Becoming A Doula: Birth, Business And Beyond

How to Start a Doula Business: A Step-by-Step Guide  

Becoming a doula is more than just a career - it’s a calling. Whether you’re drawn to supporting families through birth, postpartum recovery, or the full spectrum of reproductive care, your work will make a lasting impact. But like any business, getting started takes planning, learning, and connection.  

If you're thinking about launching your doula practice, this guide will walk you through the essential steps to turn your passion into a thriving, sustainable business. And remember, you’re not alone - the Calgary Doula Association is here to support you every step of the way!  

Step 1: Get Trained

Training is the foundation of your work as a doula. While certification isn’t required to practice, education is essential to build your skills, confidence, and credibility. A strong training program will teach you how to support families physically and emotionally, navigate medical settings, and run a successful business.  

There are many excellent training options, including:  
- Doulas of North America (DONA) www.dona.org
- Childbirth and Postpartum Professional Association (CAPPA) cappa.net  
- Doula School Canada doulatraining.ca
- Bebo Mia bebomia.com/birthdoula
- ProDoula www.prodoula.com
- Canadian Doula Academy www.canadiandoulaacademy.com
- Pacific Rim College – Holistic Doula Certificate www.pacificrimcollege.com/faculties-programs/program/holistic-doula-certificate 
-Birth Arts International www.birtharts.com
-First Nations University of Canada – Indigenous Birth Support Worker Certification www.fnuniv.ca/wp-content/uploads/Indigenous-Birth-Support-Worker-Certification-IBWC-Brochure_-1.pdf  

Each program has a unique approach - some emphasize holistic care, while others focus on medical collaboration or business development. Find one that speaks to you and your vision as a doula.  

Step 2: Define Your Services

Doulas support families in different ways. What kind of work resonates with you?  
Birth Doula: Providing emotional, physical, and informational support during pregnancy and labour.  
Postpartum Doula: Assisting families with newborn care, recovery, and emotional well-being.  
Full-Spectrum Doula: Supporting people through fertility, pregnancy loss, abortion, and adoption.  

Many doulas start with one focus and expand their services as they gain experience. There’s no right or wrong path - only the one that feels right for you.  

Step 3: Protect Yourself with Contracts and Insurance

Before you start working with clients, take steps to protect yourself and your business.  

Use Professional Contracts 
A contract helps set clear expectations and prevents misunderstandings. It should include:  
- Scope of services (prenatal visits, birth attendance, postpartum care, etc.)  
- Payment structure and cancellation policies  
- Liability disclaimers  
- Confidentiality agreements  

Get Liability Insurance 
Even though doulas are non-medical professionals, having insurance protects you in case of unexpected situations. Look for providers that offer doula-specific coverage, such as Prolink through the Doula Association of Alberta.  

These steps ensure you can focus on supporting families while keeping your business secure.  

Step 4: Formalizing Your Business 

To operate legally in Alberta, you’ll need to:  
- Choose a structure (sole proprietorship, partnership or incorporation)
- Register your business name (if using one)    
- Register for a GST/HST Account (this is voluntary until exceeding $30,000 in income in a year)
- Set up a business bank account  
- Check if a business license is required for the types of services you’ll offer 

This may sound intimidating, but it’s a straightforward process - and if you need guidance, there are plenty of resources available.  

Step 5: Set Your Pricing

Talking about money can feel uncomfortable, but setting fair rates is key to making your business sustainable.  

Consider offering:  
- Flat fees for birth doula services
- Hourly or package rates for postpartum care
- A comprehensive package that includes prenatal, birth, and postpartum care (Some doulas offer a bundled rate for clients who want full support before, during, and after birth.  
- Sliding-scale pricing or payment plans to increase accessibility  

If you’re not sure where to start, talk to other doulas in your community (At a Calgary Doula Association meeting!) or take a look at the local doula websites. Pricing should reflect your experience, the time you invest, and the incredible value you provide.  

Step 6: Create a Business Plan  

You don’t need a 50-page document, but having a plan helps you stay focused.  

Think about:  
- Who you want to serve? (First-time parents? Families planning a VBAC? Rural communities?) 
- How will you reach clients? (Social media, word-of-mouth, networking, referrals?)  
- What will success look like to you? (Full-time practice, a birth per month, teaching workshops?)  

Your business can evolve, but a roadmap will help you make intentional choices along the way.  

Step 7: Build Your Brand & Online Presence  

Families need to be able to find you, and your online presence helps build trust before they even reach out.  

Create a website – It doesn’t have to be fancy, just clear and welcoming. Include your services, pricing, testimonials, and contact info.  

Use social media – Instagram, Facebook, and TikTok are great for sharing birth tips, client stories, and educational content. It’s important to respect your clients’ privacy and ALWAYS obtain written permission before sharing photos, stories or details of the families you work with. Join the CDA and request to be featured in a Doula Spotlight on Social Media.

List on directories – Platforms like DoulaMatch, websites like Bornbir.com, local parenting groups, and the Calgary Doula Association website help connect you with clients.  

Branding isn’t about being flashy - it’s about showing up in a way that feels authentic and approachable and sharing with potential clients who you are and what it might be like to work with you.

Step 8: Market Your Business  

Getting clients takes time, but there are plenty of ways to build your reputation:  

Network with midwives, OB/GYNs, and lactation consultants, or any other pre-natal or antenatal workers - They’re great referral sources.  

Join a doula community – Team up with another doula, offer to be a backup for birth or postpartum clients, join a Collective or Agency, and get to know other local doulas. The Calgary Doula Association can connect you with mentorships and referrals. 

Participate in events - Paid opportunities and events such as the Calgary Doula Association’s Meet Your Doula event or Mom & Tot Markets will connect you with potential clients.

Offer free workshops – Teaching prenatal or postpartum classes helps you meet potential clients.  

Don’t be afraid to put yourself out there! The more people know about you, the easier it will be to find the families who need your support.  

Step 9: Keep Learning & Growing

Birth work is always evolving. Stay engaged by:  
- Attending webinars, workshops and conferences.  
- Reading books and research on birth and postpartum care.  
- Connecting with experienced doulas for mentorship.  

The best doulas never stop learning - and that’s part of what makes this work so rewarding.  

You Don’t Have to Do This Alone

Starting your doula business is exciting, but it can also feel overwhelming. That’s why community matters.

The Calgary Doula Association is a supportive network of doulas who meet regularly to share experiences, offer advice, and help each other grow. Whether you’re just getting started or looking to expand your practice, we’d love to welcome you!  

Join us at an upcoming meeting (even if you’re not a member yet) because every doula deserves a strong support system.

You’ve got this!

Published by Gabi Hartmann | Postpartum Doula | Protea Postpartum Support