Eduardo Feldman, The Entrepreneur Behind the Lens

We would love to hear and learn about your background, where do you come from? What do you do?

I lived my entire life in Mexico City until 2 years ago, when I moved to Israel with my wife. I studied industrial psychology but my true passion has always been photography and travel.

How was that first experience as an entrepreneur?

I loved it! I was doing what I love — which is traveling, taking pictures, and sharing my passion with the clients. The clients were amateur photographers who understood that when you travel and want to take your time and concentrate on the photos, it can be annoying to the people you are traveling with if they don’t share the same passion. Therefore, they really saw the value in traveling with other photographers and an organizer on a trip that was dedicated to only photos. I always took a scouting trip before, so that I knew exactly where to take them at what time for the best and most beautiful pictures. is your first company here in Israel. Could you tell us a bit more about it?

When I came to Israel, I wanted to change the model of the agency but keep the essence of traveling to take pictures. That’s how I created Phloc in 2019. The idea was to find and empower the best local photographers in each city and teach them how to do photography tours for amateur photographers. That way, Phloc can make sure that its guides will take the amateur photographers to the best locations where ‘picture perfect moments’ are guaranteed!

What was the activity of your company before Covid?

We launched Phloc in December 2019. In February, we started selling our first tours. We had booked night photography tours in Barcelona and street photography in Rome. We had a really nice product with very talented photographers. But then Covid happened and we had to stop all activity completely. For me and my team it was like a slap in the face.

That’s interesting! How did you adapt your concept to the current situation?

Phloc is an online feedback platform for photographers where we’re connecting professional and amateur photographers, but online! This meshes perfectly with the tours because upon completing a tour, you continue with the feedback and learning aspect from the photographer.

Where do you see your company in the next coming years?

I was devastated when I needed to shut down the tours. But I’m not going to stop. I’ve worked so hard. I thought and analyzed a lot throughout the past 4 months before deciding on pivoting to the idea of online “photography feedback”. Now when I think about the future, I see that Phloc has completely adapted to the Covid crisis.

Could you tell us about one of the most special moments you managed to capture with your camera?

I visited about 30 countries and saw beautiful and incredible landscapes. But if I had to choose just one, I would definitely choose my capture of the sunrise in Patagonia. It was during the summer. At 4am, after a 45 minutes hike, I arrived at the top of a hill and had the chance to capture that moment. I felt very lucky and thankful to the world and my life.

Sunrise in Patagonia

What achievement are you most proud of?

That’s a tough question.

What do you love most about Israel? And what are the main differences with Mexico?

People may say that I’m crazy but I love that Israelis are always complaining, that they’re never satisfied with anything. Some people see this as a negative thing, but I like to see the positive side of it, as for me it means that we just want better. I think this is what will always continue the innovation and creating better solutions. Where I come from, people don’t demand that much, and therefore the country is in bad shape..

Eduardo Feldman



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