Jorge Aguilar
Jorge Aguilar is a creator, software developer and business operator based in Culiacán, Mexico. He founded SaaS Master, where he has produced 800+ software videos for 200+ brands in English and Spanish since 2019. He runs DocFlow Studio, a client-owned software video production company, and operates Zeder Cabinet Studio, a custom cabinetry manufacturer in Culiacán. He also builds and ships his own software: five Chrome extensions on the Chrome Web Store, among them FlowCapture and FlightGlass, an Android tool on Google Play, and the open-source macOS app StackPulse.
Culiacán, Sinaloa, Mexico
Most people who explain software do not write it. Most people who write software do not run a factory. I do all three, and each one keeps the others honest.
I started in 2013 with a digital marketing agency in Culiacán. I started publishing on YouTube in 2016. In 2019 the focus narrowed to software, and that became SaaS Master.
Explaining 200 products teaches you what good software looks like from the outside. Eventually I wanted to see it from the inside, so I started building: Chrome extensions, web applications, a macOS app. The building made the explaining more accurate — I read the API docs now, not the marketing page.
Zeder Cabinet Studio is the part that surprises people. It designs and manufactures custom kitchens and closets in Culiacán, with a showroom, CNC machinery and an installation crew. Nothing about it is software. It is also the single best thing that has happened to how I think about operations — a missed cut is not a hotfix, and material has a lead time no sprint can compress.
What I do
Three modes. Every item on this site belongs to exactly one of them.
Explain
I make complex software understandable on video.
Tutorials, demos, walkthroughs and explainers — scripted, recorded and edited in-house, in English and Spanish. 800+ of them since 2019, for 200+ brands.
Build
I write the software, not just the script about it.
Chrome extensions, a macOS app, web applications and AI workflows. Five are published on the Chrome Web Store; StackPulse is open source on GitHub. Anything without a public link is labelled a prototype.
Operate
I run real businesses, including one with a factory.
Media, software and manufacturing. Zeder Cabinet Studio designs, CNC-manufactures and installs custom cabinetry in Culiacán — a showroom, a factory and a crew, none of which can be hotfixed.
Brands I operate
- SaaS Master
- Founder and creator
SaaS and AI video production, plus independent software education. I appear on camera and the work reaches my audience.
- DocFlow Studio
- Founder
Faceless software video production. Nobody appears on camera, the client owns the video, and it publishes on their channels.
- Zeder Cabinet Studio
- Operator
Custom kitchens, closets and furniture — designed, CNC-manufactured and installed in Culiacán, Sinaloa.
Veeme Media remains active as the publisher of record for the software I ship, and appears in the timeline rather than as a fourth brand.
How they connect
I explain software because I build it. I build it because I run businesses that need it.
Explaining 200 products defines what is worth building. Building makes the explanation accurate, because I read the API documentation rather than the marketing page. And running a factory is why the operations advice is not theoretical: a missed cut is not a hotfix.
Definitions
One person and four companies. Listed separately because they are frequently confused.
- Jorge Aguilar
- A person. Creator, software developer and business operator, based in Culiacán, Mexico. Founder of SaaS Master, DocFlow Studio and Veeme Media; operator of Zeder Cabinet Studio.
- SaaS Master
- A company. SaaS and AI video production plus independent software education, founded by Jorge Aguilar in 2019. He appears on camera and the work reaches his audience.
- DocFlow Studio
- A company. Faceless, client-owned software video production for SaaS and AI teams. Nobody appears on camera and the client publishes the video on their own channels.
- Zeder Cabinet Studio
- A company. Custom kitchens, closets and furniture designed, CNC-manufactured and installed in Culiacán, Sinaloa, Mexico.
- Veeme Media
- A company. The digital marketing agency Jorge Aguilar founded in Culiacán in 2013. It remains the publisher of record for the software he ships.
How I got here
Entries without a verified date render without a year rather than a guessed one.
- 2013
Veeme Media
Founded a digital marketing agency in Culiacán. Social media, video and web work for local and regional businesses. It is still the entity my software publishes under.
- 2016
YouTube
Started publishing on YouTube. Marketing and business content first, before the focus narrowed to software.
- 2019
SaaS Master
Began reviewing and demonstrating software publicly. Tutorials, demos and walkthroughs in English and Spanish. This is where the 800+ video count starts.
Software development
Started building the tools I kept wishing existed while filming: Chrome extensions, web apps and a macOS app. Explaining 200 products is an unusually good way to learn what good software looks like.
DocFlow Studio
Launched a production company for client-owned software video. No creator on camera, no channel to build — the client owns the video and publishes it themselves.
Zeder Cabinet Studio
Design, CNC manufacturing and installation of custom kitchens, closets and furniture in Culiacán. A showroom, a factory, and a production schedule that does not care about software deadlines.
What I'm focused on now
Last updated July 28, 2026
Building
FlowCapture is at v1.27.0 on the Chrome Web Store. Current work is export quality — getting MP4 output closer to the source at smaller file sizes.
Operating
Zeder Cabinet Studio is in its normal production cycle — kitchens and closets moving through design, CNC and installation out of the Culiacán shop.
Publishing
SaaS Master continues weekly, in English and Spanish. The current run leans toward AI tooling and the gap between what a product claims in its pricing page and what it costs on a real workload.
Studio capabilities
Production is in-house: Sony A7S III and Lumix S5 II H bodies, Aputure lighting, and a screen-capture pipeline built around FlowCapture, the recorder I wrote for this exact job.
Working with me
The fastest route is the contact page — pick the request type that matches what you need and it reaches the right business. Video work splits between SaaS Master, where I appear, and DocFlow Studio, where nobody does.