From Therapist to Visionary Leader: How Nicole McCance Scaled Her Practice with Systems
Nov 25, 2024From Therapist to Visionary Leader
Hi, I’m James Marland, and today I’m thrilled to share insights from my recent conversation with Nicole McCance, a psychologist turned business coach. If Nicole’s inspiring journey from running a thriving solo practice to building and selling a seven-figure group practice taught me one thing,: scaling is about more than adding clients—it’s about creating systems that work for you. Whether you’re a therapist, coach, or business owner ready to explore passive income opportunities like online courses, this post will help you get started.
Let’s dive into practical steps for turning your mission into motion.
The Power of Taking the First Step
Nicole shared how she started scaling her practice after a pivotal moment in her life: becoming a mother. Despite the overwhelming demands of twin boys and a busy practice, she decided to hire help and invest in a coach. Her initial hesitation is something many of us face: Where do I even begin?
Systematize to Scale
Nicole introduced her five-step scaling method, emphasizing the importance of systematizing operations before scaling. “If you don’t systemize first, you’re buying yourself a job,” she explained. This wisdom applies to building online courses too. By creating repeatable systems—whether it’s how you record content or manage your students—you free up your time for what matters most.
Start by documenting everything you do. Write down steps for creating your course, onboarding students, and marketing. Once it’s on paper, you can refine and automate. Think like a CEO, not a CQA (Chief Question Answerer). Systems are the key to sustainability.
Nicole McCants outlined her 5-Step Scaling Method for therapists to grow their practices. Here's a summary of her steps:
- Systemize Operations
- Document every process and task you perform to create a system others can follow.
- Avoid becoming the "Chief Question Answerer" by ensuring all key information is accessible to your team.
- Build Your Team
- Begin hiring to fill the systemized roles.
- Focus on creating a supportive and reliable team structure.
- Attract Clients
- Use digital marketing strategies like Google Ads (for group practices) or Facebook Ads (for niche audiences) to generate client leads while leveraging automation.
- Convert Clients
- Master the consultation call process to ensure leads are effectively converted into paying clients.
- Retain Clients
- Implement follow-ups and systems to keep clients engaged and coming back.
Nicole emphasizes that these steps should be repeated iteratively for sustainable scaling, allowing her to grow her group practice to 55 therapists and systemize it into a seven-figure, self-running business.
The Mindset Shift: From Spending to Investing
One of Nicole’s biggest lessons was seeing advertising as an investment, not an expense. “Those who make seven figures see it as an investment,” she said. When you track your return on investment (ROI), it’s easier to double down on what works.
For online course creators, this might mean investing in tools, ads, or coaching. Start small and measure the results. With the right strategy, every dollar spent can come back multiplied. Treat your course like a business. Every investment should align with your mission and lead to growth.
Building a Support Network
Scaling isn’t a solo mission. Nicole emphasized the importance of having a coach and a community. “I needed to be around people with big dreams,” she shared. Seeing others succeed helped her believe in her own potential and stay motivated.
Similarly, connecting with other course creators can inspire you and provide accountability. Join groups, attend workshops, or find a mentor who’s been where you want to go. Success is contagious. Surround yourself with like-minded individuals to stay inspired.
Attracting and Retaining Clients with Digital Marketing
Nicole’s digital marketing strategy focused on leveraging Google Ads for her group practice and Facebook Ads for her coaching business. “Advertising is essential,” she said. “Your website won’t work for you unless people can find it.”
For online courses, think about where your audience spends time online. Are they searching for solutions on Google? Browsing Pinterest? Watching YouTube? Meet them where they are with targeted ads or engaging content. Be specific about who you’re trying to reach. Niche marketing is powerful because it allows you to speak directly to your ideal audience.
Overcoming Challenges: Trust and Delegation
Scaling requires trust—trust in your team, your systems, and yourself. Nicole admitted, “I’m a recovering micromanager.” Learning to delegate was essential for her growth. For course creators, this might mean outsourcing tasks like editing videos or managing social media so you can focus on your expertise.
Remember, you’re building a business, not a bottleneck. Delegate with confidence and verify results with systems.
Your Mission, Your Momentum
Nicole’s story is a testament to what’s possible when you align your mission with strategic action. Scaling isn’t easy, but it’s worth it when you’re driven by passion and purpose. As Nicole said, “If I can do it with twins and all that pressure, so can you.”
Whether you’re creating an online course or scaling a practice, remember: the systems you build today will give you freedom tomorrow.
What’s your next step? Write it down, start small, and trust the process. Your mission matters—and the world is waiting for your unique contribution.
Let’s put your mission in motion!
Links and Resources
- Nicole's Masterclass Registration
- Nicole's Facebook Group
- Nicole on Instagram
- The Business Savvy Therapist
- Scaling Therapy Practice Episode #94: How Systems Help You Scale Your Therapy Practice with Nicole McCance
Course Creation Planning Worksheet Download
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