May 6, 2025 • 27 mins
Luis, the host of the Chingon SA Podcast, interviews Dominic Gutierrez, an entrepreneur and digital marketer. Dominic shares his journey from being an electrician to a videographer and digital marketer. He discusses his early influences, including mentors and companies like Dr. Squatch, and his experiences working with various clients. Dominic emphasizes the importance of building systems and processes in his business, Serafina Digital, and the challenges of running a creative business. He also highlights the significance of continuous learning and the value of mentorship in his success. Luis provides advice on business operations and the importance of paying it forward.
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Episode Transcript
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(00:00):
As a fourth generation entrepreneur and business owner,
I know the grit and grind that it takes to run a business with
Qingon SA. We're capturing stories from
other local business owners and sharing them with you, our
Querigo community of San Antonio, from the culture for
the culture. Welcome back everybody once
again to the Qingon SA podcast. I'm Louise.
(00:24):
I'm the host of the show. I just wanted to say thanks so
much for tuning in. This is AMIG Studios and Sarah
Fina digital production. We are so excited for another
episode of the Chingon Essay podcast this week.
My producer is on the show with me.
(00:44):
Dominic, what's up dude? Thanks for being on.
The show thank you, thank you for having.
Me thanks for agreeing to jump on with me and chop it up.
We don't have an agenda for the show, which is which is kind of
nice. We thought, you know, we'd we
just chop it up and see see whatthe where we go.
Yeah, see where the conversationgoes.
Yeah, yeah. You know what, One of the thing
(01:05):
that always interests me about business ownership and
entrepreneurship is what motivates someone to start their
own business, right. And as a business owner
yourself, that is just now getting off the ground.
You got a lot of experience in the industry, which is great.
(01:26):
You've you've you've trained under some awesome mentors.
Did I say that right? Mentors.
Yeah. Mentors.
Mentors. Yeah.
OK. Mentors.
You've trained under some some awesome mentors.
You've, you know, and and you decided, hey, it's it's time I
want to go out on my own. Yeah.
Right. Yeah.
(01:46):
So like, why? Why do you want to do that?
Ah, dude, it, it was a, it's, itwas a weird dream of mine.
Not weird, but it was a dream ofmine for a while, right.
So like even when I first started, I, so I used to work it
online under Chris Cano. Even then I was like, I got to
own my own business. Like I, I, I think have you ever
(02:07):
asked? Like one of my friends, Tony,
he's also in the industry. He's also doing his thing.
I would tell him, like, dude, business is the way that the
world works. Like we were like 1819.
I was like, dude, this is the way we got to do it.
We got to figure out how to run a business, yadda, yadda, yadda.
And then, you know, when I got into the industry, I was like,
oh, I can make money off of this, like doing shooting photos
and doing film stuff. And at the time, businesses were
(02:30):
just starting to get accustomed to having a videographer or some
sort of content marketer on their team.
So in San Antonio, at least, I know Chris was the one that
pioneered all that, where he wasbringing videographers into the
building. He was the one doing closing
videos and stuff like that. And that started a wave of a
bunch of other people doing it. So yeah, I knew I wanted to own
(02:55):
a business back then. I was always scared.
And so after some recent events,I was like, you know what, I'm
able to do everything a businessowner is doing.
I might as well just start. There's nothing I can lose.
And if I lose anything at this point, this, it's not going to
be much, you know what I mean? So yeah.
So let let's talk a little bit about like, you know your, your
(03:17):
experience, right, 'cause there may be listeners on the show who
don't know who you are, don't know what you do, but
essentially your digital marketer, right?
Your, you also do a lot of videography both on the real
estate side. You do also like some, some
people video photography. I don't know what you really
(03:40):
call that, but you take pictures, which is awesome.
You do video content as well. So, so talk a little bit about
what Serafina Digital is, what you guys do and, and yeah, just
kind of where you're where, where you're going, what's your,
what's your vibe? What's your vibe?
Yeah. So the end goal I guess is to
(04:01):
run an ad agency that not only does the video portion, the
scripting, the writing, the video portion of the of the
business or of the ad, but also does the back end work, chopping
the ad up in 80 different ways and seeing what performs the
best. One of my biggest inspirations
is the Sasquatch Dr. Squatch stuff.
I love their content. I I love their stuff.
(04:22):
Anything that they put out, I'm like watching it 'cause it's
funny. It's.
Engaging, by the way. No, I wish.
It's funny, it's engaging and and it keeps it even though it's
an ad, it keeps me wanting to watch.
And so that's what I love about them.
There's a bunch of other companies, raindrop media, I
think does the Doctor squatch ads.
You got the Harmon brothers thatdo like true classic you got and
(04:43):
then they do like the the potty squatty, which is like AI think
it's like an outdoor product where you use the bathroom in
nature. I don't know.
I just know like the ads that they put out.
They have the the mattress ads where they where they kind of
they they put like a glass pane on some eggs and then they jump
on it and then the eggs don't break or something crazy stuff.
(05:03):
They do some really cool stuff. I I love all that stuff.
And so a little bit about my experience at first.
I started around 2019-2020. How?
Old are you? Then I'm just.
Curious 19. 19, yeah. So in in 2019, you're 19 years.
Old yes, well, I'm I'm about to turn 19 about.
To turn 19. I was 18, about to turn 19.
Gotcha. Yeah, OK.
(05:23):
And then so I got picked up. So I was before then I was an
electrician. I was doing that for like 6
months. Wow.
I hated it. Yeah, and I got AI got a story
for that one, but I hated it. It was terrible.
I was like, hey, this isn't whatI want to do.
I was coming home sweaty and disgusting all day at the end of
the day and I was like this is this isn't what I want to do.
I know what I want to do. I was just scared to jump.
(05:46):
Then I, I jumped. I was about to go to school to.
So the, the way the program was set up was I went to school, I
got a $0.25 raise. I think I started at 15/14/15 an
hour. You're talking about.
Electricians, yeah. And so if I would have went to
school, they would have give me a $0.25 raise as soon as I
started and every three months Igot $0.25.
(06:08):
And so until I finished and thenso.
That was appealing to you at thetime?
Oh yeah, there's a lot of money in my, in my, in my mind.
And so there, there was an incident that happened on the
job site where I was just like, these guys are not happy.
Specifically this one trainer I had was drinking all the time.
