How we made our first million as online coaches
If you're an online coach — or want to become one — but are struggling to scale your business or don’t know where to start.. we’ve been there.
That’s why we’re sharing a roadmap we wish someone had given us a decade ago.
This article walks you through the exact same six stages we used to build Propane from scratch into a seven-figure business, while quitting our full-time careers in medicine and accounting.
Stage 0: Dreamer to Doer
Revenue: £0
Main Constraint: Mindset
Key Action: Decide and act
Most people never get past this stage.
They dream, scroll Instagram, and watch others succeed. The real blocker is mental — procrastination, imposter syndrome, perfectionism…
The solution is simple: start. Open a bank account, handle 10 minutes of admin, and get your first offer out there.
Stage 1: Your First £1,000 per Month
Revenue: £0–£1,000/month
Main Constraint: Offer validation
Key Action: Speak to leads daily
At this point, you’re likely in a full-time job and squeezing in work where you can.
Your first goal is to get your first paying client—not for free. Free isn’t validation.
Start with your network, and remember: if friends and family won’t buy, strangers definitely won’t. Focus on solving one specific problem for your clients.
Stage 2: £100–£2,000 per Month
Clients: 1–10
Main Constraint: Consistency
Key Action: Daily outreach and refining the offer
This is the stage where you’re gaining traction but not quite replacing your income.
Spend 50–80% of your time talking to leads and 20–50% coaching. The priority is message-market fit.
Don’t think about building the perfect program yet. You don’t know what the ideal product looks like until you've had enough real conversations.
Stage 3: £2,000–£5,000 per Month
Clients: 10–30
Main Constraint: Capacity
Key Action: Build leverage with systems
Welcome to the transition from coach to operator. Build:
- A semi-automated fulfilment system
- An automated selling system
How to split your time during this stage:
- 30% building the product
- 30% building your sales funnel
- 20% admin and content
- Splitting your time this way drastically reduces your weekly hours while increasing your revenue. This is when you can safely quit your job.
Stage 4: £5,000–£30,000 per Month
Clients: 30+
Main Constraint: System maintenance
Key Action: Optimise fulfilment and lead generation
Now you’re in the sweet spot—high income, low hours, and freedom to live on your own terms.
You decide when to turn the marketing tap on or off. Your days are about coaching 30–60 minutes at the most and running your automated sales system in short, focused blocks.
This is where most of our clients aim to stay: maximum lifestyle, income, and freedom.
Stage 5: £30,000+/Month to 7 Figures
Clients: 200+
Main Constraint: Complexity and scale
Key Action: Automate everything you can
This is the performance business stage when you should be thinking about:
- £100–£200k/month ad budgets
- Full attribution and tracking
- SOPs for each business function
To be able to scale up without trading time for money, you’ll need teams for:
- Lead generation
- Sales
- Fulfilment
- Operations
This stage requires deep personal growth — your business can only grow as fast as you do.
What stage are you at?
So those are your six predictable stages to scaling an online coaching business to seven figures.
Each stage has a specific constraint and daily action that matters most. But you need to know what they are to help you focus on the right things.
Most coaches stay stuck using stage one tactics while trying to hit stage three or four goals. But each level requires a different approach.
Your systems evolve as you grow. And so should your mindset and offer.
There’s a lot to think about, but you don't need to figure it all out alone.
Want to accelerate the journey with the help of a mentor?
Find out more about how we can help you grow and scale your business without the long working hours or endless sales calls.