Viridiana Ponce, a Latina business consultant who turns cooks into CEOs and teaches entrepreneurs to build profitable, financially confident businesses, joins me.
We talk about the money stories we inherited, why financial education is liberation for our communities, and how Latina business owners can stop hustling in survival mode and start building real wealth.
Viridiana has spent over a decade guiding women through the realities of brick-and-mortar life: startup costs, funding, pricing, cash flow, debt, and what it actually takes to scale without burning out.
Her perspective is powerful not just for food entrepreneurs but for anyone who wants to build a sustainable business without sacrificing their joy, health, or family.
We talk about growing up in immigrant households where money wasn’t discussed, why so many women undercharge, the fear of looking at your numbers, the shame around debt, and how to build the financial confidence to make bigger moves.
We also talk about how she helps clients secure funding, raise their profit margins, and transition from cooks to CEOs with strategy and clarity.
If you're a first-gen entrepreneur, a creative, or a business owner who’s tired of working hard without seeing the financial results you want, this episode will help you see what’s actually possible when you get support instead of trying to figure it all out alone.
About today's guest:
Viridiana Ponce is a Latina Business Consultant and Food Expert on a mission to help Latinas stop playing small, make that money, and go from cook to CEO. As founder of VP Consulting, she has spent more than a decade guiding entrepreneurs with strategy, financial clarity, and the confidence to scale. She has helped secure millions in funding and turned hundreds of food dreams into profitable, sustainable businesses. For Viridiana, financial education is how we claim freedom, build legacy, and rewrite the narrative of what Latina entrepreneurs can do.
Find Viridiana here:
Instagram: https://www.instagram.com/vpconsultingsf/
Website: https://vpconsultingsf.com
Work with Charly:
I want to invite you to my next investing class on January 20th: The 2026 Gay Agenda: Retirement Investing Made Simple. You’re going to learn exactly which retirement investing moves to make right now—Roth IRAs, 401(k)s, and the accounts that actually grow your nest egg, not just hold your cash. You’ll walk away knowing where your money needs to go in 2026, how to set up and invest inside your Roth + 401(k), what to prioritize even if you’re paying off debt, and why your non-retirement investing account is your side hoe. RSVP for the class here. It is in person in Portland, Oregon, or virtual. Anyone is welcome.
If you want help getting control of your finances, rewriting your money story, and building toward a six-figure retirement without needing a six-figure salary, book a call here to start six-month private coaching.