Meet Jefa: Rosalie Ennes - Portecua Consulting

What if making friends with risk could transform your business? In this empowering episode of Cafecito con Jefas, we sit down with Rosalie Ennes, the mastermind behind Portecua Consulting. Rosalie shares her journey from corporate auditor at KPMG and Estee Lauder to becoming the founder of a Latina-owned boutique consulting firm. Hear her inspiring story of resilience and determination as she navigated a pivotal layoff from Bombas, turning a potential setback into a thriving consulting business. Rosalie’s mission is clear: to empower Latina entrepreneurs by equipping them with the tools to make risk-informed decisions and build robust, wealth-generating enterprises.

Join us as Rosalie discusses her approach to helping small businesses manage risks, optimize operations, and develop strategic plans. She offers practical insights into financial projections, streamlined processes, and the critical role of strategic planning for business success. You'll also learn about the importance of financial networking and how Rosalie supports her clients through budgeting, projecting revenues, and encouraging introverted entrepreneurs to step out of their comfort zones. This episode is packed with actionable advice and heartfelt encouragement for all business owners, especially those looking to make a significant impact in their communities.

Finally, Rosalie sheds light on the essential components of building a sustainable business community, from branding and client experience to legal and financial considerations. Discover why making risk a friend is crucial and how having a solid foundation ensures long-term success. Plus, Rosalie shares her personal favorites, including her go-to coffee order and must-read book recommendations. Don't miss out on connecting with Rosalie on Instagram, LinkedIn, and YouTube for even more guidance on risk management and networking. This episode is a treasure trove of wisdom and support for all the Jefas out there striving to grow and succeed.

Meet Jefa: Rosalie Ennes - Portecua Consulting

Rosalie is a risk consultant, strategist, advisor, and founder of Portecua Consulting, a consulting firm that specializes in helping women and BIPOC entrepreneurs build beautiful businesses that are protected, optimized and well-positioned for growth and impact. Whether it’s through a consulting project, as a 1:1 business advisor, via workshops, or with her upcoming book, she equips business owners with a risk lens so they can make great decisions for their businesses and become the powerhouses and change makers they were meant to be. 

Rosalie is a Bay Area native and a proud Portuguese-Ecuadorian-American, who currently resides in New York City, and enjoys experiencing life through travel, food and tennis, and with her rescue dog Kira.

Links:

Website: https://portecuaconsulting.cpa/

IG: https://www.instagram.com/portecuaconsulting/

LinkedIn: https://www.linkedin.com/in/portecua/

YouTube: https://www.youtube.com/@portecuaconsulting

Transcript

Empowering Jefas in Entrepreneurship

Kita Zuleta 0:00

Hi, Jefa, welcome to the Cafecito con Jefa podcast. I'm your host, Kita Zuleta. As a brand strategist and photographer, born and raised in the city of Los Angeles, my passion is to help Jefa, like yourself, understand the concept of personal branding and equip you with the tools and strategies to show up online. Lots of life has shaped me into the woman I am today, with roots tracing back to immigrant Salvadoran and Mexican parents, an inevitable love for cafecito, a neurodivergent brain, an obsession for plantitas, the intentional consumption of audiobooks and the joy of sharing life with my best friend, turned husband, of almost 10 years. I'm so excited to have you here. Join me on this storytelling adventure as we deep dive into conversations that bridge the gap between real, unfiltered moments of life and the journey of entrepreneurship. Beyond a podcast, this is a community, a space where Jefa come together to share their stories, learn from one another and create a connection full of support, without competition. Every episode is a window into the stories that have molded us, the lessons that have shaped us, and, while our paths may vary, the emotions and experiences that unite us remain undeniably relatable. We're all the same, same but different. So grab your mug, pour yourself a cup of cafecito and immerse yourself in the conversations that will ignite your passion, spark your creativity, elevate your thinking and fuel your determination. I see you, Jefa, keep going. Welcome to the Cafecito con Jefa podcast. Hi, Jefa, welcome back to the Cafecito con Jefa podcast. I'm your host, Kita Zuleta. Today I am so excited to be finally sitting with Rosalie Portecua of Portecua Consulting. We have been trying to get this interview on the books for almost a year now, y'all so we have been able to walk alongside each other with so much love. So I'm so excited for her to be here and for us to finally be able to have this conversation and y'all get to know a bit about her journey over the past year.

Kita Zuleta 2:50

Now, but let me give y'all her official introduction. Rosalie is a risk consultant, strategist advisor and founder of Portecua Consulting, a Latina-owned boutique consulting firm that specializes in helping impact-driven businesses strategically protect, optimize and scale their businesses as a one-on-one advisor and via educational workshops and speaking engagements, mindset, strategies and tactics to maximize impact and drive change, because representation matters and we all deserve to build wealth. Rosalie is a Bay Area native and a proud Portuguese Ecuadorian American who currently resides in New York City and enjoys experiencing life through travel, food and tennis, and with her rescue dog, kira. Hi, rosalie, como estas Welcome. I'm so happy to have you.

