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coaching

This Prof Is Taking Deliberate Steps Toward Self-Employment

May 9, 2022 by Meryem Ok Leave a Comment

In this episode, Emily interviews Dr. Leslie Wang, an associate professor of Sociology at UMass Boston. Over the last several years, Leslie has become a certified life coach and secured her niche as a coach for academic women publishing their first book. They discuss how Leslie manages what are essentially two full-time jobs on top of becoming a new parent during the pandemic and how she is using the revenue her business generates. Leslie speaks openly about her plans to take a leave of absence later in 2022 to try out coaching full-time so that she can finally decide whether to stay in academia or pursue her business.

Links Mentioned in this Episode

  • PF for PhDs: Set Yourself Up for Financial Success in Graduate School (Workshop)
  • Outsourced Children: Orphanage Care and Adoption in Globalizing China (Book by Leslie Wang)
  • Chasing the American Dream in China: Chinese Americans in the Ancestral Homeland (Book by Leslie Wang)
  • PF for PhDs Community
  • Dr. Leslie Wang’s Website
  • Dr. Leslie Wang’s LinkedIn
  • PF for PhDs Subscribe for Mailing List (Access Financial Advice Document)
  • PF for PhDs Podcast Hub (Show Notes and Transcripts)
Image for This Prof Is Taking Deliberate Steps Toward Self-Employment

Teaser

00:00 Leslie: I wanted to leave when I knew that what I was leaving for was much more compelling to me than trying to escape where I was at. I haven’t had that chance yet to a hundred percent devote myself to this. So that’ll start in May when my classes are over, and then I can really test it out, like fly the coop and just see what kind of happens, and still give myself some time to make a decision.

Introduction

00:29 Emily: Welcome to the Personal Finance for PhDs Podcast: A Higher Education in Personal Finance. I’m your host, Dr. Emily Roberts. This is Season 11, Episode 10, and today my guest is Dr. Leslie Wang, an associate professor of Sociology at UMass Boston. Over the last several years, Leslie has become a certified life coach and secured her niche as a coach for academic women publishing their first book. We discuss how Leslie manages what are essentially two full-time jobs on top of becoming a new parent during the pandemic and how she is using the revenue her business generates. Leslie speaks openly about her plans to take a leave of absence later in 2022 to try out coaching full-time so that she can finally decide whether to stay in academia or pursue her business. I am requesting your help with something. I’ve developed a new program for prospective graduate students titled Set Yourself Up for Financial Success in Graduate School. It’s a year-long interactive workshop that gives prospective graduate students the tools they need to understand their funding offers, select a financially supportive PhD program, and navigate the financial transition into graduate school. If you’re a regular podcast listener, you’ve probably heard me mention some free live webinars under this title that I piloted this spring.

01:57 Emily: I believe that many of the financial pain points of graduate school could be alleviated or eliminated by helping prospective graduate students develop a realistic financial picture of what their life in graduate school will be like if they choose a specific program. I also believe that PhD programs will take notice when prospective PhD students negotiate their stipends and benefits or decline their offers of admission citing insufficient financial support. If the programs receive the message that the financial support of graduate students is vital to their academic and personal success from yet another source, that can only benefit current graduate students. If you like this idea and wish that you had been given access to such a workshop when you were applying to and interviewing for graduate school, would you please recommend the workshop to an appropriate host? I primarily have McNair programs in mind as sponsors for the workshop, but I’m sure there are other appropriate programs at the undergraduate or postbaccalaureate levels. If you were part of a McNair program or other similar professional development or fellowship program, I would really appreciate you recommending that the director of that program check out this workshop at PFforPhDs.com/prospectiveworkshop/. Please cc me if you do email them so that I can pick up the conversation. Thank you very much! Without further ado, here’s my interview with Dr. Leslie Wang.

Will You Please Introduce Yourself Further?

03:38 Emily: I am delighted to have joining me on the podcast today, Dr. Leslie Wang. She is an associate professor of sociology at UMass Boston, and on the side, she is a certified life coach working with academics. So, I’m really excited to hear about this, you know, balancing the full-time job with the side hustle and how the finances work out with that. So, Leslie, I’m so excited to have you on the podcast. Will you please introduce yourself a little bit further to the listeners?

