Designed to Flourish: Business coaching for freelance language professionals ready to build a serious, sustainable business.
Stop undercharging. Start running your business properly.
Designed to Flourish is my six-month group programme that teaches you how to build your freelance language business properly – with clear structure, strong foundations, and a method that works.
You might already have a freelance business, or you might be stepping out on your own for the first time.
Either way you know one thing:
You don’t want to build a business by accident.
You don’t want to be left guessing what to focus on next, or piecing together advice from a dozen different sources.
Instead you’ll follow a tried and tested process that helps you design an offer you can stand behind, market it confidently, and attract consistent right-fit clients- without exhausting yourself in the process.
This isn’t a quick fix course.
It’s a practical, hands-on programme, built around real implementation, feedback and steady progress.
Over the past six years, more than 150 freelance language professionals have used this framework to raise their standards, strengthen their pricing, and build businesses that genuinely support them.
A structured six-month programme to build a business that works.
Imagine how different things would feel if you…
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Knew exactly who you’re for – and why they’d choose you.
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Had a focused, well-defined offer you could confidently charge for.
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Knew exactly what to say to call in consistent, right-fit clients.
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Felt steady about your pricing, your marketing, and your direction.
That’s what Designed to Flourish is built to give you.
Proof it works:
“I went from working 6–7 days a week with 60+ contact hours to working 3.5 days a week. My income is higher, I have a niche I love, and I finally feel in control of my business. Go for it—best investment I’ve ever made.”
— Beata Palinska
“Before the course I was overwhelmed, underpaid, and unsure where to start. Now I have a clear niche, a business model I believe in, and €5.5k/month income working half the hours. It has been the best investment of my career.”
— Diana Bolgare
“If you’re on the fence, you should absolutely go for it. While this was the most expensive thing I’d ever bought, it would have taken me four times as long to get where I am now without it.”
— Sam Venables
That’s what happens when you stop trying to piece it together alone, instead follow a proven process, with feedback, accountability, and support at every step.
It’s time to step into being a confident business owner, rather than a semi-apologetic freelancer, who fits in a bit of marketing on the side.
What makes Designed to Flourish different?
Most freelance language teaching professionals eventually realise:
Working more hours won’t fix undercharging.
Posting more often won’t fix unclear offers and messaging.
You need structure.
Designed to Flourish gives you a clear step-by-step framework for building a business that:
– Generates consistent right-fit clients without spending hours on social media.
– Supports higher pricing
– Doesn’t rely purely on trading time for money.
You’ll learn exactly what to focus on- and in what order
Here’s exactly what sets this programme apart:
The Offer Accelerator
In your first two months, we focus deeply on your niche and core offer through three small-cohort coaching calls (3–6 people). By the end, you’ll have a validated, results-driven offer you feel confident about marketing.
Personalised support inside a small group
With just 9–15 people per group, it’s small enough for direct feedback, and large enough for the energy, perspective and momentum of group learning. You’ll receive:
– My detailed guidance and feedback on your niche, offer and marketing strategy
– Input on your website, messaging and marketing copy from me, and my copy coach, Jennifer Murray
– Accountability pods and regular check-ins to ensure you follow through
You’re never left guessing.
Practical tools and structure
You’ll have access to:
CustomGPTs – These AI-powered guides, built with my own processes and feedback, give you on-demand help between calls. It’s like having me in your back pocket whenever you need clarity.
A structured programme and progression through each stage, honed over 6 years to deliver real clarity and direction.
Help with the technical side of your business through the tech vault videos, and real-time drop in sessions with tech whizz, Cerian Scrivens
Integration of strategy and mindset
Raising your prices and showing up more visibly isn’t just about tactics.
We also address:
money mindset
fear of judgement
comparisonitis
the habit of overgiving
how we can hold ourselves back
Not in a fluffy way, but in a practical, grounded and effective way- so you can make different decisions going forward.
Peer support & community
You don’t have to figure this out alone.
One of the biggest impacts of Designed to Flourish comes from working alongside peers who get it.
You’ll start in a small cohort of just 3–6 people, moving through the early modules together, as well as with the wider group.
You’ll form accountability pods (2–3 people) to keep you motivated and on track.
You’ll join a thriving Slack community where questions are answered quickly and support flows both ways.
And when you finish, you’ll stay connected in the alumni group – a place for networking, collaboration, and camaraderie- or you can opt to join Flourish Forward, a new 12 month low touch container, specifically designed to keep you on track as you implement everything you’ve learned.
This is the first step in joining a professional community where collaboration can lead to faster audience growth, referrals, and opportunities.
