Stories / Coaching
Business Coach: £22k recurring monthly revenue
Fully booked at 28 one-to-one hours a week, with income capped and no way to take a week off.
- Client
- Business Coach
- Industry
- Coaching
- Size
- Solo plus VA
- Timeframe
- 90 days
Anonymised at the client's request · figures verified · published with written permission
The situation
Twenty-eight billable hours a week at £150, which sounds excellent until you notice it cannot grow and cannot pause.
Session notes from two years showed the same nine problems appearing in over 70% of engagements.
Two attempts at a course had already failed, both because they were built before anyone was asked to pay for them.
What we did
- STEP 01
Found the repeating 70%
Nine recurring problems became nine modules. Everything genuinely bespoke stayed in the premium tier where it belonged.
- STEP 02
Sold it before building it
Eleven existing clients were offered the group tier at founding rates. Seven said yes. Only then did anything get recorded.
- STEP 03
Three tiers with real distance between them
£120/month group, £600/month group plus monthly one-to-one, £2,400/month private. The middle tier carries the revenue, as it usually does.
- STEP 04
Cut one-to-one hours deliberately, not accidentally
From 28 hours to 9, over three months, with each departing slot replaced by recurring revenue before it was released.
The numbers
| Measure | Before | After |
|---|---|---|
| Monthly recurring revenue | £0 | £22,000 |
| One-to-one hours/week | 28 | 9 |
| Effective hourly rate | £150 | £410 |
| Clients served/month | 19 | 94 |
Measured over 90 days
What didn't go to plan
Four of the original one-to-one clients did not want a group format and left. That was £3,600 a month walking out, and it took seven weeks to replace.
In their words
“Same expertise, same clients, half the hours. I just stopped selling time and started selling the outcome I was already delivering.”
Business coach · Coaching
The lesson
You can only scale the part of your work that repeats. Find it first.