04:01 Leslie: Of course! First of all, Emily, thank you so much for having me on. Again, my name’s Leslie and I am an associate professor of sociology at UMass Boston. I received my PhD in sociology from University of California Berkeley in 2010. After that, I moved to Vancouver for two years to do a postdoctoral fellowship at the University of British Columbia. After that, I moved to Michigan for a year where I did one year of a tenure-track position at Grand Valley State University. And then since 2013, I’ve been at UMass Boston. And then, so in terms of my research, I am a feminist qualitative researcher who studies issues related to families and work and migration between China and the United States. And so, I’ve published two books with university presses. The first one is called Outsourced Children: Orphanage Care and Adoption in Globalizing China. That was based on my dissertation, and it was published by Stanford University Press in 2016. And then last year in 2021, I published my second book, which is called Chasing the American Dream in China: Chinese Americans in the Ancestral Homeland, and that was published by Rutgers University Press. And then I’ve also been a certified professional life coach since 2019.

Becoming a Life Coach

05:19 Emily: Alright. So, you have the academic chops for sure. Congratulations on your promotion to associate professor! And I want to hear more about the life coaching, because that’s what sets you a little bit apart. So, why did you start down that route of becoming a life coach?

05:36 Leslie: So, I decided to pursue a nine-month intensive life coach training and certification program in 2018. And so at the time, I was going up for tenure, you know, as I mentioned, I had moved three times in four years for this job. And by then I was feeling really burnt out. I felt really overworked. I felt like I didn’t have any boundaries with my job. And I also was tired of working in a fairly dysfunctional, emotionally unsupportive environment. And so, I was initially going to wait until after I got tenure to start my training. And that was always in my head, like, let me just put everything on hold until after tenure.

06:18 Emily: That’s familiar.

06:18 Leslie: Right, right. I attended a weekend-long coaching training program, and this was in Los Angeles. And I just felt so drawn to the work. I felt like there was an immediate impact that I had in making the world better that I hadn’t felt from the kinds of academic work that I had done before.

06:39 Leslie: And I realized I was looking for that feeling all the time through my research and my teaching, but I got it through coaching instead. And so, I changed all of my plans and I signed up for this program. And, you know, it took place in LA, and I was living in Boston. So, I flew back every six weeks for almost a year, and this was pre-pandemic, so all the trainings were in person. And so, you know, my goal as a coach was actually really trying to figure out what I wanted to do with my own career. It was totally like self-focused to start with. I was really unclear whether the problems I was facing and the unhappiness that I was feeling could be solved by moving to another faculty position, or whether I would be happier potentially outside of academia, which is not something I had ever considered before. And I just really needed to figure that out. And I can say now that I’m confident that I will be happier outside of academia. I’m moving towards making that happen in the next year or so, as we can talk about. But you know, that’s essentially why I started down that path, and then I’ve stayed with it because it’s really, really fulfilling. It’s been extremely satisfying and a really interesting new challenge.

Finding a Niche as a Writing Coach

07:54 Emily: Life coaching is quite general, but I understand you have a focus within that broader category. So, what kind of coaching do you do?

08:02 Leslie: So, now I am a writing coach and I work specifically with women scholars who are publishing their first book. And so it’s become very narrow. But it took me a while to get to this point. So I’ve been coaching now for three or four years, and I started out by coaching, like, I think everyone does this, but coaching anyone who would be coached by me. So this could be my friends, my colleagues, their partners. I coached women. I coached men. I coached you know, grad students, postdocs, faculty members, just to get a sense of like just the coaching itself and how does this feel and let me develop my own own style as a coach in the way that you do when you become a teacher. It’s like, you don’t exactly know the first time you walk into a classroom, what your style is going to be, how you’re going to react to things.

08:50 Leslie: So, I just had to build up that skillset. And then over time, I came to realize that if I really wanted to make this a go, so move it from a side hustle into being like an actual career, I really did need to focus on something. Because general life coaching at this point is so common. You know, everyone’s a coach, and you don’t actually need to be certified to be a coach. And I think it’s great that there are so many folks out there that want to help other people. And there are a lot of people looking for help. But in order to have like a message that lands with people, it needed to be more about an issue that I could help them solve that was more tangible than like live a happier life. Because that is really the goal, I think, of all life coaching, but having the goal of like let’s work together to help you create a sustainable writing habit and create an empowered mindset and be able to take the reins of your career and become comfortable being visible and getting your ideas out into the world and changing the world with your ideas.

