A Personal Growth Roadmap: Lessons from Ana Maceda, Iowa Business Owner
By Christina Fernández-Morrow
Ana Maceda spent her childhood bouncing between shelters and couches, attending eight schools by ninth grade. Today, she owns Crown Cleaning, LLC and credits her turbulent past with teaching her the most valuable lesson: invest in yourself relentlessly.
Her mother’s struggle to establish herself in a new country meant instability for young Maceda. Those early experiences left deep marks on her self-perception and confidence. “By the time I was a freshman in high school, I had already gone to 8 different schools,” she recalls. “I didn’t realize how low my self-love was until I started learning about what it takes to love yourself.”
The first step toward transformation required brutal honesty about where she stood. Maceda had to assess her current self-perception to identify areas needing personal development. That painful but necessary process became the foundation for everything that followed.
Working as a server, Maceda recognized an opportunity to convert her angst into ambition. The restaurant became her self-imposed classroom for personal transformation. She challenged herself to greet every customer warmly, treating strangers like old friends. “I had to leave my attitude behind, because as a server, you can’t have a bad attitude,” she said. “At every table, I greeted them like I already knew them and it started building up my self-confidence.”
She viewed every interaction as practice building her interpersonal skills, sacrificing short-term comfort for long-term growth.
The turning point came through prayer and patience. After seeing a social media post about the Latina Leadership Initiative (LLI) but missing the application deadline, Maceda didn’t ignore what felt like a sign. She spent a year preparing mentally and spiritually. “I knew that it would require a whole new person, and I was really in love with my comfort zone,” she said.
She eventually completed LLI, then committed fully to Drake University’s 12-week Business Accelerator Program. Beyond marketing and pricing strategies, she learned to craft an elevator pitch. “It’s about who you are because at the end of the day, that’s who they’re investing in,” she said. “They’re not investing in XYZ business. They’re investing in you.”
The programs transformed her thinking. During an LLI session on imposter syndrome, she embraced her identity as a Latina and Mexican woman in predominantly white spaces. “I’m not exaggerating when I say that it literally changed my life. It changed the way I think, talk and act,” she said. “Networking empowered me to start believing in myself because everybody feels the same way I do; they’re intimidated, they don’t want to put themselves out there, either.”
She began celebrating her courage and progress, looking for positive outcomes no matter how small they seemed.
To attend LLI’s Saturday workshops, Maceda sacrificed her most lucrative workday. But she gained something more valuable: mentorship. Martha Sandoval, another Latina business owner, became crucial to her growth. “People want to help you. That’s one of the biggest things I’ve learned in this journey as an entrepreneur,” Maceda said.
Faith sustained her through Crown Cleaning’s difficult first year. Struggling to pay rent and buy gas, she met a client named Lori who saw a spark in her. “She said, ‘I believe in you. You’ve got what it takes to make your dreams come true,’” Maceda recalled, tears in her eyes.
Lori invested $25,000 in her business.
“From then on, I knew I could not quit,” Maceda said. “I had to find out what was going to happen with my business.”
Maceda’s Professional Development Strategy:
Start Small
Use social media and local platforms like the Nextdoor app to build clientele
Focus on manageable, concrete steps rather than overwhelming goals
Network Intentionally
Talk to at least five new people at every event
Always exchange contact information
“Ask for coffee dates. Just say, ‘Hey, would you be willing to sit down with me for 30 minutes for a coffee?’” she advises.
Challenge Yourself
Participate in programs that help you grow as a person and professional
Be willing to make sacrifices for development opportunities
Be fully present to get the most out of learning experiences
Seek Guidance
Actively seek mentors in your field to build a supportive professional network
Remain open to guidance from those who have knowledge you need
Maintain Faith
Keep believing in yourself during challenging times
Stay open to unexpected opportunities even when facing obstacles
Maceda demonstrates that success isn’t about perfect circumstances but about persistent faith, continuous self-improvement, and the courage to step beyond comfort zones. For dreamers overwhelmed by obstacles, her journey delivers a powerful truth: Your greatest potential lies beyond your fears, discovered through resilience, learning from mistakes, and unwavering belief in yourself, especially when no one else believes yet.
This article is available in Spanish on the JEFAS Latinas in Business Magazine website.
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