Rosalie Portecua 4:15

Hi Kita. I am also so excited to finally have this conversation that we've been in talks of for a while.

Kita Zuleta 4:22

Well, welcome, welcome. I mean, I am so excited that I got through your intro. I didn't have to go back. I'm so excited. But, speaking to your intro, there are so many great things here and I would love for you to officially introduce yourself and for us to dive right in. Please let your fellow Jefa know who you are, what you do, who you serve and where you're located.

Rosalie Portecua 4:49

Hi Kita and hi Jefa. For everyone who's listening, I am Rosalie, as Kita mentioned. I founded Portecua Consulting just about a year ago and really my goal is to work with small businesses and entrepreneurs and Jefa, of course in building their beautiful businesses, because we all want to drive change, make impact, and we're doing it through entrepreneurship. And it's a struggle sometimes to figure out what you need to do. How do you need to organize your finances and your processes? How do you introduce a new revenue stream? How do you build up your coaching package?

Rosalie Portecua 5:21

And so what I do is help have us take control of their risks. And so we go through your business and either we decide, okay, we want to focus on finances, let's work on your financial projections. Or we decide that you want to outline and streamline your processes, so we'll walk through that and we'll map out your processes. Or, if you're looking at deciding like how should I price this, or how should I organize, or how should I prioritize, we'll figure out that strategic plan. So it's really about figuring out what are your top risks in your business, based on what your goals are, and then I help you figure out your plan to achieve them. And so I'm here to help have us become those powerhouse leaders that they can be, because we know that we can do that and we know that there's a lot of potential within us.

Kita Zuleta 6:13

I love that so much and there has been so many questions in my head over the past year as I have seen you moving and sharing what it is that you do. So I'm really excited about this conversation because you know me, I love to ask questions and I want to understand, and I think right now, as you were sharing what you're doing, it's probably the clearest I've been able to paint this picture and I think it's also the piece that I get to ask you these follow-up questions. Like, honestly, it just sounds like you're a business strategist, but you have the risk expertise. Right, because you know me as a brand strategist. Right, but also as someone who is a very visual person, right, and also the way that I like to teach my clients is to simplify what we do in the simplest forms.

Kita Zuleta 7:00

Right, I'm a brand strategist and photographer and I create campaigns and imagery and all of these things. Right, but really I make pretty pictures. You know what I mean. Like that's what some have, as that's all they need to know, or I can help you grow your business, or I can teach you how to use social media, right, like what is that is? And so I've always wondered like, what is that for you. So when you think about your risk expertise and how you really consult your fellow Jefas, like, I feel like we need to know more about what it is that you do, because you do a whole lot more for Jefas in their small business. Like talk to me a little bit more about that. Can we like flesh this out a bit?

Rosalie Portecua 7:43

Yes, definitely, and I know that you know, as I was embarking on this, like risk management and the, even the word risk can sometimes bring up some feelings or some fears of like, what does that mean? Or I don't want to deal with that, I just want to open my business, I want it to be successful, but the truth is is that you're already managing risk, and so part of what I'm doing is educating you and kind of opening your eyes, or opening Jefa's eyes, on the fact that they already manage risks, and so what I bring is kind of that structure around OK, these are my goals, these are the risks that I'm going to embark on or have as part of achieving those goals, and what can I put in place to mitigate that? So, and sometimes it does help, you know, having examples. So, like you know, if I am trying to grow my business this year, because I'm starting from scratch or because I've hit a plateau, that's going to be one of your top risks.

Rosalie Portecua 8:30

So your inability to grow is going to be something that you need to figure out because your goal is to grow. So your risk is that you're not going to grow, and so what are you putting in place and what are those tactics and actions that you're going to put in place, either in first quarter, second quarter, third quarter, and then you start to talk through that timeline. So am I trying to be in new communities? So that's a mitigating action, that's your response to the risk of not growing, because if you're sitting in your apartment and you're not joining virtual events, you're not joining live events, you're not going to be able to grow because nobody's going to know what you do.

Rosalie Portecua 9:03

You're not taking up that space, and so that's, I guess, where it goes into thinking about risk and then making sure that you're managing that risk, and I feel like that sometimes helps people manage their head around it. And we can talk about other examples, but essentially you already manage risk and that's part of the education piece of it, that I hope all of us come across and realize.

Kita Zuleta 9:25

I think that's I think I mean true to form, and I'm so excited for us to keep talking about your journey and what got you here and then where you're heading, because it's going to fill in more of these gaps as we keep having this conversation. But what I'm hearing so far, and I think what has been the struggle for myself personally and probably for a lot of Jefa, is the fact that, for example, I did not come from a corporate background. Right Like, so I don't have, I don't risk management. ¿quién me enseñó a hablar así? Like, what kind of? What do you mean by risk? Right, like, the game are you talking about? About, like you know what I'm saying.