The Designed to Flourish Framework
Designed to Flourish follows a clear progression.
Each module builds on the last – so you’re not jumping around between disconnected tactics, but building a business step by step.
You start with the Intro Module, which you can get started on as soon as you sign up. It helps you manage your time and energy more effectively, clarify your strengths and values, and set the foundations for choosing the right niche and offer.
From there, we move through the six core modules:
Module 1 -
Define your perfect niche, client and core offer
Trying to please everyone keeps you underpaid and interchangeable.
In this module you’ll:
– Clarify exactly who you’re for.
– Identify the real problem you solve
– Start to define a focused, saleable, core offer
– Position yourself so you’re no longer competing on price.
This is where things start to feel solid.
You’ll use the Offer Accelerator sessions, structured trning and guided implementation to create a niche and offer concept you can confidently stand behind.
Module 2- Design and test your offer
Vague offers and promises of ‘fluency’ and ”confidence’ don’t sell.
Here you’ll create a strong saleable offer as we:
-Refine the structure of your programme or service
-Decide what to include- and what to leave yout
– Set pricing that reflects value and sustainability
-If appropriate beta test for feedback, testimonials, and cash flow.
With my background in course design, CELTA/DELTA training and course design, I help you ensure your offr is both pedagogically and commercially strong.
Module 3- Messaging and positioning
Once your offer is clear, we focus on how you communicate it to the right people.
You’ll:
– Clarify your key messages, and how your branding comes across
– Articulate your point of view
– Create or refine your website copy (even if you’re not yet ready to have a website, this is your blueprint)
You’ll receive structured feedback on your copy, with templates and tools to help you get you and your business out here.
Module 4- Strategic marketing
Marketing isn’t about posting more.
It’s about communicating the right messages in the right places, consistently.
In this module, you’ll:
-Understand the buyer journey
– Decide on the right audience growth strategies for you and your business
-Develop clear content pillars and ideas, so you always know what to post
– Create a realistic and effective visibility strategy
– Learn how to use AI tools strategically- while still sounding like you.
You’ll leave with a clear plan you can actually sustain.
Module 5 - From audience to leads and clients
Attracting an audience is just the beginning- turning followers into clients requires a clear, ethical, and strategic approach.
In this module, you’ll:
• Create or refine a lead magnet
• Design a nurture pathway
• Strengthen your email strategy
• Learn how to guide potential clients towards working with you
Clear, structured, no spammy tactics.
Module 6 - Selling with heart
Finally, we focus on confident heart-led selling.
You’ll learn how to:
• Handle DMs and sales conversations naturally
• Navigate objections
• Make offers without apologising
• Plan the next 6–12 months strategically
The programme ends with a 1:1 strategy session to consolidate everything and map your next phase.
What support looks like within the programme
Designed to Flourish combines structured training with direct, personalised fedback.
You’ll receive:
– 20+ hours of structured, step by step training.
– Workbooks and action checklists for each module
– The Offer Accelerator: 3 x 90 minute small cohort (usually 3-6 people) coaching around your niche, ideal client and offer
– Twice monthly 90 minute group coaching sessions (9-15 participants)
– My detailed personalised feedback on your programme or other core offer
– My detailed feedback and copy suggestions for your website sales page
– My personal feedback on the four other Milestone tasks (see below), together creating the blueprint you need to get all elements of your business working smoothly.
– Access to six CustomGPTs, designed using my IP and methods, to support you in creating six ‘Milestone’ or key business assets, including your niche, your offer design, your website copy, your content pillars and relevant ideas for posts, a perfectly aligned lead magnet, and a personalised plan and strategy for the next 6-12 months.
– Training and feedback from Jennifer Murray, a professional copy coach, specialising in working within the ELT field
– Canva one page website template that you can use and adapt if you’re not yet ready to create a full website
– Ongoing Slack support and the ability to ask questions any time
– Accountability and momentum with a 30 minute individual kick off call, and monthly check-ins with Nicola, my progress coach.
1-2-1 private strategy session with me towards the end of the programme
After the six months
You can choose to extend for two months if you need a little longer, at a reduced price.
You retain lifetime access to the materials (and to any future updated versions)
You join the alumni community for continued connection and peer support
And if you want lighter-touch implementation support, you can continue inside Flourish Forward for 12 months +
Your investment will be £3,333.
Pay in full or pay a deposit of £333, and then 9 further monthly payments of £333.
LOVE IT OR LEAVE IT GUARANTEE
If after the first two months, you don’t love the programme, or feel you’re not getting what you needed, you can leave with no hard feelings.
