Traveling by Net: Viajo.com hatches a plan to overthrow American Express and become the region's No. 1 online travel agency. (Strategies).

Enrique felgueres grew up in the travel business. His family built its fortune on the industry and owns the second-largest travel agency network in Mexico, right behind American Express. So, it's no wonder he wants to start an online travel agency--Viajo.com.

With US$5 million of venture capital to get going and a second offering for another US$25 million in the works, Felgueres hopes to build an early and dominant presence on the Internet in Latin America.

Statistically, the early player is usually the winner, claiming marketshare while building a brand name. And right now players are jockeying across the spectrum of industries to build early positions as …