TRANSITIONAL COACHING BUSINESS PLAN

Mission
Through transitional coaching, I will provide support during times of relocation
transition. Specifically, targeting the audience of expatriate families (individuals,
couples, families, teens, Third Culture Kids) enables the development of:

• A stronger sense of identity

• Deeper relational bonds within the family unit
• Tools for improved communication and relationship building

Through self-awareness, systems thinking, goal-oriented communication, and

identity/belonging exploration, our guidance supports a smoother transition
and faster integration through the change/transition cycle in the new
environment.

Born from my own experience of guiding a family through tough transitions;

including expatriation and repatriation, and combined with my core values of
trust, wellness, and compassion, my coaching business will offer the tools
necessary to turn times of potential stress into periods of growth and deep
support. Offering a safe, judgement free zone for the exploration of fears,
concerns, anger and sadness, gives us a foundational base for the exploration of
that which we want more of in our lives. We will explore what it
means to communicate and live with authenticity, including the unique
features that may not be found in our current surrounding environments. We
will focus on what we can control, and explore techniques for giving and
getting the most effective support during transitions.

Vision:
Every individual or family that I work with develops greater confidence in
themselves and relies less on control the surrounding circumstances. They
experience not only a noticeable ease in transition but a deeper insight into
themselves and their relationships and apply skills and tools learned during
coaching to further the progress.

Business
Description: As a transitional coach, my practice will consist of a series of progressions
beginning with Self-Exploration/Self-Awareness largely designed through the
techniques of Design Thinking and Human Centered Design. In some cases, we
will also use known systems thinking archetypes to identify patterns, trends,
and known cycles. We then expand from there largely based upon the needs
discovered through the initial design exploration. This area will usually
incorporate the use of personality, change style, and/or team role assessments,
communication techniques, various types of expressive therapies for healing
and methods for communicating effectively in relationships.
 I plan to work largely with individuals and families experience large and/or regular
transitions due to relocation, expatriation, and repatriation. Other terms for this
target audience are diplomats, expats, missionaries, non-profits organizations, non-
government organizations (NGO’s), and bi-cultural/multi-cultural families.

My own experience with expatriation/repatriation, along with the experiences of

raising Third Culture Kids in a bi-cultural/bi-racial family provides a great base of
knowledge of which to understand client’s unique needs. Additionally, working in
the field of coaching, transition, and support for the last 5 years has opened a large
network of resources I can use to provide exceptional insight for my clients. I have
a mentor who fully supports my plans for opening my own business and have agreed
to support me along the way. My strengths as an INFJ personality type allow me to
practice empathy regularly, read the emotional undertones of a person’s message,
and build trust quickly. INFJ personality types are rare and are often referred to as
“The Counselor” for their unique ability to offer support to those who are in need of
it.

Ideally, I will see between 5-10 clients per week, and use online materials (articles,
workshops, and classes) to further the reach beyond my local area and 8-hour day
restraints.

I plan to offer coaching packages that allow for a set number of both individual and
group sessions for a period of 6 months. These packages can be renewed afterward
on a month to month basis (for an additional fee) or for another 6 months.

I also plan to market to global corporations for inclusion of services in expatriation

packages. In this case, my services would be included in both the expatriation and
repatriation process, with an annual check-in service while abroad.

SWOT
Analysis:
- STRENGTHS - - WEAKNESSES -

Things I do well: Imposter Syndrome: Thinking I am not

I build trust quickly.
I practice deep listening.
I listen to understand.
I avoid judgement and personal bias.
I practice intercultural knowledge &
understanding.
I recognize and can put words to emotions,
triggers, and patterns at play.
Apply human-centered design, systems
thinking, intercultural competence, and
global awareness to solve problems.
ready or good enough.
Fixed Mindset During Stress: When I am
nervous about my future, I tend to revert to
fixed mindset thinking.
Access to Finances: Fewer financial
resources could mean limited advertising
Time: Mid-career change could equate to
less time to build credibility and experience

Resources:
My own experience of living abroad and
repatriating.
My own experience of parenting Third
Culture Kids.
My mentors & network of experienced
development coaches.
My personality type of an INFJ (commonly
known as The Counselor) which helps me
to connect with people, intuitively hear the
emotions they are not naming and make
decisions/recommendations based on the
outcome of the person affected.
Values & Strengths:
My personal values of Family, Compassion,
Support, and Emotional Wellness.
My energy and ability to make people
comfortable.
My entrepreneurial background and spirit.
My work ethic, integrity, and intelligence.
Why do clients utilize my services?
I can provide a safe and supportive
environment.
I can lead thoughtful discussion by asking
good questions.
I can give clients tools and different lenses
to view situation/circumstance.
I can offer support and facilitate personal
growth & relationship building.
I can help process the emotions and trauma
of large transitions.
- OPPORTUNITIES –
I have a mentor that is very respected in the
field of coaching.
She is willing to help me get started,
introduce me to her network, and work
with me to develop programs and build
credentials.
I have a supportive family that is willing to
help me get started and allows me to devote
time and attention to getting this business
off the ground.
I have professors/instructors that have
offered their expertise and resources to help
me in the future.
Kindness: My kindness is often taken for a
weakness or a vulnerability.
Lack of current clients/prospects,
knowledge of how to grow an online
presence.
Lack of credentials: I’m starting out and
need to build credibility organically.
Costs: The hourly price is high and not
billable as an insurance cost.
Generational Bias: Some generations have
an inherent bias against seeking mental
health help. They see this as admitting
weakness, or that something is wrong with
them.
Technological Learning Curve: I will need
to learn how to grow an online presence,
produce webinars and/or podcasts, and
release online courses/workbooks.
- THREATS –
Economy: The receding economy may make
it difficult for people or businesses to afford
my services.
Fear: My own fear will make it difficult for
me to be bold and aggressive. Having the
competition capitalize on an idea first
because I was too scared to share, commit
or be vulnerable to do it first.
A Flooded Market: The flooded coaching
market may make it difficult to stand out.
There is a need for transitional coaching for Immediate Finances: A lack of immediate
families in many niches. This leaves areas financial resources may make it difficult to
for expansion/growth in the future. get started.

