15 Lessons Learned from 15 Years of Expat Coaching
15 Lessons Learned from Running an Expat Coaching Business in Switzerland
The Early Days
I co-founded GlobalPeopleTransitions with a cherished partner. According to Moneyhouse (and the trade registrar) we were founded on 17 May 2010. I was still working at PwC at the time, and my partner had full business responsibility, while I was mainly learning the ropes of coaching.
Global People Transitions was a blog even before we incorporated. I still remember how clumsy and corporate my writing style was, and that probably nobody (not even my mother) would have wanted to read my tips for international assignments.
This is what our company’s letterbox logo looked like at the time. I had already wanted to be self-employed at uni. Still, I would never have leaped without the support of my coach educators, the friends and family who believed I could make it as a trainer, coach, author, guest lecturer, and founder. (Sometimes, I did not even believe it myself.)
Cherishing the Networks
Fast-forward to May 2025, and I have been managing Global People Transitions for 15 years. We are still here (when over 50% of startups fail in the first five years in Switzerland). We work closely with our clients, run programs, and innovate Global Mobility Coaching with our RockMeApp license model.
Get a client account here: RockMeApp
I am also a member of several high-quality trainer and coach associations and networks, such as the VERMEULEN® Coaching network. We finally have a new website that showcases the hashtag #VERMEULEN® Coaching method and the certified coaches behind it.
This quality seal is critical in a time when holistic and humanistic approaches to coaching are being replaced by „quick wins,” „tips and tricks,” and „growth hacks.” In a world where mental health and fast-paced living collide, this holistic approach blends structured communication, deep relationship work, and embodiment practices rooted in humanistic psychology.
Our coach educator, Dr. Eva Kinast, is an ICF-certified Master Certified Coach (MCC) and guarantees high quality through her certification. All my colleagues are highly experienced and qualified. You can find us across German-speaking countries, and many of us also offer leadership retreats and online coaching. Shoutout to
Armin Berger, Uwe Fischer, Petra Grossmann, Claudia Horner, Dr. Eva Kinast, Sonia Knief, Ute Lehmann, Christoph Pfeiffer, Cornelia Rasch, Stefan Seidler, Sabine Staude und Angelica von der Decken.
Jumping Ship
It still took me about two years to dare to jump ship and leave my well-paid managerial job at a large professional services firm and my long-term career in International Human Resources. My work boosted my ego. Starting a company requires a lot of self-confidence because you might lose everything: money, status, your partner, sleep, hobbies, your TV set, and your belief system.
No one tells you when you start how long it takes to be sustainable. I heard rumors, but I did not believe everything. Also, I approached my business development from the wrong angle. At the time, I had no clue. I was not the “cold-calling type”, and I did not even know that email marketing was still a thing. I had assumed customers and clients would just magically appear in my inbox.
I also had not realized that the kind of company I wanted to have initially had already been invented at least twice in Zurich and that I wasn’t the only former Global Mobility Leader trying to set up a coaching, training, and consulting business in Global Mobility for smaller companies, i.e. for those companies where the Big Four weren’t interested in at the time.
Fast forward to 2025, and I have a thriving, sustainable business model and a website accessed from around the world
The Red Couch Talks
I run a video show called “The Red Couch Talks,” where I interview Global Mobility leaders, expats, and authors in the leadership development space. I lecture as a guest speaker at universities and hold talks at intercultural conferences. I was even nominated for a few awards last year.
The Red Couch Talks: Manual 498 – Our Instructions for the Red Couch Talks with You
The Global People Club Sandwich
Newsletter Promotion: We typically promote the Red Couch Talk through our website, newsletter, LinkedIn, and about four weeks after the recording. After our recording session, you will receive the video link to share with friends and family.
NEWSLETTER ARCHIVE: Newsletters are archived and can be found via internet searches.
The Way Forward
There is still considerable upward potential for my business, and I will not stop working on myself. Still, I am satisfied with all the possibilities I have created for myself and my life model, especially now that family members are getting older. I want more flexibility in my schedule and also to focus more on friends and relationships.
You will eventually be rewarded and lead a better life, but you need to be persistent, patient, and pragmatic.
1) Prioritize Your Clients according to the 70:20:10 Model. Use 70% of your time to deliver outstanding service to your clients. Twenty percent of your time is spent building and maintaining your network with current and future clients. This is also the time you spend on writing and producing content. I know I used more time on content production at the beginning, but now I am aiming for about 20%. I also see it more as a creative outlet than “business development” now. This mindset shift has made me more relaxed about what I am producing and shipping and less concerned with perfection. You also need roughly 10% dedicated to accounting and other business development activities.