Note that in that case you won’t retain ongoing access to the programme.
Real results from some of my language teaching and training clients.
Before joining the programme, I was teaching up to 20 hours a week, mostly 1:1. Sometimes, I took on clients that I didn’t really want to work with, but I thought, ‘better a bird in the hand…’. I often felt too tired to work on my business, which meant I wasn’t able to change anything—it was a bit of a vicious circle.
I wasn’t sure to what extent the programme would help me with the marketing aspect of things or if I would get enough support in figuring out the best business model for me. But now, I have an action plan that allows me to put things into place step by step. I have written most of the content for my new group programme as well as the content for my new website—two huge milestones. I also have a much clearer idea about what to post on social media and what other options I could explore to market my course.
The personalised feedback is an outstanding feature of this programme. Having the content of my landing page, course brochure, and website checked has been invaluable. You know exactly what you are talking about, as you have a background in education and truly understand what your clients are going through. At the same time, you understand marketing—I haven’t come across a coach with this kind of skillset before.
For anyone on the fence, I’d say this programme and Rachael’s expertise are exactly what you need if you really want to change the way you work. There’s no way you can figure all these things out yourself—you need professional guidance. If that means being even busier for a few months, you can be sure it’s worth it. It’s the only way to leave behind your old mindset and stop the nonsensical system of charging hourly rates.
I would absolutely recommend this programme to any language teacher (EFL or MFL) teaching 1:1 online lessons and feeling trapped in endless hours of teaching and preparation. We need to make big changes to our businesses if we want to charge more and work smarter, and this programme covers that exceptionally well.
You care so, so much, and you really know you stuff. It’s clear that you have been walking the walk, and are actively tinkering, experimenting, innovating your business constantly, drawing your conclusions to then share them with your clients as well.
If you’re on the fence I’d say unless you need the money for food or rent right now, go for it. It’ll pay off multifold
A lot of people in our line of work are brilliant, creative, knowledgeable and passionate and many don’t have the deal they deserve. The programme is perfect for anyone working in our field who has an idea, feels passionately about what they do and would like to be more successful in an increasingly competitive freelance world.
Rachael will help you see for yourself what you can offer clients, what your strengths are, and what you need to do (and not do) in order to get to where you want to be.
As I said to someone recently who asked me about the course, ‘You should do it because you are worth it, the money you spend is an investment which you’ll recoup and some of what you’ll come away with will be priceless.’
Like many EFL freelance teachers I was mainly reliant on language schools with zero hours contracts. This worked quite well and I had a fairly good hourly rate, but my hours fluctuated and I didn’t feel I had much control other than the content of the lessons.
I’d had an idea in my mind for a couple of years, but I wasn’t sure if I could actually see through. During the course, as each element of growing business has been explored and given clear examples, I’ve realised that it is within my capabilities to make a success.
I think what this course has done is show me how to utilise all my skills, experience knowledge and personality to its best potential and I feel so positive about this project now.
This course has been transformational for me and I think it is perfect for anyone who is either feeling a bit defeated in their freelance work or has an idea that they’d like to explore but just don’t know how to get started.
I already had my own ELT business but I was working a lot of hours and not charging enough. Sometimes I wasn’t charging anything because I thought it would be rude to ask. I was not sure how to market my work and I was trying to cover too many bases.
I am now much more confident about setting prices that reflect the true value of my work, and negotiating better fees when necessary.
I would definitely recommend you and the programme, to anybody who feels a bit stuck, either in business or in life.
Why I created Designed to Flourish
I’ve worked in language education for over 30 years — as a classroom teacher, teacher trainer, materials writer, manager, and business owner.
When I began coaching freelance ELT professionals, one pattern became impossible to ignore:
Capable, experienced educators were consistently undervaluing themselves.
They were over-delivering.
Undercharging.
And quietly accepting that this was “just how the industry works.”
I don’t believe that.
I believe experienced professionals deserve businesses that reflect the real value of their work.
Designed to Flourish was created to give language professionals a clear, structured way to build that.
Since 2019, I’ve supported hundreds of freelancers in raising their standards, strengthening their pricing, and building businesses that feel solid – not fragile.
This is the most meaningful work of my career.
And I take it seriously.
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The team supporting you
Jennifer Murray
Associate coach & ELT copy specialist
Jennifer has over 30 years’ experience in ELT, including roles as teacher, DOS, trainer, editor, and publisher. She now runs Best Words Copywriting, supporting ELT freelancers with strategic messaging and copy.
Inside Designed to Flourish, Jennifer runs focused copy workshops approximately every six weeks. These sessions give you live feedback on your messaging and practical guidance on improving clarity and conversion.
