Getting Your Edge: How to Downsize Your Home.

Expat Life in Mexico: Owning and Operating a Business as an American

• Dennis Day

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Dennis Day:

Welcome to Getting your Edge how to Downsize your Home and Life podcast. My name is Dennis Day and I'm with co-host Judy Gratton. Judy, do you want to share a picture or two of your new grandbaby?

Judy Gratton:

Oh, I don't know how well they'll turn out.

Dennis Day:

While you're checking that out, let me introduce our guest. This is.

Judy Gratton:

Ashley Werder, can you see?

Dennis Day:

Oh, yeah, yeah.

Judy Gratton:

Little grandson John Moses Cook.

Dennis Day:

All right, and he's like 11 ounces. And this is day two right.

Judy Gratton:

Yes or not Day two Day two.

Dennis Day:

That's remarkable, and let me introduce our guest. This is Ashley Werther. She is a Northwest, former Northwest resident, and I met her through Kenmore Camera. She was offering photography classes and she has moved Puerto Vallarta, and so we're here today to talk about. Ashley is running a business as an American in Mexico. Welcome, ashley.

Ashley Werter:

Thank you. Thank you for having me.

Dennis Day:

Yeah Well, why don't you tell us how you got started in photography?

Ashley Werter:

I've always loved photography. I can't remember starting it really, but I remember I was about 10 when I got my first camera. I had an aunt who would spend the photography and she always had a camera. I had an aunt who was into photography and she always had a camera, and I just got to a point where I was always at every family gathering taking her camera and running off with it, and she just gave me the freedom to do so and I just fell in love with it. I was in middle school and I found out that it was an actual job that I could have, and so I started taking photography classes in high school and I ended up going to an Institute of Photography Brooks Institute of Photography in California.

Ashley Werter:

I got my bachelor's degree in photography and then I moved to Hawaii. I started working at a large format printer and from there I got a job at a stock photography agency. When I moved to New York I kept that job and just worked virtually. Then I started to teach some classes at the local camera stores and I started doing some like image restoration and shooting portraits of my own, and then, when I left New York, I just sort of continued that work in Seattle. So I did some portraits and workshops in Seattle. We went to Bainbridge Island. We did a whole bunch of cool workshops. I started my little camera club at Kenmore. I started my little camera club at Kenmore and then, when we decided to move to Mexico, it was just based on this idea that I'm going to be doing like travel photography workshops in Mexico and to do some more adventurous stuff.

Dennis Day:

That's quite a what do you call it? Resume? Very impressive, you've been moving a lot Wonderful. Tell us about you've moved there and it's a brand new place and there's lots of different things to learn. Tell us about starting a business in Mexico.

Ashley Werter:

Well, it did definitely take me a little bit to get it started. When I first moved here, the priorities were find a place to live, get my kid in school and things like that, and then it was starting to build this business and wanting to offer photography workshops. There's really only one other woman in the city who offers photography classes and she mostly does film photography and to like more local people because she's a local herself, and so I really felt like I had a niche with teaching the photography workshops. And it's such a travel destination and I had so many cruise ship clients, and so first I needed to design my workshops. So first I needed to design my workshops.

Ashley Werter:

So I picked some themes of photography that I wanted to teach, like travel, sunset portraiture, seascapes, and then I had to sort of design what I was going to teach where, because I wanted it to include a little bit of a tour of my travel photography workshop. We mostly stick to the Molokon and the main part of town, but we get to see quite a bit of the main attractions, and for my night photography class we're on the beach in front of the pier because they light it up at night and I can do star trails. I have a fire dancer so that helps me with the painting with light, and so I had a lot of fun like designing my workshops and making Viarta like part of my subject Did you go to the hotels and the cruise ships and different other businesses to get them to promote your product to people coming in.

Ashley Werter:

Yeah, actually I made a brochure that had information on some of my classes and portraits sessions, because I offer a few different sessions, like 30 minutes, 60 minutes session and so I did make a brochure and I took it around to all the hotels and banks and pretty much anywhere where people like beat their cards or there's so many tourists and things to do here that virtually everyone has a little place for you to advertise your certain tour business.

Dennis Day:

Were you doing a little bit of bartering, say, if I'll do some photography for your business, if you help promote that, or if I'll do some photography for your business if you help promote that, or?

