10 Steps to launch your Antenatal Business
I’m Samantha, Founder of The Perinatal Academy and Hey Baby Perinatal Support . The birth of my daughter in 2018 ignited a passion in me to reshape the birthing experience for all parents. I retrained as an Antenatal Educator in 2021 after a 20-year media career in London. What started as part of a franchise turned into the birth of Hey Baby Perinatal in 2022, my own independent birth business where I now support over 150 families a year and absolutely love what I do, and what this work means to families.
I founded The Perinatal Academy in 2023 in response to the mounting challenges in our country's maternity system. With less NHS support antenatally, a gap in perinatal services, and rising intervention rates, Antenatal Education has become more important than ever.
The Perinatal Academy is here to nurture and guide you through your transformative journey, sowing or growing the seeds of your passion for Antenatal Teaching and Birth work - we are here for it!
So if you are thinking about Antenatal work here are my 10 tried and tested key steps into launching a birth business that is authentic and successful.
1: WHAT IS YOUR WHY?
Authenticity is your secret weapon! Understanding your 'why' and embracing your values is key. Being true to yourself and staying in your lane will mean that the right people are drawn to what you offer. You are absolutely your best asset. This is heart led, personal work, remember what is is that brought you here.
2: RESEARCH YOUR AREA
Knowledge is power. Explore your surroundings, understand the competition, (other birth businesses are not to be feared, it’s actually great for business!) and carve your unique niche. Antenatal Education is personal – let your authentic vibe resonate with your community!
3. CHOOSE WISELY WHO YOU TRAIN WITH
Qualification is crucial. Ensure that your mentors/who you invest with are aligned with your values, and offer realistic expectations and ongoing support. Look at all the options and take time to make a decision, such as Franchise or Independent? What support is offered after you graduate? What do they expect from you? Get all your questions down and be thorough when making your decision.
4. ACTUALLY ‘START’ YOUR BUSINESS!
No need to wait for perfection! As honestly, there is no such thing, and the beauty of starting your own thing is you can change and be as flexible as you like! Launch now, create spaces and places for pregnant people to come too and be supported in, and build your presence locally.
5. BE REALLY CLEAR ABOUT WHO YOU ARE AND WHAT YOU OFFER
Transparency is the key to trust. Clearly define what you offer, where you teach, and how potential clients can connect with you. Make booking your services easy, even if it's as simple as a direct message. Beware of too much messaging, it can be confusing.
6. QUALITY OVER QUANTITY!
Remember, your success doesn't hinge on a vast social media following. Your ideal customer, a local expectant parent, is who matters. You don’t need 10,000 followers to have a successful business! Quality interactions definitely beat quantity. Nurture your local connections, provide an exceptional experience, and then let reviews do the work for you. Recommendations are key, and can only come if you nurture your clients more than the algorithm!
7. START SLOW AND BUILD
So important! Starting slow allows you build better foundations locally, not overspend and craft offerings that you love and are passionate about. Focus on what your community of parents truly need. For example it is better to run less courses that are booked up and buzzing than offering lots of different classes that are quiet and cost time and money to fill. The cliche Rome wasn't built in a day is so true, it’s the same when starting your business.
8. OFFER STUFF FOR FREE!
Offering free experiences and information builds trust within your community. Consider hosting free Antenatal Support calls or mini retreats. It can be a really good use of your marketing investment, which works much harder for you than Facebooks ads. Word of mouth travels swiftly, and your acts of generosity can really help to build your business and help people meet and trust you!
9. NETWORK LIKE CRAZY
Networking is EVERYTHING! Connect with local midwives, pregnancy yoga teachers, ultrasound clinics, Doula’s and massage therapists. Partnerships are golden – team up at events, offer discounts to each other's clientele. Word of mouth WORKS!
10. FIND YOUR BIRTH GANG
You will need fellow birth workers who understand the highs and lows, who celebrate your wins (like celebrating your first booking yay!) and can help you navigate your challenges. This network becomes your sanctuary, supporting the emotional labour as this is such rewarding work, but it can be hard work! This is so important and it’s why when you train and graduate with us you automatically join The Perinatal Collective which supports you as you support families.
FINALLY: Believe in Yourself!! This can be one of the hardest things, not self sabotaging and rating ourselves enough that we should be doing this work. If this feels like you read this post, we understand how hard this can be so have support in the Academy to help.
The leap into the unknown can be daunting, and these first steps are a great start. With the right education and ongoing support, confidence blossoms honestly. We know as we have been where you are, we know what it’s like to make the decision to follow a path to something we love, changing things up! We’ve also made loads mistakes along the way, so you don’t have too.
Book a discovery call with me and we can talk through what this journey could look like for you, we are here for all your questions, if you are passionate about birth then please get in touch!