THE ENTREPRENEUR COACH COLLECTIVE PRESENTS

From Coach to Founder

Building Your Coaching Business in 16 Weeks

A structured cohort experience for experienced leaders ready to bridge the gap between coaching certification and a sustainable, confident practice.

See the 16-week journey

16

Weeks of live structured sessions

8

Modules from identity to integration

2

Guides who’ve lived this transition

1

Complete business plan — built, not taught

THE GAP NO ONE PREPARES YOU FOR

Coaching certification was step one.
Building your practice is step two.

You built a career first. You led organizations. You carried responsibility. You influenced outcomes. Then you chose coaching — intentionally. Because you wanted your next chapter to matter.

Now you're trained. You're capable. You may even have clients. But building the business around your coaching feels less clear than you expected.

That's not failure. It's the gap between certification and commercialization — and it's where most experienced coaches get stuck.

The market has evolved:

— Organizational buyers are more sophisticated and outcome-focused

— Positioning matters more than ever

— Revenue requires intention, not hope

— AI and technology are changing expectations

But beneath all of that is something more personal: you used to operate inside structure. Now you are the structure. That shift can feel disorienting.

"I have the depth. I know I can help people. So why does building the business side feel like starting from scratch?"

David · Former VP People & Performance · Vancouver

"I don't need hype. I need a structure that matches the level I've already operated at."

Catherine · Former CHRO · Toronto

Experienced leaders should not have to piece together their second act from disconnected advice and marketing gimmicks. Professional depth deserves professional business architecture.

WHY WE BUILT THIS

Coaching is a craft.
Entrepreneurship is a discipline.
Both can be learned.

We care deeply about seeing certified coaches succeed as entrepreneurs — not just as practitioners.

We've lived the transition ourselves. We left corporate leadership. We completed our coach training. We experienced the disorientation of becoming beginners again.

We understand the shift from boardroom authority to entrepreneurial uncertainty. You are not behind. You are transitioning.

The Entrepreneur Coach Collective exists to bridge that space — with structure, accountability, and the business architecture your experience deserves.

◇

Not a Marketing Bootcamp

No hustle culture. No aggressive tactics. A grounded, professional approach to building.

◇

Built, Not Taught

You don't study theory. You build your actual business plan — session by session, week by week.

◇

Peer-Level Depth

Former senior leaders only. No junior coaches. Peer-level accountability and conversation.

◇

Mindset + Structure

Confidence doesn't come from affirmation. It comes from clarity and action — integrated throughout.

THE 16-WEEK JOURNEY

Eight modules. One complete business.

Program Dates: May 4th - August 23rd, 2026

Live Webinars: Start May 5th 9- 10:30amPT and run bi-weekly.

Drop-in Coaching: Dates and times will vary.

Each module spans two weeks: one live teaching session and two drop in coaching session. You learn, then you build. Every week.

01

Weeks 1–2 · IDENTITY

Thinking Like a Founder

Shift from practitioner to entrepreneur. Integrate your values and strengths into the vision of your business.

Mindset: Embracing a growth mindset

02

Weeks 3–4 · FUNDAMENTALS

Setting Up for Success

The operational foundation: registering your business, choosing your structure, building your support team, using AI as your partner.

Mindset: Comfortable with the uncomfortable

03

Weeks 5–6 · STRATEGY

Designing Your Offer Suite

Define your ideal client. Clarify your niche. Build structured coaching engagements and tiered offers beyond hourly sessions.

Mindset: Trusting the transformation

04

Weeks 7–8 · FINANCIALS

The Business of Running a Practice

Managing your P&L, pricing with confidence, forecasting revenue. Introduction to pipeline management with the ECC tracking tool.

Mindset: Resilience through rejection

05

Weeks 9–10 · VALUE

Selling What Changes

Stop selling coaching. Start selling outcomes. Articulate your value at both the macro level and the micro, client-specific level.

Mindset: Embracing selling as serving

06

Weeks 11–12 · GROWTH

Building Your Growth Engine

Design your go-to-market strategy. Master the funnel. Conduct high-conversion discovery calls. Track what's working.

Mindset: Build like a Founder. Close like a Coach

07

Weeks 13–14 · VISIBILITY

Putting Yourself Out There

Build a grounded personal brand and content strategy. Strategic networking, LinkedIn presence, and social proof — without performing.

Mindset: Navigating the vulnerability of visibility

08

Weeks 15–16 · INTEGRATION

Stepping Into Founder Identity

Bring every piece together into a complete, actionable business plan. You leave equipped, connected, energized — and clear on who you are as a founder.

Mindset: I don't need to do this alone

THE TRANSFORMATION

What changes after 16 weeks

BEFORE

"I'm doing some coaching, but I'm still figuring out the business side."

x Revenue is inconsistent

x Positioning feels broad

x Confidence fluctuates

x Structure is missing

x Momentum stalls

AFTER

"I run a coaching business that reflects who I am and where I want to go."

✓ Clear positioning and niche

✓ Structured offers and pricing

✓ Revenue visibility and forecasting

✓ A consistent rhythm for growth

✓ A community of peers

In 16 weeks, you'll go from certified coach to confident founder — with the clarity, structure, and community to build a practice your experience deserves.