Ashley Werter:

Definitely, especially during the COVID years when there weren't so many tourists to photograph. I definitely did a lot of. I went to businesses and I've said I'll do a shoot for you and your business if I can use this as a location for my portrait or if I can teach photography here. Or I did lots of shoots for restaurants and they still invite me to events and I get lots of free food and hotels. Even when I went to Guadalajara, I did message quite a few hotels and offer to trade them photography for a free stay.

Ashley Werter:

I have this one hotel in Tlaquepaque who was very happy to exchange with me and they have such a beautiful hotel and so to take pictures of it was fun, and then I just include to them photos of what I take while I'm there. The zoo in Guadalajara is amazing. The town of Tlacopaque is incredible. I basically just traded them photos for free stay and I know that anytime I go to Guadalajara I will have that free stay. And when they've come to Vallarta, like I shot their daughter's quinceañera and definitely a lot of ways to barter and use your skill set.

Dennis Day:

Wow, I bet a quinceañera must be an amazing event to be a part of.

Ashley Werter:

Yes, that one specifically was during the COVID years, so it was on a boat with much less people. But the quinceañeras are fabulous. They are an absolute extraordinary event, and so the dresses are incredible.

Dennis Day:

Yeah, let me ask Go ahead, judy.

Judy Gratton:

What were some of your challenges on getting a business started in Mexico?

Ashley Werter:

There are definitely some rules as foreigners starting businesses. I didn't come as a tourist, I came as a temporary resident, and again, they change these rules all the time. But at the time that I came, temporary residents were allowed to start businesses. I hired an accountant and I told him oh, I want to start a business, and so he set me up with the tax system so that I could pay taxes. And then he said now just go to immigration and let them know you started a business. So I did, and I got there and they said you have to ask us to do that first. And they had their whole process of what I was supposed to do before I went to the tax office.

Ashley Werter:

I started that process and then they changed the rules while I was in process. Only by the grace of my accountant's mistake was I actually able to start my business at that time, because they had already given me my tax license, and so I did it backward. But I did it backwards just in the nick of time. The rules have changed again and now, yeah, temporary residents can start businesses, but nationals and everybody this time need to have RFC numbers, it's like that's like, I guess, a social security number or a business number license. Everybody's required to have one. Now, foreigners, if you are starting a business, you're definitely required.

Judy Gratton:

So would you suggest, if someone is considering this, to go to immigration first?

Ashley Werter:

Yeah, you definitely need to go to immigration first and they'll tell you all the requirements for the time, and then you're going to be spending a lot of time there and at the SAT office, which is where you're going to be fed up with your taxes. So it definitely is a process, but it's certainly worth it and you can make it happen.

Dennis Day:

Do you have a city business license that you have to?

Ashley Werter:

On my permanent resident ID card, like my ID, there is a special classification that says that I have a work permit.

Judy Gratton:

Are there any cultural differences in running your business?

Ashley Werter:

I wouldn't say that there's a lot of cultural differences. I mean, I have a lot of things from the US that I would consider as like a standard practice that maybe not everyone here would think of as a requirement, but, like, I have a website and I pay for it and I make sure it's polished and perfect, and a lot of the business in Mexico don't have a website. They have a Facebook page or WhatsApp phone number. My business cards are very professionally printed and some people it's a handwritten business card, and so those are some differences.

Judy Gratton:

For sure, you know, it's not as cream and polish always, but there's still ways to network you mentioned when we were talking to you in our previous podcast about, uh, living there, that there, there is, um, there is a sense of uh, how do I want to say this? You don't, don't anticipate that everything is going to happen in line right on time. Um, yeah, therapy or the manana idea.

Ashley Werter:

As far as the businesses go, there's definitely a little bit more like reliability. If we have an appointment, the appointment's generally going to be stuck to, you know, but definitely there are a lot of it's a lot more waiting than you're probably going to be to. In the United States Some processes take a little bit longer and to combat that that I just you know I mean there are other things I can do while I wait for these things and I just don't do everything in the same order that I might have done it in the United States, but I can still get it all published.

Dennis Day:

So some of these business practices like the website or is, are you connecting to a US business or are you connecting with a Mexican business for the website?