2) Build and maintain your network. Initially, work with your contacts before starting business development. It’s easier to “warm” call or to work with someone who has been referred to you than to try to cold call or randomly build trust with people on LinkedIn.
3) Analyze your niche. Understand your competitors, their products or services, and price structures. Define your ideal client avatar. Focus on where you stand out. It helps you articulate your clients’ problems in their terms and in concrete ways. You show them your vulnerability and create a connection by sharing what you have in common (for example, I now know that my initial shyness and stage fright are part of my nerd personality, and when I share this with clients, they are usually pleased to understand that they are not alone).
4) Develop a personal brand. Spend time and money on branding and marketing, especially on a professional website, and create helpful content.
5) Get the basics right. I know too many business owners who have never made a business plan. If you do not understand the concepts of cash flow and break-even, your work is likely a hobby rather than a business. Cash flow is a constant challenge, so learn to manage your invoices effectively and consider hiring an accountant.
6) Limit your financial risk. Start with a limited financial risk by opening a limited liability company. If you want to sell handmade socks, you might not need to, but in general, it is better to protect your assets. Most business advisors will tell you that you need to be able to survive the first year without income. Check when you need to do a proper annual statement.
7) Learn everything about running a business. Work in all company areas, from accounting to social media marketing. Then, once you have done it once, you can outsource the areas you have no passion or patience for. Study all the time. Challenge yourself by asking questions that fall outside your comfort zone.
8) Find your strategic “friends” in the market and build brand partnerships. Build strategic friendships with business owners you like who support and motivate you. Find like-minded peers and utilize each other as a support group, cross-selling each other’s work in exchange for referral fees.
9) Plan what you give in exchange for “favors.” If you cannot hire someone, consider offering time exchanges or internships. Respect other people’s time commitments and aim for a balance between giving and taking. Give more and go the extra mile. However, don’t let people abuse you. Keep the balancing act in mind and learn to set healthy boundaries as well.
10) Enjoy your profession and build your life around your business. Get a cleaning person and other support for your household, childcare, and shopping, so you have more freedom to focus on your profession. I try to shop online only (but I regularly buy groceries in the neighborhood). I minimize unnecessary expenses, but I enjoy purchasing gadgets that are essential tools for my work.
11) You will pivot when the time is right. I used to run consulting and interim projects to keep my business afloat. When I noticed a strong disconnect between how I spent my time and my mission, I wanted to stop working on such projects and focus more on coaching. I decided to find a person to replace me and quit the most significant project I had ever run. I’m so glad I have more time with my clients now.
12) The best ideas come from unexpected corners. Sometimes, clients, friends, and family give you great ideas for your business. You don’t have to listen to all the critical voices all the time, but if you hear a great idea, write it down. Even if you think you know your area of expertise best, you might learn a great deal from asking clients what they need and what would help them, rather than assuming you have the secret sauce for everything.
13) Have a repository for future ideas: I am an idea generator, and if you want to start a business, I’d probably have an idea for you as well. However, this often created stress for me until I realized that I did not have to do everything simultaneously and that some ideas need time to grow and develop. I’ve found a good way to organize my thoughts through vision boards, journaling, and a wish book, where I can write down future ideas, wishes, and my racing thoughts. And, like seeds, some ideas flourish, while others never take root.
14) Invest in your physical and mental health: During the pandemic, I had COVID-19 (and I was one of the first cases in Switzerland), and I also broke my foot a year later. I noticed that all of these vulnerabilities are part of human nature, and as an entrepreneur, your physical and mental health (and your support network) are highly critical. I started prioritizing yoga, walks, and supervision. I actually can say that I fasted from “stress” and now I consider myself a person who hardly has stress. Yes, I can be sad and concerned about a friend being sick or losing a loved one, and I also sometimes am unhappy about the state of the world, but I am generally really relaxed and in the moment. I don’t think a lot of people can say that about themselves.
15) Celebrate Your Success: This is one area where I could improve, and I want to include it in the lessons learned, because sometimes being an entrepreneur can feel lonely. Your partner and friends might, at some point, have limited energy to listen to your complaints about not having enough money, or your team, or your lack of free time. This is why you could start by celebrating every week with a small gesture, such as buying yourself a bouquet, cooking a healthy meal, or treating yourself to a movie. Check your wishbook. There are a few ideas in there.
Contact me via angela@globalpeopletransitions.com for a proposal or join our Global Rockstar program by 31 August 2026. Get a client account here: RockMeApp
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