# PERSONAL BRAND CONTEXT — LATAM REGION

> **Region:** Brazil + Mexico + Argentina + Colombia + Chile (and rest of LATAM)
> **Currency:** USD or local — BRL (Brazil), MXN (Mexico), ARS (Argentina), COP (Colombia), CLP (Chile), PEN (Peru)
> **Key regulations:** LGPD (Brazil), LFPDPPP (Mexico), Ley 25.326 (Argentina), Ley 1581 (Colombia). Influencer rules: CONAR (BR), PROFECO (MX), CABA (AR).
> **Tax structures:** Highly country-specific — MEI/EI/SA/Ltda (BR), Persona Fisica con Actividad Empresarial / Persona Moral (MX), Monotributo / Responsable Inscripto (AR), Persona Natural / SAS (CO)
>
> This variant covers ALL THREE roles inside: **Founder** / **Coach** / **Creator**. Each section gives role-specific guidance.

---

## HOW TO USE

- Answer one section at a time.
- LATAM cultural cue: warmth, family/community-driven communication. Personal connection precedes business. Spanish + Portuguese are the dominant languages; English used in cross-border B2B startup circles.
- Payment context: parcelado (installments) is normal in BR/MX/AR — coaches/creators selling courses often offer 3-12x parcelado.
- WhatsApp is THE communication channel — for sales, cohort delivery, customer service, broadcasts.
- Total time: **20-40 minutes**.

---

## ROLE DECLARATION (FILL FIRST)

| Field | Your answer |
|-------|-------------|
| **Primary role:** | [ ] Founder/CEO  [ ] Coach/Consultant  [ ] Creator/KOL |
| **Secondary role (if any):** | _____________ |
| **Notes:** | (e.g. "Sao Paulo-based founder targeting BR + MX; main role = founder") |

---

## SECTION 1 — PROFILE

| Field | Info |
|-------|------|
| **Full name:** | |
| **Current role:** | |
| **Company / Brand name:** | |
| **Industry:** | |
| **Years experience:** | |
| **Country + city:** | (e.g. Sao Paulo, BR / Mexico City, MX / Buenos Aires, AR / Bogota, CO / Santiago, CL) |
| **Primary content language(s):** | [ ] Portuguese (BR) [ ] Spanish (MX/AR/CO/CL) [ ] English [ ] Other: ___ |
| **Primary website:** | |
| **LinkedIn:** | (LATAM: ESSENTIAL for founder + coach; English + Portuguese/Spanish) |
| **X / Twitter:** | (Active in BR/AR tech and startup circles) |
| **Instagram:** | (DOMINANT in LATAM for creator + coach; high commercial use) |
| **TikTok:** | (Fast-growing across LATAM, especially BR/MX/CO) |
| **YouTube:** | (Strong for long-form authority) |
| **WhatsApp Business:** | (CRITICAL — primary communication + sales channel for coach + creator + founder) |
| **WhatsApp Channels:** | (Broadcasting; growing fast in 2025-2026) |
| **Telegram:** | (Some use in BR for community groups) |

---

## SECTION 2 — NICHE & AUTHORITY

> LATAM expertise norm: regional credibility (e.g. "I work across BR/MX/AR") + local language fluency = strong authority signal.

- **Primary authority field:**
  > Founder ex (BR): "Fintech for Brazilian SMEs underserved by big banks" / "Cross-border SaaS for LATAM marketplaces"
  > Coach ex (MX): "Sales coaching for LATAM SaaS reps in Spanish" / Coach ex (BR): "Career coaching for Brazilian tech professionals targeting US remote roles"
  > Creator ex (CO): "Colombian personal finance for young professionals" / Creator ex (BR): "Brazilian SME accounting tips on TikTok"

- **Sub-niche:**
  > "LGPD compliance for BR SaaS founders" / "Frugal living for MX middle class"

- **What you do NOT want to be known for:**
  > "Not a pyramid scheme guru" / "Not a fake-rich Instagram influencer with rented Lambos"

---

## SECTION 3 — NORTH STAR (12 MONTHS)

> LATAM North Stars often emphasize regional impact + community recognition.

