Mom Gets A of Danbury, Conn., provides moms family-friendly priced access to coaches, experts, resources and an online community to help every mom move herself up on her own priority list.

‘Ah ha’ moment that led to launching the business: I had become frustrated with watching so many moms want to work with me but unable or unwilling to invest in private coaching. They were so unhappy. Then last year my mom became very ill and at the time my entire income was based on private clients. I became determined to create a business that could run without me. The two came together to lead me to launch mom gets a

Ideal customer: College-educated moms with children between the ages of 1-10.

First customer: She was a woman from my networking group who had wanted to work with me in my private client practice but wasn’t comfortable using her family’s finances to do that because her husband was out of work. As soon as she heard was launching she joined – our doors weren’t even open yet.

Measuring success: On my conversion rate from free live events to paying clients. I also pay attention to who finds us and stays on the site. My earliest success was the day I got up at Spark & Hustle in New York and pitched Mom Gets A Life before the business actually existed. I did it with the intention of getting help on my pitch and pitched it as if the business already existed to get that help. So many people responded to the mission and four amazing women opted in as affiliates that I accelerated the launch so I could hold onto those partnerships.

Biggest struggle: I hired a specialized virtual assistant to get the membership plug-ins established on my site. She was extremely slow and the launch was jeopardized because of the delays. I couldn’t get her to call me back. My existing virtual assistant and I just dug in and figured out what we needed and got the site going without her. It was also an excellent learning experience because although I had secured a number of good recommendations on this poor-performing VA before I hired her she was slow to respond to me. I should have just backed off then. I will never fight my gut like that again.

Surprise!: When I took my story and re-branded my business around it, my business exploded — in good ways. That was really surprising – that telling my story differently had the power to evangelize so many.

Promoting business: I interview speakers on a monthly call series to attract new members and private clients. The series itself brings new people to my list almost every day. Additionally, I’ve developed an interview style that makes speakers excited to be on the call series and eager to promote me because they sound so good on the interviews.

What you wish you would have known: In life coach certification programs, very little emphasis is placed on sales. It is really a skills training course and I believed I was getting trained how to run a business. It took me quite some time to really understand the need for basic sales skills.

What keeps you up at night (business wise!)?: Getting everything done.

Ever tempted to throw in the towel and just get a job?: Every once in awhile, I’ll see a friend call in sick and blow off work and I’ll remember that about my corporate career. If you don’t show up – the show goes on. That feels nice sometimes. But then I remember the fun I have making the show go on most of the time and I let it go.

Biggest goal: To grow our membership to 1000 people. I’m planning a road show to schools to present mom gets a life affiliate program as a fundraising solution, I’m grabbing every blog talk radio, media spot and stage I can find to talk about mom gets a life and I’m working my social media profiles hard.

Pricing: Charge as much as you can — without squirming inside. If you squirm inside, your customer will feel it. But be ready to raise your price often. You do one or two deals at a price that didn’t make you squirm and you’ll build the confidence to charge much more.

A few good tips: Many life coaches avoid true sales mentors early in their careers. They get busy practicing their coaching for free and hanging out with other coaches and get discouraged because they are not making money. Hang around with the true internet marketers and other coaches who are extremely successful – even if it is just on their free calls at first. Learn to sell! Everything else will come as you coach — for pay.

Must-read sources: Fast Company and Inc. I like the cutting-edge thinking. It pushes me to think beyond what is normal for coaches. I also love Laurie Foley’s Blog on branding which is so content rich.

The absolute best part of owning my business is: feeling the successes in the marrow of my bones.

If I had to start over again, I would: have invested more money in sales training.

I never imagined: managing all the technological resources available would be so difficult.

If standing on a rooftop facing crowds of aspiring or struggling small business owners, I would shout: “Do as many things that feel scary early on. That is how you learn.”