Enter through behaviour
Brazil did not need a visiting payments company to explain instant transfers back to it. The entry story needed to show what Juspay could add.
Start where the market is fluent
Most market-entry decks begin with the arriving company: global map, capability parade, perhaps one photograph of São Paulo chosen by someone who has never had to find the correct airport. We began with the payment behaviour.
Give the shorter ritual a public life
PIX Biométrico made one-click payment visible as a swipe, a face or a fingerprint. Portuguese copy, bright product cues, character worlds, football and fast motion turned the mechanism into something recognisable before anyone reached for a diagram.
PIX Automático extended the story from one-click purchases to recurring payments, letting the Brazil work hold more than one product without pretending they solved the same job.