Assumption 2: "I have to be the first or only one in the market in order to succeed"
This is very wrong. Being the first company to enter a market carries tremendous risk. You basically have no one to learn from! One of the best ways for Latino entrepreneurs to avoid business-killing mistakes is to watch someone else make them and then not do them yourself. Losing this luxury is quite risky because the first one in a market will always make costly mistakes. It's the companies that follow that have a greater chance for success. If no one else has entered a market it could be because there are some fatal problems that you haven't seen yet. If you are right and everyone else is wrong then you will be very successful. But what if you are wrong?