Case study 02 · Business coach for coaches
Her business levelled up faster than she did. Here’s how we caught it.
Prepared by Ruby Lee · Client details changed for privacy
Summary
My client is an established coach who teaches other coaches how to sell out their one-to-one work without burning out. When she started working with me, she was booking 1–2 new clients a month. Then a low-ticket guide took off, a live experience grew on the back of it, and suddenly she had a waiting room for a mastermind she hadn’t even planned yet. She came to our call exhausted, doubting herself and juggling a dozen ideas.
| When we started | 1–2 new clients a month |
| Entry offer | £11 guide that opened the door to everything |
| Live experience, first round | 7 sold, built and sold in about 10 days |
| Live experience, second round | 32 sold through a simple funnel |
| Mastermind interest | 10 hands raised in one day, from a Google Doc |
| Sitting in the pipeline | Around £20k |
1. Where she was
After a huge few months, she got sick, ran out of energy and started questioning everything.
“All I thought was, I’m a fraud. Here I am lying down in a darkened room, and then I’m going into coaching and telling people, of course you can do this.”
Underneath the exhaustion:
- Growth had come faster than she’d planned for
- She’d built everything on the go, with no moment to consolidate
- Too many good ideas, and no clear order to do them in
- A bigger vision pulling at her, alongside the business that was already working
If your business is growing and you feel more tired, not less, this is you.
2. What was already working
“I had no idea that people would grab that message and go, oh my god, I’ve been waiting for this.”
- A low-ticket guide with a clear promise. It spoke to a problem her audience had been waiting for someone to solve.
- A live experience built on top of it. The first round sold 7. With a simple funnel to warm buyers, the second sold 32.
- A room full of energy. On the final day she shared a Google Doc for a mastermind, on the fly. Ten people put their hands up.
“It’s the first time ever in my entire coaching career that I’ve offered something on the fly.”
3. The plan we made for her next quarter
Her own rule is that wherever something is 80% done, focus there. So we built the quarter around what already existed.
| Move | Why |
|---|---|
| Follow up the 10 warm hands | The money was already sitting there. A founders’ price and an honest “I got sick” message kept the door open. |
| Paid entry, not a free class | Her masterclass comes free with the low-ticket guide. A small paid buyer is far more likely to say yes to a mastermind than a free sign-up. |
| Pre-sell the course she’d nearly finished | A $97 course as an order bump: extra revenue, and the motivation to finally finish it. |
| Two live moments, a few weeks apart | The first brings in the hottest buyers. The second converts the fence-sitters. |
| Remove the extra upsell | One clear next step. No decision fatigue. |
Guide installs the belief. Course gives the quick win. The mastermind is the natural next step.
4. The bigger vision, given its own stage
She has a signature method she’d spent years refining with her clients, now fully protected as her own IP. Part of her wanted to drop everything and launch it now.
Instead, we gave it space. It gets its own launch next year, with room to breathe. The revenue coming in now funds it.
“I really do want this to be easy. I’m not looking to invent any complex funnels.”
5. What her clients saw
During her live experience, she stepped away from the Zoom to catch a boat to the beach, and told her group exactly that.
- “This is the life I want.”
- “I can’t believe you’re living it. It’s so real.”
6. The takeaway
“The minute I reframe it and give it its own space, because it deserves it, that’s when I go: yes, this is it.”
Growth doesn’t need more pressure. It needs a clear order, and permission to make it easy.
Want this for your business?
- Join the mastermind and build your daily sales engine with me
- Apply for private coaching if you want me working directly on your business
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