- **North Star sentence:**
  > Founder ex: "In 12 months, BR fintech founders see me as the go-to for SME-focused product strategy."
  > Coach ex (MX): "In 12 months, Mexican SaaS reps recognize my Marco de Cierre as the standard playbook."
  > Creator ex (CO): "In 12 months, my channel is the trusted weekly read for Colombian young professionals on personal finance."

- **Specifics:**
  - Remembered for: ___________
  - Within which community: ___________
  - Through which primary channel: ___________

---

## SECTION 4 — PERSONAL AUDIENCE

> LATAM note: distinguish between English-speaking regional B2B audience and local-language consumer audience. WhatsApp is where almost ALL audiences engage 1-to-1.

### Primary audience

| Field | Founder | Coach | Creator |
|-------|---------|-------|---------|
| **Who they are:** | LATAM B2B decision-makers, fellow founders, regional VCs | LATAM professionals, mid-career, often expat-local mix | Country-specific consumer (Gen Z / Millennial) |
| **Title / Role:** | VP / Director / Head of / C-suite | Manager / Director / IC | Consumer persona by country + age + interest |
| **Country focus:** | (e.g. "BR + MX + AR cross-border" / "BR domestic only") | (e.g. "Spanish across MX/CO/AR" / "Portuguese BR only") | (e.g. "BR Gen Z" / "MX Millennial mom" / "Pan-LATAM") |
| **WhatsApp engagement assumption:** | High (DM-driven sales) | Very High (cohort delivery) | High (community + 1-1 fan engagement) |
| **Primary pain:** | | | |
| **Where they follow you:** | [ ] LinkedIn [ ] X [ ] Newsletter [ ] WhatsApp Channel | [ ] LinkedIn [ ] WhatsApp [ ] Instagram [ ] YouTube | [ ] Instagram [ ] TikTok [ ] YouTube [ ] WhatsApp groups |

### Secondary audience
- **Brief description:** ___________
- **Why secondary:** ___________

---

## SECTION 5 — STORY ARC

> LATAM cultural cue: family origin, community context, struggle/overcoming arc lands strongly. Specificity in local context (e.g. "started in a coworking in Vila Madalena") signals authenticity.

### Origin
> Founder ex (BR): "Grew up in Sao Paulo periphery, first in family to university; quit big consulting in 2018 to bootstrap a fintech for SMEs."
> Coach ex (MX): "Worked 8 years at corporate sales in Mexico City, hit burnout in 2021, became a coach to help others avoid the same path."
> Creator ex (CO): "Lower-middle-class family in Medellin; watched parents struggle with debt; started filming personal finance tips in 2022 to teach what I wish they had known."

```
[2-4 sentences]
```

### Turning point
> Founder ex: "First product flopped — burned BRL 800K in 14 months. Pivoted to a niche fintech for Brazilian SME accountants, found PMF in 8 months."
> Coach ex: "Got pushed out in 2022 — built coaching practice in 90 days by DMing 200 SaaS managers on LinkedIn; landed 11 clients."
> Creator ex: "Posted 60 videos to 2K followers. Then a video on 'paying off COP 30M debt' hit 6M views and changed everything."

```
[2-4 sentences]
```

### Current state
> Founder ex: "BRL 8M ARR, team across SP + Mexico City, raising Series A from regional + US co-led VC."
> Coach ex: "Running 4 cohorts/year in Spanish + English, 1-on-1 retainer with 6 senior managers, MRR R$ 80K."
> Creator ex: "320K subscribers IG + TT, first paid course launched, brand deal floor at COP 8M/video."

```
[2-4 sentences]
```