Current Trends: Rapid Changes: There is a need to adapt

Millennials’ focus on self-care and wellness. quickly to changing events, predict future
Increased priority of Health and Wellbeing events and prepare now for them.
in the workplace.
Achievement of work-life balance (including Inadequate Market Knowledge: Without
mental/relational health of families). proper future planning, and business
The increasing awareness of the importance adaptability, my business could go under,
of mental health. but I fear that I don’t know the market well
The global interconnectedness of enough yet to be wise about future
corporations and companies means the planning.
likelihood of relocations, expatriates and
repatriates will increase.
The emerging support networks and
structures for Women-Owned/Minority-
Owned Businesses.
The transitions that people will face post-
pandemic when dealing with the ways they
are affected by COVID-19.

- ANALYSIS –

Strengths: How do I capitalize on my strengths?

I can write about my personal experiences in ways that other people can relate to.
By blogging experiences, best practices, or trending topics I can increase Search
Engine Optimization (SEO) and eventually monetize the blog & attract
potential clients at the same time.

I can expand my credentials to increase my network, my tools and my clients.

Eventually I can author work for publishing.

I can continue research on transitional wellness, best practices, and solutions

based upon my own experience of repatriation, the experiences of those in my
expatriate network, and credible publications on the topic. With this, I can remain
relevant in my approach and understanding of the repatriation process.

I can use my entrepreneurial spirit to begin a website that will market my

business, blog, services, mission, & values. I can begin to look for networking
opportunities and opportunities to grow an online presence.

My ability to gain trust quickly will result in word of mouth advertising and
referrals. I can encourage this by rewarding referrals.
Weaknesses: What steps can I take to overcome them?

I can implement daily readings/practices to overcome imposter syndrome and

practice growth mindset principles.

I can ensure that I communicate expectations well, so I am not taken for granted,
or taken advantage of by being kind and genuine.

I can continue to use my network to build my business without paid resources. I

can lean on my mentor, research avenues through professional organizations, and
free online resources for organic search engine optimization.

I can continue daily research for online sources and best practices available for
releasing webinars, marketing through social media, and producing online
content that brings in clients.

I can continue to build the company through trust in order to break through
generational barriers/suspicions that may exist toward coaching/counseling.

Opportunities: How do I capitalize on my opportunities?

Have regular conversations with and shadow my mentor to learn the coaching
market. Once developed, I can lean on my mentor to refine my content for efficiency
and receive feedback for the best possible online and in-person content.

Use the UNCG library research sources while I am still in school to start my initial
research without charge.

Begin writing articles and ask for feedback from instructors before I graduate.

Sign up for a coaching certification program to begin learning key techniques and
build credentials.

Use my current business’ knowledge, income, and tools to help me afford the time to
begin this business.

I can use current trends identified above as SEO keywords and potential sales
markets.

I can reach out to HR departments of global companies in the local community to sell
my services without having to incur travel costs.

Threats: How do I minimize my risk?

Continue to rely on my network/mentor for initial growth, development and

learning.
 Continue to refine my action plans as needed in order to maintain growth and agility
in the post-pandemic economy.

I will make a “bite-sized” action plan to continue moving my business forward and
avoid getting overwhelmed or letting the fear creep in.

Financial
Costs: Software, Publishing Creation Tools: $741/year
• Adobe Creative Cloud: $249/year
• Canva Professional: $144/year
• Website $19/month = $228/year
• Zoom Webinar = $40/month (3 months = $120/year)

Communications: $630/year
• Google Voice (for business phone line): Free
• Cell Phone Service: $45/month = $540/year.
• Email Hosting = $45/year/person = $90/year for 2 addresses.

