EP 125. From Pause to Prosperity: Scaling with Intention & Building a Purpose-Driven, Sustainable Business with Efi Guzmán

Latina CEO Identity

From Pause to Prosperity: Scaling with Intention & Building a Purpose-Driven, Sustainable Business with Efi Guzmán

Episode Summary

In this episode of Beyond Private Practice, Liz Fernandez sits down with Efi Guzmán, a Mexicana entrepreneur who built two mission-driven businesses rooted in her culture, passion, and purpose.

Efi shares her deeply personal journey of navigating career uncertainty, overcoming self-doubt, and ultimately building Con Intención, a business that honors Mexican artisans, and a thriving virtual assistant business supporting WOC entrepreneurs. She dives into the challenges of pricing her services, trusting herself as a business owner, and the mindset shifts that helped her scale sustainably—without sacrificing her well-being.

If you have ever questioned whether you can build a business that aligns with your values while providing financial stability and freedom, this episode is for you.

Want to build a purpose-driven business that feels aligned and sustainable? Work with Liz one-on-one to create an intentional growth strategy, confidently price your services, and build a business that supports your life, not the other way around.

Apply for Private Coaching: Learn More and Book a Consultation

About Efi Guzmán

Efi Guzmán is the founder of Con Intención, a business dedicated to preserving and celebrating Mexican artistry through ethically sourced, handmade goods. She is also a virtual assistant for WOC entrepreneurs, specializing in content repurposing, admin support, and design.

As a Mexicana entrepreneur living in Guanajuato, Efi’s journey has been one of resilience, healing, and deep intention. She started her business after struggling with career misalignment, a lack of fulfillment in traditional jobs, and a life-changing health crisis. Now, she helps bridge cultural and economic gaps while running a sustainable, passion-driven business.

Her story is a reminder that everything you desire is possible when you lead with courage, trust, and intention.

Timestamps

00:01 – Efi’s Story: From Career Confusion to Entrepreneurship 04:07 – The Moment She Knew She Couldn’t Stay in a 9-5 06:36 – Discovering Her Purpose Through Artisanal Work in Mexico 12:04 – Overcoming Fear and Self-Doubt as a First-Gen Latina Entrepreneur 17:44 – Managing Two Businesses: Con Intención and Her Virtual Assistant Business 23:34 – The Mindset Shift That Helped Efi Charge Her Worth 29:40 – Navigating Pricing and Raising Rates Without Guilt 35:15 – Taking a Month-Long Break from Business and Why It Changed Everything 43:30 – Creating a Business That Supports Your Life and Priorities 50:05 – Advice for Aspiring Entrepreneurs Who Feel Stuck

Episode Highlights

• Owning Your Worth and Raising Your Prices – How Efi went from charging twenty dollars per hour to confidently pricing her VA services at over one thousand dollars per package

• Bridging Culture and Commerce – Why Efi’s commitment to ethical pricing and honoring artisans makes Con Intención unique

• Redefining Entrepreneurship – Breaking free from scarcity and fear-based narratives around running a business

• Sustainable Growth and Rest – Why Efi took a month off from her business and what she learned from it

• Trusting the Process – How letting go of control and embracing the unknown helped her scale

Category

Latina Entrepreneurs, Sustainable Business Growth, Pricing and Mindset, Purpose-Driven Business

Keywords

small business growth, Latina entrepreneurs, pricing your worth, quitting nine-to-five, virtual assistant business, ethical sourcing, Mexican artisans, women of color in business, sustainable entrepreneurship, business mindset

Connect and Work with Liz Fernandez

Website: https://thelizfernandez.com/Instagram: @thelizfernandezApply for Private Coaching: Learn More and Book a ConsultationTherapist to Coach Collective: Learn More and Enroll

Connect with Efi Guzmán

Con Intención – Handmade Artesanías from México 🔗 Website: https://conintencionmx.com📸 Instagram: @conintencionmex

💻 Virtual Assistant Services for WOC Entrepreneurs 📸 Instagram: @efi.guzman

Efi is currently accepting two new VA clients for March. If you are a WOC entrepreneur needing support with content repurposing, admin, or design, reach out to her as soon as possible.

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