### Signature one-liner
```
[1-2 sentences]
```

---

## SECTION 6 — CONTENT PILLARS (4 PILLARS)

### If FOUNDER

| Pillar | Name | LATAM example |
|--------|------|-----------|
| 1 | **Regional industry insight** | "Why BR fintech regulation will reshape SME lending in 2026" |
| 2 | **Behind-the-scene** | "How we structured a SP-CDMX hiring strategy" |
| 3 | **Leadership lesson** | "Cross-cultural management: BR vs MX vs AR styles" |
| 4 | **Founder philosophy** | "Why we will not chase the unicorn growth playbook" |

### If COACH

| Pillar | Name | LATAM example |
|--------|------|-----------|
| 1 | **Framework / Method** | "The Marco de Cierre adapted for LATAM SaaS sales cycles" |
| 2 | **Student case** | "How a Bogota AE went from missing quota to top performer in 90 days" |
| 3 | **Behind-the-scene** | "Inside my WhatsApp group cohort: what we discuss weekly" |
| 4 | **Trend** | "Q1 SaaS sales benchmarks across LATAM markets" |

### If CREATOR

| Pillar | Name | LATAM example |
|--------|------|-----------|
| 1 | **Educate / Entertain** | "I budgeted COP 2M for a week — here is what I cut" |
| 2 | **Behind-the-scene** | "My exact home setup, broken down by cost" |
| 3 | **Collab / Reaction** | "I tried [popular LATAM creator]'s budget for a month" |
| 4 | **Local trend** | "BR tax change everyone is missing for autonomos" |

**Customize for you:**
- Pillar 1: ___________
- Pillar 2: ___________
- Pillar 3: ___________
- Pillar 4: ___________

---

## SECTION 7 — BRAND VOICE

> LATAM voice: warm, personal, relationship-first. Self-deprecation works. Storytelling + family references resonate strongly. Avoid corporate-cold tone.

### Tone basics

| Field | Info |
|-------|------|
| **3 adjectives:** | Founder: "Grounded, regional-aware, candid" / Coach: "Tactical, encouraging, warm" / Creator: "Relatable, witty, transparent" |
| **Formality level:** | [ ] Very formal (BR enterprise) [ ] Professional warm [ ] Friendly expert [ ] Casual peer |
| **Default POV:** | [ ] First-person [ ] Observer [ ] Mixed |
| **Honorific notes:** | (e.g. BR: "voce" default, "senhor/senhora" formal — usually default to "voce" for accessibility) |

### Voice examples

- **Line you WOULD say:**
  > Founder: "LATAM fintech founders cannot copy-paste US playbooks — local credit + tax + culture rewrite the rules."
  > Coach: "Si tu llamada de descubrimiento dura 25 minutos, estas dejando dinero sobre la mesa."
  > Creator: "Perdi BRL 30 mil con este error. Aqui esta lo que aprendi para que no lo repitas."

- **Line you WOULD NEVER say:**
  > "DM me 'YES' to unlock the secret"
  > "Get rich in 30 days with this trick"
  > "Hit subscribe now or you will miss out forever!"

### Signature words / phrases
- ___________
- ___________
- ___________

---

## SECTION 8 — VISUAL IDENTITY

| Field | Info |
|-------|------|
| **Outfit:** | Founder: [ ] Suit (BR enterprise / MX corporate) [ ] Polo + jeans (startup) [ ] Smart casual |
|  | Coach: [ ] Smart casual [ ] Brand-tee [ ] Studio look |
|  | Creator: [ ] Lifestyle outfit [ ] Theme outfit [ ] Brand-tee |
| **Setting:** | [ ] Office [ ] Studio [ ] Home setup [ ] City backdrop (Sao Paulo skyline / Roma Norte CDMX / Recoleta) [ ] Local cultural backdrop |
| **Color palette:** | (e.g. Warm earth tones, Vibrant tropical, Elegant neutral) |
| **Photo style:** | [ ] Studio professional [ ] Lifestyle natural [ ] Local cultural [ ] Mix |
| **Video style:** | [ ] Talking head [ ] Walk-and-talk (popular in BR/MX) [ ] Vlog [ ] Short-form |

---

## SECTION 9 — ANTI-PERSONAS

> LATAM note: be explicit about avoiding the "fake-rich influencer" and "MLM guru" perceptions that hurt regional creator credibility.