She also provides structured feedback inside Slack during dedicated Copy Weeks
Nicola Prentis
Programme support & accountability lead
Nicola is a graduate of Designed to Flourish and a successful business owner in her own right.
She oversees the support and implementation channel in Slack, helping you stay focused, unstuck, and moving forward.
If you need direction or clarity between sessions, she’s your first port of call.
Cerian Scrivens
Tech support & systems specialist
Cerian ensures the programme runs smoothly and supports you with technical questions around platforms, systems, and setup.
She runs bi-monthly tech drop-in sessions where you can troubleshoot tools, platforms, and workflows — so tech never becomes the thing that stalls your progress.
My in-company teaching business was thriving before the pandemic, but I was dropped like a hot stone by companies in March 2020.
I felt a huge shift in my confidence through the course. I relearned that I absolutely have what it takes to have a great business that I enjoy running. Two weeks ago I had a big meeting with a television company to open various workshops and classes online. I did my sales pitch with confidence – I really believed in myself and what I was selling. When prices came up, I used a few techniques I learned on the course and stuck to my guns. It felt so great when the email came in saying I had got the contract.
If you’re on the fence, do it, do it, do it. This is one of the best investments I’ve made in myself in my life.
Before I started the group programme, my business was doing fine. I was working 6-7 hours a day and charging between 35 and 65 euros an hour. But I wanted to be able to create a sleeker, more profitable business model and hopefully scale up.
I now feel more equipped to organize my business in a modern and professional way. The content was good – a very thorough insight into how I am working and how I need to move forward.
I think you are a very kind and understanding person. You have a wealth of knowledge and experience that you are happy to share. With you, the more I saw, the more I liked.
I initially hesitated over the price of the course vs the benefits of the course. It’s expensive and I trusted you to make it worth my while.
And you did.
I was worried about spending what seemed like a lot of money for the group course and on the fence myself for ages. I knew Rachael would be able to help me, but committing to all that cash was hard!
It’s a cliche, but every penny really was well spent. Rachael has helped me to understand what I want from my business and given me the tools to put the plans into action. It’s not a course that you finish and forget about – it’s really practical and gets you making changes as you go. Highly recommend!
When I started the programme I was teaching general English online on Preply but also on my own private website/scheduling system. I worked about 25 hours a week on average excluding planning. I was charging on average $30 an hour.
The programme has opened the door to many subjects such as marketing and messaging that I had no idea about. Perhaps the biggest takeaway is the course has pointed me in the right direction and given me the confidence to go for it.
I had 1000 ideas in my head of things I COULD do. Now, I have something concrete to focus on.
While this is the most expensive thing I have ever bought, I think it would have taken me over four times as long to get to the position I am today without the course.
A Thought Before You Decide
Investing in your business – in time, money, and focus – isn’t a small decision.
And it shouldn’t be.
Designed to Flourish isn’t something you “try.”
It’s something you commit to.
Over six months, you’ll be asked to think differently, price differently, and operate differently.
That takes effort.
It also changes what becomes possible.
Many of the professionals who join me say later,
“I wish I’d done this sooner.”
Not because it was easy.
But because once they understood how to build their business properly, they stopped wasting years circling the same problems.
The real question isn’t whether you can afford to do this.
It’s whether you’re ready to raise your standards – and follow through.
still wondering if it’s for you?
who is designed to flourish for?
Designed to Flourish is for experienced language professionals who either:
• Already run a freelance or small language-related business and want to raise their standards
• Or are stepping into business ownership for the first time – and want to do it properly from the start
You might be:
• A teacher or teacher trainer
• A consultant
• A course creator
• A materials writer
• Running a small school
• Building a digital or hybrid offer
The programme isn’t tied to one business model.
Instead, you learn the principles behind designing, marketing, and selling strong offers — so you can apply them to the type of business that suits you.
If your business is already stable and you’re now looking to refine and scale strategically, Project Bloom may be a better fit.
I really want 1-2-1 support- is this right for me?
Designed to Flourish is deliberately small.
Each round includes 9–15 professionals, with additional smaller cohorts (3–6 people) at the start for focused offer development.
You receive:
• Direct feedback on your offer
• Detailed feedback on your messaging and website
• Three small-cohort Offer Accelerator sessions
• A 1:1 strategy call at the end
• Ongoing Slack access for questions
This isn’t a passive group programme.
It’s guided implementation within a structured framework.
For most people, this format is more effective than pure 1:1 – because you benefit from both direct feedback and perspective from others at a similar stage.
