Starting a doula business is a rewarding venture that blends a passion for supporting families with smart business sense. The market is quite accessible thanks to low initial costs and a growing appreciation for birth support, but this accessibility doesn't guarantee a full client list.
This guide will take you through the practical steps of validating your concept, obtaining the necessary licenses, securing funding, and marketing your services to help you launch a successful doula business in the U.S.
Step 1: Plan your business and validate your idea
Begin your market research by connecting with local birth professionals. Talk to childbirth educators, midwives, and OB-GYNs to understand the demand for doulas in your area. Also, browse online parenting groups for your city to see what questions and needs expectant parents express.
Competitor and cost analysis
To find competitors, search the directories on the DONA International and CAPPA websites. A simple Google Maps search for "doulas near me" also reveals who is active locally. When you review their services, resist the urge to drastically undercut their prices to attract clients.
With a clearer picture of the market, you can map out your initial expenses. Most new doulas find their startup costs fall between $1,000 and $3,500. This covers the main categories.
- Training and Certification: $500 - $1,500
- Business Registration (LLC): $50 - $500
- Liability Insurance: $300 - $600 annually
- Basic Website and Marketing: $200 - $1,000
Here are 4 immediate steps to take:
- Research three different doula certification programs and their requirements.
- List five local competitors and note their services and price points.
- Draft a preliminary budget based on the typical cost ranges.
- Identify two local birth professionals you can contact for an informational chat.
Step 2: Formalize your business and get licensed
You might want to form a Limited Liability Company (LLC) to protect your personal assets, like your home or car, if your business faces legal issues. This structure provides a safety net without the heavy paperwork of a full corporation, making it a popular choice for doulas.
To form an LLC, you will file Articles of Organization with your state's Secretary of State. This usually costs between $50 and $500. Since processing can take a few weeks, it is a good idea to get this started early in your business journey.
Licenses and legal documents
With your business structure in place, get an Employer Identification Number (EIN) from the IRS. It’s free and the application is instant online. You will need this number to open a business bank account, a smart move to keep your finances separate from day one.
The doula profession is not licensed at the federal or most state levels. Your main requirement will likely be a general business license from your city or county. Check their official website for the specific form and fees, which are often under $100 annually.
Your client contract is another key legal piece. This document prevents misunderstandings by clearly defining your scope of practice, services, fees, and payment schedule. You can find templates from doula organizations to use as a starting point.
Here are 4 immediate steps to take:
- Decide if a sole proprietorship or an LLC is right for you.
- Apply for a free Employer Identification Number (EIN) on the IRS website.
- Research your local city or county's business license requirements.
- Outline the key sections for your client service agreement.
Step 3: Secure insurance and manage risk
With your business formalized, the next step is protection. You will want to look into two main types of insurance. General liability covers accidents like a client tripping over your bag. Professional liability, also known as errors and omissions insurance, protects you if a client claims you gave improper advice.
Finding the right coverage
Most doulas carry policies with at least $1 million in coverage per incident. Annual premiums for a combined general and professional liability policy typically range from $300 to $700. This investment can offer significant peace of mind as you support families.
Some providers specialize in coverage for birth professionals. You can get quotes from companies like CM&F Group, Hiscox, or Beauty & Bodywork Insurance (BBI) to compare rates. A specialist agent understands the unique situations you might face.
One of the biggest risks for a doula is accidentally crossing the line into medical advice. Your professional liability policy is designed for this scenario. Always remember your client contract should reinforce that your role is strictly for non-medical support.
Here are 4 immediate steps to take:
- Request insurance quotes from two specialized providers like CM&F Group or Hiscox.
- Review a sample professional liability policy to understand what it covers.
- Check that your client contract clearly defines your non-medical scope of practice.
- Set aside at least $400 in your budget for your first year's insurance premium.
Step 4: Set up your workspace and gather supplies
Most doulas operate from a home office, which keeps overhead costs very low. You do not need a commercial space or special zoning permits. Just dedicate a quiet corner in your home for client calls and administrative work.
Your doula bag supplies
Many new doulas feel pressure to buy every gadget, but you can start with a few key items. This helps manage your initial budget. Your client's comfort is the goal, not a bag full of expensive tools you rarely use.
