You're not failing.
You're just running your business

without the right tools.

You've put in the hours. You've shown up, sold out, and kept going — even when the numbers didn't make sense. But somewhere between the long days and the late nights, a question started nagging at you:

Why does it still feel like I'm not getting ahead?

That's not a work ethic problem. That's a strategy problem. And it's exactly what I'm here to fix.

— Viri Ponce, VP Consulting

FEATURED IN:

Strategy that pays you.

Financial consulting and coaching designed for Latina food entrepreneurs who are ready to price right, understand their numbers, and make CEO decisions with confidence.

SEE HOW WE WORK

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Meet Viri

Your food business prima — with a finance degree.

I'm Viridiana Ponce — a business consultant, financial strategist, and the person in your corner when the numbers feel overwhelming and the next move feels unclear.

For over 11 years I've worked alongside Latina food entrepreneurs — restauranteras, caterers, food truck owners, CPG founders — helping them price right, plan their growth, and secure the funding they deserve.

My approach is simple: real strategy, real talk, and a deep belief that you don't have to figure this out alone.

Get To Know Me

Work with Viri

Ready to stop guessing
and start leading?

Here are the ways to work together.Whether you need focused answers now, ongoing support, or a program to grow with a community of jefas.

VIP Money Strategy

Get focused answers, tools, and a clear action plan around your most important money decision — in four sessions.

Learn More

CEO Growth Plan

Three months of consulting & coaching to implement your financial or growth strategy with support, accountability, and follow-through.

Learn More

Courses & Group Programs

Group coaching programs for food entrepreneurs at every stage, from pricing foundations to funding readiness.

See All Courses

Now enrolling

Tú Eres la CEO Collective

6 weeks · Starts Aug 26 · Closes Aug 14 · $497 early jefa price

SEE ALL COURSES

Real jefas. Real results.

Over 11 years, Viri has helped hundreds of Latina food entrepreneurs clean up their numbers, fund their growth, and build businesses that actually pay them.