How to Start a Doula Service

Part 1 - How to start a Doula Service business - Background

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.

Our guide is in 3 parts:

• Part 1 - How to start a Doula Service business - Background
• Part 2 - Our planner tool to see if this idea is the right fit for you
• Part 3 - Action plan to get started

What are the costs involved in opening a doula service?

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.

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.

What are the ongoing expenses for a doula service?

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.

Below are a few expenses incurred by doulas, on a per client basis:

• Gas and parking fees

• Childcare (if you have children) while you are with the mother during birth

• Miscellaneous items client needs

Additionally, you will need to allocate a portion of your monthly budget towards the following:

• Marketing and site maintenance

• Continuing ed

• Insurance – check with your agent to determine what is recommended

• Payroll and taxes – to reduce these expenses, consider building a team of freelancers

Who is the target market?

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.

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:

• Intrauterine insemination/in vitro fertilization

• Previous birth trauma

• High risk pregnancy

• Vaginal birth after cesarean

• First baby

• Home birth

How does a doula service make money?

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.

How much can you charge customers?

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.

How much profit can a doula service make?

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 average of $6.14 per hour. A doula fee of $900 works out to a profit of $721, or $20.03 per hour.

What percentage will you collect from each doula that is on your team? Business expenses should be considered when determining this as well.

How can you make your business more profitable?

The following have helped other doula businesses improve overall profits:

• Host special events for expectant families

• Host doula continuing education and certification classes

• Include a midwife on your team

Day-to-Day and Growth

What happens during a typical day at a doula service?

Unless you take on a large number of clients, most days will not be spent in the labor and delivery room. Until your expectant mother is officially in labor, she will need you periodically for support and guidance. For several months leading up to childbirth, you’ll meet with her, by phone or in person, to answer any questions she might have and assist her in outlining her birthing plan. While a doula does not practice medicine, she is knowledgeable about the various medicines and issues that could arise during labor and delivery.

Since most deliveries are not scheduled, doulas are on-call 24/7 once her client reaches the third trimester. Once labor starts, she’s there to offer whatever support the mother needs, helping with breathing and relaxation techniques, supporting the mother in various laboring positions, and providing massage therapy. They help with partner involvement and advocate for the mother when things don’t go as planned. When the baby arrives, the doula is there to help the new mother breastfeed and bond with her newborn.

Some doulas, antepartum doulas, specialize in high-risk pregnancies, providing support and education throughout the pregnancy. Postpartum doulas specialize in afterbirth. They educate the new mother and assist them in household duties as their client adjusts to this new life.

As the owner of a doula service, your free time away from clients will be spent on administrative work and your marketing strategy.

What are some skills and experiences that will help you build a successful doula service?

Since your primary role is to ensure that the mother is comfortable, emotionally and physically, it is critical that you possess a great deal of patience, compassion, and understanding. It will often be necessary for  you to read the signals a woman is giving, anticipating her needs before she realizes them herself. Additionally, the ability to work well under pressure is paramount to an individual’s success as a doula.

Those who enter this profession must be healing in nature. You’re there to keep both mother and father calm throughout the entire experience. While you do not need to be an expert in all, a basic understanding of acupressure, aromatherapy, massage, music therapy, positioning, reflexology, and visualization are helpful in becoming an effective doula. To ensure you are educated in each of these techniques, receiving doula certification is recommended. The Doulas of North America (DONA) and The Childbirth and Postpartum Professional Association (CAPPA) both offer well-respected doula certification programs.

Experienced doula business owners caution against opening your business without considering all that goes into such an undertaking. Work with your local Chamber of Commerce or consider taking some basic business courses at a community college before doing so.

What is the growth potential for a doula service?

Your doula business’ growth opportunities are directly tied to demand in your region, saturation of the market, and affordability of your fees. More and more expectant families are realizing the value behind having a doula’s support, making it one of the fastest growing industries. Many doulas have found that partnering with midwives with the same value system contributes to long-term success.

What are some insider tips for jump starting a doula service?

Consider these insider tips from doula professionals who have spent years in the industry:

• While overhead costs are virtually non-existent, this profession can take an emotional and physical toll on you as an individual. Prepare your mind, body, and family, as you will be on-call tend to your client’s every need.

• Since your services are required throughout the pregnancy and childbirth, it is recommended that you draft a service contract for each client to sign. Make sure the details of your services are clearly outlined, and that your client is aware of all fees, cancellation policy, and refund policy. This will reduce the number of monetary disputes that occur.

• Keep in mind that your customers will be paying in cash. Before opening your business, make sure you have a payment system in place, with multiple options available.

• When speaking with clients, never compare yourself to other doulas or speak ill of them. Yes, they are the competition, but running a business from a negative angle is never healthy and won’t help build your success.

• Successful doulas are in a constant state of improvement. Refine your skills and expand your knowledge regularly to be the very best that you can be.

• When meeting with current and potential clients, make sure you dress the part. Keep your apparel professional and neutral.

How and when to build a team

Some doulas prefer to work alone throughout their entire careers, while other business owners feel a well-rounded service team is best for the client and company. What is your vision for the company?

Once you have answered that question, you will know when (or if) you should build a team. Just make sure every employee is properly certified and keeps up with their continuing education.

Part 2 - Is a Doula Service business the right fit for you?

Part 3 - Action plan to launch your Doula Service business in 90 days