Choosing Between Brazil and Argentina for a Google Maps Market Launch

You are planning a Google Maps launch and have to choose between Argentina and Brazil. How would you decide which market to go with? ```hint Fix the scorecard before the countries Decide what a successful Maps launch means and which criteria would actually change the choice before you compare the two countries; otherwise the bigger market wins by default. ``` ### Clarifying Questions - Is this a decision about which country launches first, with the other to follow, or will only one of them get Maps? - What does success mean for this launch: users and engagement, local business and advertising revenue, or a foothold for the rest of the region? - Does Maps start without map data in both countries, or can it lean on existing Google products there, such as Search and Android? - Over what time horizon will the launch be judged? ### What a Strong Answer Covers - A definition of launch success and a time horizon that determine the criteria and their weights - Criteria spanning demand, readiness of map and place data, competition, monetization and risk, compared for both countries with labeled estimates - A clear recommendation, the conditions that would reverse it, and a plan for the other market - Launch metrics and the main risks of the chosen market ### Follow-up Questions - If the goal were to learn cheaply before a regional rollout rather than to reach the most users, would your answer change? - Which single piece of data would you want before committing, and how would you get it quickly? - In the market you picked, which Maps capabilities (driving, transit, walking, local places) would you launch first, and why?