Strong Business Starts Below The Surface.

Women at an outdoor event, one speaking, the other smiling, with a banner reading 'Jennifer Richardson & Grounded Sustainable' and informational tables in the background.

Grow a Business That Feels Steady, Strategic, and Fully Aligned With You.

You want a business that’s strong beneath the surface — one built on clear messaging, simple systems, and confidence in every decision you make. We help you get there. This is a community for the collective growth of women entrepreneurs. Each week, two powerhouse CEOs and educators, Jennifer Richardson and Ashley Velez, walk beside you.

With 20+ years of combined leadership, entrepreneurship, and community-building, we help you clarify your message, strengthen your systems, and grow with stability and purpose.

You’ve thought about business strategy, but now you’ll learn to use it with precision and get measurable results.

  • A diagram of a plant with roots extending below ground and branches above ground

    Roots

    Build a strong foundation in your business identity and values.

  • Illustration of a tree with roots at the bottom and a flowering bush or tree canopy at the top, with the roots extending downward and the foliage at the top.

    Trunk

    Streamline your systems so growth feels sustainable.

  • Silhouette of a tree with multiple branches, leaves, and roots, depicted in black

    Branches

    Expand your reach with authentic, strategic action.

Let’s Get Rooted. Your Growth Starts Here.

Imagine Running a Business That…

  • Reflects who you truly are

  • Attracts clients because your message is clear

  • Grows without burning you out

  • Gives you confidence in every decision

  • Feels steady, sustainable, and rooted

This is the kind of business we help women entrepreneurs build every day.

Coaching + Strategy built on 20+ years of combined leadership, education, entrepreneurship, and community building.

“Ashley provided me with a roadmap [...] and the reasoning behind it. I can’t describe the incredible change I saw on my site in the first few days! Analytics showed that my site sessions were up by over 500% - as the saying goes, “You don’t know what you don’t know” and it was obvious I did not know!”
— Piper H., Licensed CBT Clinician
“This is such a wonderful service and exceptional business. Jenn really took the time to sit down and make sense of my goals. She outlined a plan of action, prioritized the steps, and gave me manageable to do’s that quickly made a difference in my progress.”
— Sonia C., Licensed Massage Therapist