09:57 Leslie: All of that ended up being easier to package into something when it was around book writing, which I had done already myself. And therefore, I can say like, Hey, this is my experience. I suffered a lot during that because I was so alone. And let me help you not have to go through those things, make it faster and easier. And then in the process you can live a happier life.

10:23 Emily: I think that niche makes, well, first of all, nicheing down, I’m obviously a fan because I have the nicheiest niche ever <laugh> of, you know, grad students and postdocs and early-career PhDs talking about finances, in particular. So, I’m all in favor of nicheing down. And this is an obvious one that has a connection to your current career. So, if you do end up leaving your current position, or whatever, for this side hustle becoming the full-time thing, it’s a little side-step. It’s not like this massive upheaval in your entire career.

Balance and Boundaries

10:51 Emily: So, you mentioned that you, you know, started down the certification route in 2018 and you were experimenting at first, and then you found your niche. Currently, how are you balancing the demands of your full-time position with this side hustle that’s growing into maybe its own full-time thing?

11:07 Leslie: I have to say, it’s not easy. I am essentially working two jobs at the same time. And so, it was fine for a while when, well, so if I back up a little bit, I had to stop coaching for all of 2020, because I had a baby early in the year, and then COVID hit. And so, that time happened to coincide with my sabbatical, but basically, the whole year was eaten up by childcare. That’s what I did. And so I was not working on the business. It was kind of like, I was just thinking and processing. I was listening to podcasts like yours, and I was thinking, you know, what are the next viable steps after I returned to my job, which I did last September. And so, juggling them, you know, teaching and doing faculty work in the time of COVID is hard.

11:59 Leslie: It’s much harder, I would say, coming back in the middle of the pandemic than before. And my life changed completely in the middle of that too. And so, for now I am juggling two jobs, and it is really about you know, can I practice what I preach in terms of what I work with my clients on: setting really strong boundaries, figuring out the things that, you know, inspire me versus drain me, and trying to say no to everything that drains me, if possible. That still doesn’t compromise the quality of my students’ learning, or I still want to fulfill all of the obligations of my job in terms of being a good colleague. But there’s a lot of gray area in there that, if you’re not really strong with your boundaries, you end up taking on more and more and more to the point where you are completely burnt out.

12:56 Leslie: And so, if I did that and I had the coaching, then I would be burning out twice sort of <laugh>. So, I’ve just been like, you know, with my job, like these are the hours I’m working my job. These are the committees I’m on. I know exactly how much time all of those things are going to need. And then there are certain things that I’ve stopped doing because I realized that I didn’t enjoy them all along. So, things that I felt like I had to do, like for example, present at conferences. I attended every conference. I never even questioned it. Except for the fact that when I got there, I didn’t enjoy them that much, especially when there were like 4,000 people milling around. And so, things like that, I’m like, I don’t have to do those things if I don’t want to. So, it’s more about asking myself, like, what do I want to do? And then I can take on more coaching because that’s what I want to do. But it’s definitely not easy, especially when you’re juggling parenthood.

13:55 Emily: I think this is a theme that often comes up when people start a side hustle and/or become a parent, or just have some other thing going on in their life that’s very demanding of their time and energy that they want to be demanding of it, right? They want to devote their time and energy over to that side. It does force you to create better boundaries in your full-time job instead of just saying, “Oh, my entire self is being given over to this job and take, take, take take, take everything you possibly can.” So, it sounds really healthy, although it’s a lot of work, obviously for you, he parenthood and the essentially two full-time jobs. I can definitely see how, and this applies for people in positions other than yours as well, that being forced to create those boundaries is ultimately a really healthy thing to do in all of these different spheres of your life. Is that how you feel about it?