Very occasionally, if your situation is highly unusual, 1:1 may be more appropriate. If you think that might be you, message me.
What if I don't need six months?
Most people underestimate how much there is to implement.
Designed to Flourish is structured intentionally across six months so you can build properly – without rushing foundations.
However, if after the first two months you feel it’s not the right fit, you can leave and only pay for that portion of the programme.
How much time will it take?
It’s a bit hard to be completely specific, because it depends on what you already have in place, and the nature of your business, but on average I usually say around 5 hours a week.
That shouldn’t be seen as ‘extra work’.
It’s business development time, and if you’re not currently setting aside time to work on your business, that’s part of what we address.
Can you guarantee my return on investment?
No.
No responsible coach can guarantee specific income results.
What I do guarantee is:
• A proven framework
• Clear guidance
• Direct feedback
• Accountability
Most participants increase their income during or after the programme – often by refining pricing, strengthening their offer, and improving conversion.
But implementation matters..
What happens after the six months?
You retain lifetime access to the programme materials.
You join the private alumni community for ongoing connection and collaboration.
If you want structured continued implementation support, you can join Flourish Forward – a lighter-touch 12-month container focused on strategy and follow-through.
If you’ve built strong foundations and are ready to scale at a higher level, Project Bloom is the next step.
is now the right time?
Designed to Flourish requires focus.
If you already know you won’t be able to give it consistent attention for several months, it’s better to wait.
That said, the structure is flexible.
You have access to all materials from the start, so you can move more quickly during quieter periods and slow down when life is full.
August is always a break month. If your six months includes August, you can either use it to implement at your own pace or pause. Your access will be extended by an extra month either way.
If you need a little more time at the end, that can be arranged.
There is rarely a “perfect” time to build your business properly.
The question is simply whether you’re ready to prioritise it.
I'm not sure I can afford this
£3,333 is a significant investment.
If paying for this would cause genuine financial strain, it’s not the right decision.
Designed to Flourish works best for people who are ready to commit – financially and practically – to raising their standards.
Most participants use the payment plan, and there’s no extra charge for this.
Most recoup their investment by refining pricing, strengthening their offer, and improving conversion over the following year.
But there are no guarantees – and there are no pressure tactics here.
This is about deciding whether you want to continue as you are, or build something stronger.
If you’re unsure, read the client stories and decide from there.
Before I started the programme, I was teaching some lessons on italki and some lessons outside of italki, getting between £15 and £25 an hour. As well as not earning much, it had been getting harder and harder to attract new students on italki.
The biggest hesitation I had about joining was the price—not because I couldn’t see what it was worth but because I was afraid that I’d spend the money (and time and energy) and end up still feeling as stuck as I was before.
I’ve learnt a lot about why the things I was doing didn’t work and how to do things better. I now feel I’m better equipped to set things up the right way. I’ve learnt about niching, better website copy, how and why to move away from an hourly rate, and generally have a much clearer understanding of how to run a business.
So many things, but perhaps the biggest takeaway was finally figuring out a niche! Not just what but why and how as well. And then how to understand people in the niche, figure out their pain points, and market to that. Previously, my thinking was more along the lines of ‘nice to have,’ and now I know why that doesn’t sell.
Everything about the programme was enjoyable! The videos, the milestones, the coaching sessions, the support from the group, and all the individual help and support too.
Rachael knows what she’s talking about from experience. She’s generous with her advice and her time. Everything in the course is practical, down-to-earth, and achievable.
If you’re not sure about making such a big investment, it’s definitely worth it. Just a very big thank you for all your help! I would never have been able to figure all this out on my own.
I’ve learnt a lot! I mean it. I feel a remarkable shift in my professional vision, and I also see that I’ve grown personally. I used to think that I would feel boxed in with so narrow a niche—I wasn’t sure it would reflect my full potential or play to my strengths. Now I see the benefits of having a niche.
I’ve seen how my mindset could play tricks, but I’ve learnt that I have the power to change it. I now have an understanding of marketing related to my business (something that was uncharted territory for me, to say the least). I have a clear vision of what I want my business to look like so that it can work well for my clients as well as for me.
My biggest takeaway? I can make it work. And before, I wasn’t sure I could or knew how.
The best part of the programme was the feeling of my horizons expanding. The communication with my colleagues on the programme—who were all nice, friendly, and supportive—was invaluable. The coach treated everyone with respect and kindness. Rachael DOES care, and it says a lot.
For someone on the fence, I would say: If you value personal and professional growth, as well as a coach who is knowledgeable and attentive, go for it. It’s an investment in yourself and your future. And this is something no one can take away from you.