How do I start my own coaching practice?
In this module, you will learn what is involved in setting up your own coaching practice. You’ll define a clear, market-ready offer, master the practical skills of entrepreneurship, and set up the structures for a professional practice – backed by a targeted marketing plan. You’ll gain clarity on what motivates you as a coach and business owner, fine-tune your goals, and design a market-ready plan that delivers results. Step by step, you will bring your ideas and ambitions for a coaching practice to life. Together with your teachers and classmates, you’ll work through every dimension of a professional practice – from how you position and price your services to administration and legal requirements. Built on the Action Learning approach, this module combines solid theory with hands-on experience to help you put ideas into action.
For coaches, counsellors and therapists who want to build a successful business
This module is intended for anyone who is serious about starting their own coaching practice. You must already have completed a thorough coaching course (such as Coaching and Counselling Year 1 at the ACC), or hold a therapeutic qualification at Higher Vocational Education level (Dutch HBO). Other professionals with a relevant background are also welcome to join (see the entry requirements section on the details and prices tab for more information). Admission is determined through an online questionnaire covering your background, experience, and motivation to join.
What is the purpose of the module?
After completing this module:
- You will have a complete and personal business plan.
- You will have a clear sense of your unique position in the coaching field.
- You will be able to clearly define and present your services.
- You will be well informed about marketing, administration, accounting, legislation and professional associations.
- You will be able to position yourself as an independent entrepreneur.
- You will be fully prepared to start your own practice.
The module combines theoretical insights with personal development. You’ll gain clarity on who you are as an entrepreneur and learn how to turn your goals into a practical and successful offer.
What will you learn in the module?
The programme offers a balanced combination of theory, practical assignments, reflection and group feedback. You will learn:
1. Self-awareness as a foundation for entrepreneurship
- Your entrepreneurial profile: qualities, challenges and motivation
- Building credibility and genuine connection with your target audience
- Defining success: what does successful entrepreneurship mean to you?
2. Mission, vision and positioning
- Your personal and professional core values
- Your vision on coaching and your unique contribution
- Service–target group combination: your unique offer
3. The business plan
- Your business profile and SWOT analysis
- Your business idea and services
- Product–market combination (or service–target group combination)
- Feasibility study for your practice
4. Marketing and communication
- The marketing mix (5 P’s)
- Developing an engaging narrative (including elevator pitch)
- Strategy for social media, word-of-mouth marketing and your website
- Practising storytelling and client-centred language
5. Financial insight and pricing
- Budgeting for costs, revenue and profit
- Pricing models: hourly rate or package price?
- Start-up costs and financial planning
6. Business operations and administration
- Client registration, record keeping and GDPR compliance
- Taxes, legal structure, Dutch ‘Wet DBA’ legislation (regarding freelance/self-employment status)
- Setting up an accounting system
- Terms & conditions and complaints procedure
- Key insurance policies for coaches
7. Networking and professional associations
- Building a professional network
- Choosing a suitable professional association
- Collaboration and referrals
You will learn from your teachers, fellow students and guest speakers: experienced coaches with their own practice, who will share their stories and insights.
Who are your fellow students?
Students in this module include qualified coaches and experienced professionals in the therapeutic/counselling field. Some are at the beginning of their careers as practitioners, while others already have experience working with clients and/or have already launched a website. This diversity creates a dynamic exchange of experiences and opens up valuable learning opportunities.
You will work closely together in Action Learning groups of 4 to 6 people. In these groups, you will brainstorm, practise, give feedback, and get challenged to take your plans to the next level. You will support one another and learn from each other under the guidance of your teachers.
Structure of the module
This 8-session programme uses a hybrid approach – mixing in-person class days, online learning, and small-group Action Learning.
You will actively work on elements of your business plan, present them to the group, and refine them based on feedback.
Session 1 – live (full day)
Introductions, setting personal goals, fundamentals of entrepreneurship, starting your business plan. Start of the first development session.
Session 2 – online (4 hours)
Development session on the business plan: elaboration of target audience, offer, methods, legal structure and financial plan setup.
Session 3 – online (4 hours)
Presentation of and feedback on the business plan.
Session 4 – live (full day)
Theory of the marketing plan: positioning, business name, logo, advertising, social media, website, 5 P’s. After each theoretical part, a development session follows.
Session 5 – online (4 hours)
Presentation and refinement of the marketing plan.
Session 6 – online (4 hours)
Theory of business administration, including GDPR, invoicing, taxes, record keeping, terms and conditions.
Session 7 – online (4 hours)
Development session on the business administration plan.
Session 8 – live (full day)
Final session: presentation of the complete plan, reflection and closing.
Between sessions, you will continue working on your plan independently, with support from your fellow students.
About the teachers
Arjan van Dijk
Arjan van Dijk is a teacher in coaching and counselling at the ACC, and an experienced social entrepreneur with a sharp eye for what works in practice. As the founder of a successful coaching practice and the initiator of social projects in healthcare and the social domain, Arjan knows what it takes to work sustainably and professionally as a coach or counsellor.
