Two countries, one playbook.
A U.S. SaaS company with U.S. traction is told by its board to 'do LATAM'. The real work is choosing the first country, the entity, the partner model and the person who will run it.
The challenge
A broad mandate and a small team. Without sequencing, the company opens too many fronts and learns nothing from any of them.
What changes
How it plays out.
01
Sequencing
Mexico as wave one, Colombia as wave two, with explicit entry and kill criteria.
02
Structure
Entities, tax and labor set up once for both markets.
03
Partners
A channel and integration-partner shortlist that fits each market.
04
Leadership
A local leader hired and supported — not a heroic expat.
How it works
Diagnose. Decide. Deploy. Deliver.
Step 01
Country thesis
Rank markets by economics, not headlines.
Step 02
Operating model
Decide what is local, what is regional, what stays at HQ.
Step 03
Wave one launch
Stand up Mexico with a gated plan.
Step 04
Wave two replication
Use the documented playbook for Colombia.
Straight answers.
No. It is an illustrative scenario showing how Daniel structures a multi-country expansion.
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Daniel Santos Cori · Cross-border CEO · Operator · Author