Teacher Struggling to Define Her Business – Maria Fernandez Ruiz (Ep. 70)
What happens when you’re trying to build a business, but you can’t clearly explain who it’s for?
Today on The Fairy BOSSmother Show, I met with Maria Fernandez Ruiz, a teacher, mother, and entrepreneur who is trying to build a business alongside her career in education.
Maria is working incredibly hard, but she’s trying to speak to too many different audiences at once. Her message, her offer, and her identity are all becoming harder to understand.
Can we help Maria stop marketing to everyone, identify who she’s actually here to serve, and build a business around the life she’s already living?
Let’s meet Maria Fernandez Ruiz.
If you are an entrepreneur and want your brand x-rayed, apply here.
Watch the Episode:
See Maria open up about her personal journey moving from teaching to entrepreneurship below.
Before the Fairy BOSSmother
Before our conversation, Maria was caught in a challenge that affects more entrepreneurs than most people realize. She was working hard, showing up consistently, and trying to grow her business, but she was struggling to clearly define who her audience was and what outcome she was helping them achieve.
At different moments, she spoke about teachers. Then entrepreneurs. Then people looking for additional income. Then people interested in lifestyle changes.
None of those audiences are wrong. The problem is that when everyone sounds like a potential customer, nobody feels like the obvious customer. At the same time, Maria was overlooking one of her biggest assets. Her own life.
She is a teacher navigating a side business. She is raising two teenagers. She is balancing the realities of work, family, ambition, and personal growth. She is also building a business while communicating in a language that is not her first language, which creates another layer of complexity around confidence and expression.
Yet despite all of that, she wasn’t fully using her own story as part of her brand.
During the show
As we spoke, it became clear that Maria’s challenge was not simply about marketing. It was about reflection.
She was trying to attract people without fully recognizing that the people most likely to connect with her are people who already see themselves in her story.
The teacher looking for additional income
The parent trying to create more options for their family.
The professional exploring entrepreneurship for the first time.
These people are not hypothetical.
They are Maria.
The conversation shifted when we stopped looking for a perfect audience and started looking at the life she is already living. The strongest brands are often built around experiences we understand firsthand.
At the same time, we explored another important question. Should she communicate in English? Should she communicate in Spanish?
The answer was not simply about language. It was about connection. The right audience is not determined by what language sounds more professional. It is determined by where Maria can communicate most clearly, confidently, and authentically.
Once that became clearer, so did everything else.
After the show
By the end of the show, Maria did not leave with a new business model. She left with a clearer understanding of who she is building for.
Instead of trying to appeal to everyone, she could begin focusing on the people whose lives most closely resemble her own. The people who understand the challenge of balancing work, family, ambition, and uncertainty because they are living it too.
When you know who you’re speaking to, your message becomes easier to communicate.
When your message becomes easier to communicate, your offers become easier to sell. And when your audience can see themselves in your story, trust develops much faster.
For Maria, the next step is not building something completely different. It is building from a foundation that already exists.
Her life, her experience, and the people who are walking a similar path.
Want a brand breakthrough like this?
You’ve just watched me help complete strangers realign their identity and step into the version of themselves they already knew was there.
Now it’s your turn.
The Personal Brand Audit is where I personally review your website, your social media, and your online presence privately and honestly. No cameras. No performance. No pressure.
I’ll show you where your brand is diluted, where you’re underselling yourself, and where the million-dollar version of you is already visible but not fully owned.
If this episode resonated, it’s probably because you know there’s more of you that isn’t being seen yet.
Are you ready?