| Anti-persona | Why |
|-------------|-----|
| (Founder ex) Audience seeking "join my MLM" | Brand reputation is corporate-grade |
| (Coach ex) Audience seeking quick-fix forex/crypto | Brand is grounded skill-building |
| (Creator ex) Audience seeking financial advice | (Avoid CVM/regulatory risk — be clear "education not advice") |
| | |

---

## SECTION 10 — AUTHORITY ASSETS

- **Books published:** _____ (BR: Saraiva/Sextante recognized; MX: Planeta; AR: Penguin Random House Sudamericana; CO: Planeta)
- **Podcasts (host or guest):** _____
- **Notable keynotes:** _____ (e.g. RD Summit BR, Web Summit Rio, Talent Land MX, Endeavor LATAM, Fintech LATAM)
- **Press / Media:** _____ (e.g. Folha SP, Valor, Exame, Estadao, El Pais MX, Expansion, Forbes LATAM, La Nacion, Semana)
- **Awards / Certifications:**
  - Founder: 30 Under 30 Forbes LATAM, Endeavor Entrepreneur, regional VC awards
  - Coach: ICF (recognized in LATAM), regional coaching awards
  - Creator: YouTube Silver/Gold, TikTok Creator Awards LATAM, Influence Awards Brasil/Mexico
- **Board / Advisory:** _____
- **Impressive numbers:** _____
- **Notable case studies:** _____
- **Community endorsement:** _____ (LATAM cue: "endorsed by [respected community / family figure]" carries real weight)

---

## SECTION 11 — MONETIZATION GOALS

> LATAM monetization: parcelado (installments) is the norm for higher-priced courses + products. Currency volatility in AR means USD-pegged pricing for premium tiers.

### If FOUNDER

| Channel | Currently? | 12-month target |
|---------|-----------|----------------|
| **B2B inbound leads** | [ ] Yes [ ] No | _____ leads/month |
| **Speaking / MC** | [ ] Yes [ ] No | _____ events/year @ USD/BRL/MXN _____ /event |
| **Advisory / Board** | [ ] Yes [ ] No | _____ positions @ _____ /year |
| **Investment deal flow** | [ ] Yes [ ] No | _____ deals/year |
| **Book / thought leadership** | [ ] Yes [ ] No | Goal: _____ |

### If COACH

| Channel | Currently? | Current price (full / parcelado) | 12-month target |
|---------|-----------|--------------------------------|----------------|
| **Self-paced course** | [ ] Yes [ ] No | _____ full / _____ in 12x | _____ students/month |
| **Cohort course** (often delivered via WhatsApp) | [ ] Yes [ ] No | _____ / _____ in 6x | _____ cohorts/year |
| **1-on-1 coaching** | [ ] Yes [ ] No | _____ /session | _____ clients/month |
| **Group program** (WhatsApp delivery COMMON) | [ ] Yes [ ] No | _____ / _____ in 4x | _____ groups/year |
| **Speaking / Workshop** | [ ] Yes [ ] No | _____ /event | _____ events/year |
| **Consulting retainer** | [ ] Yes [ ] No | _____ /month | _____ clients |
| **Digital product** | [ ] Yes [ ] No | _____ | _____ /month |

- **MRR goal:** _____
- **Currency strategy:** [ ] Local only [ ] USD only [ ] Local consumer + USD B2B (for AR with high inflation, USD-pegged is common)
- **Payment methods:** [ ] Stripe [ ] Pix (BR) [ ] Boleto (BR) [ ] OXXO (MX) [ ] Mercado Pago (regional) [ ] PayPal [ ] Hotmart/Eduzz/Kiwify (BR) [ ] Bank transfer
- **Parcelado offer:** [ ] 3x [ ] 6x [ ] 12x [ ] N/A

