Turning Challenges into Triumphs: Mariela Feldman’s Playbook for Entrepreneurial Success

In this Wantrepreneur to Entrepreneur Spotlight, we delve into the inspiring journey of Mariela Feldman, founder of Armonía Coaching. Driven by her passion for accessible, high-quality ABA education in Latin America, Mariela overcame initial doubts about hiring and built a thriving team committed to ethical, evidence-based practices. Her story highlights the power of innovation, especially during the challenges of the COVID-19 pandemic, and the impact of investing in people. Mariela’s journey is a testament to creating meaningful change while balancing professional ambitions with family life. Discover how she transformed fear into a flourishing mission.

Hi, Mariela! Thanks for joining us today. Tell us about your business. Who do you serve, how do you serve them, and what's the impact that your business and work makes?

Armonía Coaching provides high-quality training, coaching, and professional development for Applied Behavior Analysis (ABA) professionals throughout Latin America. We specialize in evidence-based education, offering certification preparation courses, continuing education, leadership development, and supervision training designed specifically in Spanish to meet the needs of professionals across the region.

Our mission is to strengthen the knowledge, skills, and confidence of professionals serving individuals with autism and other developmental disabilities by promoting ethical, evidence-based, and culturally responsive practices. Through accessible online programs and competency-based instruction, we empower our learners to advance their careers while improving the quality of services provided to individuals and their families.

We believe that access to high-quality ABA education should not be limited by language or geographic location. By expanding professional training opportunities across Latin America, Armonía Coaching is helping develop the next generation of competent supervisors, ethical leaders, and highly skilled professionals dedicated to improving lives.

Tell us about the moment you finally felt like you went from wantrepreneur to entrepreneur.

I remember thinking, "I'll never be able to hire anyone. I'm such a small business. Why would anyone want to work with me?" That was one of my biggest fears when I started.

What surprised me was how quickly that belief changed. Within our first year, we began hiring staff, and I realized there were talented people who believed in our mission and wanted to be part of what we were building. Watching the team grow was the moment I truly felt like I had gone from being a wantrepreneur to an entrepreneur.

It wasn't about reaching a certain revenue goal—it was about realizing I had created something bigger than myself. I had built an organization that was creating opportunities for others while making a meaningful impact on the families and professionals we served. That shift in mindset gave me the confidence to keep growing and dreaming bigger.

Describe the moment or period in your life/career that motivated you to make the entrepreneurial leap.

My decision to become an entrepreneur was driven by both personal and professional reasons. As an immigrant in the United States, I didn't have family nearby to help with my growing family. I wanted the flexibility to be present for my children while continuing to build a meaningful career.

At the same time, I had spent years working in the field of Applied Behavior Analysis and had gained extensive clinical and leadership experience. I knew there was an opportunity to build a company that reflected my own values—one centered on ethical, evidence-based services, high-quality care, and a deep commitment to developing the professionals who deliver those services. I wanted to provide the training and mentorship that I believed staff needed to make a real difference in the lives of the individuals and families they served.

Entrepreneurship gave me the opportunity to create an organization where I could lead with those values while also designing a life that allowed me to be present for my family. Looking back, it was one of the best decisions I've ever made.

Describe a tool, service, or software that has been a game-changer for your business. How does it contribute to your success?

One of the biggest game-changers for my business has been Thinkific. When I first started, most of my training was delivered live, which limited the number of professionals I could reach. Thinkific allowed me to transform my expertise into high-quality, self-paced online courses that professionals can access from anywhere in the world.

It has enabled me to scale my business while maintaining consistency and quality in the learning experience. Instead of teaching the same content repeatedly, I can focus on creating better educational resources, supporting my students, and developing new programs. Today, professionals across Latin America and beyond can access evidence-based ABA training in Spanish, regardless of where they live.

More than just a learning platform, Thinkific has helped me expand access to high-quality professional education, allowing me to make a much greater impact than I ever could through in-person training alone.

We know that success is very often a non-linear path. Tell us about a failure, pivot point, or lesson that changed your course or direction and helped to get you where you are today.

One of the biggest challenges, and ultimately one of the greatest learning experiences, in my entrepreneurial journey was navigating the COVID-19 pandemic. Almost overnight, the way we delivered ABA services was no longer possible. We had to completely rethink our service delivery model while ensuring that children and families continued receiving the support they needed.

We worked closely with health insurance companies to establish new billing codes, policies, and guidelines that would allow telehealth services to be provided. At the same time, we had to quickly train our staff and redesign many of our interventions because an online model simply wasn't appropriate or effective for every child.

That period required creativity, flexibility, and constant problem-solving. We learned how to adapt therapy to each child's unique needs, support families in new ways, and help our clinicians succeed in an entirely different environment. While it was one of the most difficult periods our company faced, it also reinforced an important lesson: successful entrepreneurs don't just react to change—they innovate through it.

Looking back, that experience made our organization more resilient, more adaptable, and ultimately better prepared to meet the evolving needs of the communities we serve.

What unconventional strategy did you employ that significantly impacted your business?

One unconventional strategy that significantly impacted my business was investing heavily in developing professionals rather than simply recruiting experienced ones. Instead of waiting for qualified staff to become available, we created comprehensive training, mentorship, and supervision programs that equipped our team with the skills they needed to provide high-quality, ethical services.

This approach helped us build a strong organizational culture, improve the quality and consistency of our services, and retain talented professionals who felt supported in their growth. It also allowed us to expand more quickly because we were developing the workforce ourselves.

That philosophy continues today through Armonía Coaching, where I provide training and leadership development for ABA professionals throughout Latin America. I believe that when you invest in people and give them the tools to succeed, they go on to make a meaningful difference in countless lives. It creates a ripple effect that extends far beyond a single organization.

What’s something you wish you knew sooner that you’d give as advice for aspiring or newer entrepreneurs?

I wish I had known that you don't have to have everything figured out before you start. Early on, I spent too much time wondering if I was ready or if my business was "big enough." In reality, entrepreneurship is a process of learning, adapting, and growing.

I would also tell new entrepreneurs not to be afraid to ask for help or invest in great people. You don't build a successful business alone. Hiring the right team, mentoring them, and creating a culture built on trust and shared values became one of the greatest strengths of my company.

Finally, stay true to your mission. There will always be opportunities to take shortcuts or chase what everyone else is doing, but long-term success comes from consistently delivering value and leading with integrity. If you focus on making a meaningful difference in people's lives, the business growth will follow.

Want to dive deeper into Mariela's work? Check out the links below!

• Visit Armoniaco's website: armoniaco.com/
• Follow Mariela Feldman on Instagram: @marielafeldman1
• Follow Armonía Coaching on Instagram: @armo.niaco
• Connect with Mariela Feldman on LinkedIn: Mariela Feldman