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

• Ashley Stoyanov Ojeda began her consulting organization just after seeing a hole in Latina representation. 
• In March 2022, she published a organization guidebook known as “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 organization. As the daughter of a Mexican lady, Stoyanov Ojeda wished she saw or heard extra folks like herself on the cover of organization magazines or speaking on organization podcasts.

“There was this require for a resource, a guide for Latina entrepreneurs,”  Stoyanov Ojeda told Insider. “If you appear at all of the massive organization podcasts, books, and folks that we appear up to, they are all white.”

Stoyanov Ojeda decided to turn out to be that guide. Now, she’s a complete-time consultant at her eponymous brand, Ashley K. Stoyanov LLC, and author of “Jefa in Education” — jefa suggests “female boss” in Spanish — a organization guidebook written in Spanglish. 

Just before launching her most current organization, Stoyanov Ojeda was currently a creator: Soon after graduating from Hunter College in New York City, she moved to Portland, Oregon, to “uncover herself,” and there fused her enjoy for music, inventive girls, 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 extra than ten,000 neighborhood members, Stoyanov Ojeda mentioned. 

That knowledge helped foster abilities like organization improvement, pitching, and scaling, which she makes use of for her consulting clientele nowadays. Stoyanov Ojeda shared her knowledge constructing her organization 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 aid broaden my organization

Stoyanov Ojeda’s consulting organization has several branches courtesy of Stoyanov Ojeda

My consulting perform has gone by means of numerous stages. I began with 90-minute, a single-on-a single sessions, which I nevertheless provide. But as I grew my buyer base and established myself in the field, I started providing recurring month-to-month and weekly sessions, which are my most well-known providing nowadays.

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

Furthermore, final year, I launched retreats exactly where I bring clientele to Mexico for organization tactic 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 known as “portion-time COO.” When a client purchases this service, I join their group for a couple of hours every single month, for 3 to six months, to perform with the founder. We concentrate on a massive objective, whether or not that is a launch or pivot, and I will train group members and take portion in group meetings. 

Writing a book opened extra doors for me as a consultant

Stoyanov Ojeda is author of a book known as “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 organization that involves case research and accomplishment stories from Latina entrepreneurs. Since it is written in Spanglish, it is targeted toward a Latina demographic.

The thought for the book came from a time in 2019 when my nonprofit was truly increasing but I felt stuck due to the fact the organization did not have a suitable foundation: There was no economic program or tactic. I wanted to aid other founders who could be in that circumstance nowadays. 

When I introduced becoming an author to my portfolio, it made extra possibilities for me as a consultant. For instance, it brought extra speaking possibilities and made press buzz about my brand. 

What folks have to understand is that, just before you determine to turn out to be an author, you have to assume about what you want to get out of the book. You happen to be in all probability 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 having extra clientele, landing extra speaking engagements, or becoming a believed leader.

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

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