Why so many brilliant birthworkers struggle to call themselves business owners — and why making that shift changes everything.

If you've ever introduced yourself by saying "I do a bit of doula work" or "I run a few classes" — this episode is for you.

In Ep 82 of the Pregnancy and Postnatal Entrepreneurs Collective podcast, Niamh Cassidy explores one of the most important and most overlooked conversations in the birthwork business world: the identity shift from birthworker who charges to business owner who does meaningful work.

This isn't about becoming a different person or losing the values that brought you into birthwork. It's about understanding why how you see yourself changes everything about how your business behaves — your pricing, your boundaries, your visibility, your income, and ultimately how long you stay in this profession.

In this episode Niamh covers:

— Why so many qualified, capable birthworkers feel uncomfortable calling themselves business owners — and where that discomfort actually comes from — The three things most of us have absorbed that make this identity hard to claim: our training, our money stories, and the word "entrepreneur" itself — The small moment in a mentoring session that shifted everything for Niamh — and what changed after it — Why being a good business owner is not in conflict with being a good birthworker — it's what allows you to keep being one — The four things Niamh consistently sees in birthworkers who have made this shift: how they talk about their work, how they price, how they protect their time, and how they invest in their growth — Why the statistic that the average working life of a doula is just two years is not inevitable — and what actually changes it — One small, practical thing to do this week that costs nothing and starts the shift immediately

Key quote from this episode:

"Your ability to earn well from this work is what keeps you available to the families who need you."

This episode follows on from Ep 81 — Why Birthworkers Quit (And What Actually Keeps Them Going) — and is the second in a series Niamh is running on what actually makes a birthwork business work. If you haven't listened to Ep 81 yet, start there first.

Who this episode is for:

This episode will resonate if you are a doula, IBCLC, lactation consultant, antenatal educator, hypnobirthing instructor, postnatal doula or any other birth or postpartum professional who:

— Finds it hard to talk about your business confidently — Undercharges or over-delivers because charging properly feels wrong — Treats your business time as the last priority — Struggles to invest in business support even though you'd happily invest in clinical training — Has ever wondered if running a business is really "for someone like you"

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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The business side of birthwork is harder than it should be — and it's not your fault. Here's why, and what actually helps.

Something I hear all the time from birthworkers is that the business side of things feels so much harder than it should. And I feel that — because I've lived it.

In this episode I'm having an honest conversation about why so many passionate, qualified birthworkers end up quitting the profession — not because they stop caring, but because the business side grinds them down. Including the story that really lit a fire in me recently: a client told me she's the only one still practicing out of the 18 people she trained with. Every single one of the others quit because they couldn't get the business off the ground.

That's not a talent problem. That's a support and direction problem. And it's one we can fix.

In this episode I cover:

— Why your training prepared you brilliantly for the work — but not for running a business — The four reasons generic business advice doesn't fit birthwork (ethics, emotional labour, on-call reality, community dynamic) — Why not wanting to follow pushy advice isn't weakness — it's integrity — The three things that actually move a birthwork business forward: clarity over volume, consistency over perfection, and the support that changes everything — Why doing more is rarely the answer — and what is

This is the first in a series of episodes I'm doing on this topic over the coming weeks, so if it resonates, make sure you're following or subscribed so you don't miss what's coming.

Links mentioned:

🌸 The Birth Biz Quiz — find out what stage your business is in and get your next best steps: yourbirthbiz.com/quiz

📱 Come say hi on Instagram: @yourbirthbiz

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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This is a republished episode from November 2023 - and there’s a reason it’s back.

It was the most popular guest episode I’ve ever shared on the podcast, and listening back, it’s easy to see why.

In this conversation with Annie Frisbie (IBCLC, private practice owner and educator), we dive into what it really takes to build a sustainable birth work business, one that supports your clients and your life.

Because here’s the reality…

So many birth workers are incredible at the work itself but struggle to make the business work in a way that feels manageable, profitable, and aligned with family life.

This episode is about changing that.

We talk about moving out of the “helper” mindset, setting boundaries without guilt, and creating systems that actually give you your time back so your business doesn’t end up feeling like an exhausting, expensive hobby.

If you want a business that allows you to show up fully for your clients without burning yourself out, this episode is essential listening.

What You’ll Learn in This Episode

• Why coming from a volunteer or caregiving background can make business feel harder than it needs to be
• The mindset shift from “helping” to running a professional, sustainable service
• How to set clear boundaries (without feeling like you’re letting clients down)
• Why being constantly available can actually increase client anxiety, not reduce it
• The real cost of undercharging — especially when it comes to your time, family and energy
• How simple systems (booking links, templates, automations) can completely change your workload
• Why your business needs to pay you consistently, not just “what’s left over”
• The importance of building a business that supports your life — not one that takes over it

🔗 Links & Resources

• Annie Frisbie’s website: https://paperlesslactation.com

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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