He was drunk all the time on thejob.
(06:30):
Yeah, on the job. And then?
That's how workers comp claim waited to happen and he.
He did a during our lunch break,I was sitting with him and he
did a lot of coke in front of me.
Like he, he poured it out on hishand and he sniffed it and he
did this and I don't, I don't know if he saw me see him
because we were near his truck. We were grabbing tools from his
(06:51):
truck and he just, and I was like, the fuck.
And he put it like a little bottle back into his truck on
the, on his side. He had a really nice truck.
And I was like, what the fuck? And so like something clicked
and I was like, these people arenot happy.
They're not like they're doing it because it's a, it's a way to
make a living. A lot of them were illegal.
It's a way to make a living. A lot of them were illegal.
They're just doing it because they have to.
(07:13):
And so on my head, I'm like, do I want to live like this or do I
want to move on? I decided I was like, you know
what I'm gonna go to school for for film.
I was going to go to Northwest Vista, I decided that day.
And then, yeah, after that, I got connected with I, I went to
church. I was going to church at
Christian World Ministries. And they were having a
(07:34):
conference and they needed a camera person.
And they were like, hey, we'll pay you 100 bucks to be a camera
person for all three three of these days.
And I was like, back, let's do it.
And then I ran into this gentleman by the name of Salo
Salo Rodriguez. And so Salo, I knew he was in
the industry. I knew he did a lot of cool
stuff. And I was like, I was scared to
talk to him, terrified to talk to him.
And thankfully I had a mentor named Dave.
(07:57):
He was like, he went out and he was like, hey, he's looking for
work. Do you know anybody?
Do you, do you have anything forhim?
He's trainable, you'll like him.And so it looked at me.
We had a conversation later, he was like, I didn't know who the
fuck you were. And I, I honestly didn't trust
you. I was like, anyway, so we, he
hired me, He got me involved with online mortgage at the
time. It was just like a week contract
(08:18):
where they were going to pay me about 900 bucks to sit there on
a camera and just record a classthat they were doing.
Long story short, nothing ever came of that, of that, any of
that footage. Yeah, but.
So they they paid you money and didn't use any of the footage?
No, we didn't use any of it. Wow.
I stayed, I stayed with them forlike 3 or 4 years but they
didn't use any of it. Like nothing came of it anyway,
(08:40):
but. Were you that terrible?
Dude, I was sitting in the back of the room, just on the camera,
just holding it. That's all I was doing, yeah.
It was still camera, you were still moving.
Yeah, nothing. It was terrible.
It was, I wouldn't do it now, but back then I was like, yeah,
let's go. Yeah.
And so the marketing manager, Charlie, which is became a huge
influence in my life. Charlie took a liking to me.
(09:01):
I don't know why. I don't know what he saw, but he
was like he saw some of my photography work that was on my
Instagram because I was already shooting photography and I was
already. So, so are you doing this like
photography stuff while you're while you're an electrician?
Like where did that start? Like where did that come from?
Like, were you doing that in school, like in high school,
(09:23):
like? Yeah, so I was a huge theater
nerd in, in high school, huge theater nerd.
And so I did the production sideof things.
I love the production. Yeah, I did the production
stuff. I didn't really do the the
acting stuff and I was forced to, I wasn't good at it, but I
did the production stuff. And then one year did we did we,
we call them officers, which basically you speak on behalf of
(09:46):
the department or something. It was something weird.
I didn't know. But I became a treasurer and the
treasurer's job was to document everything that was happening in
the, everything that was happening throughout the year
and then put a little slideshow together at the end of the year
for our gala or whatever. And so at the time I was, I was
working, I was working at bushesand I, so I want to go out to
(10:06):
buy a camera, other things too, but I want to go buy a camera.
And I just started shooting withit.
And so it would, it became just like a, OK, I'm just going to
buy this camera. It's going to be dope.
We're going to put a slideshow together.
That's it. And I started using the camera.
And then there's this gentleman by the name of, on YouTube, by
the name of Peter McKinnon that fell in love with this content.
And I think at the time, he juststarted popping off on, on, on
(10:26):
social media. And I was like, dude, this is
dope. So he was doing productions with
a camera and he was taking photography and he was very
inspirational at the time. Like he was, he was killing it.
And I was like, I started watching him more and I started
kind of using some of the tips and tricks that he was using.
And that kind of turned into more and more Now I stopped.
I think I sold my camera. I cried when I sold my camera.
(10:48):
I cried in the parking lot of that, of that pawn shop.
And I, I, I had to sell it 'cause I was like, I needed
money and I was trying to becomean electrician and I was like, I
need to put those. That's not an actual dream I
need to figure out. Anyway, so I already had some
work already on my Instagram, didn't really post that much.
Charlie took a liking to it. For whatever reason, he thought
it was trainable. And from there he taught me a
(11:10):
lot from, from a line. He taught me so, so much.
He, we did music videos together.
He showed me everything about editing, taught me everything I
know. Of course, you know, Salah was
here and there. He was a a part of the team, but
he was, you know, working on other things.
Then after Align kind of went away and I was also working on
the team. So I learned from a graphic
(11:30):
designer. I learned from other editors.
There's a lot of other people that kind of poured into me
during that time. They, they all looked at me like
a little brother, essentially. I was the youngest.
They're all like 2425. I was 19.
So, so yeah. And then after Aligned, we, I
went to go move in, not move in,but I went to go work with Salo
full time with Salo. Salo focused it on podcasting,
(11:53):
podcasting. He had a lot of political
clients that he would work with.I got the opportunity to travel
the world or travel the country,going to New York, Chicago, LA,
just doing podcast style stuff, live streaming stuff.
Gotcha. And so he focused primarily on
the production and, and, and taking those productions,
chopping up 80 different ways and creating content out of
(12:14):
that, right. And with that came like the
production sense being able to, you know, start a podcast, do a
website, do a whole package for podcast.
And I was working for him for a while.
Got to meet like Nikola Hood, got to meet the the gentleman
that created the Hot Cheetos. Oh yeah.
Yeah. And I just.
Saw the movie, that movie. Oh man, what was that movie
(12:36):
called? Oh gosh, I forgot the name of
that movie. But yeah, that was a that was a
really cool story to hear. And there's there's been some
debate online, I think about like whether or not the story is
true the way that he tells it. But at the end of the day, it's
his story, right? Like, you know, he is where he
(12:59):
is, maybe in part, maybe in whole to his idea of coming up
with the the hot Cheeto, right? But like, it's a global
phenomenon now. Like, who cares?
