Briton turns low-cost coaching venture into $100k business in the UAE

Dubai: Five years ago, Shelley Bosworth, 43, left her 25-year corporate career to coach businesswomen and female entrepreneurs, not knowing her bootstrapped venture would earn $100,000 (Dh367,300) in its very first year in Dubai. But the British expat’s start-up success was no fluke.

Growing up, Bosworth recalls delivering newspapers door-to-door at the age of 13 for £7.50 (Dh34) a week in the UK, making two paper rounds every day in her local village. Within the next couple of years, she also juggled jobs at a market stall and a bakery.

Bosworth says, "I would get up at 5am and on my bike delivering newspapers to houses in the local village for an hour every morning, finishing two rounds before school. Soon after, I worked in the kitchen of a local pub.

Growing pains

“By age 15, I had also taken on a Saturday job, firstly working on a fruit and vegetable market stall, later upgrading to a bakery-cum-coffee shop in the local town. My first Saturday job paid me about Dh70 [£15] for a day's work." 

Little did she know then that these early jobs would later lay a much needed foundation for a two-decade-long career in retail and hospitality. Soon, she found herself rising through the corporate ranks, when she eventually became the head of food and beverage for a UK holiday business.

However, her corporate career started losing momentum when she and her husband found it exceptionally challenging to support her family while juggling high-pressure careers that demanded long hours and frequent travel.

Pivotal point

“My father-in-law deteriorated swiftly, and in two years, he was in a home, unable to do anything for himself and not recognising who we were. Watching that happen to a strong, successful man was both heartbreaking and eye-opening and had me question life: What was it all for? Was it worth it?

“He passed away in June 2018, and in March 2019, my mother-in-law was diagnosed with Stage-4 terminal lung cancer and passed away within 12 weeks, just one week before the anniversary of my father-in-law’s death. We'd said goodbye to them in less than a year."

These bitter experiences forced her to question and re-evaluate her life’s goals, while seeking guidance from a life coach. This also sparked a passion for helping others navigate transformative events. By the end of the year, she quit the corporate world and got trained as a Personal Performance Life Coach.

Digital start

She went on to start her new coaching venture in the UK, going all in the year after with a low start-up cost during COVID-19. "All I needed to get going was a laptop and a phone, as my work is about engaging with people and adding value. It was about investing time than money in the first 6 months."

“The pandemic highlighted the importance of digital connections,” she explains. “I built my social profile through personal interactions and networking, investing in professional resources only after establishing a steady client base.”

Her approach paid off. The business became profitable within its first year, and she continued to invest in upskilling through online courses and expanding her network. In 2023, Bosworth relocated her business to Dubai. She registered her business in July, acquiring a trade license and visa.

Networking is key

“The UAE offers incredible opportunities, but the coaching market here is saturated,” she notes. “So investing in local experts for PR and networking has been crucial.” She actively attended networking events, prioritised building relationships, and engaged with key experts who could guide her.

These efforts allowed her to carve out a niche in the competitive coaching industry. After achieving $100,000 in revenue within her first year in Dubai, she increased spending on events – which albeit came at a cost, she explained.

“Maintaining a high profit margin is achievable in a service-based company. However, the investment in attending events and introducing more in-person activities for clients, explicitly hosting retreats this year, has reduced my profit margin."

Strategy to success?

Bosworth’s strategy in a service-based business includes a mix of one-on-one coaching and a newly launched online community for budding entrepreneurs. She emphasises the importance of financial discipline and prioritising expenses that offer a clear return on investment.

“Each expense must be evaluated for its necessity and value,” she advises. “For instance, attending networking events is worthwhile only if they lead to meaningful client connections.”

Her ability to balance ambition with financial prudence stems from lessons learned early in life. “My parents taught me that money doesn’t come easily. I’ve always taken responsibility for driving revenue and maintaining a financial buffer for unforeseen opportunities.”

Bosworth also added how working in retail and hospitality gave her further insight into enhancing sales and growth and effectively managing cost structures. Aside from financial management, operational efficiency, and strategies for business growth, her careers highlighted the need to always track costs.

Lessons for aspiring entrepreneurs

Bosworth offers three key tips for those starting a service-based business:

Forecast business’ budget: Entrepreneurs should always forecast their business’ budget, and review profit and loss (P&L) statements, Bosworth advised. "Knowing your numbers and being willing to experiment are critical to driving business growth,” she said, while adding that she does the same.

“I'm open to investing if there is a potential return on investment (ROI). With costs associated with running a business, such as systems critical to delivery and systems that save time, there are also nice-to-have costs and sometimes costs that we know will add value to a business but may not have a direct ROI for the revenue or profit line.”

Prioritise cost management: It’s always crucial to manage costs effectively while driving revenue growth, she added. “When prioritising cost management, examining each expense in detail is essential. Assess the nature of the expense, its necessity, and the value it contributes to the business.

“For instance, travel expenses may be incurred for networking events that enhance brand visibility. However, if attendance at the same event has not resulted in meaningful connections with potential clients or added value to the business, it may be prudent to reevaluate the investment.”

Leverage social media, support: Lastly, you should not only build a strong online presence to establish credibility and connect with clients without significant upfront expenses, but also ensure you surround yourself with a capable team and local experts who can help navigate new markets.

Looking ahead..

Bosworth plans to expand her business in Dubai by hosting retreats and offering more in-person activities. While she limits one-on-one coaching to 15 premium clients, her online community provides accessible resources for those starting their entrepreneurial journeys.

“The joy of coaching lies in witnessing clients’ breakthroughs,” she says. “Helping others achieve clarity and purpose makes all the challenges worthwhile.”