Run a Coaching Business? 5 Top Tips for Crafting a Brilliant Product Suite

Have you designed your product suite for your coaching business yet? If you’ve not heard of the term, you probably have but call it your services or offers.

A product suite is a fancy name for describing all of the products and services that you provide within your business. 


As a coach, therapist or online service provider, your product suite is the cornerstone of your business. It's a reflection of your expertise, values, and commitment to helping your business and your clients succeed. In this blog post, we'll explore five essential tips to guide you in creating a product suite that not only aligns with your goals but also resonates deeply with your values, and how passive income can add another profitable layer to your business.

*For the purpose of this blog I mainly refer to a coaching business, but this applies to other online services as well!

We will cover:

  • How to choose your best offers
  • The importance of clarity
  • How to present your product suite
  • How to use your pillars to market your coaching business
  • Adding passive income as part of your product suite

*Affiliate Disclosure: Some links in this post may contain affiliate links. If you purchase something via this link then I may receive a small commission. This doesn't affect the price you pay for the product.

If you have any questions, reach out for a chat [email protected] or check out my other blogs

A woman holding black umbrella walking up stairs which have words on each step "Think, analysis, planning, try, do, keep going, success" Indicating how to add different offers inside your product suite

Tip 1: Clarify Your Coaching Business Goals and Objectives

Before diving straight into product creation, take the time to define your big goals as well as your long-term and short-term goals. This clarity is essential to help you stay focused on your overall goals for your business. 

What do you hope to achieve in the next 12 months / 3-5 years? Are you aiming to reach a specific revenue target? Do you want to establish yourself as an industry thought leader? What does your dream business actually look like?

Understanding your goals will shape the direction of the growth of your business and of your product suite. Each offering should contribute to your overall business strategy. There will always be other things you’d love to add, but keep focused on your initial goals then expand as you grow.

Tip 2: Identify Your Core Values 

Your values are the guiding principles that drive your coaching business. These will be the ethos of both you as the professional and what you want your business to represent. Consider what matters most to you, for example: authenticity, accessibility, empowerment, growth, empathy, etc. This not only brings you into your business, but will help you connect with those who share these values.

Your product suite should also reflect these values. For instance, if empowerment is a core value, design products that empower your clients to take control of their lives and businesses. Or if accessibility is a core value, what will this look like within your coaching business and product suite? Will you provide a mix of high and low ticket offers? Are you disability aware and able to support those who may have additional needs?

Why is this important? Because if you want to grow your business and attract people to work with you, it’s essential that you are transparent with these aspects and when you actively promote your business values, you will find it much easier to connect and build that know, like and trust with your audience.

Tip 3: Understand Your Ideal Client 

Tailoring your product suite to your ideal client's needs is paramount. If you are telling your clients that you will help them with problem A), you need to design a product suite that does what it says on the tin.  

For example, as an accountability and productivity business coach for those who find the online business world difficult due to being introverted / managing chronic health issues / lacking confidence; but I didn’t offer training or support that meets their specific needs, it wouldn’t be relevant to them and I wouldn’t therefore be meeting their needs or expectations.

Ask yourself:

  • Who is your target audience? 
  • What challenges are they facing? 
  • What solutions are they seeking?
  • What keeps them up at night?
  • Where do they want to be?
  • WHat transformation can / do you support with?

Spend time researching your niche and your ideal client to gain insights into their pain points and their aspirations. Understanding what their living experiences are is vital if you want to create services and products that are wanted. This part is often skipped in those early days of setting up a coaching business, but the knowledge will enable you to develop products that truly resonate with and address their needs. It can also be a great way to connect with your ideal clients through market research, for example – asking your audience for feedback or to complete a quick survey in exchange for a free call. The more you understand them, the better your offerings will be!

Tip 4: Offer a Diverse Range of Solutions in your coaching business 

A brilliant product suite for your coaching business is well-rounded and holistic, offering a variety of solutions to cater to different preferences and needs. People are unique and have different preferences. Whilst some love a group-based mastermind, others prefer 1-1 or a “do-it-yourself” course. 

Include a mix of formats such as e-books, online courses, workshops or downloadable products. This diversity ensures that your clients can choose the path that best suits their learning style and requirements, and increase your chances for additional revenue and returning buyers.

