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put me in a unique position to start the integrated media company,” says Ruiz. Demonstrating a profound understanding of the Hispanic market and utilizing her innate talents, Ruiz has created something special, something that she hopes will “evolve into a central place and resource center where Latinos can go to find culturally relevant information.” “Saber Hacer is about empowerment, plain and simple,” explains Ruiz. “Having the right kind of information is really key in terms of moving forward.” Accordingly, Saber Hacer has been built as an easy-tonavigate online video hub connecting Latinos with videos that are educational, but far from boring. The videos are straightforward, interesting, and probably the quickest way to access information and advice regarding some of life’s biggest decisions. To organize the information, Saber Hacer is divided into channels, with each video belonging to a general discussion/topic. Exhibiting a resemblance to an investigative story with titles like “How Much House Can You Afford” and “Scholarships for Latinos,” these videos provide practical information and simple instruction to help the viewer avoid mistakes and make the best decisions possible. The expertise and advice is provided through interviews performed by Ruiz and her production team, who find professionals who share their expertise in a bilingual format. Ever expanding, Saber Hacer is now home to six channels covering a wide range of topics. Ruiz feels that they have set a good foundation. “Hispanics really need information that they can trust on things like citizenship, education, personal finance…and there was just nothing out there like this. You can find some information in various places, but most of it is either translated from English/general market or put out by companies who have services to sell.” HOW IT ALL STARTED Before Saber Hacer’s launch in 2007, there had been a serious lack of educational/ instructional content for Latinos. And even though she has launched a business to assess this need, Ruiz never had the intention of starting her own company. “I never before saw myself as an entrepreneur or business owner,” Ruiz modestly admits. But 42
SaberHacer.com is a source for Hispanics to find guidance, empowering information, and "how-to" steps to move forward in life.
she couldn’t help thinking about it, especially when Telemundo was acquired by NBC and moved in next door. “At that point I really started paying attention to what kind of content was being created for Latinos,” she explains, “I also started to realize that the majority of the programming was, and is, entertainment, sports and news. Beyond that there is nothing, or very very little.” So when her husband overheard a conversation she was having with a colleague about Latino programming, he encouraged her to meet and discuss her idea with some possible investors who had invested in another type of instructional media company. Shortly thereafter Ruiz had a lunch meeting with those investors. More than anything, however, she sought their knowledge and expertise. “I bombarded them with a gazillion questions,” laughed Ruiz, and to her delight, by the end of lunch, they were asking questions about her idea. “I really lucked out. I had an incredible experience in which they later called me and said, ‘We love it! Tell us what you want. Capital? Do you want help running the business? Tell us what you want and you’ve got it!’” Although she was extremely thankful for their enthusiasm, she requested time to research the viability of the idea, and make sure that it was something she was ready to do. It turned out to be a natural move for Ruiz. “I have a tendency to, when I am taking on a new project or focus, to reach out and
INSIDE LATINO ENTERTAINMENT & MEDIA / SUMMER 2008
find the people who are doing it and have done it the best. And it has worked out that everyone is always interested in helping someone else out.” Naturally Ruiz did not take her research lightly. “I tracked down more than a hundred people, even people who didn’t know me.” Conceived in the fall of 2005, it wasn’t until late spring of 2006 when she reconnected with her future partners and signaled that the project was ready to move, full steam ahead. Today, SaberHacer.com is a one-of-akind Web site that integrates cultural understanding both contextually and linguistically. A simple click and one learns “Savvy rules for 401k investing” or discover ways to “Talk With Your Adolescent About Sex”; literally placing a world of knowledge and knowhow at one’s fingertips. According to Ruiz, the overwhelming response has been very positive. Comments about the site have included “greatly needed,” “very professional,” “proud that a Latina started this.” Sponsors have embraced the empowerment aspect of Saber Hacer. Ruiz’s mission is simple—to do what she can to help people and change their lives. Needless to say she has created a resource for Latinos that has the ability to do just that. By providing expert insight and content on topics ranging from finance to citizenship, Ruiz has developed Saber Hacer to be a tool that will empower Latinos, and perhaps forever change the way in which we seek information.