# PRODUCT MARKETING CONTEXT — LATAM VARIANT

> **Region:** Latin America (Brazil, Mexico, Argentina, Colombia, Chile, Peru)
> **Currency:** USD or local (BRL, MXN, ARS, COP, CLP, PEN)
> **Primary platforms:** WhatsApp Business (dominant across LATAM), Meta (Facebook + Instagram), Mercado Libre, Magalu (Brazil), TikTok, Google
> **Key regulations:** LGPD (Brazil), LFPDPPP (Mexico), Ley 25.326 (Argentina), Ley 1581 (Colombia), Ley 19.628 (Chile)
> **Persona research framework:** WhatsApp-first persona, social commerce, family/community-driven decisions

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## HOW TO USE

- Answer one section at a time — the AI will ask one section at a time, NEVER all at once
- Each section has guidance and LATAM-specific examples — use as a reference, do NOT copy verbatim
- Section unknown -> write "TBD" — return later to update
- Total time: **30-45 minutes** if you have the info ready

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## SECTION 1 — PRODUCT OVERVIEW

> Basic product info — so AI knows what you sell before doing anything.

| Field | Info |
|-------|------|
| **Product/service name:** | |
| **One-sentence description:** | |
| **2-3 sentence description:** | |
| **Industry / category:** | |
| **Business model:** | [ ] SaaS [ ] DTC e-commerce [ ] Marketplace [ ] Service [ ] Course [ ] Social commerce [ ] Other: ___ |
| **Pricing & how you charge:** | (e.g. `R$99/month`, `MX$199 one-time`, `AR$5000/order`, `Co$50000/month`, `S/.99/unit`) |
| **Installments (parcelado / cuotas) supported?** | [ ] Yes — how many installments? [ ] No |
| **Website / app:** | |
| **Stage:** | [ ] Pre-launch [ ] Launch [ ] Growth [ ] Mature |
| **Languages supported:** | (Portuguese for BR, Spanish for the rest; consider regional dialects — Mexican Spanish vs. Argentine vs. Colombian) |

> **LATAM pricing convention:**
> - Brazil: `R$99` or `R$99,00` (comma decimal)
> - Mexico: `MX$199` or `$199 MXN`
> - Argentina: `AR$5000` or `$5000` (high inflation — prices change frequently)
> - Colombia: `Co$50000` or `$50.000 COP`
> - Chile: `CLP$9990` or `$9.990`
> - Peru: `S/.99` or `S/. 99`
>
> **Critical:** Installments (`parcelado` in Portuguese, `en cuotas` in Spanish) are EXPECTED across LATAM. State number of installments visibly: "12x R$10 sem juros" (12 interest-free installments).

---

## SECTION 2 — TARGET CUSTOMERS

> Who buys it. LATAM is mobile-first, WhatsApp-driven, and family/community-influenced.

| Field | Info |
|-------|------|
| **Segment:** | [ ] B2C [ ] B2B [ ] B2B2C |
| **Company size (B2B):** | [ ] Solopreneur [ ] SMB (<50) [ ] Mid-market (50-500) [ ] Large (>500) |
| **Customer's industry (B2B):** | |
| **Decision maker:** | (e.g. Founder, Director, Gerente, "Dueno" — owner-led decisions are common in LATAM SMB) |
| **Job-to-be-Done (JTBD):** | What job does the customer "hire" your product to do? |
| **Specific use case:** | |
| **Country focus:** | [ ] Brazil [ ] Mexico [ ] Argentina [ ] Colombia [ ] Chile [ ] Peru [ ] Multi-LATAM |
| **Multi-language need:** | (Portuguese for BR; Spanish for the rest — but LOCALIZE per country) |

> **LATAM B2B note:** Owner-led decisions in SMB; mid-market typically requires multiple touchpoints over 2-4 months. Personal relationships matter more than in US/EU.
> **LATAM B2C note:** WhatsApp is THE primary channel — over 90% adoption in BR, MX, AR. Customers expect WhatsApp Business chat for support, sales, even checkout. Social commerce (IG Live, Facebook Marketplace) is huge.