14:42 Leslie: I completely agree. And one thing I was going to add is that I have stopped getting involved in any politics. So, any of the departmental and institutional drama that I used to get really sucked into, out of choice, really, because I was curious and it’s like, what’s going on? And how do I help fix this? And I realize like some of these issues, they are so systemic. I’m not going to be able to change them, especially in the time that I have left. And so, that’s part of it too, is when it comes to, I think more about energy than about time. And my energy, I’m not spending on the things that I used to worry about as much. So, that’s really helpful when you do have actually less time to work with.

Setting Boundaries and Saying No

15:28 Emily: I think that’s probably a lesson we’ve all learned during the pandemic where, suddenly, your time is very, very differently allocated. Maybe you’re not commuting or other things like this, but the energy becomes the key thing of how much can I really devote to this, that, or the other? And I have to, you know, allocate my resources carefully. Do you mind giving an example or two of some like specific boundaries you have with your full-time job? Whether it’s time or energy or, I mean, you already listed I’ve dropped certain kinds of non-required commitments, but do you have any other examples of boundaries?

15:57 Leslie: Sure. I mean, at this point, my schedule books out pretty far in advance. And so, there’s only so much I’m going to take on in a day. So for example, when there are some committee assignments and they want to throw on a meeting in like the next day or like a few days from that, I just say, no. I already have commitments. Even if there’s nothing actually over that time, it was time that I was going to use to decompress or to commute or, right? So, instead of like being like, “Okay, well I’m commuting, let me throw on this call.” I realize, unless it’s like something that I’m in charge of and they really need my input, it’s okay for me to say no. Especially when there’s like five or six people on this committee. And so, these things happen all the time. And normally I would say yes, but I also feel like, you know, people have to respect that folks have a lot of things filling up their schedules, and sometimes you just can’t make it.

16:59 Emily: I think this is another common like pandemic lesson, right? Like you literally cannot schedule me in Zoom calls all day long every day because I will not get any work done, period. So just, you can’t have it happen. You have to block out. I don’t know if you’re actually using time blocking, but you have to block out time in your schedule for these other things that have to fit into your life. So, I love that example.

Commercial

17:20 Emily: Emily here for a brief interlude. If you are a fan of this podcast, I invite you to check out the Personal Finance for PhDs Community at PFforPhDs.community. The Community is for PhDs and people pursuing PhDs who want to take charge of their personal finances by opening and funding an IRA, starting to budget, aggressively paying off debt, financially navigating a life or career transition, maximizing the income from a side hustle, preparing an accurate tax return, and much more. Inside the community, you’ll have access to a library of financial education products, including my recent set of Wealthy PhD Workshops. There is also a discussion forum, monthly live calls with me, and progress journaling for financial goals. Basically, the Community exists to help you reach your financial goals, whatever they are. Go to PFforPhDs.community to find out more. I can’t wait to help propel you to financial success! Now back to the interview.

Financial Side of Having a Coaching Business

18:25 Emily: Let’s turn to the financial side of having this business. How are you using, if you are, the income that you’re generating from it?

18:34 Leslie: Yeah. So, let’s see. I think last year I was coaching only from about May to December because that’s when we got childcare. In that time, I earned about $40,000 from coaching, and all of that went right back into the business. All of it. So, the big things were paying for a business coach who I worked with for half a year to develop an entire huge plan for how I was going to turn this into a full-time sustainable career. Let’s see, I hired a website designer to go along with it. Professional photoshoot. I was also part of a 12-month-long, let’s see, business kind of development program that was sort of like a coaching program. So, that took a chunk. And then all the costs that go along with starting and maintaining a podcast. So, I’ve been like starting my own podcast that hasn’t launched yet.

19:35 Leslie: So, there was a whole financial side of that as well as like the time that it takes to learn all of those skills. So, pretty much everything is back into the business. And you know, somewhere, I heard that advice of, you know, the first $75K of your coaching business should go back into the business. And I’m pretty much kind of following that. But I do think that that investment, when I was ready to make it, because it wasn’t at the very beginning, it was once I felt like, “Okay, I do know what I want to do with this, but I need help doing that,” that was a really good time for me to invest.

