A Word From La Jefa

Hola hola, jefas.

May is here, and so is a lot of other things (good things, I promise). Last night I taught a sales workshop for the comunidad that came from the framework I’ve been sitting on for a year. This month we’re doing office hours and a panel conversation about something I don’t think we talk about honestly enough — building businesses while raising our families. And the Circle is heading into its biggest moment yet: turning three years old and entering a new era.

Let’s get into it.

The framework I finally let out of me: TEK

Quick context: last year when I was super, super pregnant, I built out a 12-module sales course. I started recording it at eight and a half months pregnant, hated the way it turned out, and scrapped the whole thing.

What I taught the comunidad last week is what that course turned into. A framework I actually use with every client, including the big Fortune 500 ones. I’m calling it TEK — Trust, Engage, Keep.

The thesis: sales is an experience, not a transaction. I will die on this hill. It doesn’t start on a sales call. It starts the very first time someone finds your Instagram, reads your newsletter, or lands on your website. The same feeling you want people to have when they’re working with you is the same feeling they should have at that very first interaction.

​The full workshop kit — recording, slide deck, TEK Self-Assessment worksheet — is linked here for Circle members. If you’re not a member yet and want access, joining at the Conectar tier or above before May 30 gets you the recording plus everything else that comes with founding pricing.

One thing to take with you, even if you don’t watch the recording:

A lot of people think when their content isn’t converting, it’s a content problem. A lot of the time, it’s a clarity problem. Before you write more content this week, try doing some buyer persona and offer matching work first.

May Events You Don't Want To Miss

Circle Office Hours — Monday, May 18 2pm PT / 5pm ET

For paying members of the Circle only. This is the room where we go off-script.

If I had to describe what actually happens here: it’s part hot seat coaching, part mastermind, part business therapy. We laugh. We cry. We learn. And then we go off on tangents about astrology and chisme because that’s also part of building businesses around real lives.

Bring whatever you’re stuck on — an offer that isn’t landing, a sales conversation that didn’t go the way you wanted it to, a launch you’re second-guessing, a client situation you need to talk through. The comunidad weighs in. I weigh in. And sometimes the answer to your inner thoughts and questions comes from listening to others ask theirs.

For Conectar, Conectar+, and Crecer members. Link in your Circle member portal.​

Building While Raising: Latina Moms on Business, Boundaries, and What We’re Rewriting

So many of us are building businesses our moms never got the chance to build. We’re navigating entrepreneurship while unlearning what we saw modeled growing up — what motherhood is supposed to look like, what we’re allowed to want, and what’s actually possible when you refuse to choose between raising your family and raising your business.

Building While Raising is a panel conversation with three Latina moms who are doing both — not perfectly, but honestly. I’ll be moderating, and we’re going beyond the highlight reel and into the real stuff: how motherhood shifted their business vision, the guilt and boundaries they navigate every day, the systems that actually keep them going, and what it means to rewrite the rules we inherited.

The panel: - Delsy Sandoval — host of the Tamarindo Podcast - Orlenda Cortez — Latina money coach - Xochitl Carmona — founder of Werk Mija - Moderated by Ashley K. Stoyanov Ojeda

This isn’t about having it all figured out. It’s about having the conversation out loud, together — in a room full of women who get it.

Whether you’re a mom in the thick of it, thinking about starting a family while building, or just want to be in a space where this kind of honesty is welcome — this one’s for you.

Thursday, May 28, 4pm PT / 7pm ET

Free and open to all. Bring a mom friend who is doing the most.

​RSVP here. ​

Your Invitation To Join The Next Era of Our Comunidad

The Jefa in Training Circle is turning three years old this year, and we’re entering a new era. I am finally separating the Circle from my personal brand so it can be its own entity — which means we can apply for grants, get a fiscal sponsor, and eventually create the Jefa Education Resource.

My vision is to provide access to Latina expert-led courses to all the Latinas who need it. An extension of the Jefa in Training universe — the book, the Circle, the comunidad — but now in an online format that’s accessible to Latinas who need it most.

Here’s what’s shifting:

• Pricing is going up in July (a little bit) to support the upgraded benefits
• We’re moving to a new platform (Pensight)
• New tier structure: Descubrir (free), Conectar, Conectar+ (new tier with weekly voice notes from me), and Crecer (now with 45-min monthly 1:1s + unlimited voice notes)
• June will be a hard pause on new members while we migrate everything
• Doors reopen July 7 at the new pricing

If you join or upgrade before May 30, you lock in current pricing for 12 months and get the upgraded benefits at the old price. If you’re a current member, your pricing is grandfathered — we can talk through what the changeover looks like for you specifically. More details here.​

One More Thing - Want To Join the Sales Summer Camp?

A program by The Reframe — my consultancy and the home for my non-Circle work.

Four Thursdays starting June 15. This is where TEK gets taught in full — the framework I’ve been using with every client, including the big Fortune 500 ones, finally turned into a sprint you can actually take.

What you’ll walk away with:

A sales process that feels like you. An offer your buyer recognizes themselves in within three seconds. An audience strategy that doesn’t depend on going viral. The confidence to talk about pricing without flinching. And a plan for keeping past clients in your orbit so they keep referring, keep buying, keep showing up.

What we’ll cover, week by week:

• Week 1: Trust — diagnosing your business, designing offers for different buyers, getting your messaging clear in three seconds
• Week 2: Engage — choosing your channel, building audience strategy that’s actually sustainable, building owned audience (not just rented)
• Week 3: Charging confidently — the art of the sales call, selling without scripts, pricing conversations that don’t make you flinch
• Week 4: Keep — loyalty, re-engaging past clients, referral systems, building a sales ecosystem that compounds

What’s included:

Live sessions every Thursday, 4:00–5:30pm PT. Recordings within 24 hours. Workbook. WhatsApp access. Group office hours. And a 1:1 voice note check-in with me during the sprint.

Pricing:

Founding rate (first 5 applications): $397 public, $297 for Reframe Room or Conectar members, $199 for Crecer members.

Standard rate kicks in May 16: $497 / $397 / $297.

Circle members get the discounted rate as a benefit — but you don’t need to be in the Circle to apply.

Application-only. The form is in the one-sheet linked here. I’ll review and get back to you within 48 hours.

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And...that's May. The framework, the events, the new era of the Circle. If something in here lands for you, my WhatsApp office is open or respond to this email.
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Mil gracias por todo!

Until next time,

xx

Ashley ​
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PS: OMG HOW COULD I ALMOST FORGET?! I'll be in NYC next week. Join me and my author friend Karla Montalván for a special collab event at Cafe Con Libros. ​

Rather than a traditional reading, this is an intimate, “two-way interview” between authors Karla Montalván and Ashley K. Stoyanov Ojeda. We will explore the evolution of storytelling across Latina generations, discussing how we preserve our heritage while carving out new identities in literature.