If I Could Start Over: 3 Things I’d Do Differently in My Doula Business.
When I first started my doula business, I had passion, heart, and a deep desire to support families—but I didn’t fully understand what it meant to build something sustainable.
Now, with experience behind me, I can clearly see what I’d do differently if I were starting from scratch today. Not to change the journey, but to build a business that supports me just as much as I support my clients.
If you’re a new or aspiring doula, here are the three biggest shifts I’d make from day one:
1. Think Long-Term From the Start
Being a doula isn’t just meaningful work, it’s a real business.
In the beginning, I treated it more like a calling than a structure that needed systems, planning, and financial clarity. If I could go back, I’d set myself up properly from the start:
Track all income and expenses
Get organized with systems that actually support me
Charge based on my financial goals, not what I think I should charge
I’d also map out what sustainability actually looks like.
How many clients do I want to serve each year?
What do I need to charge per birth to make that possible- without burning out?
Because sustainability isn’t about doing more. It’s about doing what works.
If you need help choosing what to charge, check out my How to Set Your Price worksheet for doulas.
2. Show Up Online, Even When It Feels Uncomfortable)
I resisted showing up online for a long time.
It felt vulnerable and awkward. I hated being percieved. Like everyone was watching and judging.
But here’s what I’ve learned: they’re not.
People are looking for connection, guidance, and someone they can trust during one of the most important seasons of their lives. When you show up consistently, you become that person.
If I started over, I would:
Commit to showing up regularly
Build an email list early
Create consistent visuals and messaging
Share my work and my voice unapologetically
Consistency builds visibility. Visibility builds trust. And trust brings clients.
3. Diversify Your Offerings Early
In-person birth work is powerful—but it can also be unpredictable and physically demanding.
What happens when you need time off?
What supports your income when you're not on call?
This is something I wish I had thought about much sooner.
If I were starting again, I’d build multiple income streams from the beginning—things that align with my skills and passion, like:
Teaching classes
Offering postpartum care
Providing placenta services
Creating resources or digital offerings
Diversifying isn’t just about making more money, it’s about creating longevity and freedom in your work.