Like the dude is. He's making money.
He need the company money. That's all that matters.
Yeah, yeah. Yeah, that.
Yeah, I hear that. But he, I I didn't even know who
(13:21):
he was when I first met him. And then Salo kind of told me
he's like, that's the guy that created Hot Cheetos.
I was like that guy. And he, he did the whole speech
about entrepreneurship and stuff.
Yeah, we recorded the whole thing.
But yeah, I worked for Salo for like a year and a half, two
years, and he poured into me in every different ways.
And then when I departed for him, went back to the mortgage
industry, started doing content for them again, realized I was
(13:43):
like, I don't want to have a nine to five join another group
that was kind of doing what I'm doing now.
But like they're like, oh, we'regoing to build all these team
members and we're going to have,we're going to, you're going to
have multiple team members and you know, we're going to teach
you sales and we're going to do all this, made all these
promises. Turned out some of that didn't
really turn out to be true. The commissions weren't there
(14:04):
and I was just like, you know what?
I can do this myself. Like I've been doing it for so
long. People have a trust in me.
I'm not well known yet. People have a trust in me.
Let's just launch. So back in November 2024, got
engaged, left to Colorado, got engaged, and then came back and
I was like, I quit that working with these guys.
And then I was like, I'm going to just launch.
(14:25):
OK, so let's let's let's talk about that for a second.
So you know, you, you, you have five years of experience, like
actually doing this production stuff, this, you know, digital
content creation or just contentcreation in general for five
years. You kind of learn different
things. But at that point, like, do you
(14:48):
feel that you've learned enough about, because you're also super
young, You're, you're 24 right now.
Do you feel like you've you've learned enough to like, truly be
your own business owner? No, OK, if I'm, if I'm being
(15:08):
completely honest, no. Dude, there's so much to learn
and things in my industry are always changing.
Yeah, creators are finding new ways to edit videos.
There's the algorithm's always changing.
You got, you know, people that are coming out with new products
and new cameras and cameras are even getting better and smaller
and stuff like that. So honestly, no.
But like I, I'm watching I and in my industry, there's a lot of
(15:32):
people that don't know what they're doing that are making
way more money than me and they're doing simple edits.
They're doing, they're not doing, they're not doing half
the stuff that I do. And I'm like, I know I have all
these skills that I, I already can monetize.
And that was a fear for mine. I was like, I have all these
skills. I don't want to monetize that.
There's a, there's a gentleman Ilisten to, his name is Alex
(15:52):
Mozi. And he was talking about like,
you got to kind of pay your duesfirst before you try to monetize
all your skills. And if the longer you wait to
monetize your skills, the biggerthe outcome when you do decide
to monetize it. I, I don't think I said that
right, but he said something like that.
And so I was like, for the longest time I was like, do I
even know enough? Am I really ready?
Do I even have the equipment? But then I saw the what, what
(16:15):
astonished me was the company I just came from and the company I
left right before I started my business.
They didn't have the skill set that I had.
They didn't have the equipment that I had.
They all they had was influence.And I was like, well, influence
can get you so far, but like theskill would also get you so far
and you can build that. You can build that influence
with the skill. Yeah.
So that was my thought process. Yeah.
But so, OK, so let's let's talk about that a little more, right?
(16:40):
Because I think there's a, there's a lot of folks, you
know, who are out there who are wanting to start their own
business. And trust me when I, when I hear
me, when I say this, I'm not knocking the hustle right.
At some point, like I think I had to make that decision for
myself too. Like, all right, am I going to
(17:01):
do this right? And I didn't have the the skill
set I didn't have or I had the Iknew I had the skill set, but I
did. I was, I knew that I was missing
like the operational, you know, knowledge to actually figure,
actually know how to run a business, right.
(17:21):
And so I knew how to sell. That wasn't, that wasn't an
issue. I'm a, I'm a great salesman and,
but it's not even that like I, Ithink I'm a really great
relationship builder. I think one of the biggest
differences between me and many other salespeople out there is
(17:42):
that I care more about the the personal relationship with the
individual than I do about getting the sale.
So you're not going to, I'm not going to meet you.
And I think this is a misconception that a lot of
people have about insurance agents in general is I'm not
going to meet you for the first time and be like, hey, I'm Luis,
where do you have your insuranceat?
Right? That's just not the type of
(18:02):
salesperson I am. And I'm not going to be hounding
you either. Every single time we have a
conversation. I don't.
The only time that I ever talk about insurance is when somebody
asks me a question about insurance.
I can't tell you how many times I've been in conversation with
people and they don't know that I'm that I own my own business.
(18:23):
They don't know like what my jobeven is like as an insurance
agent. I think a lot of people have
this misconception that insurance agents just sit back
and collect money all day from people.
And that's just, that's just not, this is not reality, right?
And so anyway, I, I know that I'm a great relationship
(18:44):
builder. I know that I have influence,
but I don't, I don't really knowhow to run a business, right?
And so that was always a scary thing for me.
And I think you, you kind of alluded to that in, in what you
were saying. So at what point do you decide?
Like when, when do you, when do you feel like you have enough
(19:04):
information to make the jump? And be your own boss.
Be your own business owner. I, I, I think I still struggle
with it now 'cause I don't thinkI know enough now.
Yeah, like, like, I, I come to YouTube with a lot of questions
like, hey, how do I pay myself? And, and you were just like, and
you were like, what? And I was like, how does that
work? Like, do, is there like a system
(19:26):
in process that I need to, is there documents I need to sign?
And you're like, dude, just transfer the money into your
bank account. I was like, oh.
Well, it's a little, it's a, it's a little more complicated.
Yeah, Yeah. But you, you explain it to me,
but I was still like, OK, that makes sense.
Yeah. And then, you know, there's a
lot of there's a lot of other things.
I have a businessman's word, John Coker, which is also
someone that has poured in tremendously in my.
(19:47):
Life, you name drop a lot of people in this show.
I I owe a lot of people. Who are sponsors?
But I owe it to me. I'm like, I owe a lot of people
my success. There's a lot of people that
influence me or like that, that.At one point in my life that
they just poured into me that I needed that at that time, right?
