Small Business 101; Luis Vasquez-Ajmac President, MAYA Advertising & Communications Inc
Author: Washingtonpost.com

Byline: Andrea N. Browne

When Luis Vasquez-Ajmac decided to start his own company 15 years ago, he envisioned a communications firm with a strong brand name and the ability to foster social change within the Hispanic community.

Making it happen, however, would take time: He worked at a start-up radio promotions firm, running its creative services department, then helped a national public relations firm in its efforts to start a Hispanic division, before finally opening MAYA Advertising & Communications Inc. in Washington in 1990.

Striking out on his own, Vasquez-Ajmac worked free of charge for various for-profit and nonprofit organizations, which helped him build relationships with reporters and media outlets around the country.

Now MAYA has a staff of 14 and a list of clients including the U.S. Navy, Freddie Mac, Pepco and small businesses in the Washington area.

Why was it important for you to start this company?

I've always believed in the concept that words move mountains. I wanted to be able to utilize the same tactics that a beer company uses to sell beer, that cigarette makers use to sell cigarettes and drug manufacturers use to sell drugs -- but to use them for social change. Although Latinos are the largest ethnic minority group, we are still at the bottom of the ranks when it comes to being part of a solid middle-class and education levels.