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Setting up a coaching program: a practical step-by-step plan for new coaches

Setting up a coaching program: a practical step-by-step plan for new coaches

The coach plans the sessions for the coaching program.

You create a working coaching program by first defining the desired outcome for each participant, then designing it modularly and testing it in a small pilot. This works for an individual online program as well as for group coaching. Download a program planner or schedule an intake conversation with your first trial participant today, and you'll have a first module ready within two weeks.

In brief:

  • Formulate your target audience promise concretely, with measurable learning objectives and assignments per session; start with three modules and test them in a small pilot with an evaluation moment.
  • Choose group coaching when participants have similar goals and learn from each other's experiences; choose individual programs for highly personal or sensitive situations.
  • Set the start date at least two to three weeks after the beginning of the launch series, send three to five messages and state the price and terms in advance.
  • In distance selling, consumers have fourteen days' cooling-off period; digital content is only an exception after explicit prior consent to waiving it.
  • If you process personal data via cloud services, enter into a data processing agreement; for health data you also need a clear legal basis for processing it.
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Table of contents

Step by step: target audience, learning objectives, modules and pilot plan

A coaching program stands or falls with the first decision: who are you building it for and what should that person be able to do or achieve afterwards. A vague promise such as "more self-confidence" is hard to coach and even harder to sell. A sharp description of the target audience with a concrete transformation works better, for example: "new entrepreneurs who want to find their first ten paying clients within eight weeks."

Follow these steps to go from idea to a working program:

  1. Write down your target audience and promised transformation in one sentence.
  2. Formulate a measurable learning objective for each module: what the participant can do differently after this module than before.
  3. Build the modules into sessions: determine the number, duration and the assignment that goes with each.
  4. Create an intake form and a session plan as standard documents for every new participant.
  5. Plan a small pilot with a limited number of participants, a fixed duration and an evaluation moment.

A pilot doesn't have to be large. A simple pilot with a fixed duration and an evaluation moment already provides enough information to adjust the program afterwards, without spending a lot of time or money on an extensive first version.

Keep these points in mind when designing:

  • Describe for each module what the participant can apply at the end, not just what you are going to explain.
  • Link one concrete assignment to each session that the participant carries out between sessions.
  • Use the intake to record the participant's expectations, obstacles and starting point.
  • Build modularly: that way you can replace a component later without revising the entire program.

For setting up modules and learning objectives, you can use the coaching program setup builder, a free template that lets you record your modules and learning objectives directly.

Pro tip: start with three modules instead of eight: a smaller program is easier to test and faster to improve.

Group coaching: design, group dynamics and practical rules

Group coaching is something different from group facilitation. In facilitation you guide a conversation or process; in group coaching you work with participants' individual goals within a group context, where the group itself also serves as a tool. Choose group coaching when participants have similar goals and benefit from learning from each other's experiences, and opt for one-on-one programs when the situation is highly personal or sensitive.

Personal goals within a shared group environment

A useful starting point is the GROUP model, an extension of the well-known GROW model with group dialogue. Instead of only going through Goal, Reality, Options and Will for each individual, you build sessions in which participants discuss each other's goals and obstacles before determining their own action points.

Practical guidelines for a group program:

  • Keep the group at a size that ensures sufficient interaction without individual attention disappearing.
  • Plan sessions that are long enough to allow room for group dialogue.
  • Agree on clear rules about confidentiality and attendance in advance.
  • Build a moment for peer feedback into each session; that is often more powerful than your own input.

Pro tip: open each group session with a short check-in round: this lowers the threshold for sharing something personal later in the session.

Formats and technology: which tools you need

You don't need an extensive collection of software to get started, but you do need a few basic functions that work well together. Think in categories rather than individual apps: a way to book appointments, a way to make video calls, a place for materials and assignments, and a way to get paid.

Pay attention to these points with every choice:

  • Choose a tool that processes personal data within the EU or that clearly states where data is stored.
  • Check whether logging in with two-factor authentication (an extra verification step alongside your password) is possible.
  • Ask yourself who remains the owner of the data: can you export your client data if you ever want to switch.
  • Check whether the calendar, payment and client portal can communicate with each other, so you don't have to switch manually.

Start with a minimal set: a booking system with reminders, video calling and a simple way to share materials. Only expand once you notice that missing something actually costs you time.

