Marketplace as an Economic Graph for SME Lending.
What does an incumbent carrier do in five years, when the network alone becomes a commodity?
The largest economic force in México is growing below its potential.
Sources: INEGI Censos Económicos · Banxico, Vestiga · INEGI ENDUTIH. Only 15.3% of SMEs got new credit last quarter; only 22% of micro-firms use a computer.
Three levers, one system.
A B2B marketplace for SME marketing services, embedded with carrier-billed credit, sitting on top of a SME transaction graph.
Vetted agencies, transparent pricing, standardized packages.
3–12 month credit at 24% APR, vs fintechs at 33%+ and corporate cards at 70% CAT.
Densest, verified SME transactional data set in the country.
Lever 1 generates revenue. Lever 2 generates retention and credit signal. Lever 3 builds the long-term moat.
The flywheel nobody else can build.
- 01SME contracts a campaign in the marketplace
- 02Financed via carrier billing (consumer bill rail)
- 03Campaign runs on addressable TV
- 04Consumers land in group-owned retail marketplace
- 05Buy with embedded microcredit
- 06Sales feed the SME's credit score
- 07Better rate on next round
Closed-loop attribution that Google and Meta cannot offer because they lack the offline leg.
Instrument, don't profit.
Year 1 is not about extracting returns. It is about building the data instrumentation that compounds in years 2–7.
| KPI | Year-1 target |
|---|---|
| Active SMEs | 1,000 |
| Campaign GMV | $21.9M MXN |
| Marketplace revenue | $10M MXN |
| Credit book | $5.8M MXN |
| LTV / CAC | 28× |
| CAC payback | 1 month |
| EBITDA (carrier-leveraged) | +$2.1M MXN (21%) |
Year 1 plumbing, Year 7 data engine.
| Checkpoint | Annual revenue | EBITDA | % data products |
|---|---|---|---|
| End Y1 | $10.3M MXN | 20% | 0% |
| End Y3 | $200–500M MXN | 15–20% | ≥ 10% |
| End Y5 | $1–2B MXN | 22–25% | ≥ 20% |
| End Y7 | $3B+ MXN | 25%+ | ≥ 30% |
Addressable TAM by Year 7: $5–14B MXN across SME advertising, credit, long-tail retail and data products.
"Ana Digital" — the wedge.
Millennial woman (30–45), founder of a digital-first SME in fashion, beauty, accessories or premium pet care. Revenue $1–20M MXN. Located in Guadalajara, CDMX, Monterrey, Querétaro or Mérida.
- Women lead 52–64% of SME e-commerce in México (+6 pp since 2020)
- Convert at 7.25% vs 6.97% men · cart abandonment only 5.6%
- 46% of SME digital spend goes to marketing
- Acute cash-flow pain that embedded financing solves
90-day launch target: 100 SMEs registered · 60 with closed campaign · 40% credit activation · $12,500 MXN average ticket.
The part you can hire me for.
- 01Strategic question framing — start from the existential threat, not the feature backlog
- 02Three-lever decomposition — revenue · retention · moat
- 03Year-1 financial model — LTV/CAC, payback, EBITDA scenarios
- 04Closed-loop architecture — data flows that compound
- 05ICP wedge — the smallest, sharpest segment to validate the loop
- 06Functional demo — make the thesis real, not just decked
- 07Replicable playbook — so the engagement scales beyond me
"I deliver decision-ready theses with a defensible business case and a functional MVP — the same package I built for this case, in 4–8 weeks."
Fixed-fee packages.
Process scan + 5 prioritized use cases with ROI estimate
One use case end-to-end (this case study format)
Working pilot on real client data, KPIs, handoff
Monthly retainer, 2–3 days/week