Entrepreneurial Risk Management for Hefas

Kita Zuleta 10:05

So, then, thinking about being able to educate, right Like, fill in that gap. Especially, how does that translate? Right, your knowledge? Because you've done big things and I'm really excited for you to share about how you got here and what motivated you to start this. So, translating those skill sets to what you're doing now, that's what I want to hear more of, so that we can better understand, because I feel like that's what is going to be your big role, especially with what you're pursuing now. Right, that education of how what risk means and almost destigmatizing it, right, like with that big word that gets said about so many things, but really wrapping our head, like you said, around what risk really means. So Aved, please tell us about what motivated you to start this. Where did risk come from? Where did Rosalie come from? To where, a year ago, she decided? You know what I'm going to pursue this? I'm going to help Jefas manage their risk with their businesses.

Rosalie Portecua 11:07

Tell us that story. Yeah, so it's been a wild ride and I feel like you are where you are meant to be at a certain time and you realize when it's time to pivot. And so I did start my career in corporate. I decided to do I majored in business administration, did a focus in accounting, got my CPA and that's how I started. And I started an external audit with KPMG and so that's where really I was assigned.

Rosalie Portecua 11:31

You know big ticket clients like Fortune 500s and we're doing audits for them, and so that's like a six to 12 month process. You're doing audits, you're looking at their numbers and making sure that the numbers make sense and that they're accurate and they're complete and there's nothing missing. And so I was doing that at first. So that's more around financial risk. And then I decided it was my time to pivot and leave that organization and find something new. And so I discovered internal audit, which basically meant that you worked for the company almost as like their strategic partner, their advisor, and you were looking at risks and helping them manage them. And so that expanded me from just looking at the numbers financially, but also operationally. So we started thinking about processes where is their inefficiencies? Where are, maybe because I worked at Estee Lauder. They had offices around the world. Where was maybe one office doing something different than another, or where could one leverage a best practice that another was using? So we started to find the inefficiencies so we can get efficient. We started finding synergies so that we can be even even better. And we also, you know, looked at compliance. So there were policies and procedures in place. We looked at that to see where somebody might be following or not following it, and then you get into more of like, is there some more risk here in terms of fraud, or maybe somebody's not doing something that they're supposed to? And so it was really expansive in terms of everything that could happen, from inefficiency to, like, the fraud perspective.

Rosalie Portecua 12:53

And then within that time, I ended up getting a new chief auditor. So we had a new leader come in and he wanted to transform everything, and I already had some ideas. I was known as a person who was always like, oh, what if we do things this way? What if we, like, continuously improve in this project that we're doing? And so I was tapped to build that transformation out and really just help transform the function from top to bottom, from policies and procedures, to how we executed everything, to how we built out our processes, to our talent platform, our technology, everything. And so I did that for a couple of years. It was amazing, but I felt like I had reached a point where my skillset was at the point where I could use it for something else.

Rosalie Portecua 13:36

And also you kind of start to realize that big companies that once you're at a higher level, they function a certain way and there's certain politics involved and dynamics and environments that I didn't necessarily see myself vibing with, I guess at the time, and, like our values, there was some misalignment in values and so I was like I'm going to move on and I ended up at Bombas, which was great.

Rosalie Portecua 13:58

It was a very purpose and mission driven company, it was high growth and I got to build out their audit function, so always an internal audit and audit and always managing risks.

Rosalie Portecua 14:09

And then finally, I was there for about a year and I ended up getting laid off and, you know, true to form, that was a blessing in disguise and it taught me to pivot and I had always thought about starting my own business and doing and building out a consulting firm and that was like my final push and I was like I want to be, you know, my own boss.

Rosalie Portecua 14:29

I want to have freedom and flexibility. I want to build a safe workplace for myself, because there is a whole process you go through as you get laid off that you're like, well, am I not valued? Like, am I worth it? And I'm like I am and I need to create a space where I can be valued and where I can value other people. To create a space where I can be valued and where I can value other people and also just create representation of Jefas and entrepreneurs that are taking their skill set and then giving back to other small business owners and entrepreneurs and founders that are trying to build great businesses. So I want to take everything I learned from corporate and now transfer it to our communities, because I believe that we can do. We have so much potential and we can do even better than some of the companies that are still making mistakes to this day, and we can build that from the ground up.

Kita Zuleta 15:08

I love that. And the next question is tell us about your brands, why I mean like the mission and purpose behind what it is you're doing. Is that right? Is there is so much more that we can be doing and so much that is translatable of the skill sets that you are pouring into these major corporations and being able to teach us?