Passive income is a fantastic addition to any coaching business. It increases your product suite without impacting on your day-to-day time and energy once all up and running. Consider building a library of done-for-you (PLR) tools such as Canva templates for lead magnets or social media content. 

You can also include downloadable worksheets / guides / resources that clients can use to directly work with their own clients. I create therapy-based worksheets amongst workbooks, journals and planners that can all be rebranded and used within other businesses.  

A white background with 4 different shaped and different coloured wooden blocks. A sphere, tubes of different sizes and square. Indicating using different offers within your offer suite and coaching business  to meet needs of everyone

Tip 5: Create a Seamless Journey 

Consider your product suite as a journey for your clients. Each product should seamlessly lead to the next, allowing for a gradual progression. Start with introductory offerings that build trust and awareness. As clients progress, offer more in-depth solutions that address their evolving challenges. 

This journey not only enhances their experience but also maximises your potential for upsells. Ensure that the system you use is able to work seamlessly. When you have all of your systems set up and integrated with your online website or storefront, it takes confusion away for your clients, and the key with this is to make the process as easy as possible. If your clients are confused it can impact the rate of success with purchases and upsells. 

If passive income is something you are focused on developing within your coaching business, these systems are even more important as your input into the selling and marketing is going to be a lot less hands on than if you were marketing for 1-1 or membership clients. Regularly check that things are working well and ask a trusted friend to go through the processes to learn what their experience was. 

Crafting a brilliant product suite requires a deep understanding of your goals, values, and audience. By aligning your offerings with these elements, you create products that not only resonate with your clients but also drive your business forward. 

Remember, your product suite is a dynamic entity that can evolve alongside your coaching business and coaching practice, so regularly assess and adapt it to ensure it continues to meet the needs and aspirations of your clients.


Crafting a brilliant product suite inside of your coaching business requires a deep understanding of your goals, values, and audience. By aligning your offerings with these elements, you create products that not only resonate with your clients but also drive your business forward. 

Remember, your product suite is a dynamic entity that can evolve alongside your coaching practice, so regularly assess and adapt it to ensure it continues to meet the needs and aspirations of your clients.

Take a Look…

Have you read my other posts talking about how passive income can be a fantastic add-on to your coaching business? If you're an introvert, manage energy issues or want to do business your way… Passive income could be THE answer to your business goals!

Check out this post for time management tips for entrepreneurs!

What Are You Waiting For?!

Success is MORE THAN possible for introvert coaches, even if certain aspects may be challenging. Explore alternative options if traditional methods like one-on-one work or extensive social media content feels overwhelming.

Passive income can provide the freedom and financial stability you desire. Once you're up and running you can consider using the passive income to fund a virtual assistant (VA) or social media manager, further streamlining your business operations as you grow.

With persistence and good, strategic planning, and effective time management in place, you can create a thriving business and achieve financial freedom through passive income.

While you're here, let me share my accountability and support membership with you!

The Authentic Growth Community provides accountability, training and mentoring to support you as you grow your online business with ease and confidence. Visit The Authentic Growth Community

Looking for more support?

Work with me 1-1 where we can map out your offer tree, get crystal clear on your next steps and make consistent progress. A plan doesn't have to feel scary – it's just a guide to keep you focused on the big goals, and support with time management and prioritising your tasks. Visit –

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Meet Lynsey

Lynsey Wall, Coach & Mentor at Coach Writes. About me - A headshot of Lynsey smiling. Wearing a black t-shirt, blue framed glasses. Office walls behind her.

Hey there! I'm Lynsey, a coach, counsellor, and mentor for low energy, introverted or low confident female coaches & small business owners. With over 5 years’ experience of running businesses, and over a decade as a tutor and trainer, I've learned the value of effective time management that energises you through working with your energy.

I've lived with chronic illness – ME/CFS since 2011 and since then I re-trained as a counsellor, and achieved a distinction for my MA in Counselling and Psychotherapy Practice; all while running 4 businesses! I want that for you as well & it is possible with the right support and pathway to success.

Improving your mindset, finding acceptance and developing a solution-focused approach to achieving your goals is my passion. Blending mental health support where needed, as well as a supportive space and methods to manage your work more effectively.

If you'd like to know more about working with me, you can email [email protected] or find me on socials (links in the menu)

Have you seen my online store Your Coach Tools? Find DFY templates & more!

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