Ashley Werter:

For my website. I just kept my website from when I was in Seattle. I just changed the domain name and I gave it a fresh base. But I used Enfolio and GoDaddy, so they're both American based company. I've always found the customer service with both of them really impeccable, so I stuck with them. But for lots of things there are definitely local things you can pick, where we have all types of foreigners and locals who do you know your social marketing, social media marketing or that are there to help other people with their businesses. So it's just a really entrepreneurial place and there's really room for everybody to offer, something which I thought was really cool.

Judy Gratton:

You mentioned that entrepreneurship is very supported in Mexico, so would you encourage people expats moving into Mexico if they want to work? That it's a good place to consider that.

Ashley Werter:

Yeah, yeah, I mean, there's definitely some things to keep in mind. The wages in Mexico are far different than the United States. The locals are going to be making, you know, possibly like 200 pesos a day, $10 a day or $20 a day, depending on what their jobs are. So their wages are very different and I think that's important to keep in mind. So you're not going to come to Mexico and get a job at a cafe. Come to Mexico and get a job at a cafe. I really don't see Americans doing that. If they need that job to support them, if it was just to be more immersed in the culture or the language or something and have something to do, sure, but I think that if you're going to come here and if you need to have an income, if you need to make money, then you need to know what it is you're going to do and not just get here and figure it out. But there are a lot of avenues and things that you can do once you get here.

Dennis Day:

With your business. You've kind of transitioned less from the teaching and tour to the portraits and weddings and so forth. Is that correct?

Ashley Werter:

Yeah, I did move here mostly with the intention of doing my workshops, because that's like where am I passionate? I love teaching photography. As far as clients go, the market for wedding, destination weddings and destination portraits is far greater, so that's really my bread and butter. In weddings and portraits. I do lots of different types of events also, but that would be my main source of income.

Ashley Werter:

Vacationing families, you know, I get a lot of large groups with like a set of grandparents and maybe three there are three kids and their kids and everybody's on vacation and they want group family photos. And then certainly the wedding here in Vallarta are a well-oiled machine and it's such an accommodating place All the resorts have have. You really have no way of having a bad wedding here. They're gonna take care of you and there's probably gonna be firework to boot. So, wow, the wedding is really just like a no-brainer um, and they're a lot more fun to shoot here than they were in Seattle. There's a lot more outdoor, beach, sunset weddings as opposed to indoor, maybe flat lights or just not as interesting of a place.

Dennis Day:

Okay, now I'm not sure I should ask this and we can edit it out if we need to, but are you charging a two-tier system with, say, if I'm doing a wedding shoot for a US-based family, one price, versus doing the same product for a local family?

Ashley Werter:

Yeah, absolutely. I mean I have my price listed in dollars and pesos but I charge as an American. I mean my prices are not the highest of my profession here, but they're certainly higher than most and I really don't have much of a problem looking at that price. But those would be marketed to foreigners or expats. But my local clients when I have somebody reach out to me in Spanish or something that I can tell that they're a local or if it's a friend of a friend, I do certainly offer a different price because I just feel like that's the right thing to do for me. It's sort of just that I appreciate the people being so welcoming to me that I'm going to give back to them and also just understand that they wouldn't hire me if they had to pay those other prices.

Dennis Day:

It's a business reality. I mean, yeah, okay.

Judy Gratton:

So what does your daily routine look like then?

Ashley Werter:

Daily routine, including personal life, is I usually get my son off to school, I go train and I come home, and either I have a shoot in the morning. I usually offer my shoots from like between nine and 11 in the morning for the morning ones, and sunset is usually between five and seven, depending on the time of year. So if I have a shoot, it's that. Otherwise I'll be editing or marketing and I just try to find new ways to make money in Mexico as a photographer, like I just last week shot all the school portraits for my son's school. So my day will be packaging all the prints and giving them to the parents and collecting my package payments and that was something new for here, because they don't really have those school portraits like we do back in the United States. Just you know, always trying to find ways to grow my business here.

Judy Gratton:

It was a really good idea. So that's something that you can do again, and, again, and again. So once they leave, they love it.

Dennis Day:

And you've been there six years, so you've been able to make a living doing what you love in a foreign country.

Ashley Werter:

And it's been successful. Yeah, I definitely um took a few years and that uh covid interruption was a little bit rough, but even during covid I uh was making new classes or teaching online or um, and currently I'm working on recording all of my classes to sell them online so that I can have a revenue happening. Um, and, yeah, I really made a name for myself. I feel like I'm one of the highly recommended photographers. What people are looking on facebook or you know who should I hire? I've just worked with a lot of the people here.