Rosalie Portecua 15:29

Yes, definitely. So. The goal is always about empowering individuals and specifically empowering Jefas as they build their business. So my ultimate vision is to empower everyone with a risk mindset, because we do manage risks. We have to make important and smart decisions and risk-informed decisions. So that is my ultimate vision. But the mission and how I'm doing that now is by helping Jefas with their businesses. So I want to help them build out these beautiful businesses that are protected, that are optimized, that are well-positioned to grow and impact the way that they desire. And so, really, for me, the why is to be able to empower Heffas and to be able to have them grow their businesses into what they desire and into their full potential.

Kita Zuleta 16:14

So I have a question because, you know me, I love examples. So I am wanting to know when, like as you have been. I mean, you've been in the room at CCJ. I'm so excited you found CCJ what? In March, april of last year or so? So, yeah, right around I mean at the time of this recording it is March 20th, so not at the time of the release, but right at the release we'll definitely have already been at the year mark of knowing one another and being in community with each other. And so, as you have been getting to know and connecting with your fellow Jefa, I would love to know what are some of the biggest ways you have found yourself supporting your fellow Jefa?

Rosalie Portecua 17:04

Yes. So there's two ways that specifically come to mind. So the first one is around finances. So it's definitely starting a business like you have this idea, you have this product and service, but you are going to have to bring in revenue, you're going to have to sell that product, you are going to have expenses, you're going to have to register your business and all of that, and so there can be a lot of anxious thoughts or feelings around how to manage money, especially if you're not used to managing it.

Rosalie Portecua 17:33

So, bringing that lens in and really talking to Jefas about how to build out their budget for the year, how to build, how to project out what they're planning on making and what they're planning on spending, and does it make sense? Because sometimes you get really excited and you're like I want to build this amazing thing, but then you sell it and you're not selling it to, you're not making a profit, you're not even making a profit to cover your own expenses, which can happen. And so I have seen that in talking to some Jefa, they're more focused on actuals, and so I'm trying to help them also focus on the future and like what does the whole year look like? How much are you planning to make and then that way you can also check in with yourself every quarter, like am I making enough money? Am I spending too much here? Can I actually? Am I actually making money? And maybe I can invest in something else, maybe I can get some new equipment that I need or invest in a new tool. So financial projections has been a way that I've been able to help Jefas and empower them with that financial knowledge so that they're managing their financial risks.

Rosalie Portecua 18:33

That, I would say, would be one way, and then the other way we touched on a little bit earlier around growth and networking, like something that I was very focused on was like I need to grow this business, I need to make this into a viable business, and so for me, thinking about growth, risk and how am I managing that was networking putting myself out there, being in all the spaces, speaking my name, speaking what I'm trying to do and knowing that risk is something that people might be scared of or maybe they don't know about risk management, like just talking to people and talking to them about examples or what I mean, and hearing them also like what's resonating with them, like that's helped me manage the or figure out what my messaging should look like and depending on who I'm talking to and whatnot, and so networking has been another way that I've been able to support Hefa. So, as I was like embarking on my journey, a lot of Jefas were like, wow, you're putting yourself out there, you're going out there. Like I'm an introvert, I'm a little scared to go to these events and talk to people.

Rosalie Portecua 19:51

No-transcript networking mini course um, that would be $70, which it is now, and so that's something that you, I want to be accessible to people, um, at every price point, and even at a free price point, because there is content that we put out there that already has value in it. There's my YouTube channel that I put out there as well for people to get a taste of what I mean by risk and how to manage your numbers and your processes and the culture that you're trying to build in your team. So, yeah, so I would say financial projections and then the networking mini course have been two of the ways.

Kita Zuleta 20:27

Oh man, both of them are so beneficial too, because I think, especially as Jefa it's something that I've been hearing a lot with, especially those you know I speak to a lot of Jefa who are either just starting or starting over, or in a pivot or rebrand or refresh right, like they're transitioning from their long corporate career to now new wish in the Hefa world as entrepreneurs, right. And there's so much there that when we're brand new, when we're starting over, when we are taking on a new venture, there are so many things to manage and so many things that happen and I think it can be really hard in general to just navigate all of it period, right. And of course, in an ideal world, we would all love to have different strategists hold our hands throughout the entire process, right, and be able to throw that money around and hire all of our dream team, fellow Jefa and just be able to say let's launch our business perfectly in this way Not perfectly, but you know what I'm saying With a dream team and exactly how we would want to now, and I feel like that hesitation a lot, especially for new Jefa and I say this and I'm naming it especially for the Jefa that are going to be listening as well, because I want to gently remind all of us that there are so many things that we're learning, new buttons we're pushing, things that we are figuring out. There are levels of expertise that we have and other people don't, and vice versa. We don't have superpowers and other people do, and so although especially, for example, I am in a room with a fellow strategist, right, so we are constantly going to have conversations for y'all, as our fellow Jefa like being able to say this is how we can teach or guide or help. But it's why there are exactly what Rosalie named different levels of options, of ways to either work with us or learn from us.

