Ashley K. Stoyanov Ojeda - Jefa in Training: The Business Startup Toolkit for Entrepreneurial and Creative Women

Praise for Jefa in Training

Jefa in Training is a much-needed guide for all of us who need a blueprint to becoming a successful entrepreneur. Not only does this book provide the tools, but it provides the inspiration we all need to make that first step! Bravo, hermana!

Eva Longoria , award-winning actress, producer, director, activist, philanthropist, and CEO of UnbeliEVAble Ent ertainment

A great roadmap for a new generation of Latinas who are looking to start an entrepreneurial journey!

Gaby Natale , three-time Daytime Emmy award-winning entrepreneur, author, and motivation al speaker

Jefa In Training by Ashley K. Stoyanov Ojeda is a gift to the Latino and bilingual community of women who are ready to make their entrepreneurial dreams a reality. Gracias madrina!

Fernanda Kelly , Emmy award-winning actress/activist, founder and CE O of NYTAQ

The Hispanic community is the fastest-growing, largest, and youngest cohort in America. Latinas are at the heart of that growth and the time is now for our community to shine. All 30 million Latinas should feel equipped and empowered to be Jefas and in the drivers seat. The more tools and guidance we can provide for Latinas to grow and shine, the faster we can get there. Bravo, Jefa in Training . #hispanocstar #Togethe rweshine!

Claudia Romo Edelman , diplomat, communication strategist and special adviser for the United Nations and We Are All Human Foundation

Educational, relatable, and inspirational! Jefa in Training provides you with powerful tools you need to kickstart your entrepreneurial journey. It also gives you that push para seguir adelante!

Tania Torres , MBA, business coach and co-founder of Latin a Approved

Jefa in Training is exactly the type of book I would have wanted at the start of my entrepreneurial journey. Its an incredible gift for the next generation of Latinas ready to become their own Jefas. The step-by-step advice is on point, with very specific action steps on how to build a successful business. The best part is how Ashley K. Stoyanov Ojeda does it perfectly in c ulture.

Beatriz Acevedo , CEO and co-founder of We Are Suma and Somos Suma, president of Acevedo Foundation

Latina-owned small businesses are the fastest-growing segment in business, yet we lack accessible resources for our community. Jefa In Training delivers the resources and necessary guidance, chapter by chapter, that break down the fundamentals of business development for Latina entrepreneurs from the perspective of successful Latina founders.

Marivette Navarrete , founder/CEO of The Mujerista

Ashley has brought a culturally competent guide to all aspiring jefas. Her real-life experiences coupled with proven strategies gives us Latinas a guide we can truly relate to. My personal work with Ashley has helped me grow my business, and now other mujeres will have the amazing opportunity to do the same!

Alejandra Aguirre , co-founder/owner of Cadena Collective

When a mujer is paving her own path to success, there is nothing more powerful than seeing someone who looks like her beating the odds and in the position that she aspires to be one day. Representation matters, and Ashley is the resilient leader that our community is fortunate enough to le arn from.

Estrella Serrato , founder, podcast host of Cafecito con Estrellita , daughter of immigrants, and gradua te student

Creating the path to your dream career isnt always simple, but Ashley is a guide who will light the way. Through thoughtful prompts, case studies, and easy-to-follow advice, Jefa in Training will equip you with the tools to successfully build a connection between your cultura, ambition, a nd goals.

Zameena Mejia , freelance writer at Latina

This book is for ordinary womxn with an extraordinary idea and limited resources. Its for the person who counts themselves out before they even step in the game. Its for anyone who dares to dream yet is too afraid to act. Jefa in Training is the business coach + mentor new entrepreneurs need and cant afford in early stages. Do not let go of your potential; get disciplined using this book and its real stories to remind you of what is p ossible.

Kalima DeSuze, owner of Cafe con Libros, an intersectional feminist bookstore and c offee shop

This is the business guide I wished I had twelve years ago when I first started my entrepreneurial journey May Jefa in Training be the blueprint that opens the path for many more successful businesses founded by Latinas!

Ana Flores , founder of WeAllG row Latina

Copyright 2022 by Ashley K. Stoyanov Ojeda.
Published by FIU Business Press, a division of Mango Publishing Group, Inc.

Cover Design: Elina Diaz
Cover Photo/illustration: madiwaso.stock.adobe.com
Layout & Design: Elina Diaz

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Coral Gables, FL 33134 USA

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Jefa in Training: The Business Startup Toolkit for Entrepreneurial and Creative Women

Library of Congress Cataloging-in-Publication number: 2021947518
ISBN: (print) 978-1-64250-729-4, (ebook) 978-1-64250-730-0
BISAC category code BUS025000, BUSINESS & ECONOMICS / Entrepreneurship

Printed in the United States of America

De dicated to

the original jefas who continue to i nspire me

every day desde el cielo.

This is for you, Abuelita Rosalina Oje da Aburto

and Meme Denise Kervabon.

Table of Contents

Introduccin
Adelante!

Welcome to your roadmap to entrepreneurship. It is a magical place to beand you be long here.

If you feel like you want to start a business but do not know what kind of business adelante ! If you have started building your business but dont know how to take the next steps adelante ! If youre looking for strategies and inspiration from experienced entrepreneurs to take your business to the next level adelante !

My name is Ashley, and I am here to be your hada madrina of business for the next twelve chaptersand as fairy godmothers do, Im going to guide you through this new journey of yours. From homing in on your idea to implementing sales strategies, from building a community to becoming a thought leader in your industrythis book is made to help y ou launch.

At the beginning of 2020, right when the world was just starting to shut down due to COVID-19, I started working with Marivette Navarrete, the founder of The Mujerista , a digital publication empowering and celebrating the next generation of Latinas, to build and grow the organizations first ever online network. We started hosting weekly Zoom meetups to discuss the struggles of our businesses during the shutdown. For the next three months, we continued to build upon these meetups until our membership was ready to launch. Since then, Ive helped provide hundreds of women with the resources to help launch their creative projects and navigate all the ups and downs of being a founder.