Q: How did the idea for Paginas Amarillas originate?
A: The idea came about at the end of 1995, and the first book was published in September 1996. I met someone who became my partner at the beginning. She had seen Hispanic yellow pages in other cities, and my idea was more of a resource guide, something more than a Hispanic yellow pages.
I saw the needs that people who prefer to speak Spanish have. I think this country has so many resources to offer to everybody, and I think there is a disconnect between the newcomers and the resources. I wanted to be the bridge and say, “This is what’s available, and this is what you have to do.” At the beginning it was much more of a guide with information and Q&A’s.
I think that is why the business has been successful. Later, it became more of a Hispanic yellow pages, but people pick it up for the resource guides in it.
Q: What were some of the obstacles you faced when you were starting the business?
A: One of the challenges was people not believing in it – people coming and asking us why we were doing it. Other businesspeople said it wasn’t a good idea. There was also a nonprofit that didn’t want me in this field.
Now people have seen the book, and they know who I am. It’s hard to break in and create awareness and trust.
Q: How quickly did the business grow, and what was the demand for your product?
A: The first two years were just breaking even. We earned enough money to hire staff and a sales team. After the second year, it started growing and growing, and we expanded our distribution and had more sales. At that time, people actually wanted to come and work for us. We were finally able to hire graphic artists and buy computers.
Our growth also has to do with the growth of the Hispanic community. It was also the boom of the real estate industry, and the economy was growing as well. Our first year, we distributed 50,000 120-page books. Now we distribute 60,000 500-page books.
Q: Why did you decide to sell Paginas in 2004?
A: It was going great, and then I got a phone call five years ago from a group in California interested in forming a larger network of Hispanic yellow pages.
That was the first time I heard about the idea of forming a large group, so I decided to look into it. I found a wonderful group in Chicago, Hispania Capital Partners. They invest in companies that target the Hispanic market in the United States. With their money, we formed Hispanic Yellow Pages of America. I’d rather be a small part of a larger network than to be on my own. We started in 2004 with just Chicago and Denver and have grown to 19 directories in nine states.
Q: How have your sales grown?
A: The first year, we had about 80 advertisers in Denver, and now the book has 500 advertisers. We also added a Colorado Springs book two years ago and, for the first time, will release a Front Range book next year.
Q: What part of your background and history contributed to your starting the business?
A: Both of my parents were independent business owners in Cuernavaca, Mexico, where I grew up. My dad had a construction company, and my mom was a dentist and had her own practice, so I guess they were both entrepreneurs, and I was used to seeing them make their own schedules. I saw both the negatives and the positives.
I believe in flexibility as long as you get things done. I have self-discipline, and I think I learned it from my parents. They didn’t have a boss calling them. They had goals they set for themselves.
Edited for length and clarity by Elizabeth Aguilera.
