Pricing Strategy
Worksheet

COACHING PRACTICE TOOLS

A structured analysis for setting coaching rates with clear reasoning
rather than guesswork.

Setting Rates That Hold

Most coaches undercharge. The pattern has less to do with not knowing their value and more to do with never having done this analysis on paper. Pricing decisions made in the head - based on gut, competitor impressions, or what seems reasonable - tend to drift toward whatever feels safe, which is usually below the market midpoint.

The problem with undercharging is not only revenue. Coaches who price at the low end of their market tend to attract clients who treat the work as low-stakes, which changes how both parties show up. Price is a signal about the seriousness of the engagement before the first session begins.

This worksheet builds a rate from three separate directions: the cost of running your practice, what the market charges, and the value you deliver. Your actual rate lands somewhere across those three calculations - not from any one of them alone.

How to Use This Worksheet

  1. Complete Section 1 (costs) before looking at what competitors charge. Cost analysis grounds you before market data pulls you toward comparisons.
  2. Section 2 (competitor research) requires actual research - look up three to five coaches in your niche and market. Estimates are not useful here.
  3. Section 3 (value-based pricing) is the hardest and most important section. Take time with it. The numbers you write there reflect your clarity about what you actually deliver.
  4. Section 4 (packages) is where the analysis becomes a decision. Design packages that make sense given what you've found, not packages that feel comfortable.
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Pricing Strategy Worksheet

Section 1: Cost Analysis

Monthly business costs:

Expense Monthly Amount
Software and tools$
Professional development$
Marketing and advertising$
Professional memberships$
Supervision or mentoring$
Liability insurance$
Other: ___________________________$
Total monthly costs$
$
$
Break-even hourly rate:
$
Section 2: Competitor Pricing

Research three to five coaches in your niche and your market:

Coach Rate Per Target Market
1$
2$
3$
4$
5$
$
$

Where do you position?

Budget (below mid-market) - high volume, lower barrier to entry
Mid-market - accessible professional rate
Premium - credentialed, niche, results-focused
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Section 3: Value-Based Pricing
$
%
Value-based target rate:
$
Section 4: Package Structure

Use your break-even rate (floor) and value-based rate (ceiling) to design your packages.

Option A — Entry
Name:
Duration:
Price:
$
What's included:
Option B — Core
Name:
Duration:
Price:
$
What's included:
Option C — Premium
Name:
Duration:
Price:
$
What's included:
Pricing Decision Notes
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