In Latin America, Colombia is a dynamic startup hub thanks to its strategic location and talented workforce. Led by Rappi and Habi, the only two unicorns founded in the country, the ecosystem has experienced significant growth. In 2023, the year-over-year growth in the number of startups, according to KPMG, was 30%. To continue this trend and enhance the quality of entrepreneurship, key policies and an innovation-friendly environment are needed to realize Colombia's potential fully.