Pivoting business model catapults profit and saves $300k for Nutrition Coaching Business

The Situation:

In 2019 I was introduced to a brilliant, visionary, and world changing entrepreneur who had created a health coaching business. His vision was to use the business to curb the massive obesity epidemic in the Middle East and teach people how to become more mindful of their eating, lose weight and live healthier lives.

He'd built the business organically and had consistent revenue, but was struggling with a capacity bottleneck which was impacting profit and his ability to scale. Essentially, his model required that he and his coaches spend hours per client each week crafting personalized meal plans. As a result, he had planned to make a significant investment in build a piece of software that would cut meal planning time in half..which sounds great, right? 

At the same time, he knew he wanted to grow the business and amplify his impact, and had many ideas for doing this, but was all over the place and wasn't really sure if the work he was doing was moving him closer to or further away from this.


  • Eliminate the capacity bottle neck
  • Automate manual processes to free up time to work on the business
  • Gain clarity on how to grow the business more consistently and profitably.


Step 1: Finding his Bearings

Since the business and operation were mostly in his head, I started by interviewing him to unpack business, learn about customers, and understand his market, competitors, and offering set. The goal was to get everything he knew, thought knew, wished he knew along with his ideas of what could be, out on the table and organized. Next, with knowledge of where the gaps were, I created a series of research activities that we could do together to gain the insight and perspective we needed to fill the gap and better understand the current state of his business the challenges he was facing and their priority.

After talking with his customers about their goals and needs, guess what, meal plans weren't something they valued.

Step 2: Designing his Bridge

Next, I helped him develop a vision for what the business could be, the impact it could have, the profit it would create.

I then facilitated the development of the to-be customer journey so he could understand the experiences his customers expected and valued most. Finally, we outlined the business processes and core capabilities he needed to refine and create to support this new journey. This included shifting the business model and developing a new web and mobile based coaching platform to support his clients.

Finally, I created a strategy and plan, which works for his business and budget that that will enable him to achieve his goals and vision.

Step 3: Building the Bridge and Driving Across (in progress)

Now, we are working to implement the plan and build the bridge that he can drive across, to achieve his vision.

Results (to date):

  • Removed capacity bottleneck, deliver higher margin services, and create unlimited potential to scale.
  • Reduced administrative time per client by more than 50% leading to a significant increased profit margin.
  • Saved $300K of investment that would have been used to solve the wrong problem.

Business Growth Simplified