All on the Line · Notes from the Builder
I’m building three startups and serving as CFO of a fourth. Here’s why I never wait for perfect.
Most people wait. They wait for the perfect co-founder, the perfect timing, the perfect market conditions. But I’ve learned that if you want to build something real, something that actually matters, you can’t wait for perfect. You just have to go.
That’s why I’m currently building three companies at the same time, while serving as CFO of a fourth. Each one solves a real problem. Each one is deeply personal. And none of them came from theory, they all came from doing.
Smile Project Mexico started with a simple insight: the cost of elite dental aesthetics in the U.S. is outrageous. Veneers that cost $1,500–$4,000 per tooth in the U.S. are accessible in Mexico, at the same quality, for a fraction of the price.
But the solution isn’t just about price. It’s about trust. And that’s what we’re building.
We connect U.S.-based clients to one of Mexico’s most renowned cosmetic dentists and provide them with an end-to-end, premium experience. We’re not just offering veneers, we’re delivering a transformation. A new smile, yes, but also a boost in confidence, love life, work performance, and self-esteem.
And we’re doing it in Queretaro, Mexico, a beautiful, safe, and modern city that’s quickly becoming a hub for medical tourism.
Compago is being developed as Mexico’s first truly interoperable shared expense payment platform, allowing anyone to split payments using any debit or credit card, from any bank.
This isn’t just about convenience. In today’s economic reality, sharing expenses has become essential, for roommates, couples, families, and multi-family homes. People are constantly pooling resources to meet basic needs like food, rent, services, or childcare.
But the system hasn’t caught up. There’s no seamless way to share a transaction at the point of purchase. One person pays and hopes to get reimbursed later. The result? Stress, mistrust, awkwardness, and more friction at a time when life is already difficult.
We can’t change the fact that many people are under pressure to provide. But we can make that experience easier, cleaner, and more dignified. Compago removes the friction, making it possible for each person to pay their portion directly, in real time, using their own card.
We’re designing it as a platform built to integrate with every bank. The vision is simple: no matter your bank, no matter your situation, sharing expenses should be easy, transparent, and stress-free.
BERRY GOODS is more than a beauty brand, it’s a product-scaling platform built for Amazon and beyond.
We launched with a premium set of makeup brushes, not because we’re trying to compete with low-cost brands, but because we saw a gap in quality, design, and user experience at the entry-to-mid price points.
What sets our brushes apart: microcrystalline silk fiber bristles, softer and more durable than any other synthetic fiber; ergonomic birch wood handles, for balance, comfort, and control; a laser-engraved numbering system, intuitive for beginners and useful for gifting; and premium packaging, so every order feels intentional and elevated.
But BERRY GOODS isn’t just about brushes. It’s a launchpad for identifying niche opportunities, building exceptional products, and scaling them fast. We’re data-driven, design-focused, and customer-obsessed. Our goal is to create a portfolio of fast-scaling best sellers, products that create real value for both customers and investors.
I currently serve as CFO at Winkel Media, a company building one of the most unique out-of-home retail media networks in Latin America, starting with Mexico, Colombia, Peru, Ecuador, and soon, Brazil.
As traditional TV viewership declines and retail foot traffic rises, out-of-home retail media is becoming the next frontier for brand communication. But while others focus on malls or supermarkets, Winkel is doing what no one else is doing: building a scalable media network inside mom-and-pop corner stores, the most difficult and powerful space of all.
Winkel provides Wi-Fi access for customers, real-time demographic and consumption data, in-store screens showing hyper-targeted ads, and inventory tracking that ties campaign impact to real sales.
This creates immense value for brands, especially large CPGs, who can now reach consumers directly at the point of sale, with precision and accountability. It’s an ambitious vision, and one I’m proud to help shape every day.
I’m not building these ventures because I have it all figured out. I’m building because I believe in execution. I believe in solving problems for real people. And I believe the only way to figure it out is to show up and do the work.
Some days it feels overwhelming. Some days the results don’t come fast enough. But every day, I wake up and build. Because for me, this is personal.
— Carlos E. Mora
I wake up, I build, I repeat. No guarantees.
I work like it’s all on the line, because it is.
Family is the only true legacy.
Your name is your currency, and it must be earned daily.
The arithmetic in these essays is the arithmetic the practice runs on a mandate.
Discuss a mandate →