---

## SECTION 3 — CUSTOMER PERSONA

> Use a WhatsApp-first persona framework. Anchor on family/community context, payment behavior (parcelado / cuotas), and social media usage.

### Primary persona: [Short name, e.g. "Sao Paulo Sofia"]

| Field | Info |
|-------|------|
| **Demographics:** | Age, gender, country/city, household income (in USD or local) |
| **Job title / role:** | |
| **Online behavior:** | Mobile vs. desktop split, daily hours on WhatsApp / IG / FB / TikTok |
| **Family / household context:** | (Decision often involves spouse, parents, or children) |
| **Personal goals:** | |
| **Biggest pain:** | |
| **Inner monologue:** | (what they think but rarely say out loud) |
| **JTBD statement:** | "When ___, I want to ___, so I can ___." |
| **Payment method preference:** | (e.g. PIX in BR, OXXO in MX, Mercado Pago, Nubank, credit card with installments, boleto in BR) |
| **Device:** | Smartphone tier; data plan limits; Wi-Fi access |

### Secondary persona: [If applicable]

[Same structure as primary]

> **LATAM-specific persona cues:**
> - **Brazil:** Portuguese (NOT Spanish), warm/relational, PIX-driven (instant payment), Magalu + Mercado Livre dominant, Nubank cult-like loyalty
> - **Mexico:** Spanish (Mexican variant), OXXO cash payments still huge (40%+ in some segments), MercadoLibre + Amazon
> - **Argentina:** Spanish (Argentine variant — "vos" instead of "tu"), economic volatility, MercadoLibre + Naranja credit, dollar peg sensitivity
> - **Colombia:** Spanish (Colombian variant), growing middle class, Rappi super-app dominant
> - **Chile:** Spanish (Chilean variant), most stable economy, MercadoLibre + Falabella
> - **Peru:** Spanish, growing e-commerce, Rappi + MercadoLibre, banking-thin population

---

## SECTION 4 — PAIN POINTS & PROBLEMS

> The deeper the pain, the higher the willingness to pay — but LATAM buyers are price-sensitive AND payment-flexibility-sensitive.

- **Core problem before they find you:**
- **Why current solutions fail:**
- **Cost of the problem:** (time, money, opportunity — quantify in USD or local; LATAM buyers respond to "save R$500/month — that's groceries for a week")
- **Negative emotions:** (stress, family pressure, peer comparison, financial anxiety)
- **Consequences if unsolved (12 months out):**

> **LATAM framing tip:** Combine financial framing with family/community framing. Example: "Save MX$2000/month — that's a weekend with the family in Cancun every quarter." Inflation context matters in AR — frame in stable units (USD-equivalent or "weekly grocery basket").

---

## SECTION 5 — COMPETITORS

### Direct (same solution, same problem)
- [Competitor 1]: [strength] / [weakness for this persona]
- [Competitor 2]: ...
- [Competitor 3]: ...

### Indirect (different solution, same problem)
- [Competitor 1]: ...
- [Competitor 2]: ...

### Secondary (same solution, different segment)
- [Competitor 1]: ...

> **LATAM competitive landscape examples:**
> - E-commerce: Mercado Libre (regional), Magalu (BR), Americanas (BR), Falabella (CL/PE/CO)
> - Fintech: Nubank (BR — dominant), Ualá (AR), Konfio (MX), Rappi Pay
> - Super-apps: Rappi (CO/MX/BR), iFood (BR), 99 / DiDi (BR)
> - SaaS: TOTVS (BR), Kavak (MX), Loft (BR/MX), Hotmart (BR — info-products)
> - Telco-driven: Movistar, Claro, Vivo

---

## SECTION 6 — DIFFERENTIATION

- **3 main differentiators vs. competitors:**
  1.
  2.
  3.
- **Why customers choose you over competitors:**
- **What competitors DON'T have that you DO:**
- **One-sentence positioning ("For ___, who ___, our product is ___, that ___, unlike ___, we ___."):**

> **LATAM positioning style:** Warm, relational, family-centric. "We are with you" tone wins more than "best-in-class" tone. Localize: BR is NOT MX — Brazilian Portuguese has different rhythm and humor than Mexican Spanish. Avoid one-size-fits-LATAM templates.