- Birth Ball: $20 - $40
- Rebozo or Shawl: $30 - $60
- Massage Oils & Lotions: $15 - $30
- Portable Speaker: $30 - $100
- A sturdy, comfortable bag: $50 - $150
You can find most of these items at general retailers. For a traditional rebozo, you might explore sellers on Etsy. There are no minimum order quantities, so you can purchase items as you need them and build your kit over time.
Here are 4 immediate steps to take:
- Designate a specific area in your home as your office space.
- Create a shopping list for your doula bag based on the items above.
- Price-compare birth balls on Amazon and at a local sports store.
- Research three sellers of authentic rebozos on Etsy.
Step 5: Set up payment processing
With your business ready, it is time to think about getting paid. Most doulas request a 50% deposit to reserve their services. The balance is then typically due around 36 weeks of pregnancy. This structure secures your income and the client's spot on your calendar.
Payment options
You will want a simple way to accept payments, especially during in-person meetings. Look for a payment solution with low transaction fees and high portability. Some new doulas make the mistake of only accepting cash or checks, which can be inconvenient for clients.
For doulas who need to accept payments on-site, JIM offers a streamlined solution. With JIM, you can accept debit, credit, and digital wallets directly through your smartphone. There is no extra hardware needed, just a tap and you are done.
At just 1.99% per transaction with no hidden costs, it is particularly useful for collecting a deposit at an initial consultation. Many other payment solutions charge between 2.5% and 3.5%, so the savings with JIM add up quickly over your first few clients.
- Get Started: Download the JIM app for iOS.
- Make a Sale: Type the sales amount, hit sell, and ask your customer to tap their card or device on your phone.
- Access Funds: Your money is available right on your JIM card as soon as the sale is done, no waiting for bank transfers.
Here are 4 immediate steps to take:
- Draft your payment policy, including deposit amounts and final due dates.
- Compare JIM's 1.99% transaction fee with one other payment processor.
- Download the JIM app to explore its interface.
- Add a payment schedule clause to your client contract template.
Step 6: Fund your business and manage finances
Your startup costs are low, but you will need working capital. Plan for $2,000 to $5,000 to cover your first six months. This buffer pays for insurance, marketing, and supplies before you have a consistent stream of clients.
Funding your doula business
Most doulas use personal savings to start. If you need external funds, an SBA Microloan is a good option. These loans range from $500 to $50,000, but most doulas only need $1,000 to $10,000. Interest rates are typically between 8% and 13%.
You can also look for grants, which you do not have to repay. The Amber Grant is a popular choice for women entrepreneurs. Also, check with your local Small Business Development Center (SBDC) for regional grants that might be available to you.
One thing that can trip you up is mixing personal and business finances. Open a separate business checking account as soon as you have your EIN. This simple action makes tracking income and expenses much easier, especially during tax season.
Here are 4 immediate steps to take:
- Calculate your estimated operating costs for the first six months.
- Research the requirements for an SBA Microloan.
- Search for local business grants through your area's SBDC.
- Open a separate business checking account for your doula practice.
Step 7: Build your team and streamline operations
Your support team
While you will likely start as a solo practitioner, you need a support system. Your most important relationship will be with a backup doula. This person covers for you if you are at another birth or become ill. They should have training and certification comparable to your own.
A common arrangement is to pay your backup a retainer of $400 to $800 per client to be on-call. If they attend the birth in your place, they receive a larger portion of the total fee. Without a reliable backup, you risk burnout or missing a birth, which can harm your reputation.
Once you have a steady flow of two to three clients per month, you might consider a virtual assistant (VA). A VA can manage your email, schedule consultations, and handle social media for $25 to $50 per hour, which frees you up to focus on client support.
Operations software
To manage your client workflow, look into client relationship management (CRM) software. Programs like HoneyBook and Dubsado help you send contracts, track invoices, and communicate with clients in one place. Most offer a free trial so you can explore their features.
For scheduling, Calendly or Acuity Scheduling allow potential clients to book consultations directly from your website. This eliminates the back-and-forth emails and makes your business appear more professional from the first interaction.
