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Find out how coaches just like you built a successful coaching business from scratch.
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Coach: Morgan Meredith
Founder, BuildTheCourse, Accountable Hero
Revenue | $12K/MO
Founders | 1
Employees | 0
Who are you, and what coaching business did you start?
Hi! I’m Morgan, and I’m the founder of two coaching-related businesses: Accountable Hero and Build the Course. My journey into entrepreneurship started while working as the Director of Customer Love and Handholding at one of the more popular coaching software companies, CoachAccountable. Over my four and a half years there, I wore many hats and was deeply involved with the customer-facing side of the business. It was an incredible learning experience that also immersed me in the world of coaching, something I was already passionate about.
When my time with that company came to an end, I made a public post on LinkedIn, not entirely sure what my next steps would be. I was open to exploring new directions, even contemplating a career change. To my surprise, the response from former clients and fellow coaches was overwhelming. I received a flood of messages asking if I could help them with setting up their coaching software or even building their courses. That's when I realized that I had unintentionally tapped into a real need in the coaching community. With the blessing of my former company, I officially stepped into this new role, offering setup and consulting services for coaches using that particular software.
But as time went on, it became clear that my reach needed to extend beyond just one software platform. Coaches began asking if I could help them with other tools and systems, and I recognized that the skill of building and structuring a course is quite universal. That’s how I expanded from a small niche market to launching Build the Course, where I work with coaches and authors across multiple platforms to bring their courses to life.
Take us through the process of designing, improving, and launching your coaching business.
When I started, my main service was hourly consulting to help clients set up their coaching software. However, I quickly realized this model had its challenges—clients always wanted to know exactly how long a project would take, which was hard to predict. I also found that my role went beyond technical setup; I was coaching clients on their business models, pricing, and where a course fit into their coaching practice. It became clear that I needed to shift from hourly work to flat-rate packages, making it easier for clients to understand what they were getting and simplifying my sales process.
Improving my offerings came from listening to clients. The recurring requests shaped my services, and if something was asked for repeatedly, I’d either add it to a package or create a new offering. As for pricing, it was initially based on intuition, and I raised it gradually as my experience grew, my package grew, and client testimonials came in. For example, my account setup package started at just under $2,000 and is now around $3,500. Similarly, my course-building package went from $3,400 to over $5,000. Over time, I also extended my guaranteed timeline from 30 to 60 days, making the process less stressful and more enjoyable for clients.
By moving to a package-based approach and adapting based on client feedback, I was able to grow my business in a way that was sustainable and in alignment with my working style. These changes not only provided a clearer path for my clients but also allowed me to offer a higher level of value, without the constraints and unpredictability of hourly billing.
Since launch, what has worked to attract & retain customers?
I’ve found that my business grows best through word of mouth. I always ask for referrals and offer a 5% referral bonus to those who send clients my way. That works really well for both individuals I know and for partnerships. One of the best ways I’ve built my business is by bundling my services with others who serve my audience differently. For instance, I’ve partnered with a course marketing program that helps coaches and authors market their digital products. When their clients say, “We need to build a course before we can market it,” they bring me in to help with the course-building phase, and then they handle the marketing. It’s a win-win.
As for retaining customers, it’s a bit more organic. I make sure to ask for a video testimonial after we wrap up a project and remind them about other ways I can support them. I try to keep another conversation on the calendar so I can follow up and see if they need anything down the line. This process is still manual for now, but it’s been effective in bringing back past clients for new projects.
Interestingly, I haven’t spent a dime on paid advertising. Instead, I rely on organic networking and in-person events to connect with potential clients. I love going to conferences and retreats, even if I’m not speaking, just to meet people. It naturally comes up what I do, and by the end of the event, I have a bunch of new clients. I know in-person networking isn’t for everyone, but I’ve found it to be way more effective (and fun!) than online marketing.
How are you doing today and what does the future look like?
Today, my business is averaging around $11,000 to $12,000/month, and the best part is that I have minimal overhead and the flexibility to travel and work remotely. My main costs are software subscriptions, travel for conferences, and paying my contractors. Over the past year, my focus has been on building out my team and automating as much of our processes as possible. That way, setting up a coaching platform or building a course has become more streamlined, allowing me to be more creative and find new ways to serve my clients.
