This week I received a copy of Parliament Buildings, published in the UK, where I co-authored two chapters. Seeing work I did over two years ago featured in a book that will become a global reference is incredibly rewarding.

I recently conducted a data-driven deep dive on Starbucks’ first store in Ecuador, analyzing different location strategies and their potential impact. Using business and urban data, I compared competitive clustering, high-traffic corridors, and high–socioeconomic areas to identify where demand and brand positioning align best.

I pursued my master’s at UCL in spatial data expecting a clear career path, but COVID changed everything. Facing uncertainty and debt forced me to adapt—founding my first company, learning beyond my field, and eventually joining Rappi, where I applied data to real products across nine countries in Latin America.

There’s no universal formula. The right choice depends on capital, competition, and market data. Smart location decisions, backed by analytics, significantly increase the chances of long-term success.