In addition to his work as a coach, Arjan owns a sailing charter business and is a cooperative member of the Frisian Fleet, a fleet of 30 traditional sailing ships.
Over the past twenty years, he has guided hundreds of students in setting up their own practice. His style is clear, people-oriented and results-driven: he helps students discover their own professional identity and translate it into a concrete offer that meets market needs.
Arjan combines entrepreneurship with social engagement. Driven by his mission to make mental health care broadly accessible, he has developed innovative projects in youth care and mental health services, collaborating with municipalities, health care organisations and educational institutions.
In this module, Arjan guides students through positioning, choosing a target audience, marketing with purpose, ethics in entrepreneurship, and building a practice that reflects who you are as a person and as a professional.
His strength? Arjan provides a solid foundation and inspires students to be bold, take action and persevere.
Martijn van der Werf
Martijn van der Werf has a background in digital project management and online marketing. He has a deep understanding of how to position yourself professionally and visibly as a coach. Martijn combines technical expertise with strategic insight and helps students effectively communicate their unique story to the right audience.
Martijn has worked as a product owner and digital marketeer for leading organisations for many years, before making the switch to the Academy for Coaching and Counselling in 2019. He is responsible for the marketing strategy, search engine visibility, customer journey optimisation and the implementation of data-driven campaigns.
His strength lies in translating abstract plans into concrete actions. In his teaching, Martijn emphasises positioning, online visibility, client-focused communication and building a sustainable practice. He introduces students to SEO, social media, thinking from the client’s perspective and developing an offer that truly works. Martijn is practical, collaborative and detail-oriented. He makes complex topics accessible and helps students take confident steps in their entrepreneurial journey.
Are you ready to start your own coaching practice?
Turn your dream of running your own practice into reality. Join this module and create a clear, realistic, and personalised plan – so you can launch your coaching practice with confidence.
Module details: Start your own coaching practice
Module:
Start your own coaching practice
Key features:
Action learning
A combination of in-person and online sessions
Duration:
The module consists of 8 sessions: 3 in-person class days and 5 online sessions.
Participation in the online sessions:
To participate in the online class days effectively and with focus, we expect the following from students:
- You attend the online classes using a laptop or computer (not a mobile phone). Please ensure you have a working camera and microphone. You are responsible for purchasing your own laptop, computer, and any other equipment.
- You have a stable internet connection to avoid disruptions.
- You are in a quiet environment while attending the classes, with minimal background noise.
- You make sure you are not being disturbed during the session, for example by housemates, children, pets or your phone.
Group size:
Between 10 and 30 participants. You will work in smaller development groups (Action Learning) of 6 to 8 participants.
Study load:
An average of 2–4 hours per week outside of class days. This depends on how much time you wish to dedicate to building your own business.
Level of education:
Bachelor-level (post bachelor / post-HBO)
Entry requirements:
You can take part in this module if you meet one of the following criteria:
- You have completed Year 1 and/or Year 2 of Coaching and Counselling at the ACC.
- You have completed a recognised coaching qualification* from another provider at (at least) higher professional education (hbo) level.
- You hold a completed therapeutic qualification at (at least) higher professional education (hbo) level.
* A recognised professional coaching qualification consisting of at least 70 hours of in-person training, covering both theory and practice. The programme must also include a minimum of 10 hours of supervised practice or work with test clients, and be concluded with an exam or formal assessment.
Teachers:
Certificate:
If you attend at least 90% of the sessions and have fulfilled your payment obligations, you will receive a certificate of participation.
Required literature:
The literature for this module will be announced shortly.
Course materials:
When you enrol in this module, you will gain access to a digital learning environment with tips and tools for coaches, counsellors and therapists.
Prices
Start March 2026:
Introductory price € 999 (normal price € 1,200). Payment in 3 instalments: € 333,- per term.*
*Payment in instalments is possible (max. 3). However, the full tuition needs to be paid before the start of the course.
All amounts include administration costs (of € 50). Literature/books are not included in the tuition fees and need to be arranged by the students themselves.
The Academy for Coaching and Counselling is registered with the CRKBO, which means that our training courses are exempt from btw (Dutch VAT).
If the table below is not shown on your mobile phone or tablet, please rotate your screen (one-quarter turn).
Starting date | End date | Day | Class times | Trainer | Location | |
|---|---|---|---|---|---|---|
11-03-2026 | 01-07-2026 | Wednesday | See class schedule | Arjan van Dijk & Martijn van der Werf | Utrecht & online |
The module will run with a minimum of 10 and a maximum of 30 participants. As soon as a sufficient number of applicants have enrolled, we will confirm the start of the programme (at the latest 2 weeks before the start of the programme). In case the minimum number of students has not been met, or when a course is full, we will try to find a solution for/with you, for example by postponing the start date a little or by creating a new group (if possible).
There are no reviews available for this module yet.
