Every multi-sided platform starts with the same puzzle: how do you create value before the network exists? This is the classic cold start problem. Uber solved it by flooding San Francisco with drivers before demand existed. Airbnb's founders rented out their own apartments to seed supply. LinkedIn invited entire MBA classes at once to reach critical mass faster.

At CoachFinder, we're facing the same challenge—but in a market where trust matters more than speed. Executive coaching is deeply personal. A bad match doesn't just waste money; it can derail careers. Meanwhile, top coaches are selective about their clients, preferring referrals over marketplace uncertainty.

Here's how we're building trust while solving the chicken-and-egg problem:

Quality Over Quantity From Day One

Instead of opening the floodgates, we're hand-selecting 50 exceptional coaches to start. Our first cohort includes former McKinsey partners, startup founders who've scaled to IPO, and executive coaches with 20+ year track records. Each coach goes through a three-round vetting process including client references and sample sessions.

This approach means slower initial growth, but higher trust. When a Fortune 500 CHRO sees our roster, they recognize names and credentials immediately.

Anchor Clients Create Predictable Demand

Rather than hoping clients will come, we're securing committed demand upfront. We've signed three enterprise pilots with companies that commit to 50+ coaching hours monthly. We're also partnering with PE firms that provide coaching as a portfolio company benefit. These anchor relationships guarantee coaches will have clients while we scale the platform.

Making the Platform Stickier Than Going Direct

The biggest risk in any coaching marketplace is participants cutting out the middleman once they connect. We're designing features that make staying on-platform the obvious choice:

Our matching algorithm improves with each interaction, suggesting better coach-client pairs over time. Clients can purchase credit packs that work across multiple coaches, making it easy to try different approaches without separate contracts. We're building session analytics that help both sides track progress more effectively than they could alone.

The goal isn't to trap anyone—it's to add so much value that leaving would mean losing functionality they've come to rely on.

Why This Moment Matters

The executive coaching market will hit $20 billion by 2030, but it's still surprisingly inefficient. Most coaching relationships happen through word-of-mouth, making it nearly impossible for coaches to scale or for leaders to comparison shop. Remote work has only accelerated demand as executives feel more isolated and need outside perspective.

We're not just building another marketplace. We're creating the infrastructure that will professionalize an industry that's ready to mature beyond informal referral networks.

If you're an investor interested in B2B marketplaces, a coach looking to expand your practice, or an enterprise leader frustrated with current coaching procurement, I'd love to connect. We're at the inflection point where early participants will shape how this platform develops.

David Lovejoy

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