I don't think I'm self-made. I will never say I'm self-made,
(20:07):
but there's there's also a lot of people I need to pay homage
to in my opinion, right. And then I like even one time I
paid homage to to John. He was like, dude, how to do
that? I was like, it means a lot to me
that you poured into me when I needed it, right.
Anyway, so he, he, he's like, you need to build systems.
And I'm like banging my head on the floor.
I'm like, what do you mean by systems?
What are what systems in the creative field?
(20:28):
He was like, no, there's a way that you build systems in the
creative field. They can still be creative, but
you still have systems in place to make sure that everything
that you do that you do great can also be done when you train
other people to do it. And so that still bothers me.
I'm still trying to figure that out.
But overall, the deliverables are the same.
The content is the same. The way we train people on
(20:49):
camera is the same. And right now, like I just hired
my first guy. He's learning all that stuff for
me. I'm telling him like, we had a
phone call the other day where we were talking to a client and
I'm like, hey, listen to the questions I'm asking.
He sends me a screenshot of all the notes he's taking.
He's like, this is what you said.
This is how the client responded.
This is what you said. And I was like, OK, cool, you're
teachable then. That's all I need, right?
(21:10):
And so. That is super hard to find man.
Oh dude, he. Is super teachable.
He the finding, finding folks that are you know, that are that
are coachable, that are that arethat want to learn and that have
(21:31):
the the the humbleness to say, Idon't know that and I want to
learn it. And somebody who's hungry too,
to like to actually like really learn.
That information is super difficult to find man, So don't
let them go. No, I'm blessed.
I, I, I love that guy. But, but yeah, I, I still don't
know a lot. Like I, I spent this whole past
(21:53):
weekend, this is what, April 8th, 8th, this is April 8th.
And I spent this whole past weekend doing courses.
Like we did a bunch of spring cleaning.
I finished up a couple edits that I had to do.
And then I was like, OK, I have free time.
Let me do some courses. Let me figure out, you know,
more of this business stuff. Let me figure out maybe things I
(22:13):
didn't, I didn't know before. And so then I took those courses
and I transferred all my login information.
I sent it to my editor. I'm like, hey, look at all this
stuff. This is where I learned this
past weekend. Whenever you get the chance,
it's two hours, take a look at it.
And he was like, bet. And so you know.
That's great. Yeah.
And it's because anything I'm lacking in, if he can improve
(22:33):
me, I'd rather do that. Right.
Yeah. Well, one thing that I really
enjoy about I, you know, The funny thing is the ironic thing
is that I was never really good in school, but I love learning,
dude, like as an adult, like I really love learning from other
(22:54):
people. Just like you're, you're talking
about, you know, my uncle was a huge, you know, kind of
inspiration into me becoming an insurance agent.
And he, one thing he would always tell me was you're never
going to know what it's like until you're sitting on this
side of the desk. And what he meant by that was,
you know, you might know a lot of things, you know, and of
(23:16):
course, I thought that I did, right.
I knew that I didn't know at all, but I, I, I felt like I, I
knew a lot, right? And there's just always going to
be one other thing that comes your way that you're not going
to know how to deal with as a business owner.
And maybe it's staff, maybe it's, you know, how to handle a
(23:39):
customer, It's maybe how to handle money, you know, building
out systems and processes. That's one thing that I'm really
good at is building out systems and processes.
And I help other business ownersdo that.
And a lot of times for free, it's just like, yeah, do this,
this and that kind of thing, right?
(24:00):
And so I'm a perpetual student. I love to learn and I think as a
business owner, that's super important.
You, you cannot stop learning, right?
And it doesn't necessarily have to be about your craft.
It can just be about operations in general.
So keep that mindset, right? Is, is the point I'm trying to
(24:22):
make with with, with, you know what I'm what I'm saying?
Be humble enough to know when you're when you don't know
something. Yeah, but also never lose that
that hunger, never lose that drive, you know, to, to want to
keep doing better for yourself, for your family, you know, And
(24:47):
if there's another piece of advice that I could give Someone
Like You who's just coming up and starting their their own,
their own thing is to just remember where you came from and
remember to pay it forward. Right.
Yeah. So I don't know, Hopefully that
(25:07):
was helpful. Oh, yeah, That was very helpful.
My, my grandfather used to say that the only thing in life
that's free is advice. He's saying you can use it
whether you want to use it or not.
And he would tell me all the time you can use what I say, but
it's the only thing I'm going togive you that's free.
And so I was like, all right, yeah.
But. But yeah, yeah, I don't know
(25:27):
where else to go with this, Do you?
Do you have any questions that Icould answer for you?
We've had so many conversations offline where I'm like, I feel
like I know a. Lot what was one piece of what
was one piece of advice that that I've given you or that
really anyone that has given youthat has just been like kind of
(25:48):
like eye opening or like, oh man, I didn't I need to write
that down or I need to, you know, kind of focus on that.
I think definitely the pain yourself.
That was really eye opening. And then I can't even think it
on the spot. I can't think about it right
now. But there are there are stuff
that I meditate on. Yeah.
I don't really have anything right now.
(26:09):
OK, Yeah. Cool, well this has been fun
dude. Thanks for jumping on the show
with me and, you know, chopping it up.
Hopefully some folks took something away from this.
I appreciate it. And yeah, if they want to reach
out to you and, and kind of learn about how to better their
social media presence, how to better their their content
(26:31):
stuff, where do they find you? How do they contact you?
Give them give them all your contact details.
Yeah. So my my contact information is
my my company's called Serafina Digital.
It's my personal Instagram is RREZ dot NP four Yeah.
And you can reach me pretty muchby e-mail.
(26:52):
I don't want to get my phone number out but e-mail DOMGUT
IE10 27@gmail.com. We got to work on that man.
Your handles are are just like all over the place bro.
Yeah, I've been told I need to, I need to change my handles.
One of my one of my clients is like, dude, I don't know who you
are when. Yeah, when I look at yourself
for sure. And I'm like that.
Is 100% fact. Yeah, so I got to figure that
(27:13):
out. But, but yeah, my website's
still in development. We have, we have, I actually
have a web designer that's working on it right now.
And so we're we're slowly growing.
So yeah, you can find me all those different places.
Facebook, Dominique Gutierrez. Yeah, that's pretty much it.
