Building businesses outside the Caribbean might seem impossible when you’re facing logistical challenges, limited resources, and the fear of the unknown. But what if I told you that building businesses outside the Caribbean is not only possible—it’s happening right now, and you can do it too?
In this episode of RARE Conversations, I sat down with Latoyaa Roberts, a serial entrepreneur from Trinidad and Tobago who has mastered the art of building businesses outside the Caribbean. From managing a hotel in Ecuador to exporting artisanal leather goods and publishing Caribbean stories globally, Latoyaa proves that building businesses outside the Caribbean starts with mindset, not money.
Why Building Businesses Outside the Caribbean Matters Now
For Caribbean entrepreneurs, building businesses outside the Caribbean is no longer optional—it’s essential for sustainable growth. Our local markets are small, and relying solely on domestic customers limits your revenue potential and exposes you to economic volatility. Building businesses outside the Caribbean allows you to diversify your income streams, access larger markets, and create a resilient enterprise that can weather regional economic challenges.
Latoyaa Roberts embodies this philosophy with her mantra: “Live local, think global.” She has successfully navigated the complexities of building businesses outside the Caribbean while maintaining her roots in Tobago. Her journey offers a practical roadmap for any entrepreneur ready to expand beyond our shores.
The Mindset Required for Building Businesses Outside the Caribbean
Conquering the “Imposter Jumbie”
Before you can start building businesses outside the Caribbean, you must address the mental barriers that hold you back. I call it the “imposter jumbie”—that persistent voice telling you that you’re not qualified, not ready, or not good enough to compete on the global stage.
Latoyaa’s approach to building businesses outside the Caribbean begins with managing fear through curiosity. Rather than letting fear paralyze her, she asks questions: “Why does this work this way?” and “How can I adapt this to my context?” This curiosity-driven approach transforms fear into actionable intelligence.
When building businesses outside the Caribbean, you must also embrace failure as part of the journey. Latoyaa emphasizes that serial entrepreneurs often launch 40 to 50 ventures before finding massive success. The Caribbean culture of shaming failed businesses must change if we’re serious about building businesses outside the Caribbean at scale.
Practical Strategies for Building Businesses Outside the Caribbean
Strategy 1: Choose Your Market Strategically
Latoyaa’s success in building businesses outside the Caribbean didn’t happen by accident. When she decided to expand to Ecuador, she used specific criteria that any entrepreneur can apply when building businesses outside the Caribbean:
Market Size: She chose a smaller market (Ecuador) rather than jumping into massive, competitive markets like Brazil or Mexico. When building businesses outside the Caribbean, starting with manageable markets reduces risk and allows you to learn before scaling further.
Market Similarities: Ecuador’s tourism product had parallels to Trinidad and Tobago’s offerings. When building businesses outside the Caribbean, look for markets where your existing knowledge and products translate well.
Economic Factors: Ecuador uses the US dollar, which solved the foreign exchange challenges plaguing Trinidad and Tobago. When building businesses outside the Caribbean, consider currency stability and ease of financial transactions.
Strategy 2: Export Services, Not Just Products
One of the biggest revelations about building businesses outside the Caribbean is that you don’t need to ship physical products to succeed internationally. The digital economy has revolutionized building businesses outside the Caribbean by making services infinitely exportable.
If you’re a graphic designer, consultant, writer, or coach building businesses outside the Caribbean, you can serve global clients from your home office. Create intellectual property—courses, frameworks, templates—that can be sold repeatedly without shipping logistics. When building businesses outside the Caribbean, think beyond physical goods to digital and service-based offerings.
Strategy 3: Leverage Global Manufacturing Partnerships
For product-based businesses, building businesses outside the Caribbean can mean partnering with manufacturers in countries like China, India, or other production hubs. Your designs and branding remain Caribbean, but production happens where it’s most efficient. This approach to building businesses outside the Caribbean bypasses our region’s shipping and logistics challenges entirely.
Latoyaa uses this strategy with her Quera Designs leather goods brand. She works with Ecuadorian artisans to create custom designs, then markets these products throughout the Caribbean. This model of building businesses outside the Caribbean creates jobs abroad while serving Caribbean customers.
The Power of Networks When Building Businesses Outside the Caribbean
Latoyaa lives by a powerful principle when building businesses outside the Caribbean: “Your network is your net worth.” When she decided to enter the Ecuadorian market, her first action was activating her network to find ambassadors, trade offices, and business development contacts.
Building businesses outside the Caribbean requires strategic relationships across sectors—academia, business, legal, and civil society. Join business chambers and industry associations. These networks provide not just leads, but crucial information about navigating unfamiliar legal and business landscapes when building businesses outside the Caribbean.
Latoyaa belongs to the Trinidad and Tobago Chamber of Industry and Commerce and the Trinidad and Tobago Coalition of Services and Industry. These memberships have been instrumental in her success in building businesses outside the Caribbean.
Building Businesses Outside the Caribbean with a Lean Team
One common misconception about building businesses outside the Caribbean is that you need a massive team. Latoyaa runs multiple international ventures with a remarkably lean operation. Her core team consists of herself and her husband, with strategic hires for specific functions:
•A general manager and staff for the Ecuador hotel
•One graphic designer for her publishing company
•Two strategic business consultants for advisory roles
When building businesses outside the Caribbean, focus on multiskilled team members who can handle diverse responsibilities. Outsource specialized tasks to your network of associates rather than hiring full-time staff for every function. This approach to building businesses outside the Caribbean keeps overhead low while maintaining agility.
Key Takeaways for Building Businesses Outside the Caribbean
Building businesses outside the Caribbean is not reserved for large corporations or those with massive capital. It’s accessible to any entrepreneur willing to shift their mindset and take strategic action. Here are the essential principles for building businesses outside the Caribbean:
Mindset First: Overcome the “imposter jumbie” by replacing fear with curiosity. Building businesses outside the Caribbean begins in your mind.
Strategic Market Selection: Choose markets based on size, similarities, and economic factors. Building businesses outside the Caribbean works best when you start with manageable, aligned markets.
Export Services and IP: Leverage technology to export services and intellectual property. Building businesses outside the Caribbean doesn’t require shipping containers.
Network Relentlessly: Your network is your net worth. Building businesses outside the Caribbean depends on strategic relationships and partnerships.
Stay Lean and Agile: You don’t need a large team. Building businesses outside the Caribbean succeeds with multiskilled, high-performing team members and strategic outsourcing.
Memorable Quotes on Building Businesses Outside the Caribbean
Latoyaa shared powerful insights about building businesses outside the Caribbean throughout our conversation:
“If you live confined to a tiny space and you’re only thinking that that tiny space is your market, then you will not force yourself, you will not venture to grow.”
“Caribbean people have stories to tell. We have strong voices, we have strong passions… our story should be told just as much as the mainstream.”
“Be agile. That is quite okay in this industry. Be agile.”
Connect with Our Guest
Latoyaa Roberts is actively building businesses outside the Caribbean through multiple ventures:
•Shannon360 Hotel: A unique hospitality experience in Ecuador.
•Books by LR: A publishing house dedicated to bringing Caribbean stories to the world.
•Cuera Designs: Authentic, artisanal leather goods from Ecuador.
Ready to Start Building Businesses Outside the Caribbean?
Building businesses outside the Caribbean is your pathway to sustainable growth, diversified revenue, and a resilient enterprise. If you’re a woman at the helm of a business or organization and you’re ready to create your own roadmap for building businesses outside the Caribbean, I can help.