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

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

Ashley Stoyanov Ojeda was constructing her consulting profession when she realized there was a lack of Latina representation in company. 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 company magazines or speaking on company podcasts.

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

Stoyanov Ojeda decided to develop into that guide. Right now, she’s a complete-time consultant at her eponymous brand, Ashley K. Stoyanov LLC, and author of “Jefa in Education” — jefa signifies “female boss” in Spanish — a company guidebook written in Spanglish. 

Prior to launching her most current company, Stoyanov Ojeda was currently a creator: Soon after graduating from Hunter College in New York City, she moved to Portland, Oregon, to “come across herself,” and there fused her adore for music, inventive females, and neighborhood-constructing to launch a nonprofit.

What began as a month-to-month showcase at a regional 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 practical experience helped foster capabilities like company improvement, pitching, and scaling, which she utilizes for her consulting clientele right now. Stoyanov Ojeda shared her practical experience constructing her company and why diversifying her offerings and writing a book helped establish her as an professional.

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

Diversified solutions support broaden my company

Stoyanov Ojeda’s consulting company has numerous branches courtesy of Stoyanov Ojeda

My consulting perform has gone by way of different stages. I began with 90-minute, one particular-on-one particular sessions, which I nonetheless supply. But as I grew my buyer base and established myself in the field, I started supplying recurring month-to-month and weekly sessions, which are my most well-known supplying right now.

I also expanded to speaking engagements, which has because develop into my most profitable company branch, amounting to about 15% of my annual income.

Moreover, final year, I launched retreats exactly where I bring clientele to Mexico for company technique sessions in the mornings and cultural activities in the afternoon. And I began making content material for university courses, which brought in about ten% of my income final year. 

My highest-tier system is named “aspect-time COO.” When a client purchases this service, I join their group for a couple of hours each and every month, for 3 to six months, to perform with the founder. We concentrate on a significant aim, no matter if that is a launch or pivot, and I will train group members and take aspect 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 Education” courtesy of Stoyanov Ojeda

In March 2022, I published “Jefa in Education,” which is a step-by-step guide to constructing your company that consists of case research and results stories from Latina entrepreneurs. For the reason that it is written in Spanglish, it is targeted toward a Latina demographic.

The notion for the book came from a time in 2019 when my nonprofit was genuinely expanding but I felt stuck mainly because the company did not have a right foundation: There was no economic program or technique. I wanted to support other founders who could possibly be in that scenario right now. 

As soon as 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, just before you determine to develop into an author, you have to assume about what you want to get out of the book. You are 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 rather. That could imply acquiring far more clientele, landing far more speaking engagements, or becoming a believed leader.

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

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