All right, well, thanks so much for tuning in guys, to another
episode of Chingon SA. We'll be back next week with
(27:36):
another great episode for you. Can't wait to share.
We've got some great guests lined up.
I hope you'll like us. Follow us, subscribe and also
share our episodes on your socials to get it out to your
network. Louise with Chingon essay
podcast signing off. See you guys next week.
As a fourth generation entrepreneur and business owner,
I know the grit and grind that it takes to run a business with
Qingon SA. We're capturing stories from
other local business owners and sharing them with you, our
Querigo community of San Antonio, from the culture for
the culture. Welcome back everybody once
again to the Qingon SA podcast. I'm Louise.
(00:24):
I'm the host of the show. I just wanted to say thanks so
much for tuning in. This is AMIG Studios and Sarah
Fina digital production. We are so excited for another
episode of the Chingon Essay podcast this week.
My producer is on the show with me.
(00:44):
Dominic, what's up dude? Thanks for being on.
The show thank you, thank you for having.
Me thanks for agreeing to jump on with me and chop it up.
We don't have an agenda for the show, which is which is kind of
nice. We thought, you know, we'd we
just chop it up and see see whatthe where we go.
Yeah, see where the conversationgoes.
Yeah, yeah. You know what, One of the thing
(01:05):
that always interests me about business ownership and
entrepreneurship is what motivates someone to start their
own business, right. And as a business owner
yourself, that is just now getting off the ground.
You got a lot of experience in the industry, which is great.
(01:26):
You've you've you've trained under some awesome mentors.
Did I say that right? Mentors.
Yeah. Mentors.
Mentors. Yeah.
OK. Mentors.
You've trained under some some awesome mentors.
You've, you know, and and you decided, hey, it's it's time I
want to go out on my own. Yeah.
Right. Yeah.
(01:46):
So like, why? Why do you want to do that?
Ah, dude, it, it was a, it's, itwas a weird dream of mine.
Not weird, but it was a dream ofmine for a while, right.
So like even when I first started, I, so I used to work it
online under Chris Cano. Even then I was like, I got to
own my own business. Like I, I, I think have you ever
(02:07):
asked? Like one of my friends, Tony,
he's also in the industry. He's also doing his thing.
I would tell him, like, dude, business is the way that the
world works. Like we were like 1819.
I was like, dude, this is the way we got to do it.
We got to figure out how to run a business, yadda, yadda, yadda.
And then, you know, when I got into the industry, I was like,
oh, I can make money off of this, like doing shooting photos
and doing film stuff. And at the time, businesses were
(02:30):
just starting to get accustomed to having a videographer or some
sort of content marketer on their team.
So in San Antonio, at least, I know Chris was the one that
pioneered all that, where he wasbringing videographers into the
building. He was the one doing closing
videos and stuff like that. And that started a wave of a
bunch of other people doing it. So yeah, I knew I wanted to own
(02:55):
a business back then. I was always scared.
And so after some recent events,I was like, you know what, I'm
able to do everything a businessowner is doing.
I might as well just start. There's nothing I can lose.
And if I lose anything at this point, this, it's not going to
be much, you know what I mean? So yeah.
So let let's talk a little bit about like, you know your, your
(03:17):
experience, right, 'cause there may be listeners on the show who
don't know who you are, don't know what you do, but
essentially your digital marketer, right?
Your, you also do a lot of videography both on the real
estate side. You do also like some, some
people video photography. I don't know what you really
(03:40):
call that, but you take pictures, which is awesome.
You do video content as well. So, so talk a little bit about
what Serafina Digital is, what you guys do and, and yeah, just
kind of where you're where, where you're going, what's your,
what's your vibe? What's your vibe?
Yeah. So the end goal I guess is to
(04:01):
run an ad agency that not only does the video portion, the
scripting, the writing, the video portion of the of the
business or of the ad, but also does the back end work, chopping
the ad up in 80 different ways and seeing what performs the
best. One of my biggest inspirations
is the Sasquatch Dr. Squatch stuff.
I love their content. I I love their stuff.
(04:22):
Anything that they put out, I'm like watching it 'cause it's
funny. It's.
Engaging, by the way. No, I wish.
It's funny, it's engaging and and it keeps it even though it's
an ad, it keeps me wanting to watch.
And so that's what I love about them.
There's a bunch of other companies, raindrop media, I
think does the Doctor squatch ads.
You got the Harmon brothers thatdo like true classic you got and
(04:43):
then they do like the the potty squatty, which is like AI think
it's like an outdoor product where you use the bathroom in
nature. I don't know.
I just know like the ads that they put out.
They have the the mattress ads where they where they kind of
they they put like a glass pane on some eggs and then they jump
on it and then the eggs don't break or something crazy stuff.
(05:03):
They do some really cool stuff. I I love all that stuff.
And so a little bit about my experience at first.
I started around 2019-2020. How?
Old are you? Then I'm just.
Curious 19. 19, yeah. So in in 2019, you're 19 years.
Old yes, well, I'm I'm about to turn 19 about.
To turn 19. I was 18, about to turn 19.
Gotcha. Yeah, OK.
(05:23):
And then so I got picked up. So I was before then I was an
electrician. I was doing that for like 6
months. Wow.
I hated it. Yeah, and I got AI got a story
for that one, but I hated it. It was terrible.
I was like, hey, this isn't whatI want to do.
I was coming home sweaty and disgusting all day at the end of
the day and I was like this is this isn't what I want to do.
I know what I want to do. I was just scared to jump.
(05:46):
Then I, I jumped. I was about to go to school to.
So the, the way the program was set up was I went to school, I
got a $0.25 raise. I think I started at 15/14/15 an
hour. You're talking about.
Electricians, yeah. And so if I would have went to
school, they would have give me a $0.25 raise as soon as I
started and every three months Igot $0.25.
(06:08):
And so until I finished and thenso.
That was appealing to you at thetime?
Oh yeah, there's a lot of money in my, in my, in my mind.
And so there, there was an incident that happened on the
job site where I was just like, these guys are not happy.
Specifically this one trainer I had was drinking all the time.
He was drunk all the time on thejob.
(06:30):
Yeah, on the job. And then?
That's how workers comp claim waited to happen and he.
He did a during our lunch break,I was sitting with him and he
did a lot of coke in front of me.
