How Ashley K. Stoyanov Ojeda Is Helping Founders Launch and Grow Their Businesses

Ashley K. Stoyanov Ojeda is a business strategist, author, and speaker working with founders to help them thrive as creatives and entrepreneurs.

Over the last decade, Ashley has been helping business owners build and take their companies to the next level. But two years ago, Ashley decided to take her vision one step further. She became a “hada madrina,”or business fairy godmother, for Latina founders, supporting them in navigating their entrepreneurial journeys. Now, Ashley dedicates her career to creating opportunities and helping leaders imagine and achieve their greatest potential. 

We asked Ashley about the founding story of her company, how creativity has helped her stand out in entrepreneurship, and why she believes creating impact is her version of living a successful and fulfilled life. 

Q: What is the story behind your entrepreneurial journey?

A: I have been consulting for ten years. It started out of a true passion for helping other creatives build passion-fueled businesses. In 2012 I was working in the music industry, helping artists with their PR and marketing release strategies. Years later in 2016, the passion to help other artists turned into my first organization, the nonprofit #WomenCrush Music. As the organization grew, so did my skill set. I quickly learned that there was way more to building a sustainable business and I took on additional work to learn more about business development, specifically in customer experience, sales, partnerships and community marketing. In 2020, my focus shifted when I started working with The Mujerista to create an online network for Latina entrepreneurs. I knew what my next move had to be. There were very few resources for Latinas who were growing businesses and I became their trusted source on how to navigate their entrepreneurial journey. Now I support my clients and community through my top-selling book Jefa in Training, which was released in February 2022. I also host strategy sessions, workshops, and retreats.

Q: In what ways has your upbringing or past experiences contributed to how you operate as an entrepreneur?

A: I’ve worked in music, tech startups, publishing, and entrepreneurship.There is so much gatekeeping in every industry. As a first-generation Mexican-American and the first entrepreneur in my family, I’ve had to navigate many “firsts.” Because of that, I understand the importance of resource sharing. I believe that true leaders are the ones who can teach others to be leaders and set them up for success. That is what I aim to do. Too many people are worried about others becoming their competition, that they don’t realize the power there is in collaboration. I hope to be able to change the way entrepreneurs and leaders see that with my work.

Q: Have you ever felt like you’re “different”? If yes, in what ways has this contributed to your journey as an entrepreneur?

A: At a very young age, I was labeled as a creative because I was drawn to music and writing. Because of this label, I felt put in a box and that I was only good at “creative” activities and that meant that I couldn’t excel at anything else. It was only because I started my first organization out of a yearning to create community, that I discovered that my creativity actually helped me stand out when running a business. I have learned that, most of the time, what makes us unique can be our greatest asset.

Q: What’s one thing you wish you had known before starting your company?

A: I wish someone had told me that it was okay to ask for help. There is no reason for us to do things alone. I used to see asking for help as a sign of weakness. But in reality, not asking for help stunted my first organization’s growth. It is impossible to be an expert at everything, and having a community of mentors, advisors, and building a trusted team that you can tap into when you need advice or something outsourced will get you far. I was able to truly grow my business when I was able to let go of control, delegate, collaborate, and embrace the community around me.

Q: We dare you to brag. What achievements are you most proud of?

A: I am most proud of Jefa in Training. From the very beginning it earned the praise of Latinas I’ve admired for years like Eva Longoria, Beatriz Acevedo, and Gaby Natale. And in the first three months, it hit over 2,000 orders. The book also has been featured on Telemundo, People en Español, mitu, Nasdaq, and more. As a first-time author who is just building her platform, having the support of these platforms and people means everything. The book is not only inspiring and educating readers, but it’s also building a community of people who haven’t felt represented in other business books.

Q: Has your definition of success evolved throughout your journey as a founder? 

A: When I was first starting out, I was under the impression that I needed to have the biggest following in order to build a successful business. Now that I have some years under my belt I’ve realized that you do not need to have 100,000 followers or even 10,000 followers to build an engaged customer and partner community and a profitable, scalable business. Success for me means creating impact. As long as I can do that, I’ll feel fulfilled.

Q: What would you tell your younger self if you were to start your entrepreneurial journey all over again?

A: I would tell myself that the things that have made me feel different my whole life will actually be what helps me thrive in business. I spent a lot of my life doubting myself because society told me I didn’t have enough experience or come from the proper background to be successful. It wasn’t until I started showing up 100 percent authentically as myself that I have been able to build something far greater than what I ever imagined.

Q: What’s next for you and your journey?

A: I just hosted my first Jefa Retreat in Morelia, Mexico where my family is from. It was a huge success. This has my wheels turning about how else I can create community while leading effective strategy sessions. There will definitely be more retreats, more opportunities to grow our businesses, and I will be launching some very exciting programs and tools in the next year to keep helping the new majority launch and scale businesses.

Ashley is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women leaders and entrepreneurs by securing PR opportunities, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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