21d • General discussion
First hires in Latam
The most common reason I hear for delaying a Latin American hire is that setting up an entity looks like a six-month project with a legal bill attached.
That's fair if you start there. Most companies don't need to.
You can test a market with a small local team long before you commit to infrastructure.
Contractors and freelancers, paid properly in local currency and working local hours, is how plenty of good companies find out whether the opportunity is real.
What that buys you is a year of learning you can't get any other way, about what customers ask for and whether your product needs adjusting, all before you've signed a lease.
So the mistake isn't starting small. It's starting small and then treating those people like a temporary arrangement. Pay late, run everything in English, and you'll lose the exact people who were teaching you the market.
Commitment isn't measured in entities. It's measured in whether you make an effort and set up a system to make the person on the ground feel like part of the company or an outsourced line item.
P.S. Forty years in the language industry, more than 20 of them across Latin America. The brands that localize properly are the ones their customers actually remember.
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First hires in Latam
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