Kita Zuleta 22:34

Right, like this podcast, it is a free piece of you know, quote unquote content. It is knowledge just to be able being put out there that is available and accessible. To quote, unquote the masses. Right, like being able to share that information. Education is such a huge. To quote, unquote the masses. Right, like being able to share that information. Education is such a huge part of our job. Right, as strategists.

Kita Zuleta 22:54

What that fancy word is for some people, like what it is, is we sit in a room. We're like business therapists. Y'all Like we catch your head and heart dumps. You tell us what you're scared about. You tell us what you don't know, what you think we might. You ask us the questions and then we tell you what you do, what we don't know, and we tell you where we can help or when someone else can help.

Kita Zuleta 23:19

That's the beauty about getting to know, or talking to people like Rosalie right, you just get to have a conversation. First and foremost, our job is solely determined on the data we receive from our fellow Jefa, right, like. So we need to get to know a bit about your business or your dreams, or what you're trying to do or what you want, and it is a bit of a vulnerable position to be sharing your vision and sharing all of the things and also thinking about where you may be taking risks is a bit, you know it's delicate. You're letting somebody into your baby and your little business, right, and so when you get to talk to people like Rosalie right, or myself, when you're in the thick of that front of it, like it's, the goal is creating, like you said, that safe space, right, and that place where it's just like you just come and you have a conversation. That's all. That's what these consultations are right. Like you, just come and tell me what you have in your head and I will tell you what I can or cannot do, how I can assist, where I can guide you and what that can look like.

Kita Zuleta 24:27

Because a lot of times I think the hesitation that we as Jefa like I mean I could have booked a consultation just to pick your brain and say, okay, rosalie, just to explain to me what it is that you do do, just to know, right, pero we don't do that because of the pressure that may come or we may feel of like wanting to have the dream team around us but then also not being able to have the finances to fund the dream team around us. Do you know what I'm saying? And I feel like one of the things that I want to encourage and I found myself doing a bit more and starting doing this year is like just starting, to quote unquote shop, shop for the future. Right, get to know your fellow Jefa on this consultation basis, where we're like, how would you be able to fit a role, right? I like you, I trust you. Wait a minute.

Kita Zuleta 25:19

We vibe, what is it that you do? Porque no te entiendo un poquito? Tell me, because clearly, your expertise is not my expertise. So explain it to me. Oh girl, I need you. Let's figure out how it's going to happen and if it's not right now, tell me what that price point, what that first dollar amount, what that investment is going to be, because as soon as we got it cool, let's go.

Kita Zuleta 25:44

Do you know what I'm saying?

Kita Zuleta 25:45

And I feel like I want to encourage more of those kinds of conversations, especially in our community, because I feel like, as you have been in the room with many of us right, and especially in all the networking that you've been doing, which is huge and have us trust, I have had the privilege to watch Rosalie move, the way she's been moving over the past, you know from afar, over the past year, and y'all, when she says she's been putting in the work, like she has been putting in the work to put herself in these other spaces, like she has been faithful to Cafecito and coworking most weeks, if it's just for the Cafecito, if it's just to say hi, like Rosalie is coming through, dropping her links, connecting with people, saying hi, making it a point to connect in order to be able to, like she said, plant these seeds and get her name out there, and so I'm really excited because now you're going into new ventures, into new waters and creating different ways to give access to all the information that you have learned over the years for us.

Kita Zuleta 26:50

So please, please, share with your fellow Jefa about what is coming for Rosalie.

Rosalie Portecua 26:58

So one of the big ventures, which I think is the one that you're referring to, is that I am writing a book and so I'm going to become an author within, hopefully the next year. There is a whole process behind writing and publishing that I am learning this whole new world and ecosystem of, but I am so excited to do it because, again, it's about accessibility to knowledge, to gathering that skill set that I can then transfer to fellow Jefas as they build their business. And so we've talked about risk is a scary word. I want us all to become friends with risk, and so that's the talked about. Risk is a scary word, like I want us all to become friends with risk, and so that's the goal with the book. We're going to become friends with risk by the end of it so that we can grow and scale and impact in our business. And so I'm going to be telling it through the lens of storytelling, because there's going to be, you know, a story in the beginning of like you know what, what happened, what maybe went wrong, and then you're saying, okay, like I definitely don't want that to happen to me, so how do I avoid this? And then I'll kind of go into the lesson and go into the takeaway and how do you apply it to your business moving forward, and it will take you through different stages, like some of it will be around mindset, some of it will be around strategy, some of it will be around specific processes, and then some of it will be around big transformations, and so those are the big four kind of sections that I'm right now anchoring it around, and then I'm building the stories within that, and so the goal by the end is to become friends with risk and to really just be empowered and for you to also have another lever, because the other thing is that sales and sales marketing, like branding, and branding is amazing. You need growth and sales, but those are the sexy things, those are the great things that you should have. But there's also, like the systems and the processes and the foundations that you want to build out so that you don't make you know, let's, you make $50,000 in revenue, but then you're you have this like lawsuit on your hands or you have an inefficient process somewhere that's also costing you $50,000. So then it kind of knocks itself out. So you want that continuous growth and you want all of the lovers working, you know, in cohesion together.