20:11 Emily: And I think this points out one of the real advantages of launching a business while maintaining your full-time position. Because your personal budget does not, if you want to take some of that money home into your personal budget, you have the option to, but if you don’t and like you, you want to reinvest essentially 100% of it, you have that flexibility in your personal finances to be able to, you know, the business is funding itself at the beginning and you don’t need to draw a salary from it right away. I have to say, I took completely the opposite approach when I started my business of like, this is my income and I am very reticent to spend any money like on the business. And that’s something I’ve had to unlearn over these years. It’s something I’ve had to like pry out of my brain, this like frugal nature. It is very different when you’re running a business versus running your own household how you choose to manage the finances. So, I’m really interested, you know, to hear about your journey initially. Now you mentioned that was for 2021. What is 2022 shaping up to look like for the financials? Like are you going to start taking any of that income home?

21:13 Leslie: I would say I pretty much have started. Yeah, I’m probably projecting that I would make around 65 to 80 this year. I am going to take a leave of absence this fall. So I won’t have, you know, I’ll have half of my faculty income. And so, basically, I have been slowly easing my way out. I wanted to get to a point where I felt like the risk did not feel like such a huge risk anymore. Like, I had proven to myself that I had a sustainable, profitable business. And also that I wouldn’t have regrets in leaving tenure and leaving, really a job that a lot of people would die to have. And I fully, fully recognize the privilege that I have, you know, come into through my entire career. And that said, I feel still very drawn to having even more flexibility and having even more autonomy and freedom and all of the things that I value so much about academia, I can have even more of once I’m running my own business. But I had to get to a point where I felt confident enough that I could do this. It’s not going to affect my family’s, you know, wellbeing in any way. And so, that’s why it’s taken me a few years.

Making a Final Decision Whether to Leave Academia

22:41 Emily: I really think that, given the particular job that you have, the risk is mostly not financial. It’s mostly the I’m going to leave this position and it’s, I don’t know what you put your personal likelihood on it, but the ethos is you can never get another job like this again, right? Once you’ve gotten the job, you can’t leave the job. And you can tell me if you think that’s actually going to be true for you, if you ever decide to change your mind again. But I’m curious about how you see this plan like playing out, if you’re comfortable discussing it. You’re planning on going on a leave of absence. You mentioned that’ll be at half-salary, so still a little more runway being provided to you. That’s great. At what point will you decide, okay, I am going to go back to this academic job full-time, or Nope, I’m officially out and I’m done and I’m a coach now?

23:29 Leslie: I need to decide by the end of this year.

23:33 Emily: Okay. So you have basically, like the fall semester, essentially, is your leave of absence.

23:36 Leslie: Mm-Hmm <Affirmative> I think that would be the fairest to my department as well. I don’t want leave them in the lurch. And it’s also not even about my position anymore. It’s more, I wanted to leave when I knew that what I was leaving for was much more compelling to me than trying to escape where I was at. It took me a while to get to that place, but now I’m definitely feeling that, but I’m still in the job. So, I haven’t had that chance yet to a hundred percent devote myself to this. So that’ll start in May when my classes are over. And then I can really like test it out, like, you know, fly the coop and just see what kind of happens, and still give myself some time to make a decision.

24:24 Emily: That is so fantastic. I mean, I’m sure it’s based on, you know, your particular position in academia, but I would say that academia generally, once you get to your level does provide these opportunities for flexibility in a way that other kinds of jobs wouldn’t, right? You just have to quit the job. Like that’s it, there’s no leave of absence. There’s no negotiating, you’re done with the job. And I love what you said about, you know, wanting to make sure that what you’re going to is more compelling than just merely the feeling of, I need to escape where I am right now. Because that’s something that comes up in the FIRE movement, the Financial Independence and Early Retirement movement. I don’t know if you’re familiar with it in the personal finance space.

25:01 Leslie: Mm-Hmm <Affirmative> Yeah, a little bit.

