business coaching & strategy for founders

Clarify your positioning, strengthen your offers and create consistent growth.

You’ve built real expertise. Clients trust you and your work drives meaningful results. Yet, the business side still feels harder than it should. 

→ You don’t just want more clients — you want the right clients who will pay you well and respect your boundaries.

→ You want a marketing strategy that not only “works”, but feels aligned to how you’re comfortable showing up.

→ You’re ready for a business that feels focused, sustainable and fully reflective of the level you’re capable of operating at.

I’ve spent the past 7 years building a multi-6-figure marketing agency while working 20 to 25 hours a week, leading a team and supporting more than 100 clients. I know firsthand that it’s possible to build a profitable business without sacrificing your boundaries, well-being or the life you want.

schedule a free diagnostic call
schedule a free diagnostic call
  • Headshot of Jon Yaneff

    "Each session with Afton brought a mix of clarity, strategy and grounded insight that helped move my business forward. She asked smart questions and challenged a few of my assumptions."

    Jon Yaneff, Fractional Strategist & Ghostwriter

  • Headshot of Corina Walsh

    "Before working with Afton, my content was not getting results. Now, my new content strategy has allowed me to effortlessly connect with my ideal client in more effective ways. I feel like my thought leadership is elevated and I am getting noticed!"

    Corina Walsh, Keynote Speaker & Executive Coach

  • “Afton has been a great partner in helping me strengthen my writing business. She helped me feel more confident about what was already working well and gave me clarity around next steps to grow.”

    Keagan Perlette, Freelance Long-Form Content Writer

  • "Afton guided me through the development of my company’s pitch deck and website. Her support, professionalism and insights were truly outstanding throughout the process."

    Mehran Akhoundzadeh, System Design Engineer & Founder

  • Headshot of Jenn Rossiter

    "Afton is an attentive listener and creates a supportive environment for reflection and priority setting. I'd recommend her to folks seeking clarity and accountability in their business practices and goals."

    Jenn Rossiter, Editor & Grant Writer

  • Headshot of Trish Tutton

    "I sent an email using copy Afton helped me with, and 30 minutes later got a request to learn more about my workplace training DIRECTLY related to that email."

    Trish Tutton, Speaker & Mindfulness Teacher

this kind of 1:1 support is for you if…

  • Your business growth feels inconsistent or more difficult than it should

  • You keep attracting clients who aren’t aligned with the kind of work you want to be doing

  • You struggle to clearly explain the value of what you do

  • You’re tired of second-guessing your pricing, offers or direction

  • You want growth, but you also want sustainability

  • You’re ready for support from someone who understands both business growth and the emotional realities of building something meaningful

My clients are smart, thoughtful founders with deep expertise. Service providers, consultants, coaches and innovators who need clarity, not noise.

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what we work on together

Every 1:1 business coaching and strategy package is personalized to you, but these are some of the most common areas my clients and I focus on.

✔ Positioning and messaging. Clarifying how your business should be positioned, what differentiates your work and how to communicate your value in a way clients immediately understand.

✔ Growth strategy. Looking at visibility, content, partnerships, networking, lead generation and referrals, as well as how to grow your business in a way that actually fits your strengths and capacity.

✔ Offers, pricing and business model. Helping you simplify your services, strengthen your pricing, package your expertise more effectively and build a business model that feels more sustainable in the long term.

✔ Coaching support. Addressing the emotional side of building a business. Blocks or fears around visibility, niching and pricing can unknowingly shape our decisions. This work creates space to navigate those conversations.

  • Headshot of Madina Kanayeva

    "Working with Afton was an incredibly grounding and inspiring experience. She has a rare gift for listening deeply and translating ideas into language that feels both authentic and visionary."

    Madina Kanayeva, Founder, Safehouse Society

  • Headshot of Genevieve Michaels

    "Afton brings a spirit of integrity to her work, and focuses on delivering strong results for her clients while also keeping personal, human relationships at the centre of every business transaction."

    Genevieve Michaels, Freelance Marketing & Communications Writer

  • Headshot of Felicia Yap

    "I've gained the knowledge, the skills and the confidence to effectively market my business in front of the right audience. If you are on the fence about working with Afton, take the leap."

