Hand-drawn park scene — trees around a lake with a fountain, a pergola with benches, and a palm — in forest-green ink on warm paper

Little Valley

Quietly Building Everything

I’m Rick Barcellos. I build the systems behind growing businesses, from HubSpot implementations to the apps I’m shipping under Little Valley.

Explore the work

Who I am · Valinhos, SP

I grew up inside other people’s businesses

Loose forest-green line-art of Valinhos seen from above — royal palms around a sports court, the city stretching to the horizon

I grew up in Valinhos, a quiet city in the interior of São Paulo, around a family that was always building something. Logistics software, a fleet company, real estate. I learned how a business actually works long before I learned any tool, usually at the dinner table, usually by watching things go right and wrong up close. Dual Brazilian and American, I’ve never quite belonged to one place, and I think that’s where the habit of translating between worlds came from.

Expertise · Orlando, FL

The work is mostly translation

Line-art of a lakeside boardwalk in Orlando — tall pines along a railing, the water behind rendered in loose green washes

Orlando was my American chapter, the years I went from running businesses to going deep on the systems that run them. My work is mostly translation: taking a messy business problem and turning it into something the people there will actually use. HubSpot is where that lives now, CRM architecture, automation, the plumbing that decides whether a tool gets adopted or ignored. I learned to start from the business, not the software, by sitting on the client side first, as a HubSpot customer at my own company before I ever implemented it for anyone else.

How I work · São Paulo, SP

Understand the whole picture, then build

Rooftop line-art panorama of São Paulo — treetops in sage washes in the foreground, the skyline sketched across the horizon

I’m back in São Paulo now, where most of the building happens. I work best when I can see the whole picture before touching anything, so I ask a lot of questions early and move deliberately once the shape is clear. I care more about whether a system gets used than whether it demos well. A lot of that work runs through AI lately, which I’m still learning in the open, sorting out where it genuinely helps and where it just adds noise.

Services

HubSpot, built around how your business actually runs

My day-to-day is HubSpot consulting: onboardings, implementations, migrations, and ongoing retainer work for B2B teams. I do this as part of Growth, an elite HubSpot Solutions Partner, where I’m a HubSpot Specialist and Accredited Certified Trainer. If you need HubSpot set up around the way your company really works, that’s the work.

See my work at Growth

What I build

Hand-drawn sketch of a fountain pen beside handwritten strokes resolving into a tidy checked task list

ash.

In development

A handwriting-first task and note app for iPad, iPhone, and Mac. You write by hand the way you always have, and it quietly turns the ink into organized tasks and notes that sync everywhere.

Hand-drawn sketch of an attentive cat sitting upright beside a small training clicker and a treat

Clickr

Launching soon

A home base for cat parents that starts with clicker training. Guided sessions, a built-in clicker, and a training path that grows with your cat.

Hand-drawn sketch of a household desk with a stack of bank statements, a small model house, and an open ledger

Wily

Alpha

A calmer way to run your money across borders. Drop in your US and Brazilian statements, let it sort the spending, and just ask Wily where the money went.

Contact

The door is wide open

If any of this resonates, I’d love to hear from you. Whether you need HubSpot set up properly, want to talk shop on building with AI, or just feel like saying hi, reach out.

Reach out
rbenitezbarcellos@gmail.com