Nearshoring 2.0: How a Mexican outsourcing company did it right

By Fernando Labastida

I’m going to do a double-posting in English and Spanish because I found a poster-child for Web 2.0 and social media that can be beneficial for both audiences. The poster-child? Nearsoft, a Mexican nearshore product development company with U.S. offices in San Jose, California.

Their website is brilliant.  In fact, their whole web campaign was briliant.  I think they follow a great number of bullet points that Tara Hunt explained in her Wuffie presentation at the Web 2.0 Expo in San Francisco this week:

1. They put a human face to the company.  Nearshoring to Mexico is still largely unknown to U.S. companies.  When it comes to outsourcing the impulse is to think of India. The majority of Mexican outsourcing companies that I’ve seen have static, serious, corporate and impersonal websites.  Matt Perez, Nearsoft’s COO, on the other hand, is a very personable and approachable spokesperson for the company, as can be seen from this online video interview from Vator TV.  Nearsoft greets you with a friendly tone, easy language, and humor. Check out the next point on humor.

2. They use humor. As Tara Hunt explains in her video about Flickr’s  ‘Speak like a Pirate Day,’ humor is very important. Nearsoft has put together some hilarious videos that went viral.  There’s the 53 second video,  a longer movie that explains all about nearshoring, and recruitment video, all narrated by their COO Matt Perez. The videos use animation, quick cuts, and simple language to explain why nearshoring to Nearsoft is a better idea than offshoring to India or Romania.

3. Use of social media. Their use of social media has made them very approachable. They use the Joomla open-source blogging software as their CMS, giving their website an approachable blog look-and-feel. They provide social bookmarking, an actual blog, a Facebook page, Flickr account, Twitter account, and YouTube account. The YouTube gambit worked, as their videos were picked up by the Hispanic-Net blog, Silicon Strategies Marketing, and Horses for Sources.

4. Adding value to the community. That was a big one on Tara Hunt’s video. Nearsoft, with their educational videos about nearshore outsourcing, are helping to get the word out about the whole nearshore phenomenon. They’re benefitting all the large behemoths such as Softtek, and all the ma and pa, or mama y papa, nearshore companies, who are seeking a market in the U.S.

5.  They invite feedback. All the U.S.-based executives provide their cell phones and email addresses, as well as their LinkedIn profiles, on their website. There’s no monolithic corporation hiding behind a veil. If it can work for Dell in it’s Web 2.o turnaround, as explained by Hunt, it can work for a small outsourcing company.

Even though Nearsoft is a small outsourcing company, they’ve been able to go far by fully embracing the Web 2.0 attitude.  They may lack the size of a Wipro, but they definitely think big, judging on their list of illustrious customers: INgrooves, TierraNatal, Axolotl, and TIBCO.

One thing I do regret about Nearsoft: they decided not to base their U.S. office in Austin.

Hopefully we’ll be seeing more Latin American software and IT companies with an innovative, social media-oriented web presence real soon.

Next: post in Español and interview with Nearsoft COO Matt Perez…