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Fiu Business Press

Jefa In Training: The Business Startup Toolkit for Entrepreneurial and Creative Women by Ashley K. Stoyanov Ojeda (Paperback)

Jefa In Training: The Business Startup Toolkit for Entrepreneurial and Creative Women by Ashley K. Stoyanov Ojeda (Paperback)

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Nonfiction - Business & Economics - Women in Business - Entrepreneurship

Published: 2/22/2022

Step-by-Step Toolkit to Turn Your Passion Project into a Successful Business

#1 New Release in Hispanic American Demographic Studies

Women, now is the time to build your enterprise. Jefa in Training is the only Spanglish project-launching toolkit and female entrepreneur planner specially made for a new generation of boss women.

A solopreneur and small business guide. A business startup planner and toolkit for women in leadership, business, and beyond, Jefa in Training offers women entrepreneurs the female empowerment needed to take a side hustle to the next level. Whether it’s learning to define your brand, set up a beta test group, or draft an LLC operating agreement, this compendium of lessons, anecdotes, worksheets, templates, and quotes teaches the next generation of women in business how to work for yourself and turn your ideas into something much bigger.

A Latina book by Latinas, for Latinas. Solopreneurs and creatives, you are invited to let go of your fears and finally launch your blog, project, or platform. Jefa in Training isn’t your typical small business book. Part Latinx book, it is a conversation with a special tribe of Latina immigrants, Hispanic American generations, and women of color in financial, media, entrepreneurial, and creative spaces. Explore a more complex view of Latinidad, covering everything from imposter syndrome to micro-aggressions and bilingualism.

Inside find: 

  • Author's first-hand experiences
  • Guest stories from successful business-women in Latinx companies
  • Worksheets and more!

If you’re looking for Hispanic books, women entrepreneur books, women leadership books, or women of color gifts―like Mind Your BusinessThe Memo, In the Company of Women, or De Colores Means All of Us―then you’ll love Jefa in Training.


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

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