Coaching rates are set in a fog. Most coaches pick a number by looking at what other coaches charge, feeling some guilt about it, and then setting their rate $20 lower. This guide gives you a systematic framework instead.
Start with your floor rate
Your floor is the minimum hourly equivalent you need for coaching to be worth your time. This isn't what you want to earn — it's the rate below which you should decline the work and spend the hour differently.
For most independent coaches, the floor is $100-$200/hour for early-career and generalist coaching, $200-$350 for experienced niche coaches, and $350-$600+ for executive coaching or highly specialized domains. If your rate falls below your floor, you're not running a coaching business — you're doing consulting charity work that crowds out better uses of your time.
Per-minute equivalents: the math for on-demand coaching
Traditional coaching sells in 45-60-minute sessions. Per-minute platforms like Cheddify change the model: fans and prospective clients connect live, pay while talking, and leave when they have what they need. No booking required.
To find your per-minute floor: divide your target hourly net by 60, then apply a utilization factor for the portion of available time you expect to be actively in calls.
Example: target $240/hour net. Expected utilization 40%. Per-minute floor: $240 / 60 / 0.4 = $10/min. At $10/min, a 20-minute call earns you $200, from which Cheddify takes 20%, leaving $160. In 20 minutes. That's the model.
Most coaches on per-minute platforms charge $3-$15/min (newer coaches at the low end, established coaches with strong social proof at the high end). See the full side-hustle comparison for coaches for how this fits alongside other income channels.
How to price your first session
Offering a discounted or free first session is a common practice, but the evidence on whether it increases conversion is mixed. A free first session attracts price-sensitive clients who may not convert to long-term work. A full-rate first session qualifies buyers upfront. Recommendation: charge full rate, but offer a 15-minute discovery call at no charge to assess fit before booking. This respects both parties' time without devaluing the work.
When to raise rates
Raise rates when: you have a waitlist of more than 2 weeks. You're consistently fully booked. New clients are not pushing back on your current rate. You've added significant credentials, results, or a public profile since you last set rates. Don't grandfather all existing clients into your old rate forever — communicate a rate increase timeline and give 60-90 days notice. Most clients who value the work will stay. Learn more about pricing video calls specifically or getting started on Cheddify as a creator.