Start Making Jefa Moves!

Jefa In Training is the First Spanglish Step by Step Guide to Growing Your Business.

The Second Edition of Jefa in Training is NOW AVAILABLE FOR PURCHASE!

From the Foreword by Beatriz Acevedo, CEO/cofounder of Suma Wealth

“Jefa in Training is a declaration that we belong in every space we choose to enter. It’s a call to lead with both heart and strategy. I am beyond proud to have played a small part in bringing this wisdom to even more mujeres through our Suma Wealth bilingual video series, “Jefa Business Bootcamp.” Thousands of Latinas have already been transformed by this knowledge. I know that countless more will be inspired to step into their power because of Ashley's work.

To my fellow Jefas, this is your moment. Lean into this journey, embrace the challenges, celebrate the victories, and always remember that you have a community standing with you. The tools you need to thrive are not only within these pages but also within you. I cannot wait to see the businesses, ideas, and legacies that will be born from your brilliance.”

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Jefas, now is the time to build your enterprise.

Jefa in Training is the top-selling business book written from a Latina lens - but for everyone who has ever felt underestimated and underrepresented in their industries.

More than just a book, it's a transformative journey — a step-by-step guide to launching and growing your business. From navigating competitor analysis to crafting a robust financial plan, constructing sales pipelines, fostering strategic partnerships, cultivating thought leadership, and more.

“Jefa in Training” was built and written as a comprehensive toolkit for success.

Endorsed by influential Latina figures such as Eva Longoria and Beatriz Acevedo and featuring insights from trailblazers like Ana Flores from #WeAllGrow Latina, Julissa Prado from Rizos Curls, Marivette Navarette of The Mujerista, and more, this toolkit is a groundbreaking and unparalleled resource.

What’s Inside!

Its informative content and dual purpose as a workbook sets it apart from many books on the market. Filled with writing prompts and worksheets featuring business development frameworks, it actively engages you in applying the lessons from each chapter so that you can reframe the business content in the frame of your business.

Colorful worksheets to help you build your business and implement solutions
Guest tips + stories from successful women in Latinx companies including Ana Flores (WeAllGrow Latina), Julissa Prado (Rizo’s Curls), Marivette Navarrete (The Mujerista) and more!
Inspiring Latine affirmations to keep you motivated and grounded

It's not just educational and engaging; it brings a diverse perspective to the forefront, making it the first and only of its kind. “Jefa in Training” is not just a book; it's a mentor, a guide, and a testament to the power of diverse voices in the entrepreneurial landscape. It also validates the experience of many who feel unseen by the typical business-minded books.

What’s New in the Second Edition?

Foreword by Beatriz Acevedo: Insights from the trailblazing entrepreneur and CEO of Suma Wealth.
Author’s New Introduction: Ashley K. Stoyanov Ojeda shares powerful lessons learned from her journey since the book's debut, reflects on the transformative impact the first edition has had on thousands of entrepreneurs, and reveals her hopes for how the second edition will continue to empower and inspire a new wave of jefas.
Black-and-White Format for Affordability: To ensure accessibility for a wider audience, the second edition is now printed in black-and-white, offering the same invaluable guidance at a more affordable price point.

These updates further the mission of empowering underrepresented entrepreneurs with practical tools, expert insights, and culturally relevant resources.

What People are Saying!

Eva Longoria, award-winning actress, producer, director, activist, philanthropist and CEO of UnbeliEVAble Entertainment

“Jefa in Training is a much-needed guide for all of us who need a blueprint to becoming a succesful entreprenuer. Not only does this book provide the tools, but it provides the inspiration we all need to make that first step! Bravo, hermana!“
Beatriz Acevedo, Co-Founder of We Are Suma

“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, and the best part is how Ashley K. Stoyanov Ojeda does it perfectly "in culture". “
Zameena Mejia, Freelance Writer at Latina.com

“Creating the path to your dream career isn’t always simple, but Ashley Stoyanov is a guide who will light the way. Through thoughtful prompts, case studies and easy-to-follow advice, ‘Jefa in Training’ will equip you with the tools to successfully build a connection between your cultura, ambition and goals.”
Kalima DeSuze, Owner of Cafe con Libros

“This book is for ordinary womxn with an extraordinary idea and limited resources. It's for the person who counts themselves out before they even step in the game. It's for anyone who dares to dream yet is too afraid to act. Jefa in Training is the business coach + mentor new entrepreneurs need and can't afford in early stages. Do not let go of your potential; get disciplined using this book and its real stories to remind you of what is possible.“
Alejandra Aguirre, Founder of Cadena Collective

“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!”