Ashley Werter:

I really tried to shoot for as many businesses as possible. I don't do studio shoots because I don't have a studio my house I love my house, it's super cute, but it's not exactly set up for that. So I use a lot of locations around town and that just has given me so many opportunities to make connections with businesses, business owners, models, all types of clients. And I really also tried to embrace my photographer community because you know there was already photographers here when I got here. There's more and more new ones every year, but I really didn't want it to be competitive. I didn't want to feel like I was coming in and stealing people's work or stepping on their toes, especially if they were Mexican national.

Ashley Werter:

But the photography community here is really great. We all work super well together and if I can't cover a shoot, I can hand it off to any number of my friends and they do the same. So I just felt like that was a really important part was to be involved with that community and instead of making it so competitive because there really is enough work for all of us, there's you know, there's 80,000 weddings a year here in Vallarta and Banderas Bay. There's really no shortage of opportunities. It's just sometimes you have to gig for them or tell people when they need to hire you.

Judy Gratton:

So, as a foreign entrepreneur, are there any regulations? Is there anything that kind of sets you apart or makes it more difficult for you in Mexico than, say, Mexican National to do what you want to do?

Ashley Werter:

I would say probably for a Mexican photographer. They're going to know a lot more of their clients. You know my clients help me go. I have very few clients that are repeat clients for me. I do have a few families that have condos here and when their family visit I shoot them every. You know, every time their grandkids come to visit I shoot that family. But it's very rare for me to have repeat clients and I think that that's something that the Mexican nationals are going to have more of because their community and their clients are really local, like themselves. So I feel like that's probably one way that we share that workload. But I really don't have much problems connecting with either. I think that my Spanish helps me to be able to sort of do both.

Dennis Day:

Tell us about how, say probably specifically Facebook but other avenues of social media have helped build your business in Puerto Vallarta.

Ashley Werter:

Yeah, well, as I mentioned, facebook is huge, especially in our little Bandera Bay. Here there are groups for everything Any question you could possibly ask if you need a food recommendation, or we have hundreds of different types of Facebook groups and I think it's just like a common practice. If you need to know anything, you go to Facebook and you find a group and you type in a question and there are so many responses. So it's really been helpful for me to have such a huge network of people that I've worked with, because that helps me get recommended. So many times.

Ashley Werter:

When somebody says, oh, I'm looking for a photographer, I see my friend who's the model who makes peanut butter, who's recommending me, and I see my restaurant owning clients recommending me and three or four families who. Those people don't still live in Bayarta, but they're still in those groups, so they see the question and they say, oh, I use this person, and so it's really a huge networking plus Facebook specifically. But I have also booked weddings from my Instagram and that's always surprising to me because I feel like it's so puny. I don't post on there much, I don't use hashtags, but there's a lot of ways for people to find you and I feel like the social media marketing is extremely important here.

Judy Gratton:

You mentioned that people have WhatsApp numbers on their business cards. What is the? I thought the positive thing about WhatsApp is that it doesn't last long. Is that? Why would you want to promote your business? Our phone service doesn't last long. Why would you want to promote your business?

Ashley Werter:

Our phone service doesn't work as well here in Mexico. Our text and talking on the phone is not as clear and easy. So pretty much everyone has WhatsApp. Whatsapp is also a great place where you can make groups, so a lot of business owners will make a WhatsApp group and then they can send out like oh hey, we're having a special today and it goes out to whoever has chosen to be in that group, or like here's the details on my expense. But yeah, facebook and WhatsApp are certainly the two must-haves for a person in general, but especially a business, for sure.

Dennis Day:

How about Google profile?

Ashley Werter:

Yeah, I mean I would say that that's certainly a good thing to have, but, as I mentioned, like, most people don't have websites in Mexico and it's just like just not, as it's just one of those little differences, it's just not one of the things that they're going to. They're less likely to look for your website than they are for your Facebook page Interesting going to.

Judy Gratton:

They're less likely to look for your website than they are for your Facebook page. Interesting. Is it possible, or do you need or do people incorporate?

