We recently connected with Jessica Feliz and have shared our conversation below.
Jessica, appreciate you joining us today. So, let’s start with a hypothetical – what would you change about the educational system?
Nearly a century ago, Carter G. Woodson wrote that many people want to uplift the Negro, but don’t want to develop him. A hundred years later, this is still the case in schoolhouses across the United States. In the name of leaving “no child left behind” we continue to pass children along, grade after grade, assessment after assessment, without cultivating and coaching them to be independent thinkers or to actually develop a set of skills that will improve their livelihood after exiting their compulsory learning program. This is especially prevalent in communities of color with lower socioeconomic statuses.
And in my field of Spanish Language Instruction, the status quo of a language class just being an “elective” course, the aforementioned inequities exist as well. Saying that one took Spanish in high school or even studied the language in college is almost cliché. Students are not being set up to actually become bilingual, even though a bilingual workforce is on the rise and will continue to grow. For decades, school leaders, scholars and politicians alike have referred to the “achievement gap” in America; but the reality is that there is an opportunity gap, and that’s the problem.
Teacher preparation programs need a drastic overhaul at the post-secondary level, and school districts have to commit to developing talent with the help of educators who are currently in the field and who have a track record of success. Teachers need ongoing support and coaching; and students need teachers who are equipped with a holistic set of culturally-responsive skills to meet the diverse learning needs, perspectives and preferences of children and youth they serve. All stakeholders involved must not only share the vision of closing the opportunity gap, but actively work together as a collective to bring it to fruition.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Soy negra y bilingüe; no soy latina. Y sí, soy de Detroit, Michigan. I am black and bilingual; I’m not Latina. And yes, I’m from Detroit, Michigan. I have said these words, in and out of order, on countless occasions when introducing myself to English and Spanish speakers alike. Oftentimes, my response leads to a follow up question if any of my family members are of Hispanic origin. I regularly cite my three years living abroad and that I’m a Spanish teacher, of which the former often seems to satisfy the curiosity of the listener more than the later. I used to take this as a compliment; however, with time I realized that my bilingual skills as a Non-Hispanic, Black American did not always compute with others. Yon (2000) writes, “In the process of claiming who one is, one is also announcing who one is not” (p.102). This is what birthed my passion for promoting bilingualism in the Black American Community and dismantling any notion that limits the linguistic capability of my people.
With more than fifteen years of professional teaching both in the U.S and in Costa Rica, I love coaching and encouraging others in their second language acquisition. I use music (primarily hip hop) to “hook” learners with the beat and support cognitive engagement. I created Spanish S.W.A.G.™ so that learners can develop near-native fluency and practice mindfulness along their language journey, as a tool for unlocking opportunities, otherwise unknown.
I am the owner and lead educator of Jessie Feliz, LLC, a bilingual educational organization that seeks to empower and equip language learners with Spanish S.W.A.G.™ and to support educators with meaningful and impactful professional learning experiences that will accelerate their effectiveness and strengthen their connections with students.
We’d love to hear a story of resilience from your journey.
I recently attended a networking event and had the opportunity to hear an established businesswoman say something that perfectly illustrates the definition of resilience, especially from an entrepreneurial perspective. Carla Walker Miller, with poise and confidence said “I take no’s like vitamins.” As a teacherprenuer and a small business owner, I have received many no’s or “not at this time” or “unfortunately you did not qualify” responses from a variety of people, clients and organizations since starting my business in 2019. While those “no’s” would take a jab at my confidence at times, not receiving any feedback or any response used to impact me more. However, just as taking a multivitamin doesn’t produce a tangible health result in the same day, in time it will aid in the overall process and in business, those no’s will eventually steer you in the right direction of your business journey.
Today, I can say that I am thankful for the no’s because not only do they help fuel me to “keep it pushing” towards my business goals, but rejection also creates an opportunity for reflection, redirection; and with a growth mindset, can even produce a different type of “yes” from the “no”.
Once, I was in a business pitch competition and had made it to the second round. I was super excited and confident too, believing that I would be selected for the next level of the competition. I was not selected, as expected. Nonetheless, I still earned a wealth of knowledge from the technical assistance I did receive, and I was able to connect 1:1 with an expert in the field to strengthen my business model. From that conversation, I was able to pitch my revised business model and secure a business partnership with a different entity that was bigger and better than what the original “no” had to offer. Through resilience, that “no”, birthed a well-needed “yes” that was exactly what my company needed to advance and thrive.
If you believe in what you are called to do as a business owner and/or as a creative, then foster a growth mindset, stay committed to the course and persevere even with the no’s.
What’s been the best source of new clients for you?
Since launching my business in 2019, the best source of new clients has been garnered through word of mouth and from social media. I have tried using paid ads before and generally would receive positive post engagements but that hasn’t yet greatly converted into sales. However, I also recognize that this is mainly a result of the low budget amount I’ve allocated thus far for paid advertising. I also have spent money on printed flyers to share with schools, teachers and parents locally, and the conversion rate again has been low. For 2023, I am significantly increasing my budget for online marketing upon the release of a new digital experience I will be offering and I look forward to the results.
While my efforts in paid advertising with a limited budget hasn’t served as the best source for new clients, I am thankful for word of mouth marketing, supported by my online social media presence and website, because that has been the the primary means for brand awareness and driving sales. About 75% of the current clients I serve are returning customers or are new customers who learned about my programming from a personal referral, which often includes someone sharing or tagging someone new on my posts. It is very important to maintain an active social media presence that doesn’t just directly sale or promote products or services, but also engages customers and potential customers who are interested in learning more about you as the business owner and/or why you do what you do from an authentic place and perspective. I heard someone say recently that “social capital is the new form of capital” so we as business owners and creatives need to be mindful and strategic in how we leverage social media to build community and revenue.
Contact Info:
- Website: JessieFeliz.com
- Instagram: https://www.instagram.com/jessiefelizplus/
- Facebook: https://www.facebook.com/jessiefelizplus
- Linkedin: https://www.linkedin.com/in/jessiefeliz/
- Twitter: https://twitter.com/jessiefelizplus
- Youtube: https://www.youtube.com/jessiefeliz