Mi App

Context

Mi App (Mi!) was a marketplace for curated experiences in Mexico City — from dining and nightlife to wellness and cultural events. As co-founder, Guillermo led product strategy, growth, and team building from day one.

Challenge

Starting from nothing with no existing supply or demand. The team needed to build a two-sided marketplace, acquire both experience providers and consumers, and create a product that people would return to regularly in a competitive local market.

Approach

• 1.Defined the product vision and built the initial MVP, iterating rapidly based on user feedback and usage data.
• 2.Designed supply-side acquisition strategies to onboard experience providers and build a diverse catalog of 10,000+ listings.
• 3.Built demand-side growth loops through referral mechanics, curated collections, and local partnerships.
• 4.Hired and led the product and engineering team, establishing processes for discovery, prioritization, and delivery.

Results

Takeaways

• •Two-sided marketplaces require solving the chicken-and-egg problem with creative supply-side strategies before demand scales.
• •As a founder, the product is everything — but so is the team you build to sustain it.
• •Local marketplaces thrive on curation and trust; generic aggregation doesn't create loyalty.