Ashley Werter:

or have LLCs or anything like that within Mexico. Well, I mean, I registered my business with the tax department, so I have that, but that's another little difference here is, you know, it's definitely possible, but I just don't think it's always necessary.

Judy Gratton:

You don't see it a lot among other businesses.

Ashley Werter:

No, and I really wouldn't know how to answer that, for, like a Mexican national who started their business, maybe that's more of a thing that they do, but certainly for me it wasn't necessary.

Dennis Day:

So, Ashley, would you be willing to share some photos from your business, some classes, weddings, etc.

Ashley Werter:

Yeah, I've got my website pulled up so I can show you some local photographs.

Dennis Day:

There we go, there you go Beautiful.

Ashley Werter:

Okay, I don't know how, in the way it would be if I am. So these are just some local photographs that I have. This is portraits some seascapes. This is obviously from a wedding. Wow, it's quite the one. Mostly outdoor portrait sessions, engagement, posable family portraits, and then this would be something I would teach in a landscape class or my travel class Morbid portraits and weddings. Slow this down. It's from my night class, loading here that one.

Ashley Werter:

But I do like to find lots of business ideas that I can use as cute backdrops, for a lot of my clients want it's just headshots. That's one of my main portrait. Nations is that you know, there's so many people who work from home. There's so many people. Everybody needs pictures of themselves on their websites and social media, so I'm always looking for Disney foods that I can do. Branding shots in Like this, for example, is not branding, but it's in front of a Chinese food restaurant and it's just like. I love Mexico for their abundance of backdrops. I love Mexico for their abundance of backdrops. I always have something beautiful to shoot or something beautiful to shoot. So these are just some pictures.

Dennis Day:

Well, a lot of pregnancy photos.

Ashley Werter:

Yeah, we are, I guess, a popular babymoon location. You know your last vacation before a baby comes. And then this one would be from my travel workshop from the Molotov. I'm sure some of them are loading Lots of digital nomad business portraits. It's a sunset workshop and then just lots of the wedding engagements.

Dennis Day:

Oh, that's adorable. How about the food class? I'd love to see that.

Judy Gratton:

So this is teaching people how to photograph food.

Ashley Werter:

Yeah, I'll do a food workshop or a private lesson and we just go to I don't know if that's going to load my internet I don't know if that's gonna load my internet and it may be for so I do a lot of private workshops or classes for food photography, um, where we just go and order food and I shoot and teach them how to shoot different types of food, different angles, by using your, your backdrop, trying to. I don't know how fast these are going to load and I don't want to show you that it's just empty, so maybe I'll just keep it here.

Dennis Day:

Okay, beautiful.

Ashley Werter:

Just wait for that octodule.

Dennis Day:

That was food important in Port Vale Yard.

Ashley Werter:

Definitely we have a lot of foodies here. The food is incredible and there's pretty much every type that you could ask for. I won't rave about all of the Chinese food. I will say that has been a little disappointing, but as far as Mexican food or different types of cultures, Indian food, Italian food, we have a lot to choose from. The seafood is amazing Steak not so much. The cows are a little bigger and beefier in the United States, but as far as seafood and just fresh fruits and vegetables go, I mean you really cannot beat Mexico. The quality is incredible.

Dennis Day:

Wow, that looks fun and you get to eat it.

Ashley Werter:

Yeah.

Dennis Day:

And you have specific restaurants. You go to that kind of worked out something to allow this to happen.

Ashley Werter:

Yeah, I mean I'm always looking for a new one because I like to keep it fresh and have options. But generally, yeah, I just reach out to businesses that I think are cute, that I have nice lighting and when it comes to the food photography like, I'm obviously checking their menu to see like what they offer and what I can teach with that. But just in general, I have locations for portraits. I like to find a lot of just cute restaurants or businesses.

Dennis Day:

Fantastic. I've been a great admirer of your photographer because you came in years ago and taught classes at the camera store and I've watched through your Facebook and you have fabulous photography. It's just beautiful. I really am an admirer of your work and it looks like you enjoy your work. It comes out in your photography.

Ashley Werter:

Yeah, I do. I feel like Beth. Do you want me to stop sharing this? Sure, okay, sorry. Well, what did you do with that, quintana?

Dennis Day:

I said I love your photography and it just seems like the joy you have in taking photographs of special occasions, teaching it, comes out. I mean, it's visible in your work.

