You’ve gone through your training and you’re officially on your way to becoming a doula! Now, it’s time to get to work and get your doula business going.
At the International Doula Institute, we want to see you succeed. Aside from teaching you all about birth and postpartum, we also break down business basics to help get you started. We want you to feel fully prepared to start working after becoming a doula.
After becoming a doula, one of the most important questions you’ll have is: “how will I find clients?” Part of this depends on if you decide to work independently or as part of a doula agency or co-op. During your training with IDI, we’ll help break down all of these options for you so you can weigh the pros and cons. In the meantime, do some research to learn about any agencies and/or co-ops in your area.
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Much of the advice that follows will apply specifically those who decide to work independently, but will be helpful for all of our future doulas to keep in mind.
According to the article The Seven Deadly Sins of Running a Doula Business, you need to be SMART when setting your goals. After becoming a doula, make sure the goals that you create are:
Although it’s important to look at the big picture and create long-term goals, make sure you also have immediate, short-term goals that will help you get there.
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One of the first steps after becoming a doula is to create a unique name for your business. It’s a crucial decision since all your branding will be built around your name. Some doulas use their own name as their business name, while others come up something creative. The most important thing to keep in mind when choosing your name is to make sure there’s no one else in your area with the same one. After you come up with a few choices, Google them. Make sure there are no other birth-related businesses with a similar name (this includes other doulas, OBs, midwives, birth photographers, etc.). When you decide on your name, protect it. The IRS provides some helpful resources for starting small business. You may also find it helpful to connect with an attorney or CPA.
When you’re ready to get your name out there after becoming a doula, you’ll need an awesome website to help you out. There are some great DIY options to help you build an eye-catching website, such as WordPress, SquareSpace, or Wix. It’s also a good idea to purchase a domain name for your site. When you create your website, make sure to include:
In addition, it’s a good idea to create social media pages for your business, such as Facebook, Instagram, and Pinterest. It will help you meet and engage your clients where they are.
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Even before becoming a doula, getting to know other local doulas will be an asset. Not only can you learn from one another, but you’ll have people who can share your successes and struggles with. It’s also great to take the time to meet other birth professionals and begin to get your name out there. When you develop relationships with people in your community, you’ll open more options for client referrals. Try to think outside the box – of course, you’ll want to talk to OB/GYNs, midwives, and pediatricians; also consider networking with birth photographers, businesses that cater to parents of young children, and even local mom’s groups.
While you’re becoming a doula, you’ll probably wonder how much you should charge your clients. This depends on a lot of things, such as your experience, or the cost of living in your area. Research what other doulas are charging and use that as a base number. You may be tempted to set your costs at the lower end when you first start out, but don’t sell yourself short! After you finish your training with IDI, you’ll be fully prepared to begin working with clients. Remember that you are providing a valuable service and, in addition, you need to make a living!
Of course, there are many more things to consider when you start your doula business. We cover the above topics (and more!) in our birth and postpartum courses. If becoming a doula is one of your goals, you can be confident that the International Doula Institute will prepare you to hit the ground running.
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Aliza Juliette Bancoff is a well-known doula and doula trainer who has been providing doula services to families for over a decade. She is the founder of Main Line Doulas, a doula group providing doula support in the great Philadelphia area for the last decade, the International Doula Institute, which provides online doula training and lactation training and certification programs and the International Breastfeeding Institute which provides lactation training and certification. She is the co-founder of United Birth, a company devoted to increasing access to doulas across the country to make the perinatal time safer both physically and emotionally. “Every birthing person deserves access to quality doula support. And we are working to make that a reality across the country. The work we are doing to get doulas to every birthing person will decrease the black infant and maternal mortality rate significantly by 2030.” Says Bancoff. Aliza is known for her compassionate and empowering approach to doula work, and she has been featured in numerous media outlets, including United Nations Maternal Health Report, Parent Magazine, CafeMom, theBump and many more. Aliza's journey into doula work began when she gave birth to her first child and felt a strong calling...Doulas are professionally trained to assist expectant mothers throughout their pregnancy. They educate women on pregnancy, labor, and new motherhood, as well as provide emotional and physical support. A doula’s role is to assist a woman through the birthing process, ensuring a healthy and liberating experience.
We have put together this simple guide to starting your doula service. These steps will ensure that your new business is well planned out, registered properly and legally compliant.
A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:
Steps To Starting Your Doula Business
Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Doula Service Name Generator
If you operate a sole proprietorship, you might want to operate under a business name other than your own name. Visit our DBA guide to learn more.
Fortunately, this profession requires very little capital to get started. Your greatest expense is the training and certification classes, which range from $150 to $750 per course. While it is not necessary to obtain every certification, it is recommended to take all the basic courses and to continue through the program as your experience grows.
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Once you have received your certification, you will need to invest in a marketing strategy. This includes a website, blog, pamphlets, and business cards. An office is not necessary, as much of a doula’s work is done at the birthing site, in the client’s home, or over the phone.
If you decide to open a physical location, you will have the standard overhead expenses that come with leasing a workspace. Beyond that, your ongoing costs are significantly lower than most businesses, with time being your largest investment.
Your customer base will be built on expectant mothers who have a specific path they wish for childbirth to go. Every woman understands that things do not always go as planned and that a cesarean or medication might be necessary. However, women often feel forced into making decisions that go against their birthing plan, simply because they were too scared or did not have enough information. This is where you step in as their advocate and support system.
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Mothers who are expecting their first child are also an ideal doula client. Just the very idea of childbirth is terrifying to many pregnant mothers, particularly those that have never been through it before. Your knowledge and support is what will get them through this unsettling, yet life-changing event.
Consider what types of clients you are most drawn to and assess how much of the competition specializes in that area. A few demographics to consider are:
Your business would charge a fee for doula services, typically a flat rate, that includes any expenses incurred, and for the time spent throughout the pregnancy and delivery.
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Fees vary, depending upon region and demand. Some charge as little as $400, while others start at $1, 000. Business owners take 10-20% of each employee’s doula fees, which should also be considered when structuring your fee schedule.
Profit is directly tied to your fees. If you charge $400 per client (assuming you are the doula), and incur $179 in expenses, you have earned a profit of $221. Business owners are urged to carefully consider their time spent with clients when coming up with a fee schedule. A profit of $221 works out to an
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