### If CREATOR

| Channel | Currently? | Current rate | 12-month target |
|---------|-----------|-------------|----------------|
| **Brand deals / Sponsored** | [ ] Yes [ ] No | _____ /video | _____ deals/month |
| **Affiliate** (Hotmart/Eduzz/Kiwify in BR; Mercado Libre regional) | [ ] Yes [ ] No | _____ /month | _____ /month |
| **Own digital product** | [ ] Yes [ ] No | _____ | _____ /month |
| **Merch** | [ ] Yes [ ] No | _____ | _____ /month |
| **Subscription** (Patreon, Orelo BR, Apoia.se BR) | [ ] Yes [ ] No | _____ subs | _____ subs |
| **Ad revenue** (YouTube AdSense, TikTok Creator Fund LATAM) | [ ] Yes [ ] No | _____ /month | _____ /month |
| **Live commerce** (TikTok Shop expanding in BR/MX) | [ ] Yes [ ] No | _____ /month | _____ /month |

- **Total monthly revenue target:** _____
- **Disclosure approach:** [ ] "Publi" / "Publicidad" / "Patrocinado" (per CONAR/PROFECO)
- **WhatsApp Business in monetization:** Yes/No (broadcast lists, channels, DM-to-sale)

---

## SECTION 12 — KPIs

### If FOUNDER

| KPI | Current | 6-month | 12-month |
|-----|---------|---------|---------|
| **Inbound DMs / week** (LinkedIn + WhatsApp) | | | |
| **Deal pipeline value** | | | |
| **Speaking invitations / quarter** | | | |
| **Profile views by decision-makers / week** | | | |
| **Press mentions / month** | | | |
| **LinkedIn followers** | | | |
| **Avg engagement rate** | % | % | % |

### If COACH

| KPI | Current | 6-month | 12-month |
|-----|---------|---------|---------|
| **Course conversion rate** | % | % | % |
| **Student retention** | % | % | % |
| **NPS** | | | |
| **MRR** | | | |
| **WhatsApp list / group size** | | | |
| **Email list size (LGPD-consented)** | | | |
| **Primary platform followers** | | | |
| **Avg engagement rate** | % | % | % |
| **Referral rate** (high in LATAM) | % | % | % |

### If CREATOR

| KPI | Current | 6-month | 12-month |
|-----|---------|---------|---------|
| **Follower growth / month** | | | |
| **Avg views / video** | | | |
| **Engagement rate** | % | % | % |
| **Brand deal floor price** | | | |
| **Affiliate revenue / month** | | | |
| **Own product MRR** | | | |
| **Live commerce GMV / month** (if applicable) | | | |
| **WhatsApp / community size** | | | |
| **Content output / week** | | | |

---

## LATAM REGULATORY NOTES (READ ONCE)

- **LGPD (Brazil)** — equivalent to GDPR. Lawful basis required for data collection. Active enforcement by ANPD.
- **LFPDPPP (Mexico)** — data protection rules for personal data; INAI enforces.
- **Ley 25.326 (Argentina)** + **Ley 1581 (Colombia)** — country-level data protection rules. Always include privacy notice on any form.
- **Influencer disclosure** — CONAR (BR), PROFECO + Codigo PABI (MX), CABA Decreto 130/2017 (AR). Always mark "Publi" / "Publicidad" / "Patrocinado" / "Anuncio". Hidden ads = fines + reputation hit.
- **Tax structure** — BR: MEI (microempreendedor) for <BRL 81K/year, EI / Ltda / SA for larger. MX: Persona Fisica con Actividad Empresarial vs Persona Moral. AR: Monotributo vs Responsable Inscripto. CO: Persona Natural vs SAS.
- **Currency volatility** — AR especially: many courses priced in USD-equivalent; payment in pesos at official rate. Inflation impacts all pricing decisions.
- **Parcelado** — 3-12x installment payments are normal for course/coaching purchases. Offering parcelado dramatically increases conversion in BR/MX/AR.
- **Cultural note** — warmth and relationship-first wins. Family / community endorsement carries weight. WhatsApp is THE channel — do not underestimate. Cold-corporate tone backfires fast.

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*Variant 04-latam | Skill 22-global | Over Powers Agency | v1.0.0*