Building a Hefas Business Community

Rosalie Portecua 28:56

So, yeah, so I'm excited to write, I'm excited to take everyone along the journey. I'm going to be sharing on Instagram and on LinkedIn pieces of it. I also have a community that I'm specifically building alongside it, called my book community for now, but once we have titles and things, we'll probably be updating that. For now, it's my book community and I want everyone to be able to join for free. And, of course, you know like this is a big undertaking from a time and cost perspective. So there is a contribution option, like I made that optional in case people wanted to, you know, bring a coffee. So, as I'm writing a story, like I'm fully caffeinated and you know, just be able to contribute to a book that's going to help you and to a Jefas dream as well.

Kita Zuleta 29:35

So really excited. I'm so excited about it. I mean for the Jefas who've been listening to the podcast, who know my love for books, who know how much we've been like claiming that more and more authors are going to be coming on the podcast. I have a soon to be author on it. I'm so excited to bring you back once you're on book tour and be able to share about the book and be able to talk all about it and be able to see the process Right. And you know I am proudly in her book community, so y'all jump in with us so that that way we can see behind the scenes and get to hear all about the entire process. But I'm just really excited One because I love how you said you're wanting us to be friends with risk by the end of it, and I think that is that education gap that we were alluding to before. That. How risk is a small four-letter word but it can be this scary idea and concept when it comes to how to apply it to your business. And you are absolutely right, the branding part is absolutely sexy, right, and I've noticed that when I'm talking to my clients. Really, you know, I see it through the brand lens, but truly, as I've been, you know, talking with my clients more and more. I'm like no, no, no. What we're building is, let's build out a menu. What is what is your, what is your business, what are your products? What is your website looking? What is right? Like I'm over here shifting so much of how I've been teaching to be more clear on who I truly am as a strategist, it's like no, no, no, it's business first, right, Anything else is extra right. I mean, I've been running CCJ now for a year and a half. We've had a zero logo. I've a color palette that I've like semi thrown together. This was also sketched right. Like so much of what this has built, is the brand, the idea, the concept of CCJ, right.

Kita Zuleta 31:41

But so that's the lens, if you will, that I am able to teach, because my expertise is not risk, my expertise is not accounting, my expertise is not law. I'm not over here. I don't have all those letters and things you know frames on my wall. So I talk about the concept of how, the experience, that's what I can teach, right, what is the experience that we have, our people have with our business? But when we're talking, when I'm talking about brand new headshots, no, no, no, no, no. We're talking about our people have with our business. But when we're talking, when I'm talking about brand new headphones, no, no, no, no, no we're talking about it's okay, yes, Content on social media and showing up yes, it's very important because it is the marketing part of the machine. But we are getting it all back to the business, which online is our website and our cart and our email list and our long form content.

Kita Zuleta 32:24

So we need our business to be long-term, because this is not just a one-year project. This isn't just a side hustle for Averge. Most of us are over here shifting and gambling or risking our careers, risking our time, our energy, pouring into these businesses in order to be able to make money, because we believe that we can make money through our skillset and it is possible. But we do need to manage those risks accordingly and be able to calculate and not just throw ourselves into the wind saying, today I feel like doing this and I'm going to get paid for it, so let me leave my. Let me leave my nine to five without calculating or knowing what going to get paid for it. So let me leave my. Let me leave my nine to five without calculating or knowing what it is that we're doing.

Kita Zuleta 33:13

So if you are looking to get assistance with those calculations and being able to see what those risks are, maybe the things that you're not looking at. You're just looking at potential. You know just the dream and what it would look like and how we can play with all of our ideal clients. If you are looking at that dreamable life but are unsure of all of the building blocks that you need to actually start a legitimate business and make sure you are risk-free, call your girl Rosalie, Like that's what needs to happen. If you have questions on how to navigate those things. Like that's the thing is that a strategist, we get to listen to any and all things that y'all throw at us and then, if it's not, in our wheelhouse we're gonna tell you that's.

Rosalie Portecua 34:05

The amazing thing, too, is that part of you know, having your risk lens is that you're doing a risk assessment on your business. So I might come in and I might say like, okay, you're trying to build out this business, you need to have your legal risk covered. So go talk to a trademark lawyer and get your trademark. Like, I'm not going to do that for you because that's not my expertise. You might just be operating under your name, but you're not sure where your brand is going to go or what your colors are going to be, what values, what feelings you want to invoke, and so I'm going to be like no-transcript assistant bookkeeper. And that's why I've been referring a lot of our Jefa as well, because that's what's going to build our ecosystem and make us, all you know, pull our strengths together to build our businesses.