---

## SECTION 7 — BARRIERS & ANTI-PERSONA

### Top 3 objections customers voice
1. "Posso parcelar? / Puedo pagar en cuotas?" (Can I pay in installments?) -> Handling: ...
2. "Aceitam PIX / OXXO?" (Do you accept local payment?) -> Handling: ...
3. "Vou perguntar pra minha familia primeiro" (I'll ask my family first) -> Handling: ...

### Anti-persona (NOT a customer)
- Who should NOT buy this product:
- Why:

> **LATAM-specific barriers:**
> - **Trust** -> Buyers prefer Mercado Libre with buyer-protection over standalone websites. Address with reviews, return policy, and WhatsApp support.
> - **Payment friction** -> If you don't support PIX (BR), OXXO (MX), or local installments, you lose a big share of buyers.
> - **LGPD / LFPDPPP** -> Brazil's LGPD enforced strictly; Mexico's LFPDPPP requires explicit consent; collect minimum data, get consent, document DPO.
> - **Inflation (AR especially)** -> Prices change weekly; pricing strategy must reflect this.
> - **Family/community influence** -> Decisions often delayed to "consult family"; build content that addresses the family unit, not just the buyer.

---

## SECTION 8 — JTBD 4 FORCES (Push / Pull / Anxiety / Habit)

- **Push** (what's pushing them away from current solution):
- **Pull** (what's attracting them to you):
- **Anxiety** (what they fear about switching to you):
- **Habit** (what keeps them on the old solution):

> **LATAM note:** Anxiety often centers on payment safety and "will my family approve". Habits are reinforced by Mercado Libre loyalty, Nubank stickiness (BR), Rappi convenience, and family/peer recommendations on WhatsApp.

---

## SECTION 9 — VOICE OF CUSTOMER (VERBATIM)

> Real customer quotes — DO NOT paraphrase. Capture native-language quotes.

- "..." (Portuguese — translate to EN with original preserved, e.g. "Eu adorei!" -> "I loved it!")
- "..." (Spanish — translate to EN with original preserved, e.g. "Me encanto!" -> "I loved it!")

**Sources:**
- Mercado Libre, Magalu, Americanas reviews
- Reclame Aqui (BR — the de-facto trust score site)
- WhatsApp Business chat logs (with consent)
- Instagram Live and TikTok comments
- Hotmart course reviews (info-products in BR)
- Procon (BR consumer protection) complaints
- Local Reddit equivalents (e.g. r/brasil, r/argentina, r/mexico)

> **LATAM tip:** Reclame Aqui (Brazil) is the most-trusted consumer-review site in LATAM. Pull complaints AND positive reviews — Brazilians read both before buying. WhatsApp chat logs are gold for VoC.

---

## SECTION 10 — BRAND VOICE

### 10a. Core brand voice
- **3 adjectives describing the brand:**
- **Tone:** (Warm / Friendly / Witty / Family-oriented / Aspirational / Local)
- **Tone you DO NOT use:** (e.g. "Never cold", "Never tone-deaf to family/community", "Never US-corporate-speak in PT/ES")
- **Example sentence in voice:** (in primary language — PT or ES)
- **Example sentence NOT in voice:**

### 10b. Voice analysis from sample content (if available)

If user provides 3-5 diverse content samples (posts, emails, video scripts), analyze:

**Voice signals:**
- Average sentence length (often shorter, punchier in mobile-first context)
- Paragraph rhythm (warm, conversational)
- Hook style (price points, family scenarios, transformation, FOMO?)
- Point of view (first / second — "voce" / "tu" / "vos" — observational?)
- Tone (warm, witty, urgent, community-led?)
- Signature phrases per language (PT — "bora", "demais"; ES-MX — "neta", "chido"; ES-AR — "che", "boludo")

**Absence signals:**
- Words / phrasing that NEVER appear
- Hook styles the brand NEVER uses
- Tones the brand NEVER touches

> **Rule:** Only analyze from REAL samples. If samples are <3, mark "needs more samples to confirm pattern". CRITICAL: do NOT mix Brazilian Portuguese with Spanish — they sound similar but Brazilians do NOT speak Spanish.