    Felicia Yap, Video Storyteller & Author

  • Headshot of Manny Ester

    "Afton did an amazing job guiding us through the process of developing branding and marketing materials. As a small company with limited marketing expertise, she made the whole process very accessible!"

    Dr. Manuel Ester, Founder, Just One Move

  • Headshot of Sarah Brinley

    "I had a branding session with Afton, and it was so helpful! I was in the pre-launch phase with a general idea of what I wanted, but she helped me refine it. I walked away with a clear strategy."

    Sarah Brinley, Writer & Editor

  • Headshot of Naomi Dukart

    "Afton is supportive and pushes you out of your comfort zone. She brings great suggestions and tools to assist you with building a well developed marketing plan that is easy to manage."

    Naomi Dukart, Chartered Professional Accountant

what you can expect

By the end of our work together, my clients are often experiencing: 

  • greater success in their sales efforts

  • increased clarity and confidence around pricing

  • more consistency with business development

  • a strategic, sustainable direction for their marketing

  • clearer positioning and stronger messaging

  • more focused offers and business direction

Sound like what you’re after? Here’s how it unfolds.

3-month coaching & advisory support

What’s included:

  • 6 private coaching and advisory sessions, biweekly over 3 months

  • Personalized strategy and feedback

  • Email support between sessions

  • Reviews on positioning, messaging, offers or sales materials as needed

get started today

schedule a free call

Interested, but have questions before moving forward? Schedule a free 30-minute diagnostic call.

I’ll help you uncover the biggest opportunity in your business right now, and how 1:1 coaching and strategy can support you in reaching your goals.

my story & commitment to you

I’ve spent the past 17 years in communications and marketing, including:

  • building a multi-6-figure (annual) content agency with healthy profits

  • leading a team of 10 incredible writers

  • working with companies ranging from solopreneurs to billion-dollar brands

I’ve also built my business in a way that prioritizes sustainability.

For the past 6 of 7 years running my business, I’ve worked 20 to 25 hours per week while maintaining growth, spending more time with my family, travelling often and building a business that fits my life.

That philosophy shapes the way I support clients. I’m interested in helping people grow businesses that are clear, sustainable, profitable and aligned with the life they want.

frequently asked questions

  • In general terms, a business coach asks questions and empowers you to find your own solutions.

    In contrast, business strategy is more consultative and advisory based. It is about creating a concrete, actionable plan together to achieve specific goals.

    My approach incorporates a mix of both.

  • Not at all. Many clients come into this work because they feel pulled in too many directions or unsure how to clearly position what they do.

    Part of the process is helping you simplify, refine and clarify your business so you can move forward with more confidence and focus.

  • That’s completely okay. I’ve had several clients who are in a season of transition when we begin working together.

    Sometimes they’re refining their niche, repositioning their business or shifting to an entirely new direction. You do not need to have everything perfectly figured out before starting.

  • Both. While marketing is often part of our conversations, this work is broader than marketing alone.

    Depending on your goals, we may work on positioning, messaging, offers, pricing, sales strategy, visibility, partnerships, business development, client experience or overall business direction.

  • Education:

    • Certified Solutions-Focused Coach

    • Advanced Diploma in Public Relations

    • Bachelor of Journalism

    Experience:

    • 17 years in communications and marketing

    • Marketing agency owner since 2019

    • Built to 6 figures in revenue in year 1 and doubled in year 2, eventually growing to over $400K

    • 100+ clients served, helping many generate leads and sales from our work together

  • Not unless you want it to be. Coaching and strategy packages are designed to help you reach your specific goals.

    Build a team. Be a solopreneur or freelancer. Live in a cabin in the woods (life goals). It’s completely up to you!

  • No specific revenue level is required, but this work is best suited for founders who already have meaningful expertise and are serious about growing their business more intentionally.

    That said, you do not need to have everything figured out or be “successful enough” before seeking support. I have worked with many startups.

  • The calls can be scheduled at your convenience between 10 a.m. and 4 p.m. Mountain Time.

You’re on the doorstep of your next chapter. Here’s how to cross the threshold.

Complete your payment and schedule your first call. Free consultation calls are available if you have questions before moving ahead.

Celebrate yourself for investing in your business. I know from experience that this can be tough because clients always come first. Today, you come first.

get started