Kita Zuleta 35:14

Absolutely, oh, that Rolodex is so important and I feel like, you know, I feel like we don't look at that enough. You know, we just was like, oh well, I know them, or you know, but it's, it's truly, especially as Jefas, right, especially as Jefas. Sometimes we, we downplay our even our true to form. First, let's look, sometimes we downplay even our true to form. First, let's look at how we downplay ourselves as small business owners. Right, we're just like, well, it's just me, you know, and so. But instead we actually are doing X cosa right. So, knowing that, not only are we actually doing X cosa, but we are building even bigger X right. That is the Jefa that people are referring, that is the Jefa that people are thinking of, because that is what we are speaking to.

Kita Zuleta 36:04

We are building something that is bigger than where we are today, and so, when we have other people referring, right, we are practicing speaking our names in each other's rooms, having that community to be able to come to, like I mean, it's why, now, I didn't even realize how much we needed a directory girl, like I really, really didn't, because it's so, like whoa, I mean I'm over here like no todas se conocen, because I of have the privilege to know just about all of the jebas in the community directly.

Kita Zuleta 36:36

But having that connection, connecting part because we do want to shop with each other right, even if we may not be able to jump in right away all the time. But the goal is for us to connect and have that resource and be able to say, okay, I get asked all the time, I'm looking for this, I'm looking for that, are you do that? Do you know somebody all the time? Somewhere is some, by location, and thankfully now I can say yes, I do. But with all of that, having and knowing who to refer out is so important. And so let me start wrapping this up by asking you if you had a piece of advice for your fellow Jefa. What would that be?

Rosalie Portecua 37:22

I would say take up that space, Jefa. Like you are here, you are on this earth for a reason you only get one life. So take up that space. If you have decided you're going to start a business, like put yourself out there as much as possible, especially the first year, first two years. Like continuously put yourself out there, because you don't know where those seeds are going to end up sprouting. Some of them might sprout, some of them might not, and that's okay, because there's going to be ups and downs, there's going to be yeses and nos, but you have to take up that space in order to get to that point. Up that space in order to get to that point. So do it a little bit scared.

Rosalie Portecua 37:56

If you have to fake it till you make it whatever, like the sentiment or the saying that you want to go with, like there is, you know, there is power in having that confidence in yourself and in your worth, and then just go out there and if things don't work out exactly as you want, like that's you, like that's who your person is, like this is how I am, show up as I am and it'll. It'll all work itself out, and the more that you practice, the more that it becomes easier, because I am not the type of person who's just like, let me go to events alone and let me go talk to some people and like, have these conversations and educate them on risk. I am still like a little bit of an awkward person when I walk into events and I'm like, all right, where do I post myself up at, let me just walk around. So I'm an awkward person when I walk into events and I'm like, all right, where do I post myself up at? Let me just walk around. So I'm not awkwardly standing here by myself, like I am still that person, but the more that you practice, the better and easier that it gets. And it's like, yeah, okay, I'm standing here awkwardly in a corner by myself, like that's okay, and I found that people actually come up to you sometimes.

Rosalie Portecua 38:46

So it all works itself out and, yeah, good things will happen. Because for all the no's that I've had, I've had a bunch of yeses and a bunch of wins and I'm still building it. I'm still working on getting the client base and the centavitos coming in. But there's progress and there's momentum and we have to celebrate that. And in order to do that, we have to take up space. So that is my advice.

Kita Zuleta 39:13

I love that and since you have been taking up space and you've been a part of this community and been connecting with so many of us, tanto que Rosalie got to come into town last week, two weeks ago and, mind you remember, she's in New York and I am in Los Angeles, so Rosalie was flown out here for a speaking engagement, y'all. So what was cool was that we got to connect and going from a brand new entrepreneur putting herself out there, being a part of this community, and then she was like I'm in town, ocho de nosotras. We're like sass, we need to be there, because we at least needed to just hug each other, like how are we not going to hang out? And so it was just it's a beautiful, like tangible visual and like to show how, yes, it may be we're getting more comfortable and it's we're getting more used to these connections via Zoom or online, but really, the efforts that we're putting out there it's what I like to say there's real people on the other side of those Instagram accounts. You know what I'm saying.

Connecting and Supporting Jefas

Kita Zuleta 40:25

There are real people on the other side of the screens, and so if we start looking at and treating each other as such, these relationships really do grow and I'm so excited to be a part of your journey, to have watched it, to continue to watch it, to have you back when you have your book because, mujer, our Hefa relationship is just blossoming now. So I'm so genuinely excited to have you here, for you to share all of this with us. And before I ask where our audience and your fellow Havas can support you, I have two really quick, rapid fire questions just to get to know a little bit of Rosalie. The first one of course you know we are cafecito lovers here in this community and although you do not have to love coffee, if you do drink coffee when you do, how is it that you normally order it, or your current order at the moment?

Rosalie Portecua 41:18

So I do Nespresso at home, and so I usually have Nespresso, but if I go out it's usually a flat white.

