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Published on 19/08/2026
Lecture on opportunities and challenges in Paraguay for entrepreneurs from Joinville
Internationalization expert Jonathan Roger Linzmeyer addressed investments, industrialization, and the importance of understanding Paraguayan culture to do business in the country
The opportunities and challenges faced by Brazilian companies considering investing or expanding their operations to Paraguay were the theme of a lecture given by International Mentor and expert in company internationalization in Paraguay, Jonathan Roger Linzmeyer, on Wednesday (12), in Joinville. The meeting brought together entrepreneurs linked to the Council of Partner Employer Entities of ACIJ (Consep), which brings together employer unions from different economic sectors.
During the presentation, Linzmeyer sought to show the Paraguayan scenario beyond the advantages normally associated with the country. Among the topics were opportunities for investments, industrialization, and company internationalization, but also the challenges that need to be considered before making a decision. “Paraguay is a strategic country to invest, industrialize, and develop businesses, but it also has its challenges and difficulties. Our work is to show this reality in a complete way, not just present what seems easy or advantageous,” he says.
The approach is part of the work developed by Linzmeyer in serving entrepreneurs interested in the Paraguayan market. His work includes mentoring, international business consulting, feasibility studies, and monitoring of projects for the implementation and expansion of companies in the country.
According to the specialist, his company, CN Mercosul, currently conducts feasibility studies for businesses from different regions of Brazil and also for two Japanese companies interested in Paraguay. Jonathan also participates in structuring industrial projects and provides support to companies in internationalization processes.
Recently, Linzmeyer participated in a meeting with representatives of the Paraguayan government, and his work was highlighted by the Paraguayan media. Several media outlets, such as La Nacion, cited his efforts to organize the agenda between representatives of Schulz Compressores, one of the largest industries in Latin America, with the Minister of Industry and Commerce, Marco Riquelme. And this openness with the high echelons of the Paraguayan government has allowed Jonathan to present these experiences to Brazilian entrepreneurs.
Real estate market
Another segment addressed during the lecture was the real estate market, especially related to the industrial and logistics sectors. Linzmeyer also presented a real estate investment fund structured in Paraguay with the aim of expanding the possibilities for investors with less available capital to participate.
Despite the tax, logistics, and economic issues that usually initially spark the interest of Brazilian entrepreneurs in the neighboring country, Jonathan emphasizes that one of the main factors for the success of an international operation lies in understanding the local environment. “You need to understand Paraguay's culture, respect that culture, and learn to work in partnership with it. When a company arrives in another country, it cannot simply try to reproduce Brazilian culture in that market. You need to understand how relationships and business work locally,” he highlights.
According to the internationalization expert, this understanding should be part of planning from the earliest internationalization studies. The feasibility analysis, according to him, needs to consider not only costs, taxation, or location, but also aspects related to the way of doing business, building relationships, and establishing partnerships in the country. “Our goal is to provide information so that entrepreneurs can evaluate Paraguay more safely, knowing both the opportunities and the challenges before making a decision,” concludes Linzmeyer.
Positive event
One of the organizers of the meeting, Pedro Assis Neto, Executive at SindiSupermercados, positively evaluated Jonathan's participation and highlighted the realistic nature of the presentation. According to him, the event brought together about 40 guests, including presidents of employer unions linked to Consep and entrepreneurs from different sectors.
“It was a very enlightening and realistic presentation. Jonathan showed both the attractive side of Paraguay and the difficulties that can be encountered by those who intend to undertake in the country. He didn't go there to recruit anyone, but to explain how Paraguay works, how people behave, how business is conducted, and with what mindset entrepreneurs need to arrive in the country,” he says.
For Neto, the experience accumulated by Linzmeyer living and developing business in Paraguay contributed to conveying confidence to the participants. “He brought the practical experience of someone who is inserted in this environment and knows the local reality. That passed a lot of confidence. In fact, after the event, I already forwarded his contact to two people interested in starting studies on the possibility of undertaking in Paraguay,” he reports.
As an organizer, Neto also highlighted the receptiveness of the lecture among the participants. “I was very satisfied with the presentation and the outcome of the meeting,” he concludes.
During the presentation, Linzmeyer sought to show the Paraguayan scenario beyond the advantages normally associated with the country. Among the topics were opportunities for investments, industrialization, and company internationalization, but also the challenges that need to be considered before making a decision. “Paraguay is a strategic country to invest, industrialize, and develop businesses, but it also has its challenges and difficulties. Our work is to show this reality in a complete way, not just present what seems easy or advantageous,” he says.
The approach is part of the work developed by Linzmeyer in serving entrepreneurs interested in the Paraguayan market. His work includes mentoring, international business consulting, feasibility studies, and monitoring of projects for the implementation and expansion of companies in the country.
According to the specialist, his company, CN Mercosul, currently conducts feasibility studies for businesses from different regions of Brazil and also for two Japanese companies interested in Paraguay. Jonathan also participates in structuring industrial projects and provides support to companies in internationalization processes.
Recently, Linzmeyer participated in a meeting with representatives of the Paraguayan government, and his work was highlighted by the Paraguayan media. Several media outlets, such as La Nacion, cited his efforts to organize the agenda between representatives of Schulz Compressores, one of the largest industries in Latin America, with the Minister of Industry and Commerce, Marco Riquelme. And this openness with the high echelons of the Paraguayan government has allowed Jonathan to present these experiences to Brazilian entrepreneurs.
Real estate market
Another segment addressed during the lecture was the real estate market, especially related to the industrial and logistics sectors. Linzmeyer also presented a real estate investment fund structured in Paraguay with the aim of expanding the possibilities for investors with less available capital to participate.
Despite the tax, logistics, and economic issues that usually initially spark the interest of Brazilian entrepreneurs in the neighboring country, Jonathan emphasizes that one of the main factors for the success of an international operation lies in understanding the local environment. “You need to understand Paraguay's culture, respect that culture, and learn to work in partnership with it. When a company arrives in another country, it cannot simply try to reproduce Brazilian culture in that market. You need to understand how relationships and business work locally,” he highlights.
According to the internationalization expert, this understanding should be part of planning from the earliest internationalization studies. The feasibility analysis, according to him, needs to consider not only costs, taxation, or location, but also aspects related to the way of doing business, building relationships, and establishing partnerships in the country. “Our goal is to provide information so that entrepreneurs can evaluate Paraguay more safely, knowing both the opportunities and the challenges before making a decision,” concludes Linzmeyer.
Positive event
One of the organizers of the meeting, Pedro Assis Neto, Executive at SindiSupermercados, positively evaluated Jonathan's participation and highlighted the realistic nature of the presentation. According to him, the event brought together about 40 guests, including presidents of employer unions linked to Consep and entrepreneurs from different sectors.
“It was a very enlightening and realistic presentation. Jonathan showed both the attractive side of Paraguay and the difficulties that can be encountered by those who intend to undertake in the country. He didn't go there to recruit anyone, but to explain how Paraguay works, how people behave, how business is conducted, and with what mindset entrepreneurs need to arrive in the country,” he says.
For Neto, the experience accumulated by Linzmeyer living and developing business in Paraguay contributed to conveying confidence to the participants. “He brought the practical experience of someone who is inserted in this environment and knows the local reality. That passed a lot of confidence. In fact, after the event, I already forwarded his contact to two people interested in starting studies on the possibility of undertaking in Paraguay,” he reports.
As an organizer, Neto also highlighted the receptiveness of the lecture among the participants. “I was very satisfied with the presentation and the outcome of the meeting,” he concludes.