Modules, sessions and templates you can apply right away

A clear session structure makes every meeting predictable for both you and the participant. A usable structure: a short check-in, discussing the session goal, an exercise or conversation around that goal, and ending with a concrete action for the coming week.

For a module with the learning objective "participant recognizes their own stress signals":

  1. Session 1: check-in, explanation of stress reactions, assignment to note signals for a week.
  2. Session 2: discussing the findings, choosing one intervention, action for the following week.

For structuring your sessions, use the GROW model worksheet, a free printable template. For the commercial side, the coaching proposal generator helps, and for agreements with participants, the coaching agreement generator.

  • Limit each session to one main goal: too many topics per session weakens the focus.
  • Reuse a fixed session structure for each module; this saves preparation time.

Launch and sales: a practical launch schedule and conversion metrics

A program only sells once people know it exists and understand what it delivers. A simple, repeatable launch flow works better than an extensive marketing campaign for a first pilot.

  1. Create a small lead magnet that is directly related to your program, for example a short worksheet.
  2. Set up a sales page with the promise, the structure and the price of the program.
  3. Send a short email series of three to five messages to interested people.
  4. Open enrollment for a limited period and start the pilot on a fixed date.

Choose a start date at least two to three weeks after the start of your launch flow, so that interested people have time to decide. Communicate the price clearly on the sales page: a pilot discount, a fixed amount per program or a payment plan in installments are all workable options, as long as the terms are clear in advance.

Keep an eye on these metrics:

  • Enrollment rate: how many sales page visitors actually sign up.
  • Conversion rate: how many sign-ups convert into paying participants.
  • Retention after 30 and 90 days: how many participants are still active in the program.

For onboarding new participants, the client onboarding check is a handy tool to make sure you don't forget anything at the start.

Legal and privacy essentials: GDPR, data processing agreement and consumer law

In distance selling, consumers are entitled to a 14-day cooling-off period according to the Dutch government. For immediate delivery of digital content, an exception may apply, but only if the participant explicitly consents in advance to waiving this right.

If you work with health-related themes, stricter rules apply according to the Dutch Data Protection Authority: you need a clear legal basis, and for large-scale processing a DPIA (a prior risk assessment) may be mandatory. If you use a cloud service for your practice, a data processing agreement is legally required, with clear arrangements about how and for how long data is processed, as the Dutch Data Protection Authority reports.

Check before the start of each program:

  • Whether there is an up-to-date privacy statement on your website.
  • Whether you have a data processing agreement with every software supplier that processes personal data.
  • Whether you inform participants in advance about the right of withdrawal and any exceptions.

How Exantur can support you in practice with setup and management

We build our software specifically around the coaching process: from intake to session report to progress between sessions. In a single workspace you can structure programs into modules, link assignments and documents to participants and track goals and agreements.

Your data is hosted within the EU, with security and a data processing agreement as part of the service. This supports a GDPR-conscious way of working, although using software does not automatically make a practice fully GDPR-compliant.

Participants get their own portal for goals, progress and check-ins. Try it free for fourteen days or view the pricing to see which plan suits your practice.

A personal note: a brief reflection and recommendation from the author

Many new coaches try to solve too much in their first program. A sharp, narrow program that delivers one transformation well works better than a broad program that touches on everything a little. Start small, test quickly, and adjust based on what your first participants actually experience.

— Martijn

Short and practical: Exantur as a workspace for your programs

Start fourteen days free and record your first module right away with the program planner. View the pricing to choose the plan that suits your practice.

Frequently asked questions

How can I set up a coaching practice?

Start with a sharply defined target audience and a concrete promise, build a small program around it and test it in a pilot before launching more broadly. In addition, arrange the basics: an intake form, a coaching agreement and a way to organize appointments and payments.

What is a normal hourly rate for a coach?

Hourly rates vary widely by specialization, experience and region, so there is no single fixed figure. When setting your rate, look at comparable providers in your niche and factor in the time spent on preparation and administration.

What are the 5 most commonly used coaching techniques?

Commonly used techniques include the GROW model for goal-oriented coaching, active listening, asking powerful questions, reflective feedback and setting concrete action points after each session. In group coaching this is often supplemented with the GROUP model, which adds group dialogue to the individual goal focus of GROW.

How do you find clients as a coach?

One approach that works is to offer a small lead magnet, inform interested people about your program through a short email series and then open a limited enrollment period for a pilot. Building visibility through your network and targeted content around your specialization strengthens this process.

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