As for the future, I see a lot of growth potential. I don’t have specific plans to expand to new audiences, but I’m always paying attention to what my clients are asking for. If there’s a need that makes sense to fill, I’m open to exploring it. For instance, these interviews could turn into a really cool new product or a way to help new coaches figure out how to launch their business.
Coaching is a booming industry with billions of dollars flowing into it, but I meet a lot of coaches who are struggling to make their business work. Coaching schools are great at teaching you how to be a fantastic coach, but they don’t always teach you how to run a coaching business. And let’s face it, being a great coach and being a great business owner are two very different things. So, my goal is to continue helping coaches build sustainable businesses, and I’m excited to see where that takes me and the community I serve.
Through starting the business, have you learned anything particularly helpful or advantageous?
One of the biggest lessons I’ve learned is to start saying “no” to clients who aren’t a good fit—and say it fast. When I was just starting, I felt like I had to say “yes” to every opportunity, but not all money is good money. I’ve found that 20% of your clients will give you 80% of your problems, and sometimes it’s even more skewed than that. If someone is treating you poorly, it’s essential to put boundaries in place right away, and if that doesn’t work, let them go. There’s no amount of money worth that kind of stress on you or your team.
Another important lesson is to start hiring help as soon as you can, even if it’s just a virtual assistant or bookkeeper. Freeing up your schedule and mental space allows you to do your best work—the work you love and the work that makes your business thrive. Start by offloading the tasks you hate or that drain your energy, whether it's taxes or tedious repetitive work. That way, you can focus on the "juicy stuff" that actually fuels your passion and business growth.
Finally, remember that being a great coach is not the same as running a great coaching business. It’s easy to tie your self-worth to your business success, but they're not one and the same. If you want your business to grow, you have to treat it like a business, which means investing time, money, and effort into building it properly. You can’t just put up a website and hope people find you. You need to be intentional about your marketing, your processes, and your growth.
What platform/tools do you use for your business? (Your tech stack!)
- ConvertPoint (GoHighLevel) – A platform for managing funnels, lead generation, and follow-ups.
- CoachAccountable – A coaching platform to manage client projects and track progress.
- Monday.com – A project management tool to keep the team organized and on task.
- Zoom – Video conferencing software for virtual meetings.
- Google Calendar – For scheduling and calendar management.
- Canva – A design tool for creating graphics, lead magnets, and visual content.
- WorkSitter – A VA service designed for accountability and traditional task support, tailored for neurodivergent individuals.
- ChatGPT – AI tool for various support needs like brainstorming and content creation.
- Goblin Tools – AI tools designed for neurodivergent users; features include analyzing email tone.
What have been the most influential books, podcasts, or other resources?
- "The 4-Hour Workweek" by Tim Ferriss – A classic on optimizing time and productivity.
- "10x Is Easier Than 2x" – A book that reframes how to think about growth and scaling your business.
- "Mindset" by Carol Dweck – A deep dive into developing a growth mindset for personal and professional success.
- Landmark Education – A transformational program focusing on personal development and coaching skills.
Are you looking to hire for certain positions right now?
Currently, I’m not looking to hire, but that could change in the next three to six months. I’m in the process of onboarding a new team member, and she’s doing a fantastic job. All of my positions are contract-based right now, and I tend to expand my team as needed. So while I’m not actively seeking new hires today, I do expect to bring on more team members soon as the business continues to grow.
Advice for other coaches who want to get started or just starting out?
If you’re just starting out as a coach, my biggest piece of advice is to separate yourself from your business. Remember, being an awesome coach doesn’t automatically mean you’ll be great at running a coaching business, and that’s okay! Running a business requires its own set of skills and mindset. Don’t let the ups and downs of your business affect how you feel about your abilities as a coach.
Also, don’t try to do it all alone. Partner up with other coaches, join communities, and learn from others in your space. You’ll grow faster by surrounding yourself with people who are on the same journey or who have been where you are.
Finally, treat your coaching business like a grown-up business. That means investing time, money, and effort. There’s a myth that clients will just find you once you put up a website or post on social media, but that’s not how it works. If you want to build a successful business, be ready to commit financially and personally, and don’t be afraid to put yourself out there.