Transform your doula practice with the revolutionary SevenRivers Approach

By Charmain Ford, Founder & CEO of SevenRivers Doula Solutions

The Birth of SevenRivers: A Personal Journey

You know, people often ask me, “Charmain, why rivers? What’s with the whole water theme?” Well, stick with me because there’s actually a pretty interesting story behind that.

Picture this: It’s a rainy Tuesday afternoon, and I am sitting in my favourite coffee shop, watching streams of water flow down the window. I had just finished a particularly heavy conversation with an incredibly talented doula – let’s call her Maya. Maya had been supporting births for over five years, had glowing testimonials from every single client, and was considering quitting. Not because she didn’t love the work – she was passionate about it. But because she was burning out, barely making ends meet, and feeling completely overwhelmed by the business side of things.

Something clicked as I sat there, watching those raindrops merge and flow down the window. I realised that our practices should flow as naturally as water – finding their path, merging with others, creating something sustainable and powerful. Yes, I really did have this epiphany over a wonderful cup of English breakfast tea!

But here’s the thing – Maya’s story was not unique. Throughout the years I have seen patterns emerge that honestly kept me up at night. We have these incredibly gifted individuals who can hold space during life’s most transformative moments, but when it comes to running their business. That’s where things often start to fall apart.

What Is the Seven Rivers Approach?

Let me ask you something… Have you ever found yourself googling “how to run a successful business” at 3 AM while waiting for a client to go into labour? Yes, I thought so. Let me guess – most of that advice felt about as useful as a chocolate teapot in a birth room, right?

Here’s why traditional business models do not work for us. They assume things like regular 9-5 working hours – I hear you laughing already! They expect predictable service delivery times, clear boundaries between work and personal life, and standard pricing models. Now, let’s look at what a typical week actually looks like for most doulas I know:

Monday: Three prenatal visits, two potential client calls, and a postpartum check-in. Tuesday: On-call, trying to catch up on admin work while keeping your phone close. Wednesday: 2 AM birth call that lasts 18 hours, followed by immediate postpartum support. Thursday: Recovery and self-care… hopefully! Friday: Wait, what day is it again?

Through my work with doulas across different communities, I’ve identified the “Triple Crown” of challenges. And no, this has nothing to do with birth crowning, though sometimes it feels just as intense!

First up: The Unique Service Model. Imagine trying to explain to a traditional business coach why you can’t just “schedule your clients better.” I remember one doula telling me her business coach suggested she “batch her births” for better time management. I’ll let that sink in for a moment…

We are dealing with an on-call lifestyle that makes predictable dinner plans a distant memory. We’re providing extended support periods that can mean 3 AM text messages become totally normal. There are intense emotional and physical demands – raise your hand if you have a dedicated birth support muscle foam roller! And let’s not forget the need for backup systems because, unfortunately, we still haven’t figured out how to clone ourselves.

Then there’s the Market Complexity. This is where things get really interesting. Doula’s are not just service providers – they are medical system navigators, emotional support specialists, educational resources, professional collaborators, and sometimes even impromptu photographers, though, let’s be honest, those birth photos are strictly for medical documentation!

And finally, they have what I call the Value Communication Conundrum. This is where I see even the most experienced doulas struggle. How do you put a price tag on being on-call for weeks? Or the wisdom gained from attending over 100 births? What about that magic hip squeeze that makes contractions bearable or the ability to remain calm when everyone else is panicking?

And let’s not even get started on the dreaded “my cousin’s friend will do it for free” conversation! However, I have to tell you about one doula who had the perfect response to that. She smiled sweetly and said, “That’s wonderful! And when your cousin’s friend needs a break, I’ll be here with my years of experience and professional training.” Brilliant, right?

This is exactly why I developed the SevenRivers Approach. Each ‘river’ represents a crucial aspect of your practice that, when properly nurtured, creates a sustainable and thriving business ecosystem. Think of it like the different systems in the body during birth – they all work together in perfect harmony when properly supported.

