How to Launch Your Own Doula Business: A Guide for Success

So you want to start a doula business? As a doula, you have the opportunity to profoundly impact the lives of new parents during one of the most significant events in their lives - the birth of their child. However, turning your passion for birth work into a successful business takes careful planning and hard work. If you're ready to take the leap into entrepreneurship and start your own doula practice, here are some tips to get you started.

The Doula Business Landscape

The doula business targets expectant parents, especially first-time parents. It is generally considered a local luxury service. Doulas provide non-medical support and education to expectant parents before, during, and after childbirth. The role of a doula is to help new parents have the best possible birth experience.

The demand for doula services has been growing steadily over the past few decades as expectant parents seek more natural and holistic birth experiences. However, the doula industry itself is largely unregulated, with many doulas operating as solo practitioners or in small collectives. This means that there is ample opportunity for new doulas to enter the market, but also significant competition. The keys to success as a new doula business are providing high-quality, customized service, building a strong reputation and client base through word-of-mouth and reviews, and establishing yourself as a leader in the local birth community.

Your Doula Services

As a doula, your core service is providing birth support and education to your clients. However, there are many ways to differentiate yourself and build a unique doula practice. Some options include:

- Specializing in a particular birth approach like natural birth, water birth or VBAC. This allows you to become an expert in that method and cater to parents seeking that experience.

- Offering additional services like childbirth education classes, lactation support, or postpartum support. Expanding into related areas allows you to support your clients for a longer period of time.

- Developing a clear philosophy or approach to your doula work that resonates with your target clients. For example, focusing on empowering women, prioritizing the mother's birth experience, or promoting family-centered birth.

- Providing an exceptional client experience from start to finish. Things like an initial in-person consultation, a customized birth plan, 24/7 phone support, personalized follow up, and birth photography or videography.

The key is determining what you want your doula practice to be known for and the experience you want to provide to your clients. From there, you can develop a menu of services, resources, and programs to support your vision. Start small by offering your core doula services, then expand over time as your business grows. The services you provide, and how well you provide them, will be the foundation of your successful doula business.

The Economics of a Doula Business

As with any business, the economics of a doula practice come down to balancing your costs and your revenue. The major costs for a doula business include:

- Training and Certification: Doula training programs and certification can cost between $500 to $1000 or more. Recertification fees are also required every few years.

- Supplies: Things like client intake forms, birth balls, essential oils, birth prompts cards, etc. The costs are typically a few hundred dollars upfront.

- Marketing: A website, business cards, advertising, and client gifts will cost around $1000 to $2000 per year.

- Insurance: Professional liability insurance for doulas typically costs between $200 to $500 per year.

- Ongoing Education: Continuing education to maintain your certification and expand your knowledge. Plan on $200 to $500 per year.

In terms of revenue, the average doula charges between $500 to $1000 per birth. Most doulas attend 3 to 4 births per month, so you can expect to generate $18,000 to $48,000 per year in revenue. The key is determining fees that adequately cover your costs while still being affordable for your target clients in your local market. Some pricing strategies include:

- Packages: Offering a basic package for your doula services along with upgraded packages with additional features like extended postpartum support or birth photography.

- Sliding scale: Charging fees based on a family's ability to pay. This allows you to serve a wider range of clients.

- Bundled services: Including items like childbirth education classes, lactation support, or placenta encapsulation with your doula packages at a discount. This boosts your revenue and provides more value to your clients.

Marketing Your Doula Business

As a doula, most of your business will come through word-of-mouth and online reviews from your clients. However, you still need to establish a strong online presence to help new parents find you. Some effective marketing strategies for a doula business include:

- Search Engine Optimization (SEO): Having an optimized website that ranks highly in search engines like Google for terms like "doula" along with your location. You can optimize your site by including important keywords in your page titles, content, image names, and meta descriptions.

- Social Media: Build a following on platforms like Facebook, Instagram, and LinkedIn. Share blog posts about pregnancy, birth, and parenting. Engage with your followers by posting questions and responding to comments. Promote your services through social media ads targeting expectant parents.

- Email Marketing: Start an email newsletter to share helpful resources with expectant parents. Offer a free downloadable guide or checklist to build your email list. Send regular newsletters with your latest blog posts, Q&As, client stories, and promotions for your services.

- Networking: Get involved in your local birth community by joining relevant organizations, attending or even hosting events. Sponsor or volunteer at pregnancy expos and baby fairs. Build relationships with other birth professionals like obstetricians, midwives, lactation consultants, and pediatricians and ask them to refer clients to you.

- Direct Marketing: Reach expectant parents through targeted ads on platforms like Google Ads, Facebook, and Instagram. Run promotions offering a free initial consultation or discount on your services. Place ads in local parenting publications and on family and pregnancy websites and blogs.

