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

Product Details
$22.95  $21.34
Fiu Business Press
Publish Date
5.4 X 8.4 X 0.7 inches | 0.75 pounds

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About the Author

Ashley K. Stoyanov Ojeda is a community-builder, business-development strategist, coach, and socialpreneur. Originally from Queens, NYC, and born to a Mexican mom and French-American father, Ashley's career started in the music industry in 2012, working at major record labels, publishers, and venues. After relocating to Portland, OR, post-college, she created her own network for local womxn songwriters, now a national organization that has been featured in The Recording Academy, called #WomxnCrush Music.

Since the rapid growth of her organization, she has dedicated her career to creating opportunities and developing businesses and communities of underrepresented entrepreneurs through her coaching and consulting, and has become known as the Business Hada Madrina (Business Fairygodmother).

Ashley joined The Mujerista team in 2020 to help create and grow The Mujerista Network, a digital network dedicated to empowering and celebrating the next generation of Latinas making an impact en la cultura. Ashley currently resides in Portland, Oregon.


"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 Entertainment

"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 motivational 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 CEO 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 driver's 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 #Togetherweshine!" --Claudia Edelman, diplomat, communication strategist, and special adviser for the United Nations and We Are All Human Foundation

"This is the business guide I wish I had twelve years ago when I first started my entrepreneurial journey. Ashley approaches the business fundamentals in a tone that's familiar and welcoming for Latinas in a way that has never been done before and is so needed since our entrepreneurial path is very unique and we're often 'las primeras.' May Jefa in Training be the blueprint that opens the path for many more successful businesses founded by Latinas!" --Ana Flores, founder and CEO of We All Grow Latina

"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 Latina Approved

"Jefa in Training is exactly the type of book I would have wanted at the start of my entrepreneurial journey. It's 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 culture.' " --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 and 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 and 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 As