With FutureDigital CH
Digital integration
Practical improvements to sales workflows, CRM, reporting and AI tools, with the coaching that makes them stick. Specialist implementation is scoped with our Swiss partner FutureDigital.
New markets.The right partners.
SEG helps B2B and B2C companies with disruptive products and solutions assess the potential of Latin America, Europe and the Gulf, find the right partners and scale up.
30-minute introductory call, free. Founder-led by Samuel Tabarelli, based in Costa Rica.
Sectors we know
- B2B
Hospitality
Hotels, resorts and restaurant groups: premium supplies, in-house equipment and services, from procurement to the guest experience.
- B2B
Building infrastructure
Bringing a new technology into large buildings: HVAC, indoor air quality and building management systems, with facility managers, MEP engineers and developers.
- B2B
Industry
Equipment, utilities and services for industrial and energy sites, where testing, safety and procurement rules decide.
- B2B
Agriculture
Water and growing technologies for farms and agribusiness, from field trials to distribution.
- B2C
Consumer brands
Food, beverage and consumer products: consumer behaviour, retail, e-commerce and direct-to-consumer models.
Who we work with
Companies from any country with a proven, disruptive product or solution that want to enter or grow in a new market, in B2B or B2C.
Whether you are comparing regions, reviewing a distributor or preparing a local operation, we start with the decision you need to make.
Where
Latin America
Based in Costa Rica. Central America, Mexico and Colombia, with the country scope agreed for each engagement.
Europe
Switzerland and the European Union, with a decade and a half in their retail and key accounts.
The Gulf
Operating experience in the United Arab Emirates since 2020, and market development in Saudi Arabia.
From market potential to scale-up
One offer in three stages. Most engagements start with the first; each next step is your decision.
- 1
Assess the potential
Customers, competition, routes to market, pricing and the commercial assumptions behind your expansion, region by region.
Typical outputs: A market assessment, entry options, key risks and a recommendation on whether and how to proceed. Regulatory questions are flagged for specialist review.
Typically 4–6 weeks
- 2
Find the right partner
Partner criteria, a researched shortlist of distributors, agents or key accounts, outreach and evaluation, and support through the commercial discussions.
Typical outputs: A partner profile, the shortlist and its evaluation, and agreed next steps. Negotiation and onboarding support when agreed.
Typically 3 months
- 3
Scale up
Turn the plan into responsibilities, priorities and a working commercial rhythm with your team and partners.
Typical outputs: An implementation roadmap, key account and partner management, and commercial reporting. Hands-on or advisory role agreed at the start.
Typically 3–12 months
Focused advisory: strategy workshops, partner reviews and advisory board roles, booked by the day.
Timing depends on the number of markets, the depth of research and partner availability. Every proposal states the countries, deliverables, timing and fee.
Additional capabilities
SEG International
Representation and distribution
For selected products and territories, SEG International can act as commercial agent or distributor under a separate agreement that sets out stock, fulfilment and service responsibilities. Any SEG commercial interest is disclosed in writing before you evaluate a related recommendation.
How we work
Scope in writing
Countries, deliverables, timing and fee are agreed before work starts.
Founder-led
Samuel is your contact from the first call to the handover.
Evidence first
Every recommendation shows its assumptions and the questions still open.
Interests disclosed
Where SEG has a commercial interest, you know it in writing.
Built to hand over
Your team or partner takes over with processes, responsibilities and reporting in place.
About
SEG was founded by Samuel Tabarelli, who spent a decade and a half at Nestlé, the world’s largest food and beverage company, managing key accounts, retail and e-commerce in Switzerland and Europe.
In 2020 he became an entrepreneur in the Middle East, opening markets for disruptive innovations: setting up the ecosystem of partners and suppliers, building the teams and running the operations. As general manager of a Swiss cleantech company, he brought a new air-filtration technology into the HVAC and building management systems of large buildings, from technical surveys to pilots with facility managers.
SEG brings this experience to companies entering Latin America, Europe and the Gulf. In B2B, a strong network and know-how in hospitality, building infrastructure, industry and agriculture. In B2C, a solid understanding of how consumers and retailers behave in each market.
Based in Costa Rica. Works in English, Spanish, French and German.
Samuel Tabarelli, Founder and Managing Director
Planning your next market? Let’s talk it through.
A 30-minute introductory call to discuss your priorities and whether a scoped next step makes sense.
- [email protected]
- +971 52 603 1202