> **LATAM brand-voice references:**
> - Mercado Libre: practical, trusted, regional
> - Nubank (BR): friendly, witty, anti-bank, purple-everything
> - Magalu (BR): warm, family-oriented, customer-first
> - Rappi: convenience-driven, urban, slightly trendy
> - Hotmart (BR): aspirational, education-focused
> - Coca-Cola LATAM: emotional, family, festive (works in PT and ES)

---

## SECTION 11 — SOCIAL PROOF

- **Standout numbers:** (customers, revenue, results — in USD or local)
- **Reviews / testimonials (short):** (Mercado Libre stars, Reclame Aqui scores, Hotmart reviews)
- **Notable customer logos / press mentions:** (Exame BR, Forbes Brasil, El Financiero MX, Bloomberg LATAM, Distrito BR)
- **Awards / certifications:** (LGPD-compliant, ISO 27001, SOC 2, B Corp, Reclame Aqui RA1000 seal)
- **Standout case studies:**

> **LATAM-specific proof points:** Reclame Aqui RA1000 (BR — top trust seal), Endeavor LATAM affiliation, Distrito top startup ranking (BR), Forbes Brasil / Exame coverage, Y Combinator LATAM batch, NXTP Labs (AR), 500 Startups LATAM.

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## SECTION 12 — GOALS

- **90-day goal:** (e.g. "Reach R$100K MRR in BR" or "Hit MX$1M GMV in MX")
- **12-month goal:** (e.g. "Hit USD 1M ARR across BR + MX")
- **North Star Metric:** (single most important metric — e.g. "Monthly active customers", "GMV in USD", "Subscribers")
- **Secondary metrics:** (CAC, LTV, payback, NPS — by country; in BR check Reclame Aqui score)
- **Country expansion plan:** (Start in BR? Then MX? Then CO/AR? Or MX first?)

> **LATAM benchmarks (2025-2026):**
> | Metric | Poor | Average | Good | Excellent |
> |--------|------|---------|------|-----------|
> | Meta CPM BR (USD) | >$8 | $3-8 | $1.50-3 | <$1.50 |
> | Meta CPM MX (USD) | >$10 | $4-10 | $2-4 | <$2 |
> | TikTok CPM LATAM (USD) | >$8 | $3-8 | $1.50-3 | <$1.50 |
> | WhatsApp Business read rate | <50% | 50-70% | 70-85% | >85% |
> | Email open rate | <18% | 18-25% | 25-35% | >35% |
> | E-com ROAS | <2x | 2-3.5x | 3.5-6x | >6x |
> | Reclame Aqui score (BR) | <6.0 | 6.0-7.0 | 7.0-8.5 | >8.5 (RA1000) |

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## CHECKLIST BEFORE FINISHING

- [ ] All 12 sections completed (or at least 8 core: 1, 2, 4, 5, 6, 9, 10, 12)
- [ ] Currency in USD or local (BRL/MXN/ARS/COP/CLP/PEN) — format matches country convention
- [ ] Installments (`parcelado` / `en cuotas`) explicitly addressed
- [ ] Country focus(es) clearly named (BR / MX / AR / CO / CL / PE)
- [ ] Primary platforms identified (WhatsApp Business + Meta + Mercado Libre + local)
- [ ] LGPD / LFPDPPP / local privacy laws noted in section 7
- [ ] Languages identified per country (Portuguese for BR, Spanish for the rest — and the right Spanish dialect)
- [ ] Verbatim VoC quotes from Mercado Libre, Reclame Aqui, WhatsApp — native-language preserved
- [ ] Family / community decision dynamics captured in persona (section 3)
- [ ] Anti-persona is explicit
- [ ] North Star Metric defined
- [ ] Date stamp at top of file

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*LATAM Variant | Global Foundation | Over Powers Agency | v1.0.0*