Like he, he poured it out on hishand and he sniffed it and he
did this and I don't, I don't know if he saw me see him
because we were near his truck. We were grabbing tools from his
(06:51):
truck and he just, and I was like, the fuck.
And he put it like a little bottle back into his truck on
the, on his side. He had a really nice truck.
And I was like, what the fuck? And so like something clicked
and I was like, these people arenot happy.
They're not like they're doing it because it's a, it's a way to
make a living. A lot of them were illegal.
It's a way to make a living. A lot of them were illegal.
They're just doing it because they have to.
(07:13):
And so on my head, I'm like, do I want to live like this or do I
want to move on? I decided I was like, you know
what I'm gonna go to school for for film.
I was going to go to Northwest Vista, I decided that day.
And then, yeah, after that, I got connected with I, I went to
church. I was going to church at
Christian World Ministries. And they were having a
(07:34):
conference and they needed a camera person.
And they were like, hey, we'll pay you 100 bucks to be a camera
person for all three three of these days.
And I was like, back, let's do it.
And then I ran into this gentleman by the name of Salo
Salo Rodriguez. And so Salo, I knew he was in
the industry. I knew he did a lot of cool
stuff. And I was like, I was scared to
talk to him, terrified to talk to him.
And thankfully I had a mentor named Dave.
(07:57):
He was like, he went out and he was like, hey, he's looking for
work. Do you know anybody?
Do you, do you have anything forhim?
He's trainable, you'll like him.And so it looked at me.
We had a conversation later, he was like, I didn't know who the
fuck you were. And I, I honestly didn't trust
you. I was like, anyway, so we, he
hired me, He got me involved with online mortgage at the
time. It was just like a week contract
(08:18):
where they were going to pay me about 900 bucks to sit there on
a camera and just record a classthat they were doing.
Long story short, nothing ever came of that, of that, any of
that footage. Yeah, but.
So they they paid you money and didn't use any of the footage?
No, we didn't use any of it. Wow.
I stayed, I stayed with them forlike 3 or 4 years but they
didn't use any of it. Like nothing came of it anyway,
(08:40):
but. Were you that terrible?
Dude, I was sitting in the back of the room, just on the camera,
just holding it. That's all I was doing, yeah.
It was still camera, you were still moving.
Yeah, nothing. It was terrible.
It was, I wouldn't do it now, but back then I was like, yeah,
let's go. Yeah.
And so the marketing manager, Charlie, which is became a huge
influence in my life. Charlie took a liking to me.
(09:01):
I don't know why. I don't know what he saw, but he
was like he saw some of my photography work that was on my
Instagram because I was already shooting photography and I was
already. So, so are you doing this like
photography stuff while you're while you're an electrician?
Like where did that start? Like where did that come from?
Like, were you doing that in school, like in high school,
(09:23):
like? Yeah, so I was a huge theater
nerd in, in high school, huge theater nerd.
And so I did the production sideof things.
I love the production. Yeah, I did the production
stuff. I didn't really do the the
acting stuff and I was forced to, I wasn't good at it, but I
did the production stuff. And then one year did we did we,
we call them officers, which basically you speak on behalf of
(09:46):
the department or something. It was something weird.
I didn't know. But I became a treasurer and the
treasurer's job was to document everything that was happening in
the, everything that was happening throughout the year
and then put a little slideshow together at the end of the year
for our gala or whatever. And so at the time I was, I was
working, I was working at bushesand I, so I want to go out to
(10:06):
buy a camera, other things too, but I want to go buy a camera.
And I just started shooting withit.
And so it would, it became just like a, OK, I'm just going to
buy this camera. It's going to be dope.
We're going to put a slideshow together.
That's it. And I started using the camera.
And then there's this gentleman by the name of, on YouTube, by
the name of Peter McKinnon that fell in love with this content.
And I think at the time, he juststarted popping off on, on, on
(10:26):
social media. And I was like, dude, this is
dope. So he was doing productions with
a camera and he was taking photography and he was very
inspirational at the time. Like he was, he was killing it.
And I was like, I started watching him more and I started
kind of using some of the tips and tricks that he was using.
And that kind of turned into more and more Now I stopped.
I think I sold my camera. I cried when I sold my camera.
(10:48):
I cried in the parking lot of that, of that pawn shop.
And I, I, I had to sell it 'cause I was like, I needed
money and I was trying to becomean electrician and I was like, I
need to put those. That's not an actual dream I
need to figure out. Anyway, so I already had some
work already on my Instagram, didn't really post that much.
Charlie took a liking to it. For whatever reason, he thought
it was trainable. And from there he taught me a
(11:10):
lot from, from a line. He taught me so, so much.
He, we did music videos together.
He showed me everything about editing, taught me everything I
know. Of course, you know, Salah was
here and there. He was a a part of the team, but
he was, you know, working on other things.
Then after Align kind of went away and I was also working on
the team. So I learned from a graphic
(11:30):
designer. I learned from other editors.
There's a lot of other people that kind of poured into me
during that time. They, they all looked at me like
a little brother, essentially. I was the youngest.
They're all like 2425. I was 19.
So, so yeah. And then after Aligned, we, I
went to go move in, not move in,but I went to go work with Salo
full time with Salo. Salo focused it on podcasting,
(11:53):
podcasting. He had a lot of political
clients that he would work with.I got the opportunity to travel
the world or travel the country,going to New York, Chicago, LA,
just doing podcast style stuff, live streaming stuff.
Gotcha. And so he focused primarily on
the production and, and, and taking those productions,
chopping up 80 different ways and creating content out of
(12:14):
that, right. And with that came like the
production sense being able to, you know, start a podcast, do a
website, do a whole package for podcast.
And I was working for him for a while.
Got to meet like Nikola Hood, got to meet the the gentleman
that created the Hot Cheetos. Oh yeah.
Yeah. And I just.
Saw the movie, that movie. Oh man, what was that movie
(12:36):
called? Oh gosh, I forgot the name of
that movie. But yeah, that was a that was a
really cool story to hear. And there's there's been some
debate online, I think about like whether or not the story is
true the way that he tells it. But at the end of the day, it's
his story, right? Like, you know, he is where he
(12:59):
is, maybe in part, maybe in whole to his idea of coming up
with the the hot Cheeto, right? But like, it's a global
phenomenon now. Like, who cares?
Like the dude is. He's making money.
He need the company money. That's all that matters.
Yeah, yeah. Yeah, that.
