For coaches building practices in the messy middle.
You've launched (or are launching) your own coaching business. The questions are starting to outpace the answers. This is the page for what to do about that.
We work on the upstream questions — the ones underneath the website tweaks and the Instagram posts and the endlessly revised About page. Answer those, and everything downstream gets cleaner. Skip them, and you'll stay busy without ever quite moving.
You need a clearer business model — and the upstream thinking that has to happen for one to exist.
You've launched a coaching practice and your pipeline is emptier than your enthusiasm.
You have a credential (or you're earning one) and you're still not sure what you actually sell.
You've been working on your website for six months and quietly avoiding the harder questions.
You're "almost ready to launch" — and have been for a while.
You've heard the same business advice from a dozen people and none of it fits how you actually want to work.
You're tired of being told to post on Instagram more.
YOU MIGHT BE HERE BECAUSE...
You don't need more hustle.
I launched my coaching practice in 2023.
The first three months, I rebuilt my website four times. I picked fonts. I rewrote the About page. I tweaked the hero image until my eyes glazed over.
Meanwhile, my pipeline was empty.
I was busy. Even productive, by some definition.
But I was avoiding the three questions every coaching business has to answer — because I didn't know the answers yet, and "redesign the website" felt like progress while I figured it out.
HOW I WORK WITH COACHES
I work with coaches who are stuck in the same loop. Not because they aren't smart, ambitious, or capable — but because the questions underneath the busywork are the harder ones.
The three questions
THREE QUESTIONS EVERY COACHING BUSINESS MODEL HAS TO ANSWER
Every coaching business — yours, mine, the coach you most admire — answers three questions:
If you can't answer all three with clarity, you don't have a business model.
You have a pile of activities.
1 | Who am I serving?
2 | What am I selling?
3 | How does money come in?
Not "people who want personal growth." Not "high-achieving women." Those are demographic shrugs, not target clients.
Not "coaching." Not "1:1 support." A specific transformation, in a specific format, at a specific price.
Not "people will pay me." A real path: someone hears about you → engages → considers → buys. With specifics for each step.
LET'S THINK IT THROUGH TOGETHER
If one of the three questions is the one keeping you stuck...
...I offer free 30-minute business model consultations.
Sometimes the fastest path forward is to talk it out with someone who's already done the messy middle.
No pitch, no sales — just a focused conversation about where you're stuck and what might move next. You leave with a specific next action.
“
As a new entrepreneur, I felt overwhelmed by the flood of information, resources, and advice available. Anna has guided me to the tools and practices that actually make sense for me and my business, and that has given me hope and confidence that I can do this. She is an expert in her field who always remains sensitive and empathetic to the emotional rollercoaster of being a new business owner.
- ELENA, WAYFINDER COACH
Want a longer-term thinking partner?
1:1 business coaching
Some coaches need more than a workbook and a one-time conversation. If you're at a point where you want a structured engagement — someone in your corner as you build, launch, and iterate — 1:1 coaching is the deeper option.
→ Clarifying your target client and the offer that fits them
→ Designing a business model that generates revenue (not just activity)
→ Building the systems behind your practice — sales conversations, content strategy, scheduling, pricing
→ The mindset work: visibility, self-judgment, the inner critic that gets louder right when the stakes get higher
What we work on together:
Twice-monthly sessions, virtual, with email support between calls.
Engagements are structured in 3 or 6 month containers depending on your needs.
Packages begin at $2,500
FORMAT:
INVESTMENT:
DURATION:
let's explore fit
I'm a certified Martha Beck coach, and I work especially well with coaches from embodied, values-driven traditions — Wayfinder coaches included. If that's you, you're in the right place.
