If you’ve ever felt like you had to figure everything out on your own in your business – you’re not alone.
When I first started out as a freelance journalist, I thought asking for help meant I wasn’t capable.
I’d spend hours Googling things, trying to do it all myself, I spent a week while trying to do one listicle for BuzzFeed crying at the laptop trying to work out WordPress, and felt embarrassed when things didn’t go perfectly.
It wasn’t until I joined an online community – Janet Murray’s membership, run by a fellow journalist-turned-marketing-expert – that I realised what a huge difference it makes to be surrounded by people who get it.
Since then, I’ve worked with coaches, joined programmes, and trained as a coach myself.
I’ve completed my ILM Level 5 and recently finished ILM Level 7 in coaching executive and senior leaders which is Masters Level.
It’s something I’m really proud of – not just for the qualification itself, but because it means I’ve equipped myself with even more tools and confidence to support my clients in the ways they really need.
Coaching isn’t about telling you what to do. It’s about creating an environment where you feel safe, supported, and able to make decisions that feel right for you.
At different stages of your pet business journey, you might need different kinds of support – and in this post, you’ll discover what that can look like.
Plus recommendations of other experts and courses that are out there for you.
When you feel overwhelmed and stuck in your marketing
How it feels:
Like you’re doing all the things – or not doing enough. You’re not sure what to focus on, and every new trend makes you question your strategy. You’re spinning plates and stuck in your head.
What you need:
A clear plan, helpful resources, and a community that helps you make progress – without shouting at you to “just be consistent.”
How coaching helps:
This is exactly why I created Pets Get Visible – a membership that takes away the overwhelm and gives you the tools to confidently promote your business.
Inside you’ll find:
- A resource library with practical guides on blogging, content marketing, social media, press coverage, using AI, and more
- Monthly visibility workshops with workbooks to guide you step by step
- Member-led sessions every other month on topics like brand consistency and organisation
- Bi-monthly member socials to connect with others and share insights
- A monthly coaching call focused on person-centred support for whatever you’re working on
- FOUR monthly co-working sessions so you can get your content sorted and scheduled
- A private Facebook group where you’ll find encouragement, collaboration, and a place to share your wins and wobbles
There’s no one-size-fits-all formula – just real support and a bunch of brilliant pet people who are figuring things out alongside you.
There’s a full post here on Is my Pets Get Visible membership right for you.
Join here and get 50% off your first month: Pets Get Visible
Deciding to start your business
How it feels:
“What have I done?” You feel exposed, unsure of yourself, worried about what people think, and like you’re stepping into a brand new identity.
What you need:
Reassurance. Support to explore the skills you already have and how they transfer to this new world. Encouragement to believe that you can do this.
How coaching helps:
Being part of a group programme can really help you feel less alone.
The Canine Business Academy runs a Business Basics course to support you through this stage.
I don’t know the exact cost, but you can message the founders directly to find out more: caninebusinessacademy.com/work-with-us
Growing and adding staff
How it feels:
You know you can’t do it all alone anymore – but the idea of letting go is scary. You worry no one can do it like you can.
What you need:
Support in identifying what roles you actually need, how to choose the right people, and how to manage them well.
Someone to sense-check your decisions and reassure you that you’re not just being “controlling.”
How coaching helps:
Coaching gives you clarity and confidence to build the team you need.
Someone like Bella Vasta, a US-based coach who specialises in helping pet sitters and dog walkers hire and grow their teams, can help at this stage.
Or, if you want someone to work through the many questions you’ll have swirling in your head with you – working with a coach trained in executive-level thinking can be powerful.
Listen to Bella from when I interviewed her on the podcast here.
Find out more about her on her website here: https://bellavasta.com/
When life happens
How it feels:
Grief, illness, burnout – suddenly you’re not firing on all cylinders. You’re trying to keep going, but everything feels really hard and you’re beating yourself up about it.
