April 1, 2023 1:00 am

Ashley Stoyanov Ojeda is a consultant and author courtesy of Stoyanov Ojeda

  • Ashley Stoyanov Ojeda began her consulting enterprise immediately after seeing a hole in Latina representation. 
  • In March 2022, she published a enterprise guidebook named “Jefa in Coaching.”
  • She reveals why diversifying her offerings and writing a book helped establish her as an specialist.

Ashley Stoyanov Ojeda was developing her consulting profession when she realized there was a lack of Latina representation in enterprise. As the daughter of a Mexican lady, Stoyanov Ojeda wished she saw or heard far more men and women like herself on the cover of enterprise magazines or speaking on enterprise podcasts.

“There was this want for a resource, a guide for Latina entrepreneurs,”  Stoyanov Ojeda told Insider. “If you appear at all of the huge enterprise podcasts, books, and men and women that we appear up to, they are all white.”

Stoyanov Ojeda decided to come to be that guide. Nowadays, she’s a complete-time consultant at her eponymous brand, Ashley K. Stoyanov LLC, and author of “Jefa in Coaching” — jefa indicates “female boss” in Spanish — a enterprise guidebook written in Spanglish. 

Just before launching her most recent enterprise, Stoyanov Ojeda was currently a creator: Just after graduating from Hunter College in New York City, she moved to Portland, Oregon, to “locate herself,” and there fused her like for music, inventive girls, and neighborhood-developing to launch a nonprofit.

What began as a month-to-month showcase at a neighborhood venue turned into an international organization for women’s songwriters. The occasion series spanned 16 cities and comprised far more than ten,000 neighborhood members, Stoyanov Ojeda stated. 

That encounter helped foster expertise like enterprise improvement, pitching, and scaling, which she utilizes for her consulting customers right now. Stoyanov Ojeda shared her encounter developing her enterprise and why diversifying her offerings and writing a book helped establish her as an specialist.

This is an as-told-to essay primarily based on an interview that has been slightly edited for length and clarity. 

Diversified solutions assist broaden my enterprise

Stoyanov Ojeda’s consulting enterprise has many branches courtesy of Stoyanov Ojeda

My consulting function has gone by means of a variety of stages. I began with 90-minute, a single-on-a single sessions, which I nonetheless offer you. But as I grew my client base and established myself in the field, I started supplying recurring month-to-month and weekly sessions, which are my most well-liked supplying right now.

I also expanded to speaking engagements, which has because come to be my most profitable enterprise branch, amounting to about 15% of my annual income.

Also, final year, I launched retreats exactly where I bring customers to Mexico for enterprise tactic sessions in the mornings and cultural activities in the afternoon. And I began building content material for university courses, which brought in about ten% of my income final year. 

My highest-tier system is named “portion-time COO.” When a client purchases this service, I join their group for a handful of hours every month, for 3 to six months, to function with the founder. We concentrate on a huge objective, irrespective of whether that is a launch or pivot, and I will train group members and take portion in group meetings. 

Writing a book opened far more doors for me as a consultant

Stoyanov Ojeda is author of a book named “Jefa in Coaching” courtesy of Stoyanov Ojeda

In March 2022, I published “Jefa in Coaching,” which is a step-by-step guide to developing your enterprise that consists of case research and achievement stories from Latina entrepreneurs. Due to the fact it really is written in Spanglish, it really is targeted toward a Latina demographic.

The notion for the book came from a time in 2019 when my nonprofit was actually expanding but I felt stuck for the reason that the enterprise did not have a appropriate foundation: There was no monetary strategy or tactic. I wanted to assist other founders who could be in that circumstance right now. 

After I introduced getting an author to my portfolio, it produced far more possibilities for me as a consultant. For instance, it brought far more speaking possibilities and produced press buzz about my brand. 

What men and women have to understand is that, ahead of you determine to come to be an author, you have to feel about what you want to get out of the book. You happen to be almost certainly not going to make millions of dollars from book sales, so you have to know how to use the book as a tool alternatively. That could imply acquiring far more customers, landing far more speaking engagements, or becoming a believed leader.

A book can be a terrific way to create that trust aspect with your neighborhood. So I encourage other people to go for it, but know that that is how you have to use it.

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