Yeah, I hear that. But he, I I didn't even know who
(13:21):
he was when I first met him. And then Salo kind of told me
he's like, that's the guy that created Hot Cheetos.
I was like that guy. And he, he did the whole speech
about entrepreneurship and stuff.
Yeah, we recorded the whole thing.
But yeah, I worked for Salo for like a year and a half, two
years, and he poured into me in every different ways.
And then when I departed for him, went back to the mortgage
industry, started doing content for them again, realized I was
(13:43):
like, I don't want to have a nine to five join another group
that was kind of doing what I'm doing now.
But like they're like, oh, we'regoing to build all these team
members and we're going to have,we're going to, you're going to
have multiple team members and you know, we're going to teach
you sales and we're going to do all this, made all these
promises. Turned out some of that didn't
really turn out to be true. The commissions weren't there
(14:04):
and I was just like, you know what?
I can do this myself. Like I've been doing it for so
long. People have a trust in me.
I'm not well known yet. People have a trust in me.
Let's just launch. So back in November 2024, got
engaged, left to Colorado, got engaged, and then came back and
I was like, I quit that working with these guys.
And then I was like, I'm going to just launch.
(14:25):
OK, so let's let's let's talk about that for a second.
So you know, you, you, you have five years of experience, like
actually doing this production stuff, this, you know, digital
content creation or just contentcreation in general for five
years. You kind of learn different
things. But at that point, like, do you
(14:48):
feel that you've learned enough about, because you're also super
young, You're, you're 24 right now.
Do you feel like you've you've learned enough to like, truly be
your own business owner? No, OK, if I'm, if I'm being
(15:08):
completely honest, no. Dude, there's so much to learn
and things in my industry are always changing.
Yeah, creators are finding new ways to edit videos.
There's the algorithm's always changing.
You got, you know, people that are coming out with new products
and new cameras and cameras are even getting better and smaller
and stuff like that. So honestly, no.
But like I, I'm watching I and in my industry, there's a lot of
(15:32):
people that don't know what they're doing that are making
way more money than me and they're doing simple edits.
They're doing, they're not doing, they're not doing half
the stuff that I do. And I'm like, I know I have all
these skills that I, I already can monetize.
And that was a fear for mine. I was like, I have all these
skills. I don't want to monetize that.
There's a, there's a gentleman Ilisten to, his name is Alex
(15:52):
Mozi. And he was talking about like,
you got to kind of pay your duesfirst before you try to monetize
all your skills. And if the longer you wait to
monetize your skills, the biggerthe outcome when you do decide
to monetize it. I, I don't think I said that
right, but he said something like that.
And so I was like, for the longest time I was like, do I
even know enough? Am I really ready?
Do I even have the equipment? But then I saw the what, what
(16:15):
astonished me was the company I just came from and the company I
left right before I started my business.
They didn't have the skill set that I had.
They didn't have the equipment that I had.
They all they had was influence.And I was like, well, influence
can get you so far, but like theskill would also get you so far
and you can build that. You can build that influence
with the skill. Yeah.
So that was my thought process. Yeah.
But so, OK, so let's let's talk about that a little more, right?
(16:40):
Because I think there's a, there's a lot of folks, you
know, who are out there who are wanting to start their own
business. And trust me when I, when I hear
me, when I say this, I'm not knocking the hustle right.
At some point, like I think I had to make that decision for
myself too. Like, all right, am I going to
(17:01):
do this right? And I didn't have the the skill
set I didn't have or I had the Iknew I had the skill set, but I
did. I was, I knew that I was missing
like the operational, you know, knowledge to actually figure,
actually know how to run a business, right.
(17:21):
And so I knew how to sell. That wasn't, that wasn't an
issue. I'm a, I'm a great salesman and,
but it's not even that like I, Ithink I'm a really great
relationship builder. I think one of the biggest
differences between me and many other salespeople out there is
(17:42):
that I care more about the the personal relationship with the
individual than I do about getting the sale.
So you're not going to, I'm not going to meet you.
And I think this is a misconception that a lot of
people have about insurance agents in general is I'm not
going to meet you for the first time and be like, hey, I'm Luis,
where do you have your insuranceat?
Right? That's just not the type of
(18:02):
salesperson I am. And I'm not going to be hounding
you either. Every single time we have a
conversation. I don't.
The only time that I ever talk about insurance is when somebody
asks me a question about insurance.
I can't tell you how many times I've been in conversation with
people and they don't know that I'm that I own my own business.
(18:23):
They don't know like what my jobeven is like as an insurance
agent. I think a lot of people have
this misconception that insurance agents just sit back
and collect money all day from people.
And that's just, that's just not, this is not reality, right?
And so anyway, I, I know that I'm a great relationship
(18:44):
builder. I know that I have influence,
but I don't, I don't really knowhow to run a business, right?
And so that was always a scary thing for me.
And I think you, you kind of alluded to that in, in what you
were saying. So at what point do you decide?
Like when, when do you, when do you feel like you have enough
(19:04):
information to make the jump? And be your own boss.
Be your own business owner. I, I, I think I still struggle
with it now 'cause I don't thinkI know enough now.
Yeah, like, like, I, I come to YouTube with a lot of questions
like, hey, how do I pay myself? And, and you were just like, and
you were like, what? And I was like, how does that
work? Like, do, is there like a system
(19:26):
in process that I need to, is there documents I need to sign?
And you're like, dude, just transfer the money into your
bank account. I was like, oh.
Well, it's a little, it's a, it's a little more complicated.
Yeah, Yeah. But you, you explain it to me,
but I was still like, OK, that makes sense.
Yeah. And then, you know, there's a
lot of there's a lot of other things.
I have a businessman's word, John Coker, which is also
someone that has poured in tremendously in my.
(19:47):
Life, you name drop a lot of people in this show.
I I owe a lot of people. Who are sponsors?
But I owe it to me. I'm like, I owe a lot of people
my success. There's a lot of people that
influence me or like that, that.At one point in my life that
they just poured into me that I needed that at that time, right?
I don't think I'm self-made. I will never say I'm self-made,
(20:07):
but there's there's also a lot of people I need to pay homage
to in my opinion, right. And then I like even one time I
paid homage to to John. He was like, dude, how to do
that? I was like, it means a lot to me
that you poured into me when I needed it, right.
