The ABC to Relocating your Doula Business

We are a military family and with that come countless moves across the world. As a spouse, I find myself having to re-establish my business with every move. Military families are not the only ones moving, so I thought it may be beneficial to other doulas if I share what I do when I have to up-root my business and move it across the world.

If you follow my Facebook page, you may know that we are in the beginning stages of our next PCS (permanent change of station) move. We just received notice that we will be travelling from Germany to Colorado this summer. You can probably imagine that a move with a family of 8 is never an easy undertaking, but when you are trying to move a business that is based on your reputation in the community across the world - well, that’s another task all together.

I will update this blog weekly to share with you my strategies and how successful they were in the process. You can decide what may work for you as you are embarking on this journey, and maybe you can incorporate one or two tactics. Make sure to leave me a comment on this post to let me know what worked for you! Maybe you have thought of different ways to make your move successful? I would love to hear about them.

Here it is - the ABC to Relocating your Doula Business

A - Ask questions.

Once I found out where we were headed I started asking questions. I asked my friends who were already in Colorado Springs about the community, the hospital availability, restrictions due to COVID, …anything that could tell me. I asked questions on Social Media, asked other doulas about things that work well for their business, and if there was anything they wanted to share with me. Ask, ask, ask. There are no stupid questions. You want to know EVERYTHING.

B - Build your Brand

Now is the time to really think about who your ideal clients are, what sets you apart from others, what is unique about the services you offer. Build your brand, define your services, pick out a new logo, new colors and stick with it. Be consistent with your messaging so that people can recognize your content online and on flyers.

C - Create Content

As soon as I found out that we were moving I did two things: I started blogging and I created a FB group with free resources for new and expecting mothers in the area. This is a great way to get your name out there. Make sure you create the FB group with your business profile so that folks can link your business to the group. Within a week, my new group had 70 members. Not bad considering I am just getting started.

D - Don’t Throw in the Towel

Rome was not built in a day. Don’t throw in the towel if you don’t have success immediately. Most businesses take years to really establish themselves and build their brand. You may run into some fierce competition, people may shut you down when you approach them. That is ok. If they do that, it means that they fear competition and it shows that your services are a perceived threat to their business. Don’t sweat them and focus on YOU. You got a lot to offer and you keep on marching forward.

E - Enjoy Yourself

What? Moving is stressful. Enjoy yourself? Yes. I am not crazy. Take this journey and OWN IT. Have fun with it. Re-create yourself. Branch out. Explore new avenues. Now is the time to have some fun!

F - Focus on Success

Sometimes we just need to speak things into existence. Focusing on success means that failure is no longer an option because we will not stop until our business is thriving in our new location. Focusing on success also means that you need to take a critical look at your offerings, your marketing, your Web Presence, your communication style. There are a lot of drivers to success and you are the one in control.

G - Get off Your Butt

I don’t like to be so literal but it just has to be said. If you want to successfully relocate your business you will need to do the work. Set up virtual chats with other doulas, advertise your business on social media, create flyers and send them to local doctors and midwives, overhaul your business cards, get your business registration done in your new state…the list is endless. So get up and get going!

H - Hold virtual Events

You can do just about anything virtually these days. Holding virtual events is easy and you can pick a topic that you are comfortable with so you can really establish your reputation as a subject matter expert. Start off with a virtual Meet the Doula Event and advertise it on social media. Info events can attract future clients and it costs you nothing but a couple of hours of your time.

I - Invest in your Business

You will need new business cards, printed info materials, maybe a Zoom account, a website…I know that the initial cost of all these things can be off-putting but it is necessary to invest in your business before you can see the return. Make a list and prioritize it. You don’t have to do it all at once.

J - JotForm

If you don’t have a JotForm account - set one up. Do it now. It is free and an easy way to send out virtual contracts and client intake forms. No up front cost.

K - Kill them with Kindness

My first interaction with a medical provider at our new duty station was not very encouraging. I was shut down pretty much immediately when I reached out to them. My initial reaction was to get angry because, how dare they shut me down like that? But then I remembered - kill them with kindness. These folks don’t know you. You are just another doula to them and they don’t know what to expect from you. So - I wrote back and said “Thanks so much for responding to me. Your work is valuable and I want to be informed about your practice. I will reach out again when I get to Colorado to invite you to coffee if your schedule allows.” I don’t take no for an answer.

L - Let your Clients Speak for You

Your clients are your biggest fans (or at least they should be). Let them speak for you! You can really make an impression on potential clients through the words of those you have previously served. Politely ask for reviews and recommendations. Reviews on Facebook, Doula Match, Google, or Yelp. Word of mouth is an amazing advertising tool.

M - Marketing

Marketing. Is. Important. You can choose how you want to market yourself. Maybe you don’t like social media and your clients are not likely to be found on social media. That is ok. Your clients likely use the Internet, so write blogs, work on your website or see if you can write articles for birthy websites. Get your name out there. If you can, maybe you can sponsor an event at your new location. Hint - realtors know a lot of people. Expecting families often buy a bigger home. Connect with realtors and see if they would include your business card in a welcome bag to their home-buyers. Sometimes you have to think out of the box.

N - Networking

Networking and marketing go hand in hand. Now, again, think about your ideal client. Where do you find this person? What are their interests? Networking in the birthing community is great but there are so many opportunities outside of the birthing world. WIC offices, pediatricians, OB offices are the obvious ones. But, how about church, the owners of your favorite toy store, yoga instructors, childcare centers, your local coffee shop or ice cream parlor? I always reach out to chiropractors and acupuncturists, massage therapists, and anyone that could be a resource for my clients. Make friends with your local breast pump lady and you guys can refer each other. Tip - click here to find your local Military Mommies rep (that’s the crazy breast pump lady you want to talk to).

