been buried by ego, money, and a loss of
perspective. It hit me hard because at the time I had been using the pursuit of
financial success as my guiding light in life. What was I supposed to do? — Abandon all pursuit of financial, career success and go work at a minimum wage job? What I also observed on that extreme was a world plagued with the same heartaches, emptiness, and issues.

So what now? — could it be that happiness had nothing to do with how successful you are? My observations of both extremes indicated that perhaps the topics where different, however the discontent existed on both sides.

I had always encountered joy from the
thoughts associated with the pursuit of success. However this new realization had thrown
me into a small existential crisis. It actually forced me to start thinking about
and really trying to remember the other things that used to make me happy and

It wasn’t until about 3-4 years later, after leaving NYC for
San Francisco, did I start thinking about the idea around perhaps happiness
actually being at peace with not knowing all the answers. That happiness was
actually about peace.

Food for thought: Success is in the eyes of the beholder

I’m 31 years old. Since I was a kid my mother tells me that I always had a curiosity and passion to build, invent, love, make music, and make friends. She reminded me of the time I tried to build a small boat from scratch. How I designed it on paper (I still remember it looked more like an airboat — which was probably appropriate being that I was from Florida), built the frame with plywood, and then sealed it with fiberglass coating. Too bad it sunk quickly once we placed it in the canal near my childhood home! About 2 years ago, I had the pleasure of spending a substantial amount of time with my mother — yep at 30 years old I was bunking up with my mom and during those several months she shared so many stories that started to bring the puzzle pieces together.

Continue reading “Life, Love, and Entrepreneurship”