South America for Operations

Nick Huber has developed a systematic approach to hiring international talent after acquiring and growing Somewhere, which now has 160 employees with only 6 Americans. He's learned that top-tier talent exists globally at significantly lower costs, and that even executive leadership roles can be filled internationally—not just repetitive tasks.

Geographic Hotspots for Specific Roles:

• Egypt (Cairo): Cheapest city in the world for finance and data analyst roles
  • People who can "work magic in Microsoft Excel and Power BI"
• Colombia and Brazil: Unbelievable for operations roles
  • Same time zone as US companies
  • Perfect for roles that don't need perfect English
  • Bogota specifically: Head of performance marketing
• South Africa: Sales and finance hub
  • 30,000 South Africans go to America annually for Big Four consulting work
  • Can hire them as controllers for $3K/month when they return
  • Cape Town: IT consultants, COO positions
• Philippines: 30 million Filipinos already working for American companies
  • Deeply ingrained in their culture
  • Good for almost all roles
• Sri Lanka: Strong for almost all roles
• Eastern Europe: Engineers

The Hiring Process (DIY Without Somewhere):

• Step 1 - Job Posting:

  • Post on LinkedIn targeting Colombia, Brazil, South Africa, Philippines
  • Promote with $100/day for 5 days ($500 total)
  • Expect ~1,000 applicants from this spend

• Step 2 - Typing Speed Filter (Eliminates 85%):

  • Test for 35 words per minute minimum
  • Applies to ALL roles: engineering, marketing, graphic design, admin, sales, executive leadership
  • Gets you down to ~150 candidates

• Step 3 - Video Introduction (Eliminates 80%):

  • Request a 1-minute video of them introducing themselves
  • 80% won't do the work—they're not serious
  • Left with 30-40 candidates
  • Assess professional maturity and communication skills

• Step 4 - Task-Based Assessment:

  • Give role-specific tests (60-90 minutes)
  • Example for sales: Send 5 calls from your team, ask them to record a 3-minute video on missed opportunities and improvements
  • Pay candidates for their time on these assessments
  • This simulates actual work and provides objective comparison

• Step 5 - Hire:

  • You'll be left with 3-4 really great candidates

Key Philosophy Shifts:

• Americans Only for Sales: Can't replicate Americans' ability to close high-ticket deals
  • Though getting close with some South Africans
• Executive Roles Go International: COO, head of finance, head of performance marketing—all can be international hires
• Task-Based Over Interviews: Most people don't know what they're looking for in interviews
  • Need objective production samples, not just "I liked them"
  • Saves money and time from false hires based on nice chats

Business Context:

• Somewhere serves real businesses (not VC-subsidized companies)
  • Small business owners, agencies, ecommerce on tight margins
  • Cost-sensitive customers in the real world
• After acquisition, made bold executive changes
  • Shifted from 95% Philippines (executive assistants) to diversified global talent
  • Built executive teams internationally
• Results: Up 60% revenue in 4 months post-acquisition compared to negotiation period