Financial Independence, Retire Early (FIRE Movement)

25:03 Emily: So, for the listener, the idea is, you know, especially for the retire early aspect of FIRE, this would be retiring very early, like when you’re 30 or 40 or 50, much, much sooner than the typical retirement age. And a lot of people who join this movement feel very fueled by getting out of their current job. And they think that the way out is to retire early. To just, I’m going to generate this big enough nest egg to give me financial freedom, and then I never have to work this job again. But now that there’s been, I don’t know, 10 or 20 years of early retirees, the wisdom coming back from them is don’t make it about the current job, find a job that you love and it’s maybe worth it to stay a few years longer. Maybe if you took a pay cut or something, but find work that’s compelling to you. You can still pursue the early retirement, but don’t make it about escaping from your current reality. Find a job along the meantime that’s a little bit more fulfilling than the one that, you know, you’re trying to escape from. So, I really love that you pointed that out and that you’re just taking such slow, gradual like deliberate steps toward this, because it is a big deal to leave this kind of a job.

26:03 Leslie: It’s a big deal emotionally, I think, for academics to leave academia, and to still, I’m fortunate to be in a position where it’s a choice, where I don’t feel forced out. And that’s extremely empowering. But also that’s work that I had to do in my own mind around feeling that it was a choice and feeling like I had other options and creating other options, too. So, I think that there’s a lot of grieving that goes along with giving up something that you have invested decades of your life into, your identity is fully intertwined, with your social networks are probably very much dependent on, and especially, you know, we, in our PhD programs, we’re socialized into thinking that the tenure-track position is the way. Like, that’s your way to happiness. And so, that’s why I feel like I did all of the things that I wanted to do.

27:02 Leslie: You know, publishing and getting a job and then getting tenure. I did all of these things so that I could know for myself, like, are these the things that will actually make me happy? And realizing, not so much. It didn’t feel that different. Like once these things happened, like I’m glad I did them. Glad for the experience. And then I also realized that if I really ground myself in my core values, like those weren’t really the things in the first place that I was really inspired by. So, you know, now I’m in a position where I can make a new choice. And that feels really scary. And I think getting used to that fear and still moving forward anyway, is a big part of the work.

27:47 Emily: I think this is such an important message for the listeners to hear if they are still somewhere on this academic track. Grad school, postdoc, first position, you know, as an assistant professor, et cetera, et cetera. It’s okay to reevaluate. You don’t have to accept the messages that academia tells you that this is the perfect position that everybody wants and everybody’s going for. It’s okay to evaluate your own self and figure out anywhere along the way, if something else will be more fulfilling for you. And like you, they can do this slowly and gradually and make sure that it’s the right decision. That’s okay. Or if it’s not your personality, you can do it abruptly, too. Nothing wrong with that.

Best Financial Advice for Another Early-Career PhD

28:26 Emily: This has been such a wonderful conversation, Leslie. I’m sure there are going to be some people who want to follow up with you. Can you tell us where the listeners can find you?

28:33 Leslie: Yes. So my business is called Your Words Unleashed, and that is my website. So YourWordsUnleashed.com, and my podcast has the same name.

28:43 Emily: Perfect. And we’ll end with the last question that I ask of all my guests, which is what is your best financial advice for another early-career PhD? And this can be something that we touched on during the interview, or it could be something completely new.

28:57 Leslie: So, great. I have a couple of suggestions. So, the first thing, people probably hear this all the time, but in terms of tangible things that I’m really glad I did was I hired a financial advisor right when I got my job. And so, it has been this major mental relief to have someone else on my team who just knows a lot more than I do <laugh> about finances and can give me advice or even, you know, sometimes just tell me what to do. It took this huge mental load off of me. So, when I first hired my advisor, her name is Inga Timmerman and she is actually an academic herself. And she specializes in working with academics. So that was important for me. But when I hired her, you know, I was 35, I was single, I had just moved to Boston.

29:47 Leslie: I had almost no savings. I was really afraid to confront my financial future. I had just been sort of ignoring it until I got a job. And so, you know, we looked at my finances together. So, it made it less scary. Rearranged some investments, increased my retirement contributions, and once we did that, like I knew that my financial future was safe. And so, that in itself is like worth every penny. And she’s also helped me figure out all the next steps. So, in the time that I’ve worked with her, I got married, I had a child, she’s helped me plan out next steps with my business. And so, it’s like having, she’s like a friend who just knows a huge amount about what I should do with my finances. And she understands academia. And so, that has been one really great thing. So, hiring a financial advisor.