O - Official Registration

Officially registering means that you file paperwork declaring your status as a sole proprietorship or LLC (or any other form of business you may run). You will register your business with the city or county you are planning on living in, so it may be smart to wait until you have an address in place. Personally, I find it important for Doulas to register their business, especially their name, since this is your “property” and you wouldn’t want anyone else in the area to compete with you under the same name. That would be odd. Also, an LLC can help in terms of financial liability. Lastly, please make sure your liability insurance covers the area you are moving to. I know my German insurance is not going to work for the US, so some research will happen here soon to ensure I have insurance before I serve clients located in Colorado.

P - Partnerships

Partnerships can be a major advantage in business. For the past years, I have worked in a doula collaborative. We all contribute to the success of this business model. We all provide social media content, we advertise our business and the client gets the advantage of choosing one doula that meets their needs but having access to other services as add-ons to their contract. Collaborations and partnerships are wonderful if you have the right group of people in place. If you find someone you click with, you share the same core values and your service could enhance each other’s work - go for it. Partner up. Make sure you have your business ideas mapped out and written down in contract form. Everyone should be clear as to what they can expect to get out of this agreement and how much they should contribute. My goal is to set up a collaborative environment for doulas in Colorado (so if you are reading this and you are interested - let me know!).

Q - Qualifications

Your qualifications may set you apart from other doulas. Some of your clients may look closely at your qualifications, especially if your pricing is on the higher end of the spectrum. List your qualifications on your social media pages, your website and wherever you are presenting. You worked hard for them and there is nothing wrong with being proud of your accomplishments. Sure, not every client is interested if you are certified or where you completed your training, but it could be something that attracts your ideal client and in that case all this information should be easily and readily available.

R- Relationships are Everything

This is a little bit of a tough one, especially if you don’t really know anyone in the area you are moving to. I found that posting in Doula groups on social media to make connection works well. You have to be conscious that not everybody you meet has your best interest in mind, but many other doulas really want to see you succeed and thrive. Connect with agency owners and collaboratives if possible. Even if you don’t start out running your own business, an agency can be a great stepping stone to getting to know the new area and making business connections.

S - SEO

SEO is short for Search Engine Optimization. This topic can get overwhelming quickly so I will hit on a couple of important factors. Update your location on your website and your social media outlets, well everywhere really. If you are not listed as a Doula in Colorado, people that search online for “doulas in Colorado” will probably not make it to your page. Make sure your website is listed in the Google index, which you can verify by searching for your URL. You want it to be as easy as possible for people to find you online.

T - Target Market

Identify your target market. These are the clients you want to serve. Your target market should not be “anyone who is pregnant”. Nobody can possibly attract any pregnant woman. And if they do attract many pregnant women, most likely the client is not an ideal match. When we are growing our business, we are likely to make accommodations to attract clients. Some businesses run sales, others waive fees, or they agree to work under conditions they may not usually agree to. I understand that being the new doula on the block is challenging since we don’t have a reputation in the community yet. Lowering your prices or waiving fees may not be the way to go about attracting clients, unless you are prepared to have inquiries from others who expect a lowered or waived fee. My doula fees are set based on what I feel I am worth, and what I need to charge to make a profit. I am not willing to charge less. My ideal client will pay my fees and see the value in what I bring to the table. There is another doula that will serve their ideal client free of charge or at a lower fee. And that is good. You have to decide how you want to run your business and establish yourself accordingly.

U - Umbrella of Services

Diversification is great, but you have to be confident that you can deliver what you are advertising. Sure, we can take a couple of online classes and call ourselves almost anything, but ask yourself if you really know what you are doing AND if you feel ready to take on the liability if something does not go quite right. I believe in being thoroughly trained in any services that you are offering. An online class may give you some additional knowledge on certain topics, but it does not always make you an expert. Focus on what you know. Stand out by being the best at what you do. Expand your services umbrella as opportunities arise - there is no need to rush it. If I see a new doula offering every service under the sun, I am a little skeptical. I want to know that I can trust you, that you are experienced and that I am in good hands. Sometimes less is more. This is where your partnerships and collaborations come in super handy!

V - Value Yourself

You have value. Your time is valuable. Just because you are relocating to a new area does not mean that your value needs to decline. Check what other doulas in the area charge. How do you compare to them? What do you need to charge to cover your expenses and your time? Don’t cheat yourself just because you want to try and attract customers in your new market. Giving away free services could attract clients, but it may not attract paying clients. You have to decide if offering pro-bono services is something you want to do.

W - Website

Remember, your website is accessible to anyone on the Internet. People look at your website and they draw conclusions about you, consciously or subconsciously. Your website should reflect who you are. If you do not feel comfortable creating your own, there are some professionals out there that can do it for you. Lastly, your website location should reflect your NEW location, as soon as you know where you are going.

X - XO

We all need a good hug sometimes when times are challenging. If you are reading this, I am cheering you on!

Y - Yes to Stress

Stress is part of the process. Resenting stress is normal, but not helpful in high-stress situations. We know this move will not be easy. We know we may lose income. We know that we will incur additional expenses. It is stressful and we need to say Yes to the Stress. Accepting that things will be fast-paced and constantly changing helps us be more reactive and resilient. We don’t have to say Yes to disorganized chaos - make lists, set yourself timelines, map out milestones that you would like to reach. Being organized is the number one way to reduce stress in our lives.

Z - Zoom

I could not live without Zoom. Zoom makes your doula world go ‘round, especially if you are on the move. Zoom is free for 1:1 meetings and for group meetings up to 45min long. It is a great way to connect with clients, record classes or trainings, and make yourself available to business partners across the world. If you do not have a Zoom account, I suggest setting one up.