What you need:
Reassurance. Permission to slow down. A safe environment to be honest about how hard it is and figure out how to keep moving forward in a way that feels manageable.
How coaching helps:
When I lost my uncle and was dealing with a health condition back in 2023, I felt guilty for not keeping up the same pace.
Working with my coach, Lucy Rennie, helped me feel seen and supported.
She helped me sense-check decisions when I wasn’t feeling strong and gave me the emotional space I needed to cope. It was invaluable.
Listen to Lucy on the podcast here.
Looking for investment or preparing to scale
How it feels:
You’re ready to grow, and you need the world to take notice. You want to show potential investors or collaborators that your business is worth backing.
What you need:
Visibility. A plan. Accountability. A clear way to communicate what you do, the impact it has, and why now is the time to grow.
How coaching helps:
I worked with Jessica Morris from The Canine Menu when she wanted to raise her profile ahead of pitching for investment.
We focused on securing press coverage and building credibility.
Coaching gave her a plan, support, and the confidence to put herself forward – and it paid off.
Listen to Jess talking about the Canine Menu on the podcast.
Another brilliant option for this stage is the NatWest Entrepreneur Accelerator programme which I took part in back in 2022 and it helped me build my membership.
It’s a six-month, fully-funded programme open to businesses across all industries, and ideal if you’re looking to scale.
I spoke to Sophie from the Accelerator team on the podcast, and what stood out most was the structure:
- Dedicated 1:1 business coaching
- Workshops and peer support
- A supportive community of likeminded entrepreneurs
- Access to NatWest’s extensive business network
What I loved most is that it’s not just for traditional business owners in suits – it’s inclusive, welcoming, and designed to help you grow in a way that works for you.
You don’t even have to bank with NatWest to apply.
You can listen to the full podcast episode with Sophie here, or check out the programme via the NatWest Accelerator website.
Preparing to step back or close your business
How it feels:
You might be planning to retire, move into something new, or pass the business on. There’s excitement, but also sadness and guilt. You want to do it the right way.
What you need:
A clear plan. Emotional support. Someone to help you work through everything that needs to happen—and how you want to feel as you move on.
How coaching helps:
At this stage, coaching helps you untangle the emotional from the practical.
It’s about getting a clear head so you can communicate changes effectively, identify and tie up all the loose ends, and feel proud of how you’re ending this chapter.
Sometimes, it’s also just about having someone who sees the hard in what you’re doing – and stands beside you.
When you want access to lots of different types of expertise
If you’re a dog trainer and want to build a stronger, more confident business – with support from a mix of trusted experts – the Distinctive Dog Trainer programme from Helen Motteram is a fantastic option.
It runs over nine months and brings together coaching and expert-led sessions on everything from pricing, ethics, storytelling, and consultations to safety and visibility.
I’ll be joining the line-up in to deliver a session on becoming The Go-To Expert, alongside coaches like Robin Waite and Carrie-Anne Selwyn.
It’s ideal if you want structure, variety, and a supportive group of peers who understand your world.
The full programme is £700 and you can learn more or join here:
https://www.petpronetwork.com/product/distinctive-dog-single/
Final thoughts
One of the biggest lessons I’ve learned – both as a coach and someone running my own business – is that you don’t have to do it all alone.
Support looks different at different stages.
Sometimes it’s tools and resources.
Sometimes it’s group coaching or mentoring.
Sometimes it’s just someone who gets what it’s like when things feel wobbly and uncertain.
So wherever you are on your journey – starting out, scaling up, slowing down, or simply wanting to feel more like you in your business – there’s a type of coaching support that can help.
If you’re curious about working with me, or just want to talk things through, head here to fill out the application form and we’ll have a proper chat.
And the options to work together are on my work with me page here.
Further reading/listening
Is my Pets Get Visible membership right for you?
How to choose the right pet business coach
Why I trained as an accredited coach and mentor and what that means for your pet business
How to choose the right pet business membership