30:40 Leslie: The other thing I would say is a bit more abstract, and it comes out of my coaching work. And so, I really encourage people to sit down, reflect, and identify your top five core values. And so, these are qualities that make you feel inspired and motivated, and if they’re not present in your life or you’re not sort of living into them, then something feels off to you. And so, you know, my advice is, you know, make sure your career decisions are always in line with these values. And this is the first exercise I do with all of my clients. And people are always surprised at what comes up as their core values. I think oftentimes we think we know what they are, and then you ask people really what they are. And they have like 40 things. It’s not really like the corest of the core values.

31:32 Leslie: And so, I would consider this to be financial advice because our career decisions are ultimately financial decisions. And having core values as your guide means that you have an internal compass and a way to make decisions that is separate from externally imposed criteria of success that is given to us by academic culture, or by our advisors or, you know, people we see like succeeding in all these ways that are prescribed, right? And we feel like we need to be that way in order to be successful. And so, you know, I think when you’re really grounded in your values, you can feel like you’re choosing your own path rather than feeling like you’re limited to doing only one type of work in one type of setting. And so, really, I just feel like for me, like always being acquainted with my values has let me see other possible avenues.

32:33 Leslie: You know, where I have been able to use my skillset, do work that I care about very deeply while also making a better living <laugh> and being happier, you know, than if I was to stay where I was. And so, I say all of this because I’ve gone through a huge mental and emotional transition to get to this point, and I’ve come through it knowing that I can actually become more fulfilled and more successful running my own business. And that is not something I ever would’ve thought, you know, even five years ago, let alone when I started this journey when I was 24. So, that’s basically financial advice as well as some coaching advice.

33:19 Emily: It’s excellent. And it’s the foundation of financial planning, financial considerations, should be, as you just mentioned, identification of your core values. And it’s something that gets overlooked. I overlook it quite a bit as well because it’s not very like tactical. It’s not like use this app or, you know, something really that you can put your hands around like that, but it’s something that has to be done. It’s the baseline work that you really need to work through to, as you said, have a fulfilled life. And career and finances are very closely tied together in this respect. But you can have, and once you identify those core values, you can see how they play out in your career. You can adjust your career if necessary. You can see how they play out in your finances. And of course, just your adjust your finances to better, you know, be in alignment with those. Because then you’ll really feel like you’re using your money optimally and not, you know, wasting it here or there and not getting value from those dollars.

34:14 Leslie: Yeah. And I think what’s really interesting is that, for so many of my clients, their core values are things like fun and peace <laugh>, calm, self-care. And they’re like, how does that work into work? And it’s like, actually, we can find ways to pull those qualities into your work life so that you can feel, if you’re prioritizing those things, then you’re going to eliminate some things, you’re going to increase other things. And then hopefully be happier and more financially successful along the way, right? It’s always just about like, because you’re attuned to yourself.

34:51 Emily: I have a feeling that the values that you just mentioned, you have at least one of those based on the boundaries that you have mentioned earlier, setting with your work. Because I can see how those boundaries have created that in your own work life. Well, Leslie it has been such a pleasure to speak with you. I really hope the listeners got a ton out of this episode, because I know that I have. It was great to meet you and thank you so much for coming on the podcast!

35:12 Leslie: Thank you so much for having me! It’s been a lot of fun.

Outtro

35:20 Emily: Listeners, thank you for joining me for this episode! I have a gift for you! You know that final question I ask of all my guests regarding their best financial advice? I have collected short summaries of all the answers ever given on the podcast into a document that is updated with each new episode release. You can gain access to it by registering for my mailing list at PFforPhDs.com/advice/. Would you like to access transcripts or videos of each episode? I link the show notes for each episode from PFforPhDs.com/podcast/. If you’ve been enjoying the podcast, here are 3 ways you can help it grow: 1. Subscribe to the podcast and rate and review it on Apple Podcasts, Stitcher, or whatever platform you use. 2. Share an episode you found particularly valuable on social media, with an email list-serv, or as a link from your website. 3. Recommend me as a speaker to your university or association. My seminars cover the personal finance topics PhDs are most interested in, like investing, debt repayment, and increasing cash flow. I also license pre-recorded workshops on taxes. See you in the next episode, and remember: You don’t have to have a PhD to succeed with personal finance…but it helps! The music is “Stages of Awakening” by Podington Bear from the Free Music Archive and is shared under CC by NC. Podcast editing by Lourdes Bobbio and show notes creation by Meryem Ok.