The SevenRivers Unveiled

Let’s start with Financial Flow: The Foundation River. This is where everything begins, and I’ll be honest – it’s often where many doulas feel the most resistance. Let me tell you about Sarah from Portland. When she first came to us, she was charging $800 per birth and working herself to the bone. She had this brilliant skill set of amazing client reviews but was eating ramen noodles more often than she’d like to admit.

Here’s what we did with Sarah: First, we analysed her true costs, including that 3 AM coffee habit – because, let’s be real, that’s a legitimate business expense in our world! Then, we calculated her actual working hours, which was an eye-opening experience. Spoiler alert: it was way more than she thought. We developed a value-based pricing strategy and created clear payment systems that worked for both her and her clients.

The result? Within three months, Sarah was confidently charging $2,200 per birth, had a waiting list, AND was eating at actual restaurants! But more importantly, she felt valued for her work and had the energy to show up fully for her clients.

You know, one of the things I am most proud of at SevenRivers is our comprehensive bookkeeping service. It’s actually one of our core offerings, and here’s why: Through supporting hundreds of doulas, we discovered that financial management was consistently the biggest pain point. Most doulas went into birth work because they’re passionate about supporting families, not because they love tracking expenses and managing quarterly taxes!

That’s exactly why we built a specialised bookkeeping service specifically for birth workers. We understand the unique aspects of doula income – the irregular payment schedules, the long client cycles, and the various expense categories that are specific to birth work. Our bookkeeping team track numbers and understand birth work.

Let me share a quick example. One of our clients, was tracking everything in a notebook – you know, the old-school way. She was missing tax deductions, struggling to prove her income for a mortgage application, and spending hours every month trying to make sense of her finances. Within two months of using our bookkeeping service, she had:

Clear financial reports she could actually understand. Proper tracking of all birth-related expenses. Documentation that helped her successfully secure a home loan. Peace of mind knowing her taxes were being handled correctly. More time to focus on what she does best – supporting births

This is why bookkeeping has become such a cornerstone of what we do at SevenRivers. It’s about tracking numbers and giving you the financial clarity and support you need to build a sustainable practice.

Next, let’s talk about the Knowledge Stream: The Growth River. This is where I see a lot of doulas get stuck. They either try to learn everything at once or get paralysed by all the options. One doula was spending thousands on every certification she could find, hoping it would help her attract more clients. But here’s the thing: not all certifications are created equal, and not all of them will serve your specific community.

We helped this client audit her market, understand what her ideal clients actually valued, and create a strategic learning path. Instead of trying to be everything to everyone, she focused on becoming the go-to expert in specific areas that her community needed most. The result? She increased her booking rate by 40% and was able to raise her rates by 30% because she had become known as the specialist in her niche.

The Community Current: The Support River is next, and this one’s close to my heart. One doula, let’s call her Jessica, came to us feeling completely isolated in her practice. She was trying to do everything alone, worried about competition, and burning out fast. Through the SevenRivers Approach.  she learned that community is about networking and creating meaningful connections that lift everyone up.

Jessica started a monthly birth worker meetup that grew into something beautiful. But here’s what made it different – instead of just casual chat, she used our framework to create structured support systems. She developed a reliable backup network, created referral partnerships, and even started collaborating on educational resources. Now, not only does she have peace of mind knowing she has support, but she’s also seen her business grow through these authentic connections.

The Growth Tributary is where we focus on expansion with intention. This is about strategic, sustainable expansion that aligns with your values and serves your community. Let me tell you about Ashley because her story really brings this to life.

Ashley was doing amazing work but struggling to find clients. She was trying every marketing strategy she read about online, spending hours on social media, and feeling increasingly frustrated. When she came to us, the first thing we did was help her step back and really understand her unique value proposition.

Instead of trying to compete on price or follow generic marketing advice, we helped her develop a clear, authentic marketing plan that felt true to her values. She started sharing her genuine birth worker journey, created educational content that actually served her community, and built relationships with local providers. Within three months, she was fully booked and had started a waiting list.