- Client Reviews: Ask happy clients to leave reviews on sites like Google, Yelp, and Facebook to help establish your credibility and reputation. Reviews are especially important for service-based businesses like doulas. Provide good client service and follow up to encourage positive reviews. Respond to both positive and negative reviews promptly and professionally.

Sales Strategies for Your Doula Business

As a doula, your sales process typically begins when an expectant parent contacts you for information about your services. It is important to respond promptly, usually within 24 hours, to express your enthusiasm and set up an initial consultation. The initial consultation, whether in-person or via phone/video chat, allows you to connect with the potential client, learn about their pregnancy and birth goals, and determine if you are the right doula for them.

Some effective sales strategies for doulas include:

- Focus on listening to the client and asking questions to fully understand their needs and priorities. Then explain how your experience and approach can help them achieve the birth they want.

- Share your experience, credentials, and philosophy to demonstrate your expertise. But also express your genuine passion for birth work and supporting new families.

- Provide an overview of your services and fees, including what is included at each level. Explain the value clients receive for your fees in terms of personalized support and the improved birth experience. Offer a free initial consultation so clients can explore if hiring a doula is right for them before committing.

- Address any concerns or objections the client may have. Common concerns include the cost of doula care or a partner feeling left out. Explain how doula support actually reduces medical interventions and costs, and that you aim to empower both partners by providing them with education and support.

- Follow up after the initial call to answer any additional questions. Let the client know when your services are available for their due date if they want to move forward. Be willing to negotiate fees or create a custom package to meet their needs.

- Provide references from past clients for new parents to contact. Reviews and referrals from other clients are the most effective way to demonstrate your abilities and close a sale.

- Offer a contract to officially retain your services once a client has hired you. Require a non-refundable deposit, typically around 25-50% of your total fees, to confirm their commitment. Meet with them again around their 7th month of pregnancy to finalize their birth plan.

With the right sales skills and customer-focused approach, you can build a thriving doula practice helping many families have better birth experiences. Focus on listening, educating, and providing value to turn your prospects into lifelong clients and advocates.

Operations and Execution

To run a successful doula business, you need to establish efficient systems and processes to handle the operational side of your practice. Some key areas to focus on include:

- Client Intake and Contracts: Have a standard intake questionnaire and contract for new clients. Your contract should outline details like your fees, what is included in your services, and policies regarding payment, cancellations, and refunds.

- Scheduling and Availability: Use a calendar to keep track of your clients' due dates, prenatal appointments, and the on-call period around their due date. Make sure you have backup coverage in case you are attending another birth. Clearly communicate your availability and on-call periods with your clients.

- Client Records: Keep thorough yet confidential records for each client including intake forms, contracts, correspondence, birth plans, and birth summaries. Obtain proper consent from clients before taking or sharing photos of them.

- Invoicing and Payments: Issue invoices for deposits and remaining balances according to your contract terms. Accept payments via cash, check, credit card, and bank transfer. Keep records of all payments received for accounting and tax purposes.

- Accounting and Taxes: Track your income and expenses to properly manage your doula business's cash flow and tax obligations. Issue 1099 forms for any independent contractors you employ. Pay estimated quarterly taxes and file an annual tax return for your business.

- Continuing Education: Complete the required number of hours of continuing education each year to maintain your doula certification. Stay up to date with best practices by reading books and articles on birth work and taking additional courses on related topics.

- Self Care: Running a doula business can be physically and emotionally demanding. Make sure to schedule time for yourself to rest, recharge and avoid burnout. Maintain your own health and work-life balance to provide the best support for your clients.

Developing efficient systems and processes for your operational needs will allow you to focus on providing quality service and support to your doula clients. Keep good records, stay on top of scheduling and availability, continue your own education, and don't forget self care. With time and practice, you will gain confidence in running your doula business.

Legal Considerations

Before starting a doula business, research the legal requirements in your city or state. Check with your local government for any business licenses or permits you may need. Review regulations regarding health insurance, liability insurance, and medical privacy to ensure your business operates legally and ethically.

Conclusion: Launch Your Doula Business

Starting a doula business allows you to follow your passion for birth work while gaining the freedom and flexibility of entrepreneurship. However, it also requires dedication and hard work to build a sustainable practice. Define your vision, develop your services, establish your marketing, learn effective sales strategies, and implement operational systems to provide the best experience for your clients.

If you go into this work with realistic expectations, continue learning and improving your skills, and maintain a spirit of service, you can have a rewarding career as a doula. While the road ahead may be challenging at times, know that you are making a profound difference in the lives of new families. With passion, patience, and persistence, you can grow a thriving doula business. Now go out there, follow your purpose, and support women during this life-changing time in their lives. You've got this!