Crossing Borders With Nathan Lustig

In the US, most people would be surprised to find that WhatsApp is the main platform for Latin Americans to communicate between friends and family, and even more surprised that its one of the main channels for businesses and their clients to communicate. Migue Morkin, an Argentine entrepreneur and founder of Sirena, explains that in Argentina, Mexico, and Brazil 70% of the population actively uses WhatsApp on a daily basis. However, Migue noticed that businesses that used WhatsApp for sales, didn’t have a proper tool to do follow ups with their clients. Sirena seeks to solve that problem by helping businesses centralize, distribute, and answer their clients’ incoming messages from WhatsApp, Instagram, Facebook, chatbots, and websites through one app.  In this episode, I sit down with Migue to talk about his journey from working for a machine learning startup that was acquired by a global business, to starting a market place in Brazil, and the decision to pivot that led to successfully building Sirena to what