Mindset, Online Business

Important Lessons I’ve Learned About Business From An Online Business Coach That You Need To Know

April 23, 2024
By itssophiebiggerstaff.com

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How Starting An Online Business Changed My Life

In April 2020, right at the start of the pandemic, I quit my “stable” job as a Buying Manager at Burberry and stepped into entrepreneurship by deciding to start an online business.

I was 28, I didn’t have a “how to” manual, and I definitely didn’t have it all figured out. What I did have was a strong skill set and the belief that if I was trusted to help manage a £380 million business at Burberry, I could help small businesses thrive too.

So I decided to go for it, but then came imposter syndrome, anxiety, no boundaries, low self-worth. I was the yes girl who said yes to everything even when it didn’t serve me. I undervalued my services, took on work that wasn’t aligned with my values, and struggled to see the real value I brought.

I also didn’t have a support system – no online business coach of my own and no one around me who’d already done what I wanted to do to help expand my mindset.

Four years on, I am not the same person. I’ve learned a lot the hard way, and I want to share the lessons that changed everything for me so you can learn from some of my *costly* mistakes.

If you’re about to start an online business or you’re in the middle of a launch, I hope this helps.

Lesson 1: Knowing My Worth As An Online Business Coach - the hard way

When I first started, I was coaching and consulting in e-commerce, I charged under £30 per hour.

I was using my old salary as a reference, which is a terrible way to price a service business. As a founder, you don’t get paid holidays, sick pay, or an employer contributing to your pension. You cover taxes, time off, tools, and the unpaid hours that go into strategy and delivery. I didn’t factor any of that in.

I lost a lot of money in those first 6 months. But undercharging did get me my first clients, testimonials, and referrals, which taught me my first big lesson: time-based pricing doesn’t work when the value is transformative.

I had 11 years of experience at some of the world’s biggest fashion brands, yet my early prices didn’t reflect that. Over time, working with 100+ online business founders showed me the real impact of my experience.

Through my 1:1 coaching and group programs, I’ve helped clients launch, scale, and increase profitability in their businesses – and seeing the results I was helping clients achieve allowed me to build unapologetic confidence in what I offer.

Now I price based on value, not hours. I will not work for free, and I won’t discount just because the budget isn’t there. That’s not harsh – that’s respect for my work and my clients’ results.

👉 Ready to value your work properly and make money online in a way that’s sustainable? Explore my group programme and online course The Freedom Model Method.

Lesson 2: Boundaries, Saying No, and Why This Matters In Entrepreneurship

Most of my life I didn’t realise I was allowed to have boundaries. In fashion buying, saying no wasn’t a thing. You stayed late, you did the work, and your health and well-being came last. That approach, unfortunately, followed me into business, as that’s all I’d ever known.

By year 2, I finally learned to set boundaries and say no. I had been a people pleaser, afraid that turning down work would make me less financially secure or limit my growth. But the opposite happened. Saying no to what didn’t serve me created space for the right clients. I became selective about who I work with – alignment first. That shift lets me show up better for my clients and deliver stronger results.

Here’s what I wish I’d known sooner: saying yes to everything dilutes your energy. Saying no is not rude – it’s powerful. It keeps you focused, reduces burnout, and protects the business you’re building.

Lesson 3: Personal Development IS NOT Optional When You Start An Online Business

I can’t lie – I didn’t expect my entrepreneurship journey to be such deep personal growth. In the early days, I woke up with anxiety, had panic attacks, and pushed through to the point of burnout more times than I’d like to admit.

When you’re a one-person business and you’re anxious, burned out, and overwhelmed, your business suffers. Your business is an extension of you. If you can’t show up for yourself, it’s hard to show up for your clients.

I made big changes. Through a lot of trial and error – meditation, breathwork, yoga, reiki, journaling, sleep hygiene, and nutrition – I learned to manage and reduce my anxiety. That gave me a clearer mind and a steadier baseline to run my business from.

Personal development sits next to professional development now. I invest in my knowledge, my mental health, and coping mechanisms. I teach my clients the same because founders who prioritise their wellbeing are simply better equipped for the ups and downs. If you want to make money online in a way that lasts, you need both strategy and self-management.

Lesson 4: Trust The Process - Even When It Looks Nothing Like The Plan

Perhaps the most important lesson I’ve learned is to trust the process.

You can have the strategy, the end goal, and a clear vision – and things will still not go to plan. That has happened to me so many times. Offers changed, services pivoted, some things failed, and it often felt like I was building the plane while flying it.

Here’s what changed everything: I started treating failures and pivots as lessons. That’s how you build momentum. I trust that everything happens for a reason – either to teach me something or steer me somewhere better.

This mindset shift means I can navigate challenges without spiralling. It’s also why I start client work with mindset and limiting beliefs. Trusting the process doesn’t mean doing nothing. It means sense-checking whether your actions are moving you forward or keeping you stuck, and not comparing your path to anyone else’s. You focus on your journey and your growth.

If trusting the process feels hard, getting support helps. That’s what a business coach is for.

👉 Want clarity on what business model suits you right now? Start here with my Free quiz and Free Masterclass.

What Lessons Are You Going To Adopt In Your Online Business?

To sum up what lessons I’ve learnt: I moved from undercharging to owning my value, from no boundaries to choosing aligned clients, from panic and burnout to tools that keep me well, and from forcing outcomes to trusting the process.

None of that happened overnight, but each piece built a business that feels sustainable, profitable, and aligned with the freedom I wanted back in 2020.

If you want to dig deeper into this topic in audio form, the podcast episode on this subject is here!

So, if you’re about to start an online business or you’re already in it, these are the lessons I’d suggest you consider today:

Know your worth and price accordingly – time is not the value, results are.
Set boundaries and say no – protect your energy, avoid burnout, choose aligned clients.
Invest in personal development – your business grows as you do.
Trust the process – learn from the pivots, sense-check your actions, and stop comparing.

If you want support, here are some easy next steps:

Starting An Online Business and want a step-by-step guide on how to do it? Check out The Freedom Model Method.
Want to figure out how to create more Freedom in your life? Watch my Free Masterclass
Not sure which Online Business to start? Take my Free Quiz to find your online business model.

meet the writer

I'm Sophie

Online business coach, podcast host, mental health advocate, speaker, founder of TINAH, community builder, full-time digital nomad, and general trailblazing, rule breaker…

I tried to live a “normal” life: I spent 11+ years working my way up in the fashion industry, working for brands like Ralph Lauren and Burberry. I had the apartment in the city, I lived for going out at the weekends, spent money on designer bags and holidays – until I realized this lifestyle DID NOT FULFIL ME – I was waking up with anxiety every day – surviving, but definitely not thriving.

So I quit. I left my 9-to-5 behind to start an online business that supported the lifestyle I actually wanted. Now that looks like slow mornings, daily beach walks, co-working with like-minded entrepreneurs, yoga, meditation, and lots of social connections.

Since 2020, I’ve built multiple online business offers – from online business coaching and consulting to online courses, digital products, and a mental health marketplace – all while travelling the world and living life, and earning money on my own terms.

Now… I’m on a mission to help more people break free from lives that don’t feel good for them and create more freedom through starting and growing an online business.