Now, let’s talk about the Wellness Waterway. This river is crucial because, without it, all the others can run dry. And I’ll be vulnerable here – this river was born from my own experience with burnout. In my early years supporting others, I was working around the clock, trying to be everything to everyone. Sound familiar?

This is where I see so many talented birth workers struggle. They’re so passionate about supporting others that they forget to support themselves. The Wellness Waterway is about self-care and creating sustainable systems that allow you to show up fully for your clients while maintaining your own well-being.

Some doulas will support 4-5 births a month, rarely taking time off, and may even dread the phone ringing. Through the Wellness Waterway principles, a doula can completely restructure their practice without reducing their client load – instead they can change how they manage their energy, create clear boundaries, and build in regular recovery time. So, they can serve the same number of clients while having regular time off, better sleep, and energy for their family and themselves.

The Client Connection Creek is where one-time clients are transformed into lifelong advocates. This river emphasizes creating exceptional experiences while maintaining professional boundaries. Providing excellent support is essential, but challenges like unclear client communication and unrealistic availability expectations can take a toll on any doula.

By implementing the Client Connection Creek systems, clear communication protocols can be established, comprehensive client resources created, and healthy boundaries maintained. The result? Increased client satisfaction, a higher rate of referrals (up to 80% of new clients), and a reputation as a trusted, go-to professional in the field—all while enjoying more personal time and energy.

The Professional Partnership Pond is where collaboration leads to expansion, opening the door to new opportunities. By applying the principles of this river, it’s possible to create a collaborative care network with professionals like midwives, chiropractors, and lactation consultants. This approach elevates a doula’s role from individual service provider to a trusted resource within the birth community, enabling significant practice growth through strategic partnerships.

How the Seven Rivers Approach Stands Out

Now, I know what some of you might be thinking. “I am just starting out – is this too advanced for me?” Not at all! The SevenRivers Approach is designed to meet you exactly where you are. Many new doulas find it incredibly helpful to have a clear framework from the beginning, preventing common pitfalls that can take years to overcome.

Or maybe you’re thinking, “I am already established – will this really help me?” Absolutely! Experienced doulas often find the method helps them optimise their practice, raise their rates, and create better work-life balance. Improving what is already effective and correcting what isn’t is more important than altering what you’re doing.

“But Charmain., my market is different…” I hear this a lot, and here’s the beautiful thing about the SevenRivers Approach  – it’s adaptable to any market. We have doulas using it successfully in big cities, small towns, and everything in between. The principles remain the same, but how you apply them flexes to fit your unique community.

What’s Next?

Let me walk you through exactly what to do next. Think of this as your roadmap for the next 90 days.

First, download your free SevenRivers Assessment. This isn’t just another generic quiz – it’s a comprehensive tool that will help you identify your strongest rivers and areas for improvement. It’s the same assessment tool that helped Sarah double her income, and Jessica build her thriving community.

Next, join our community. This isn’t just another Facebook group – it’s a curated space where you’ll find support from other doulas who are implementing these same principles. You’ll get weekly training, implementation tips, and real-time support as you grow your practice.

Then, create your implementation plan. We’ll help you start with quick wins in week one, build momentum in your first 30 days, and transform your practice within 90 days. And the best part? You’ll have support every step of the way.

Remember: Your calling to serve deserves a business strategy that supports both you and your clients. The SevenRivers Approach is a business framework – and a complete system designed specifically for birth workers by someone who understands exactly what you’re going through.

Join the Conversation

Drop a comment below telling me which river resonated most with you – is it the Financial Flow that’s calling your name? Or maybe the Wellness Waterway? I personally read every comment and use your feedback to create more targeted resources.

And if you know another birth worker who could benefit from this framework, share this information with them! Remember, when we rise together, we create stronger birth communities everywhere.

Until next time, keep flowing!