Growing a coaching business is an exciting journey, but it comes with a unique set of challenges, especially when it comes to building and structuring your team. When you’re ready to make the move from solopreneur to coaching business, getting your team structure right is crucial for sustainable growth.
In this blog post, we’ll break down actionable strategies for structuring your coaching team, featuring expert insights and real-world examples from Dr. Karen, Founder and CEO of MK Circle CEO Institute. Dr. Karen has successfully scaled her coaching business into a thriving organisation, making her lessons invaluable for any coach on the growth path.
Why Team Structure Matters in Coaching
As Dr. Karen puts it, “The moment you decide to start your business, you are now the CEO of a company. Yes, you’re a CEO of a small business, but you’re still a CEO.”
This mindset shift is the first step to building a business that can grow beyond yourself.
A well-structured team allows you to:
- Serve more clients without burning out
- Offer a wider range of services
- Maintain high-quality client experiences
- Focus on your zone of genius
Step 1: Start with the Right Foundation
Dr. Karen’s Tip: “We were very clear about, of course, it would start with me, and I had to be the face, and I had to talk about my research and all of those things. So we did a lot of pilot testing early on.”
Actionable Advice:
- Pilot your offerings: Test your coaching programs with a small group before scaling. This helps refine your curriculum and delivery, allowing you to plan the scope of your necessary team expansion.
- Document your processes: Start building Standard Operating Procedures (SOPs) from day one. This will make onboarding new team members much easier down the line.
Step 2: Identify Your Capacity and When to Hire
Dr. Karen’s Tip: “We have put that mark of how many clients can I actually take? How much is my capacity? And so you have to identify what the capacity is for each one of your coaches.”
Actionable Advice:
- Track your workload: Know your limits. When you’re consistently at (or over) capacity, it’s time to bring in help.
- Start with an Executive Assistant: Dr. Karen recommends, “Finding that executive support is important first. I would encourage always to find you a really solid EA that you know you can depend on and trust.” As a first step, an EA can take admin tasks off your plate so you can focus on high-value work.
Step 3: Build Your Coaching Team Strategically
Dr. Karen’s Tip: “We went looking for coaches that were already coaches. And we found that that didn’t fare well for us… We shifted that, and we started working with search firms and focusing on them going to a separate market other than our market to identify coaches.”
Actionable Advice:
- Don’t just hire from your own network: Sometimes, the best fit comes from outside your circle or even the coaching industry.
- Define your hiring criteria: Dr. Karen’s firm requires executive coaches to have terminal degrees (PhD, DBA, etc.) and business coaches to have at least a master’s degree. Set clear standards that align with your brand and client needs.
- Be willing to pivot: If your initial hiring strategy isn’t working, don’t be afraid to try new approaches.
Step 4: Delegate and Develop a CEO Mindset
Dr. Karen’s Tip: “You must understand that you are the CEO of a company now… You have to come in with the mindset that this will scale, and I will have to delegate.”
Actionable Advice:
- Let go of control: Trust your team and delegate tasks, from admin to client delivery.
- Clarify your business mission: Be clear about your personal and business goals. Are you building a boutique practice or aiming for a multimillion-dollar company? Structure your team accordingly.
- Invest in training: Equip your team with the tools and knowledge they need to deliver your programs at the standard you expect.
Step 5: Leverage Technology and Systems
Dr. Karen’s Tip: “Systems are crucial… You have to keep information for your clients. You must keep this information. And so in order to keep this information, you have to have systems.”
Actionable Advice:
- Invest in coaching platforms: Use tools that help with scheduling, client management, and data security.
- Automate where possible: Free up your team’s time for higher-value work.
Real-World Example: Dr. Karen’s Scaling Journey
Dr. Karen’s MK Circle CEO Institute started with her vision and expertise. Through careful pilot testing, strategic hiring, and a relentless focus on systems, she built a team that could deliver a wide range of services—from executive coaching to organisational training and HR consulting.
She emphasises the importance of adaptability: “What also resonates for me… is that you tried something. It didn’t work, so you tried something else.” This willingness to experiment and pivot is key to finding the right team structure for your unique business.
Key Takeaways
- Start with a clear vision and pilot your offerings.
- Identify your capacity and bring in support as soon as you need it.
- Be strategic and flexible in your hiring.
- Delegate early and develop a CEO mindset.
- Invest in systems and technology to support your growth.