Anyway, so he, he, he's like, you need to build systems.
And I'm like banging my head on the floor.
I'm like, what do you mean by systems?
What are what systems in the creative field?
(20:28):
He was like, no, there's a way that you build systems in the
creative field. They can still be creative, but
you still have systems in place to make sure that everything
that you do that you do great can also be done when you train
other people to do it. And so that still bothers me.
I'm still trying to figure that out.
But overall, the deliverables are the same.
The content is the same. The way we train people on
(20:49):
camera is the same. And right now, like I just hired
my first guy. He's learning all that stuff for
me. I'm telling him like, we had a
phone call the other day where we were talking to a client and
I'm like, hey, listen to the questions I'm asking.
He sends me a screenshot of all the notes he's taking.
He's like, this is what you said.
This is how the client responded.
This is what you said. And I was like, OK, cool, you're
teachable then. That's all I need, right?
(21:10):
And so. That is super hard to find man.
Oh dude, he. Is super teachable.
He the finding, finding folks that are you know, that are that
are coachable, that are that arethat want to learn and that have
(21:31):
the the the humbleness to say, Idon't know that and I want to
learn it. And somebody who's hungry too,
to like to actually like really learn.
That information is super difficult to find man, So don't
let them go. No, I'm blessed.
I, I, I love that guy. But, but yeah, I, I still don't
know a lot. Like I, I spent this whole past
(21:53):
weekend, this is what, April 8th, 8th, this is April 8th.
And I spent this whole past weekend doing courses.
Like we did a bunch of spring cleaning.
I finished up a couple edits that I had to do.
And then I was like, OK, I have free time.
Let me do some courses. Let me figure out, you know,
more of this business stuff. Let me figure out maybe things I
(22:13):
didn't, I didn't know before. And so then I took those courses
and I transferred all my login information.
I sent it to my editor. I'm like, hey, look at all this
stuff. This is where I learned this
past weekend. Whenever you get the chance,
it's two hours, take a look at it.
And he was like, bet. And so you know.
That's great. Yeah.
And it's because anything I'm lacking in, if he can improve
(22:33):
me, I'd rather do that. Right.
Yeah. Well, one thing that I really
enjoy about I, you know, The funny thing is the ironic thing
is that I was never really good in school, but I love learning,
dude, like as an adult, like I really love learning from other
(22:54):
people. Just like you're, you're talking
about, you know, my uncle was a huge, you know, kind of
inspiration into me becoming an insurance agent.
And he, one thing he would always tell me was you're never
going to know what it's like until you're sitting on this
side of the desk. And what he meant by that was,
you know, you might know a lot of things, you know, and of
(23:16):
course, I thought that I did, right.
I knew that I didn't know at all, but I, I, I felt like I, I
knew a lot, right? And there's just always going to
be one other thing that comes your way that you're not going
to know how to deal with as a business owner.
And maybe it's staff, maybe it's, you know, how to handle a
(23:39):
customer, It's maybe how to handle money, you know, building
out systems and processes. That's one thing that I'm really
good at is building out systems and processes.
And I help other business ownersdo that.
And a lot of times for free, it's just like, yeah, do this,
this and that kind of thing, right?
(24:00):
And so I'm a perpetual student. I love to learn and I think as a
business owner, that's super important.
You, you cannot stop learning, right?
And it doesn't necessarily have to be about your craft.
It can just be about operations in general.
So keep that mindset, right? Is, is the point I'm trying to
(24:22):
make with with, with, you know what I'm what I'm saying?
Be humble enough to know when you're when you don't know
something. Yeah, but also never lose that
that hunger, never lose that drive, you know, to, to want to
keep doing better for yourself, for your family, you know, And
(24:47):
if there's another piece of advice that I could give Someone
Like You who's just coming up and starting their their own,
their own thing is to just remember where you came from and
remember to pay it forward. Right.
Yeah. So I don't know, Hopefully that
(25:07):
was helpful. Oh, yeah, That was very helpful.
My, my grandfather used to say that the only thing in life
that's free is advice. He's saying you can use it
whether you want to use it or not.
And he would tell me all the time you can use what I say, but
it's the only thing I'm going togive you that's free.
And so I was like, all right, yeah.
But. But yeah, yeah, I don't know
(25:27):
where else to go with this, Do you?
Do you have any questions that Icould answer for you?
We've had so many conversations offline where I'm like, I feel
like I know a. Lot what was one piece of what
was one piece of advice that that I've given you or that
really anyone that has given youthat has just been like kind of
(25:48):
like eye opening or like, oh man, I didn't I need to write
that down or I need to, you know, kind of focus on that.
I think definitely the pain yourself.
That was really eye opening. And then I can't even think it
on the spot. I can't think about it right
now. But there are there are stuff
that I meditate on. Yeah.
I don't really have anything right now.
(26:09):
OK, Yeah. Cool, well this has been fun
dude. Thanks for jumping on the show
with me and, you know, chopping it up.
Hopefully some folks took something away from this.
I appreciate it. And yeah, if they want to reach
out to you and, and kind of learn about how to better their
social media presence, how to better their their content
(26:31):
stuff, where do they find you? How do they contact you?
Give them give them all your contact details.
Yeah. So my my contact information is
my my company's called Serafina Digital.
It's my personal Instagram is RREZ dot NP four Yeah.
And you can reach me pretty muchby e-mail.
(26:52):
I don't want to get my phone number out but e-mail DOMGUT
IE10 27@gmail.com. We got to work on that man.
Your handles are are just like all over the place bro.
Yeah, I've been told I need to, I need to change my handles.
One of my one of my clients is like, dude, I don't know who you
are when. Yeah, when I look at yourself
for sure. And I'm like that.
Is 100% fact. Yeah, so I got to figure that
(27:13):
out. But, but yeah, my website's
still in development. We have, we have, I actually
have a web designer that's working on it right now.
And so we're we're slowly growing.
So yeah, you can find me all those different places.
Facebook, Dominique Gutierrez. Yeah, that's pretty much it.
All right, well, thanks so much for tuning in guys, to another
episode of Chingon SA. We'll be back next week with
(27:36):
another great episode for you. Can't wait to share.
We've got some great guests lined up.
I hope you'll like us. Follow us, subscribe and also
share our episodes on your socials to get it out to your
network. Louise with Chingon essay
podcast signing off. See you guys next week.
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