WHAT YOU WALK AWAY WITH

Five dimensions of transformation

Tangible deliverables meet the emotional shift that makes them stick.

Clarity

A defined niche, refined value proposition, and positioning that reflects your calibre and resonates with organizational buyers.

Structure

A complete business plan, structured offers, pipeline management system, and financial literacy for your practice.

Momentum

A go-to-market strategy, sustainable content rhythm, and high-conversion discovery call capability.

Confidence

The mindset to navigate uncertainty as normal. Trust in your judgment. A grounded founder identity.

Connection

A cohort of peers who understand this transition, plus a pathway into The Collective ongoing membership.

IS THIS RIGHT FOR YOU?

You're serious about building.

You just want a clearer map.

THIS IS RIGHT FOR YOU IF

✓ You've completed or are completing coach training

✓ You're launching — or your momentum has stalled

✓ You value substance, depth, and honest conversation

✓ You want to understand the business layer before investing more in tactics

✓ You're ready to hear some hard truths if they help you move forward

THIS IS NOT RIGHT FOR YOU IF

x You're looking for quick tactics and shortcuts

x You want high-energy inspiration without substance

x You're brand new to leadership or just starting your career

x You're happy with where your practice is and not looking to grow

x You're not ready to invest time and energy in building intentionally

YOUR GUIDES

Diane Lloyd & Jason Magennis

They've both navigated the transition from senior leadership to entrepreneurial coaching. They know what it costs — in time, confidence, and momentum — to figure it out without a map.

Diane Lloyd

CO-FOUNDER, THE ENTREPRENEUR COACH COLLECTIVE

A coach, leader and educator who has been thriving in the entrepreneurial space for 15 years. Diane has created a niche coaching business focused on midlife women leaders and can be found at dianelloyd.com. She is also an award winning faculty member at Royal Roads University teaching executive coaching.

Diane is a PCC level coach with certifications in coaching with neuroscience, emotional intelligence and burnout expertise. Diane spent 5 years working under Brené Brown and delivering Dare to Lead™ to hundreds of leaders and is known for modeling vulnerability and courage in her life and leadership.

Jason Magennis

CO-FOUNDER, THE ENTREPRENEUR COACH COLLECTIVE

A coach, entrepreneur, and former marketing and sales executive, Jason has worked on some of the world's most iconic brands at organizations including Johnson & Johnson, RBC, and Pepsi. Jason embraces a unique blend of corporate rigour, entrepreneurial business acumen, and coaching expertise.

Through his coaching and consulting work, he helps clients and organizations embrace their values, find their purpose, and achieve goals with greater fulfilment, as outlined at jasonmagennis.com. He holds an MBA from Dalhousie University and his ACC designation from the ICF.

FOUNDING COHORT

Built for those ready to build intentionally

$3,499

CAD + applicable taxes · Cohort size intentionally limited

This founding price reflects our commitment to building the right cohort — one grounded in depth, reflection, and disciplined growth. This is an investment in building properly — not rebuilding later.

· 16 weeks of structured content

Weekly structured sessions guided by facilitators who have navigated this transition themselves.

· Complete business architecture framework

Positioning, offers, revenue model, pipeline, and operating rhythm — built across all eight modules.

· Coaching and Feedback

You will be actively building your business plan. Live coaching and feedback from Jason and Diane. Peer accountability throughout the 16 weeks.

· Revenue and pipeline clarity

A pricing model, retainer structure, and lead-generation rhythm you actually operate — not just study.

· Preferred access to The Collective

Founding graduates receive preferred access to ongoing community, quarterly strategy sessions, and referral ecosystem.

COMMON QUESTIONS

Frequently Asked Questions

Why is the investment $3,499?

This is a structured, 16-week business architecture program — not a one-off workshop. You're investing in clarity, accountability, strategic depth, and direct guidance tailored to experienced leaders. The price reflects focus, cohort intimacy, and long-term application.

I've already invested in certification. Why invest again?

Certification prepares you to coach. It does not prepare you to build a coaching business. They are different disciplines. If your goal is sustainability — not occasional coaching — learning the entrepreneurial layer matters.

What results can I realistically expect?

We don't promise instant income. You can expect clear positioning, structured offers, pricing confidence, revenue visibility, and a weekly operating rhythm. Most importantly, you stop guessing and start operating intentionally.

I've led organizations. Shouldn't I be able to figure this out?

You likely can. But building a coaching practice without infrastructure is different from leading inside one. This provides context-specific structure for this industry and this stage. It's not about intelligence — it's about transition.

Is this heavily focused on marketing and self-promotion?

No. We focus on credible positioning, relationship-based outreach, sustainable pipeline building, and professional presence. You do not need to become someone you're not.

How do I know if this is the right time?

It's likely the right time if you've completed certification, feel the ambiguity of building alone, don't want another year of experimentation, and are ready to invest in building with structure. Confidence grows through clarity — not before it.

Your second act
deserves structure.

You've already done something brave. You stepped away from certainty. Now let's build something sustainable.

Have a question? Reach out → support@entrepreneurcoach.ca