Esmeralda Prieto, now known as Esmeralda Boss, embarked on her entrepreneurial journey in Miami with savings of approximately $6,000 to $7,000 and a $10,000 credit card as her sole financial backing. Her story of starting up—and the setback that almost derailed her business just 45 days in—is the focus of the fifth episode of "Show me the money," a podcast spotlighting Cuban entrepreneurs, hosted by Katia Sánchez.
Esmeralda accumulated her savings through years of extreme financial discipline. Arriving in Miami in 2010 at the age of 22, she lived with her father rent-free, allowing her to save most of her earnings from jobs at a restaurant, then at Dolphin Mall, and later at a beach bar. Her frugality extended to avoiding brand-name purchases and delaying the purchase of a car, which eventually became her seed capital.
The opportunity arose when her friend and colleague, Arianna Rojas, suggested they open a spa together. "During all that time, I had saved $6,000, $7,000. That was all I had. I had a $10,000 credit card. And I said, you know what? I don't have money now, but I'm going to do it," Esmeralda recounted in the podcast episode.
Though they both lacked administrative experience, they initially felt secure; the owner of the plastic surgery center where they had previously worked promised to send them clients. "We started with zero administrative or business experience, but with a lot of faith and courage," Esmeralda recalled.
However, this support lasted only a month and a half. "After a month and a half, the same gentleman told us: we can't send more patients," she explained. Suddenly, the business was vulnerable: rent was due, credit cards were maxed out, and they had no clients of their own.
Faced with this challenge, Esmeralda was forced to teach herself digital marketing from scratch. In 2018, Facebook Ads was emerging as a valuable tool for small businesses. "I didn't even know how to make a video," she admitted. Through intensive study, she transformed the platform into her primary client acquisition channel.
The cost of this venture was months of sleepless nights. "There were months when I couldn't sleep, worrying about how I was going to pay the rent for this place, and also how to pay off my maxed-out credit cards. It was crazy, but otherwise, I would have spent my life working for someone else," she said.
While maintaining the spa, Esmeralda systematically surveyed her clients. A common complaint was that plastic surgery centers failed to follow up with patients after payment. This gap inspired her next business venture.
Just before the pandemic, Esmeralda and Arianna launched their own plastic surgery center. "I will never be fully prepared. Let's open the plastic surgery center and do what we did before, but twice as much," she declared at the time.
Today, Esmeralda Boss oversees seven businesses in Miami, including plastic surgery centers, a real estate agency, a Spanish-language medical center for seniors over 65, and a vitamin brand. The full episode, recorded at FE Medical Center, concludes with a phrase that encapsulates her philosophy: "If you're waiting for perfection, everything but what you're looking for will pass you by."
The podcast "Show me the Mon€y" by CiberCuba is sponsored by Dolphy School. Catch the full episode featuring Esmeralda Boss.
FAQs about Esmeralda Boss's Entrepreneurial Journey
How did Esmeralda Boss start her first business in Miami?
Esmeralda Boss started her first business in Miami with savings of $6,000 to $7,000 and a $10,000 credit card. She was motivated by a friend's proposal to open a spa, despite having no prior business experience.
What challenge did Esmeralda face shortly after starting her business?
Esmeralda faced a significant challenge when the expected client referrals from a plastic surgery center fell through, leaving her business without clients and with financial obligations like rent and credit card debt.
How did Esmeralda adapt to the challenges in her business?
To adapt, Esmeralda learned digital marketing from scratch, using Facebook Ads as her main tool to attract clients. This required intense study and long hours, but it became crucial for her business's survival.
What is Esmeralda Boss's current business portfolio?
Esmeralda Boss currently leads seven businesses, including plastic surgery centers, a real estate agency, a medical center for Spanish-speaking seniors, and a vitamin brand, all based in Miami.