Ashley Werter:

I definitely love that. I get to do what I love at my job. It's not always the most glamorous, right? I love photography, but wedding can be a hassle. You know it's a lot of work. Sometimes the portraits get they portraits Right. So sometimes it can get a little bit old or daunting or a little bit burnout.

Ashley Werter:

But for the most part, I learned years ago how to make portraits of other people, my own expression and just being able to, you know, choose the backdrop or change poses or have different combinations of them. Whatever it is that I can make it like my own little piece of art. And I also always try to have creative. I don't want to always shoot the same commercial portraits of different family combinations in front of the ocean. I do a lot of creative shoots with my friends and all the suggested friends on Facebook. There's always people in there and if I see somebody beautiful, I always just add them and say, hey, I'm a photographer, I'd love to shoot you and just to keep it fresh for myself. So I always have something that I'm enjoying doing and I always, always have the option to go into nature and shoot waterfalls and macro photography, and there's just such an abundance of beautiful thing to take pictures up here. It really it's hard not to enjoy it.

Dennis Day:

We will post links to your website. You do portrait photography, you do wedding photography, you do engagement photography, family photography, and then you offer classes. Anything else I missed.

Ashley Werter:

Nope, I mean, we also have the fire to school for girls. It was started by Francie. She also started our food bank and she runs several restaurants in Viarta. So our newest project is this School for Girls, and it's about 60 girls from 8 to 18 who get school completely free. They get two meals a day and it's one of the highlights of living here and getting to teach them photography. I had a student who came to me once from Arizona and took a class with me. I stayed in touch with her and she has been able to fundraise to get these girls all 20 of them brand new cameras to shoot with. So every week we have a great adventure and I just took them to the beach last week and next week we'll do the Molokon and then we have their exposition coming up to print their photos and, yeah, it's just really fun to be able to share that with them.

Dennis Day:

Oh, that's amazing. And send me that link because we can post that with and maybe we can get some more listeners and subscribers to donate. That's just amazing. It sounds like you're integrated into the community.

Ashley Werter:

Yes, yeah, that was really important to me and it also just sort of happened so naturally because it is such a welcoming place and I'm just really ambitious, so I was able to find lots of things to do and people to be around. But it was important to me because this was really the first place, you know, living in Washington, california, hawaii, new York, washington again, and being all over the place, this was really the first place that felt like a home and that, you know, it wasn't going to wear off after a few years, that I really felt like it was where I was meant to be, was where I was meant to be, and so it just sort of came naturally that I built such a community around myself, because I just loved it so much.

Dennis Day:

That's fantastic, ashley. I'm so glad you have made this work for you and I can see the joy that you have. This is awesome and it's an inspiration for others who are thinking. Any last words of advice for somebody who was thinking I want to go to Mexico and start a business.

Ashley Werter:

Yeah, I would just say do your research. What is it that you're offering? Who else is offering that? What can you do differently? To set yourself apart and just you know, research them and have a plan. You'll adapt your plan many times, but still just to have a base to start off of, I think it's important and to be as involved as possible because really, especially with the expat community, it's extremely welcoming and do anything. You can put up a post that says hey, I'm Dennis, I want to move to Mexico, I need to make some friends. And there will be dozens of people who will reach out to you and say, hey, join this group, hey, come with us. And I would just encourage you to take those opportunities because the way that you will grow your community and your business and in general will be awesome.

Dennis Day:

Thank you so much, Ashley. This has really been helpful and really beneficial. I hope this helps people out that if they're considering this, your information will give them a little head start there.

Ashley Werter:

Yes, thank you.

Dennis Day:

Tell us, if they wanted to look at your work some more, what your website is, your Facebook page.

Ashley Werter:

Sure, my business is called Nomad Family Photo Group, so you can find me at nomadfamilyphotogroupcom or on Instagram with the same handle.

Dennis Day:

Okay, any last words of advice, judy?

Judy Gratton:

No, I don't think so. I think this has been very informative and I think I'm ready to pack my bags off this.

Dennis Day:

So thank you everyone. All our listeners and watchers appreciate it so much. I hope this has been informative and we will see you next time on Getting your Edge how to Downsize your Life podcast. Thank you, ashley. Thank you Judy.

Judy Gratton:

Thank you.

Dennis Day:

Bye-bye.

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