Kita Zuleta 41:24

Ooh, big fan of flat whites, Nice. And also, of course, we're a book loving community. So what book would you recommend to a fellow Jefa book loving community? So what book would you recommend to a fellow Hefa? It doesn't have to be about business, it could be about anything. A book that right now you're like Jefas, go read this.

Rosalie Portecua 41:42

So the last one that I have finished and I'm working on another one now, but is your First Million, by Arlen Hamilton, and then now I'm working on another one, which is by Dr Esther Celedon, create your Limitless Life, and she talks all about trailblazing and all about just creating a life of purpose and a life that has meaning to you, and she's great. I actually got to meet her when I was out in LA, coincidentally, so meeting other fellow authors has been great as well. She's from she lives in Santo Domingo and I live in New York and we happen to be in LA and we got to hang out. So always continue taking up that space. But, yes, read her book as well Create your Limitless Life.

Kita Zuleta 42:22

Wow, that is so amazing. I'm going to put that on the list. You were telling me about your Next Million. It is on my list, so I'm really excited to check those out. Bueno, I am so grateful you're here. Please tell your fellow Jefa where they can connect with you. Where do you like to hang out online? Where can they come hang out with you? Tell us all the places to find your links, please.

Rosalie Portecua 42:44

Yes, so please come hang out with me on Instagram. That's where I spend most of my time, so I'm at PortEqua Consulting and then I'm also on LinkedIn under my name so you can look me up there. I also have a business page so you can look that up as well. And then I do have a YouTube channel. So if you want to get some bite sized pieces that are a little bit more long form the videos are, you know, three to seven minutes I would say. So if you ever just want to jump on there and get some free content, find out more, more about risk and what I do, check out YouTube. And then, yeah, just reach out to me if you want to work together so we can work on a consulting project, a one and done type of thing.

Rosalie Portecua 43:18

We can also work as an advisor. I could work as your advisor, one on one, and provide some ongoing support a sounding board, accountability partner, a strategist talking through risk and what you're trying to do, and I can tell you what might work, what might not work and what to put in place. And then I also do have the networking mini course. So if you are in a season of networking, please check that out. It's only $70. It says all the seven spaces that you should be in and where you should take up that space, and then I do speaking. As Kita mentioned, I was in LA to do a speaking engagement. So if you do have a mastermind, if you have an organization or somebody who's looking for a Latina leader, speaker, Jefa and entrepreneur now please reach out. Thank you, kita, for this opportunity.

Kita Zuleta 44:00

I'm so incredibly grateful for your time, for you sharing with us your story and your insight. I cannot wait for everything that's coming and getting to watch again from afar as you continue to hit these milestones. Jefa, I'm so excited for all that you're doing. If I'm allowed to say it, I am proud of you and would love to give you all of the flowers for all of the hard work that you've been putting in to get to where you're at today. So ahí viene, ahí viene, Jefa. It's coming for you and I am so incredibly excited for when that harvest season is going to be here. It's coming. Vas a ver, so adelante, Jefa. Thank you so much for spending your time with us. Thank you for tuning in and hanging out with us. Be sure to follow and support Rosalie at Portecua Consulting on Instagram or on LinkedIn. Be sure to check her out at Rosalie Ennis. So please be sure to follow and support her. Thank you again for your time. Thank you for listening to the Cafecito con Jefa podcast.

Kita Zuleta 45:07

Well, Jefa, that's a wrap for today's episode of the Cafecito con Jefa podcast. I sincerely hope these conversations have lifted your spirits and left you with a renewed sense of purpose. Remember, Jefa, you are not alone on this journey. Our community is here to lift you up, offer guidance and share in your success, knowing that there's an abundance of work for each of us and believing that we will go farther together. If you enjoyed today's episode, please leave a review or share the episode that you're listening to online. Be sure to hit that subscribe button so you never miss out on the incredible stories we have in store for you. Connect with the community on Instagram at Cafeito con Jefa, and reach out directly to yours truly at Quita Zuleta Photo. Let's keep these conversations alive, continue to foster connections and continue growing as a united community where the goal is for every Jefa to thrive.

Kita Zuleta 46:10

If you haven't already joined us for our Cabecito and coworking sessions, please be sure to sign up to get those invitations directly into your inbox. Come as you are when you can and surround yourself with your fellow Jefa. I can't wait to connect with you at a future cafecito. If you're needing guidance on how to take your brand to the next level, I'm here to walk that path with you. Book a free consultation with me and together we'll develop strategies that will feel in alignment with the season that you're in, as well as setting yourself up for the growth that you desire. As we close today's episode, remember that your journey as a Jefa is an ever evolving one. Keep going, pasito a pasito. You deserve it. Until next time, Jefa, I'm your host Quita Azuleta. Thank you for listening to this episode of the Cafecito con Jefa podcast. Thank, you.