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Have you ever felt stuck in the cycle of trading time for money, wondering how you can scale your business without burning out? You’re not alone!
Today, we’re tackling that and more in this coaching session with Emily Gardner Peterson, a birth and postpartum doula who has been serving families in Birmingham for almost a decade.
Emily is an incredible doula, a mom of two, and now she’s exploring ways to transition from a hands-on service model into creating more sustainable income streams, like digital products, courses, or even a podcast.
In our session, she asks thoughtful questions about imposter syndrome, setting goals, and figuring out which income avenues to prioritize as she grows her business.
If you’re someone looking to build a life that works for you without sacrificing time with your family, keep listening because this episode is packed with insights to help you scale!
The Journey into Birth Work
Emily’s journey into birth work began after the birth of her first child. Like many birth workers, her personal experience with childbirth sparked her interest in supporting others through the process.
She shared how her first birth experience left her feeling like she wasn’t in control, which motivated her to become a doula. Emily trained through a nonprofit program in Birmingham, where she volunteered to serve clients as part of her training.
Fast forward 12 years, and she’s not only a birth doula but also a postpartum doula, helping families navigate the early days after childbirth.
Emily’s passion for her work is palpable, and it’s clear that she sees childbirth as a miracle. However, she also expressed some common struggles that many entrepreneurs face, particularly imposter syndrome. She often feels uncertain about her identity as a business owner, despite her extensive experience in the field.
Overcoming Imposter Syndrome
One of the first questions Emily posed was about overcoming imposter syndrome as a business owner. She mentioned that while she feels confident in her skills as a doula, she struggles with the business side of things.
I shared my own experience of feeling like an imposter when I first started calling myself a photographer. It took time for me to own that title without a question mark at the end.
I emphasized that imposter syndrome often stems from a desire to be understood and taken seriously. Many of us worry about how others perceive our work, especially when it’s something we’re passionate about.
I encouraged Emily (and I encourage YOU, too!) to release the expectation that everyone needs to understand the value of her work. Instead, she should focus on confidently stating what she does and letting people come to their own conclusions!
The Importance of Valuing Your Work
As we continued our conversation, Emily brought up the taboo nature of discussing money within the birth work community.
She expressed her desire to support herself and her family through her work, but she felt guilty about wanting to charge what she’s worth. I reminded her that when we charge what we’re worth, we show up differently in our work.
I shared my own experience of offering discounts to friends and family when I first started out. I realized that when I didn’t charge my full rate, I didn’t feel excited about the work, and it affected my performance. By charging what I was worth, I was able to show up fully and provide the best service possible.
I encouraged Emily to set her rates confidently and to understand that charging what she’s worth allows her to serve her clients better. It also gives her the freedom to do things for free when she chooses, rather than feeling obligated to undercharge for her services.
Diversifying Income Streams
Want to stop trading time for money? Diversifying income streams could be your answer!
Emily is currently exploring ways to diversify her income streams within the birth work field. She’s already taken steps to become a trainer for new doulas and is working on starting an agency to support other doulas.
This is a fantastic way for her to expand her offerings and create a more sustainable business model!
I suggested that she experiment with different income streams, such as affiliate marketing, digital products, or online courses. However, I emphasized the importance of starting small and focusing on one thing at a time.
It’s easy to get overwhelmed with all the possibilities, but by narrowing her focus, she can make meaningful progress.
To help her determine where to focus her efforts, I recommended that she split test her audience. She could create freebies targeted at both potential clients and other doulas to see which audience resonates more with her offerings. This data-driven approach will help her understand where to invest her time and energy.
The Power of Community
As we discussed the agency Emily is starting, I highlighted the importance of community within the birth work field. I shared my own experience of being part of a network of photographers who supported each other.
This sense of community alleviated the stress of feeling like I was the only one responsible for my success.
I encouraged Emily to create a supportive environment within her agency, where each doula feels empowered to take ownership of their results. By fostering a culture of collaboration rather than competition, Emily can build a strong network that benefits everyone involved.
Setting Goals for the Agency
Emily expressed her desire to set goals for her agency but admitted that goal-setting isn’t her strong suit. I shared my own journey of learning to set goals and the importance of holding them loosely.
In business, it’s ESSENTIAL to have a vision for where you want to go, but it’s equally important to remain flexible and open to change!
I suggested that Emily start by defining her own goals for her doula work and then translate those into goals for the agency. This will help her create a clear vision for what she wants to achieve and how she can support her team in reaching their goals.
Financial Management and Sustainability
One of the key concerns Emily raised was about managing finances within her agency. She wanted to know how to determine the right amount of cash on hand and how to set financial goals for the future. I emphasized the importance of hiring an accountant or financial advisor who can help her navigate these complexities.
I also encouraged Emily to have open conversations with her team about their financial goals and needs. By understanding what each doula requires to feel secure, Emily can create a sustainable business model that supports everyone involved.
As we wrapped up our conversation, I reminded Emily that building a sustainable business takes time and patience. Emily is at a pivotal point in her career, and I have no doubt that she will continue to thrive as she navigates this new chapter.
By embracing her identity as a businesswoman, valuing her work, and fostering a supportive community, she can create a sustainable future without trading time for money. And you can too, friend!
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