Travel Funds: $3,000/year

• Sales Meeting Travel: $3,000/year (3 trips)

Home Office: $1,600/year

• Internet: $300/year
• Supplies: $500/year
• Printing Services: $500/year
• Virtual Admin: $300/month for 6 months (shared with another company)

Marketing: $1,900/year
• Business Cards: $100/year
• Advertising: I want to set a regular 10% annual income budget for
advertising. For the first year, I will plan to set this at $300/month.
• Meals: $1200/year
• Membership Fees: $300/year

Other Business Expenses: $2,950.00

• LLC Incorporation: $250/year
• Professional Liability Insurance: $300/year
• Coaching Certification Program: $2400

TOTAL BASE ANNUAL OPERATING COST (1st year estimate): $10,821.00

Potential Avenues for Obtaining Funds:

• Continue to work part time and use the income to build initial framework and
structures for content and materials.
• Obtain investor financing.
 • Apply for a small business loan, aiming for funds appropriated for Women
Owned Small Businesses.

Marketing:
Contemporary Media
• Website
• Social Media
§ Facebook
§ LinkedIn
§ Instagram
§ Pinterest
• WordPress Blog
• Online Courses
• Free Webinars

Communications
• Business Cards
• Brochures
• Networking: Building Referral Systems
§ University of North Carolina Greensboro BIPS Class
§ Expat Network, Department of State
§ Community Liaison Office/ Family Liaison Office, Department of
State (FLO/CLO)
• Memberships
§ American Business Women’s Association (ABWA)
§ Omicron Delta Kappa (ODK)
§ Northwest Guilford Women’s Association
• Paid Ads, Physical and Online
• Coaching Directories

Income
Avenues: Individual coaching $75-100/hour initially
Coaching packages (6 months) $600 - $1200 depending on # of people
Online transition workshops TBD
Monetize a blog TBD
Authoring books/eBooks TBD
Group facilitation for organizations $2,000 - $4,000
Online courses TBD
Publications/Articles Varies

Goals:
Primary Goal:
 • To be well known and respected in the industry of transitional family
coaching by the end of the decade (2030).
• To regularly see that I am making a positive difference in the lives and
relationships of clients and their families through both writing and individual
coaching sessions. This will be measured in reviews and testimonials
(ongoing).
• Stay relevant in my engagement with clients through continual research in the
field of relationships, transitional phases and cycles, emotions, and the unique
needs of Third Culture or Bi/Multi-Cultural Kids. I will continue to read
current articles, opinions, and research on the field and keep an organized
electronic file of information. I will add to this file on a weekly basis.
(ongoing)
• To create original content that helps improve clarity of one’s self, their
communication habits, and their support habits and needs within
relationships within the next 5-7 years. Specifically, I would like to explore a
sense that there is more to these cycles than has been currently published. I
want to be a thought leader in this arena. (2025-2027)
• Continue research, observations, and trying to make sense of patterns, trends,
and links in client behaviors and emotions. I will keep a living
document/journal of thoughts, observations, and research that may be related.
I will add to this journal on a weekly basis. (ongoing)
• To build a business that offers flexibility, a high income, and the ability to
retire and afford to travel by the time I am 60 (2040).

Immediate Goals:
To build credibility through writing
• Write published articles within 6 months after graduation (December
2020).
• Obtain my Coaching Certificate within 1 year of graduation (June 2021)
• Write/Design Online Courses to reach families in transition within 1
year – 18 months after graduation (January 2022)
• Write a book on the process of families in transition within 3 years of
graduation (June 2023).

To build credibility through original research

• Develop/refine the questions I want to answer with my research.
Primarily the 5w1h questions of family relationships during
expatriation/repatriation:
• What happens physically (visibly) during transitions.
• What happens emotionally (under the surface) during these
transitions.
• Where do the two of these intersect? Or how do we
recognize the invisible sequence through the visible
actions?
• Who plays which role of support during the transition?
 • Where are the critical intervention/leverage points?
• When do we begin/end coaching for maximum efficiency
and at what frequency do coaching sessions happen?
• How do we apply tools, knowledge, and resources to make
a positive impact on the transition process?
• Continue refining my interview questions with the help of my mentor.
(December 2020).
• Continue writing the story that emerges through the research until I
have a full picture. (December 2021).

To build credibility through experience

• Shadow my mentor when possible to observe, learn, and engage in the
coaching process.
• Shadow my mentor through the developmental design of workshops,
programs, and webinars.
• Partner with my mentor to gain first-hand experience in delivering a
coaching program and/or applying techniques in an understandable
and relatable way.

To grow my business to a point of profit in 3 years

• In 3 years, I want to have 5-10 clients that I see on a regular basis. I
would like to be making profits through both in person and online
sources (e.g. in person presence, regular publications and online
courses.)
• Once I have met the previous goal, I will look to see any bigger
opportunities of transition that we can include in our practice to
expand our audience and business (family phases: parenting a teen,
surviving the empty nest, etc.)

Growth
Statement
In one year, I want to be able to say:
This year was successful because I have aligned my strengths, passions, and values
with my career. I am moving toward my goal of making a difference in the emotional
wellness of families each day and learning continuing to learn how to grow an online
business presence. I have earned my coaching certifications, increased my physical
network, and am beginning to see a picture emerge with my research on families in
transition. I’ve built a blog and an online course, both of which are bringing traffic to
my website and are beginning to bring in income. I’ve expanded my coaching
experience by shadowing and participating in the coaching process and program
development and delivery with the help of my mentor.