Alina Trigubenko, the founder and CEO of Profi, has experienced first-hand the challenges that come with running a scaling coaching company. Not only is coaching a care-focused business, but it also requires a professional and top-notch client experience. To achieve this, having the right digital enablement is crucial. This includes everything from scheduling and package administration to communication and service delivery, all accessible through a modern single login for clients to track their engagements.
As a coach with a background in software product development, Trigubenko understands the temptation many coaches face in building their own tech solutions when they are unsatisfied with what is available on the market. However, she emphasizes that building a tech solution is not as straightforward as it may seem. The key lies in scoping, which involves understanding all the details of the project and designing for intuitive client experiences.
Through her experience working with coaching companies, Trigubenko has come to a realization: companies must pick their battles. Running a successful coaching business requires a different set of skills compared to running a software company. There are very few examples of companies that excel in both aspects.
Before embarking on a coaching software journey, Trigubenko suggests asking three important questions:
1. What is my unique value that differentiates my coaching services? 2. Could I deliver a similar customer experience with existing solutions? 3. Could I compete with the current software for market share and talent?
Trigubenko advises coaches to consider buying a software solution if they are looking for parity, speed to market, and better margins. Buying a solution allows coaches to focus wholeheartedly on delivering value to their clients. It also comes with benefits such as cost savings, no need for managing additional headcount, and avoiding compliance issues. However, there may be limitations as the coaching business grows and outgrows the capabilities of the purchased software.
On the other hand, building a software solution is recommended only if there is strategic intellectual property (IP) involved that can be scaled with the help of software for a competitive advantage. However, Trigubenko warns that building can be a significant investment, both in terms of budget and time. Additionally, hiring additional talent in areas like quality assurance and product management may be necessary.
Trigubenko believes in the concept of outsourcing what you don't want to be known for and insourcing what you want to be famous for. She suggests that coaches consider using off-the-shelf platforms for certain aspects of their business, like websites and integrations. However, there are core components that may require customization to differentiate the coaching services on the market. Building these customized solutions requires expertise and budget.
If neither buying nor building is the right fit, Trigubenko recommends considering a partnership with a software company that aligns with the coaching business's needs and is open to continuous customer input. This can provide the benefits of influencing the product roadmap and taking advantage of an evolving product without the high costs of custom development. However, finding the right software company aligned with the coaching business's vision may not always be easy.
In conclusion, Trigubenko emphasizes that as coaches, the focus should be on providing personalized care to clients in the quickest and simplest way possible. While software can be a valuable tool to expand the mission, it is ultimately just a tool. Coaches should double down on their strengths and outsource the areas where they lack expertise, including software development.
In the world of service productization, coaches have a greater impact when they prioritize their clients and leverage tools like software to enhance their offerings. So, while the decision to buy, build, or partner with a software company depends on various factors, the ultimate goal remains the same: providing exceptional coaching services to those who seek them.
