In a TikTok era, I don’t think anyone needs a long reflection here on Plucky’s 11th birthday. However, one of the most common questions that I get from non-clients is: should I become a coach?, followed closely by: I’m certified as a coach… how do I make a business? So today I’m just going to share my relevant advice on this popular topic!

The coaching market is saturated – sort of.

You may have seen an article in the New York Times a few months ago about how coaching courses (and the vast menu of add-ons) are more and more popular and… more and more expensive. I have completed coaching coursework through a well-known organization and it’s true that the past few years have seen a wild amount of coaches hitting the market.

“I’m certified!” folks declare on LinkedIn, and that’s exciting news. But the angst of actually building a business after certification lurks behind the scenes. If you’re certified but don’t have any clients, do you have a job?

My biggest advice to those starting their own coaching businesses is to identify your market early and be specific. There are many (many) executive coaches in 2024. While you can always shoot for the moon, starting an executive coaching business today requires you to compete with bigger, more established fish. I recommend choosing an underserved market and focusing on a population you know intimately: working parents, first-time mothers, careers with chronic illness or struggles with financial literacy. The more specific you are, the easier it is for your business to spread via word-of-mouth and for you to build content around your offering.

An example: I won’t remember you when you say you coach everyone. But I will think of you when I meet a new mother looking for support as she transitions back to her job in academia.

Plucky has existed for 11 years based solely on word-of-mouth. I serve working professionals, specifically leaders and emerging leaders, often in the tech sector. Word of mouth has been a legit strategy in building a long-term, sustainable business.

Not everyone needs a coach.

I always tell prospective clients that they should approach coaching as they would any other seasonal support system. Coaching can be enormously helpful for a time period when you need it. While some clients stay with me for years, many others engage for an initial period and then move on, strengthened by our work together.

I bet we all know someone who has been in therapy for a long time and can’t figure out how to get out of it! Coaching should never be awkward to quit. If you’re building a coaching business, trapping clients for the long-term is the wrong strategy.

Coaching doesn’t have to be a full-time job.

One of the luckiest aspects about my path into Plucky is that I wasn’t making an absurd amount of money before I moved into coaching. I’m very grateful that I didn’t have to leave a senior tech salary and find the equivalent in my small business right away.

The time pressure to bring in a significant income can be (understandably) too heavy for new coaches so I offer a more reasonable solution: if possible, take coaching classes slowly, build momentum and a network, while holding down your job or other consulting work. In this way, you emerge into a coaching business and not expecting to make six figures within your first few months.

You could be a coaching manager.

I haven’t often thought about leaving Plucky for an internal job but I always knew that, if I did, I would be a good manager. Coaching skills are not only for coaches. Managers, trainers, administrators, sales teams and leaders could all benefit from intuitive people skills.

Before stepping entirely into the coaching industry, consider opportunities a little closer to home.

Onwards to year 12!

To date, Plucky has been one of my greatest accomplishments and I enjoy coming to work every day, working with smart and interesting clients. I’m very grateful to those who help the day-to-day (Sheila, looking at you!) and all who have shared Plucky with others!

Want to celebrate this anniversary with me? Do me a favor and tell a coworker about something they did well today. Be the kind of coworker who cheers for others to succeed.

Because I’ll tell ya: when you’ve coached for this long, you see how impactful a kind word at work can be. <3

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