Here are 4 immediate steps to take:
- Identify three local doulas who could serve as your backup.
- Draft a backup doula agreement that outlines on-call fees and responsibilities.
- Compare the features of HoneyBook and Dubsado for client management.
- List five administrative tasks you could delegate to a virtual assistant.
Step 8: Market your business and find clients
Your first clients will likely come from referrals. Connect with local birth professionals by dropping off business cards at OB-GYN offices, chiropractic clinics, and birthing centers. You might also offer to buy a local midwife coffee to introduce yourself and your services.
Look into local baby expos or parenting workshops. Renting a small booth can cost between $100 and $500. This puts you directly in front of expectant parents who are actively seeking support for their birth journey.
Establish your online footprint
Your website acts as your digital storefront. It should clearly list your services, your background, and an easy way for potential clients to contact you. A simple, professional site built on a platform like Squarespace or Wix is a great start.
Many doulas successfully use Instagram to find clients. You can share educational content about birth and postpartum topics to build trust. Also, create a profile on a directory like DoulaMatch.net. A lot of parents begin their search on these sites.
A frequent misstep is to rely only on social media and neglect in-person networking. A balanced approach works best. Aim to convert about 10% of your initial inquiries into consultations. If your rate is lower, you may want to review your website's clarity.
Here are 4 immediate steps to take:
- List five local birth professionals to connect with this month.
- Create a profile on DoulaMatch.net or a similar directory.
- Outline the main pages for your business website (Home, About, Services, Contact).
- Draft three educational post ideas for your business Instagram account.
Step 9: Price your services and create packages
Most doulas use a flat-rate package model for birth support. This simplifies billing and sets clear expectations for clients. A typical birth package in the U.S. ranges from $800 to $2,500, depending on your location and experience level.
Pricing models and packages
Your profit margin will be high, often 80-90%, since your main costs are your time and transportation. Some new doulas price too low, thinking it will attract clients. This can backfire and make potential clients question your value. Set a price that reflects your training and commitment.
A standard birth doula package usually includes:
- Two prenatal visits to discuss the birth plan.
- On-call availability from 38 weeks until birth.
- Continuous support throughout labor and delivery.
- One or two postpartum visits to check in.
For postpartum services, an hourly rate is more common. This typically falls between $35 and $65 per hour. You might offer these hours in bundles, such as a 20-hour package for a slight discount, to secure more consistent work.
Here are 4 immediate steps to take:
- Research the package prices of three doulas in your city.
- Define a standard birth package and a premium option with an added service.
- Calculate your minimum price per client to cover your business expenses and time.
- Create a simple pricing sheet to share during consultations.
Step 10: Maintain quality and scale your business
Measure your service quality
To maintain your credentials, organizations like DONA International and CAPPA require recertification every two to four years. This process usually involves completing 15-30 hours of continuing education, which ensures your skills stay current with the latest birth practices.
You can track your quality with client feedback. After each birth, send a short survey using a free platform like Google Forms. Ask clients to rate your support on a 1-5 scale. A high referral rate, aiming for 20% of new clients, also shows you provide excellent service.
Know when to grow
The time to expand is when you consistently turn away one or two clients per month because your calendar is full. This is a strong signal that demand exceeds your capacity. Many doulas make the mistake of scaling too soon, before their reputation is solid.
Once you have a waitlist of two or more clients, you might consider bringing on a partner or forming a small collective. As you grow, client management software like HoneyBook or Dubsado becomes very helpful for tracking contracts and communication for more than five clients at once.
Here are 4 immediate steps to take:
- Check the recertification requirements for your doula organization.
- Create a 3-question client feedback survey using Google Forms.
- Set a personal client limit per month (e.g., 2-4 births) to define your capacity.
- Research one doula collective in another city to see how they structure their team.
You have the steps to launch your doula business. The heart of your success will always be the trust you build with each family. Focus on providing incredible support, and your reputation will grow naturally. You are ready to make a real difference.
And as you handle the business side, keep payments simple. JIM lets you accept cards on your smartphone for a 1.99% fee, no extra hardware needed. This makes collecting deposits easy and professional. Download JIM to simplify your sales.
