How to Start Your Own Doula Business
Supplemental Reading for The Village Doula Collective Certification Course
Becoming a doula isn’t just about supporting families—it’s about stepping into a calling. The work is deeply meaningful, but if you plan to turn it into a business, you’ll need more than a passion for birth and postpartum care. You’ll need structure, professionalism, and the right tools to make it sustainable.
Here’s a step-by-step approach to help you build a doula business that supports both your clients and your long-term success.
Step 1: Build Your Foundation with Training & Certification
While certification isn’t required in every state, it can boost your credibility and give potential clients confidence in your skills. Explore programs through organizations like DONA International, CAPPA, Birth Arts International, and local more personal training bodies, such as The Village Doula Collective. Choose a program that matches your learning style and aligns with your values as a care provider.
Step 2: Decide What Services You’ll Offer
Clarity on your services will shape how you market and price your work. You might choose to focus on:
Birth Doula Support: Prenatal education, birth planning, and labor support.
Postpartum Care: Newborn care guidance, feeding support, emotional recovery, and household help.
Specialized Roles: Loss/bereavement support, high-risk pregnancy assistance, sibling preparation, adoption/surrogacy support, or even end-of-life doula work.
Full-Spectrum: Birth through postpartum support
Start with what you feel confident offering now, and know that you can expand your scope later.
Step 3: Write a Simple Business Plan
This doesn’t have to be an intimidating document—it can be just a few pages outlining:
Your mission statement
A description of your services
Who your ideal clients are
How you’ll market your services
Your pricing structure
Basic financial goals
Even a short plan helps you stay focused and intentional.
Step 4: Make It Official
Register your business name and decide on your legal structure (sole proprietorship, LLC, etc.). Look into any local business permits you may need. If you’re unsure, a quick consultation with a small business attorney or accountant can save you costly mistakes down the road.
Step 5: Protect Yourself with Insurance
Professional liability insurance gives you peace of mind and safeguards your business. There are companies that offer affordable plans specifically for doulas—do your research and choose one that fits your coverage needs and budget. CM&F Group is a common provider for doulas.
Step 6: Create Your Online Home Base
A professional website is your digital office and storefront. Include your bio, services, pricing, testimonials, and a simple contact form. Pair it with an active presence on one or two social media platforms your audience uses most—Instagram and Facebook are popular for birth workers. This work is personal, so its okay to use your personal social media accounts so clients can get a feel for you, but be sure to reevaluate what you have posted in the past and keep in mind potential clients may be viewing your profile when making future posts.
Step 7: Network Intentionally
Connections are everything in birth work. Introduce yourself to midwives, OBs, lactation consultants, childbirth educators, and other doulas. Attend birth-related community events, volunteer for local family resource centers, or join doula collectives (like The Village Doula Collective) for built-in networking opportunities.
Step 8: Use the Right Tools to Stay Organized
You’re running a business, not just a service. The right systems can help you stay on top of client care and your workload. Consider:
Scheduling Apps: Calendly, Acuity, or Google Calendar.
Digital Forms & Contracts: HelloSign or DocuSign.
Billing/Invoicing Tools: QuickBooks, Wave, or FreshBooks.
Client Management Software: HoneyBook or a CRM designed for birth workers such as Doulado makes everything easier by having all of the bullet points described above in one platform and saves you so much time.
Prepared Birth Bag: Stock with tools you’ll use during visits and births (rebozo, massage items, essential oils, quick guides, rice heating sock, etc.).
Step 9: Commit to Ongoing Learning
The birth world is always evolving. Attend workshops, listen to birth-related podcasts, take advanced trainings, and read research updates. Staying current benefits both your clients and your reputation.
Step 10: Seek Mentorship & Shadowing Opportunities
One of the fastest ways to grow your confidence and skill set is to learn alongside experienced doulas. Shadowing allows you to see client interactions, prenatal visits, and even birth support in action.
At The Village Doula Collective, we offer hands-on mentorship for new doulas. This includes shadowing opportunities, debriefing after client visits, and practical guidance as you navigate your first months in business.
Final Note:
Starting your doula business is both exciting and challenging. You’ll be balancing emotional work, client care, and the realities of running a business. Take it step by step, give yourself permission to learn as you go, and remember—your role is powerful, important, and worthy of being run like the professional service it is.