US market entry and growth, built by people who've done it.
The hard part of succeeding in the US market isn’t knowing what to do.
It’s doing it.
Groundwork helps founders and growing companies enter and scale in the United States. We run the go-to-market motion alongside your team, then hand it over. Not a consulting deck. Real execution.
AI can tell you what to do. We help you actually do it.
THE PROBLEM WE SOLVE
Everything you need to get right is public knowledge.
Execution isn't.
Forming an entity, shipping the product, being "in the US" is the starting line, not the finish. Real demand, a repeatable sales motion, pipeline, and the right early hires are where growth is actually won, and where most companies stall. That's the gap we close.
Four common blockers. One clear way through each:
Not set up yet
1
"We want to sell in the US, but we don't have a US company yet. I can't invoice clients or take payments."
LAND (FOUNDATION)
Build your US foundation
We stand up your legal and financial base so you operate like a US company from day one, and so a US buyer can actually pay you.
Entity formation
EIN
US banking
Payments
Compliance
Set up, no traction
2
"We have a US entity and a bank account, but we are uncertain how to actually operate here."
ASSESS (ROADMAP)
Map your fastest path
A company isn't a business. We assess where you are and give you a prioritized roadmap: what to fix first, what to skip, and the fastest path to your first US customers.
Readiness assessment
Prioritized roadmap
Quick wins
90-day plan
Selling, but not landing
3
"We're selling in the US, but our positioning feels off and we don't know which customers to prioritize."
POSITION (STRATEGY)
Define where you'll win
We pressure-test the opportunity and adapt your product for the US: the right customer, the right price, and messaging that lands.
Market & competitor assessment
US ICP
Pricing & packaging
Positioning & messaging
Pipeline won't scale
4
"We have a product and a plan, but we're not generating enough pipeline and our sales motion isn't repeatable."
GROW (EXECUTION)
Build the growth engine
We build the sales motion and run it with you until your team can own it: outbound, pipeline, partnerships, and the first hires. Senior growth leadership, without the full-time hire.
GTM playbook
CRM & pipeline
Outbound & partnerships
Fractional growth leadership
Two paths to US market entry and growth. One firm, one goal: predictable revenue.
Companies come to us through two different doors and converge on the same outcome. Same team, same capabilities.
Market Entry
You are a successful international founder or VC-backed company preparing to launch in the US. You need a safe landing, a validated strategy, and local presence without the overhead of a massive team. We handle the foundation and the early sales motion so you don’t waste six months guessing.
Growth Acceleration
You already have a US entity and some revenue, but growth is flat or founder-dependent. Your sales motion isn’t repeatable, and your pipeline is inconsistent. We embed as growth leaders to refactor your GTM, build a high-performance sales engine, and install the execution layer you’re missing.
Five ways in.
Start where you are.
From a fixed-fee diagnostic to embedded growth leadership and a long-term partnership.
Growth Diagnostic
Growth Audit
Best for
Combines
Founders needing clarity
Timeline
GTM Audit + Strategy
2 weeks
A 2-week clinical dive into your current GTM motion. We identify the leaks in your funnel and the blockers in your positioning.
Market Entry
Launchpad
Best for
Combines
International Founders
Timeline
Formation + Validation
90 days
For founders ready to land. We handle entity formation, infrastructure, and your first 90 days of US market validation.
Growth Acceleration
Accelerate
Best for
Combines
Rev-generating companies
Timeline
Hires + Sales Motion
Ongoing
Embedded execution. We build the sales motion, hire the early team, and run the pipeline until the engine is repeatable.
FLAGSHIP
Fractional CGO / Growth Partner
Long-term strategic alignment. We act as your US-based growth leadership, managing commercial strategy and execution as a true extension of the C-suite.
Best for
Scaleups / VC-backed Companies
Combines
Strategy + Embedded Leadership
Timeline
Long-term
By invitation
Venture Partner
Best for
Combines
High-growth startups
Timeline
Capital + Execution
Alignment-based
Equity-aligned growth. For high-potential startups where our execution becomes their unfair advantage. By invitation only.
Operator-First
We aren't career consultants. We are founders and growth leaders who have been in your shoes and scale from experience.
Predictable Motion
Move from 'founder-led' sales to a predictable, documented sales machine that functions without your constant oversight.
Built to execute.
We’ve built and scaled businesses in the US ourselves, and we work hands-on alongside your team, not from the sidelines.
Execution-Focused
We don't just hand over a strategy deck. We run the plays, build the pipeline, and embed into your team until it's repeatable.
Long-Term Partners
We succeed when you scale. We align our growth with your outcomes, staying involved for the long haul.
US Market Natives
Deep local networks, cultural context, and jurisdictional knowledge across the entire United States.
Transparent & Direct
Direct feedback and blunt truths. We focus on what actually drives revenue, avoiding vanity metrics and fluff.
Cesar Costa
Co-Founder
Cesar specializes in GTM strategy and business development across the Americas. Growth leader with deep expertise in connecting Latin American startups to US market infrastructure.
The people who’ll be in the room.
Three founding partners with decades of combined experience across growth, commercial strategy, technology, business development, and US market execution, with reach across the US and Latin America.
Santiago R. Villamil
Co-Founder
Santiago leads commercial strategy and operations. An expert in building repeatable sales motions and establishing the organizational foundation required for rapid US scaling.
Armando Zulian
Co-Founder
Armando focuses on technical execution and product-market fit. He works with founders to ensure the product offering aligns with US buyer expectations and commercial requirements.
Some of the questions founders ask us.