Why and How to Start a Coaching Side Hustle as a Grad Student, Academic, or Researcher

October 5, 2020 by Meryem Ok

In this episode, Emily interviews Cheryl Lau, a PhD student and branding and content coach serving graduate students, academics, and researchers. Cheryl assists her clients with their service-based side hustles, and our interview today is on why and how to start a coaching business on the side of your PhD training or full-time job. Cheryl identifies two mindset shifts that new coaches might need to make before they dive into their businesses and the first three steps they should take. Cheryl shares her story of figuring out personal branding following a quarter-life crisis and the financial impact that her own coaching income has on her grad student finances.

Links Mentioned in the Episode

  • Cheryl Lau’s Instagram Page (@cheryltheory)
  • Cheryl Lau’s Website
  • GradBlogger (Dr. Chris Cloney)
  • The Self Tenure Community (Dr. Chris Cloney)
  • PF for PhDs: Community
  • From PhD to Life (Dr. Jen Polk)
  • PF for PhDs: Podcast Hub
  • PF for PhDs: Subscribe to Mailing List

Teaser

00:00 Cheryl: And that’s what I realized that, “Oh, wow. I actually have some answers and suggestions and tips. Maybe I can help people on that.” So, what I did first was actually started working with people for free. And I saw that, well, one of my clients actually was able to get a paying client for her own business. And that’s when I realized, you know what, I can charge for this.

Introduction

00:23 Emily: Welcome to the Personal Finance for PhDs podcast, a higher education in personal finance. I’m your host, Dr. Emily Roberts. This is season seven, episode five, and today my guest is Cheryl Lau, a PhD student and branding and content coach serving graduate students, academics, and researchers. Cheryl assists her clients with their service-based side hustles, and our interview today is on why and how to start a coaching business on the side of your PhD training or full-time job. Cheryl identifies two mindset shifts that new coaches might need to make before they dive into their businesses. And the first three steps they should take. Cheryl shares her story of figuring out personal branding, following a quarter-life crisis, and the financial impact that her own coaching income has on her grad student finances. You can find out more about Cheryl and her business at cheryltheory.com. Cheryl and I met through the self-tenure community run by Dr. Chris Cloney. And speaking of coaching, Chris is actually my online business coach. If you want to learn more about starting and running an online business as an academic or researcher, definitely check out Chris’s resources at gradblogger.com and selftenure.com. What Cheryl and I cover in this interview dovetails very nicely with some resources I’ve released this fall inside the Personal Finance for PhDs Community. If you run a business as a side hustle, whether coaching or otherwise, you may be interested in my new course, Best Financial Practices for Your Self-Employment Side Hustle. I’ve covered two topics so far how to budget with a variable side income and how to choose a self-employment retirement account. If you are maxing out your IRA this year and don’t have access to a 401(k) or 403(b), I highly recommend the latter module. To view all the benefits of being part of the community and sign up, visit pfforphds.community. Without further ado, here’s my interview with Cheryl Lau.

Will You Please Introduce Yourself Further?

02:30 Emily: I’m really excited to introduce you all today to Cheryl Lau. She is a branding and content coach focusing on PhD, students, academics, and researchers. And specifically today, we’re going to be talking about coaching businesses. Now, I just said, Cheryl herself is a coach, she helps other people who are also coaches, and I also serve as a coach. So, we have a lot of coach talk going on today. And just to frame this a little bit, Cheryl specifically works with people who doing coaching or other service based businesses as a side hustle. So, this is absolutely something that you can do on the side of your graduate work, your PhD training, your full-time job. That’s perfectly okay. So, I want you to keep listening to this episode, even if you’re initially thinking, “Wait, why would I become a coach? What could I possibly coach someone about?” No, that’s what we’re going to be talking about today. So, you’ll probably have your mind expanded a little bit about the possibility of you starting a coaching business, and Cheryl’s here with us too, to help us do that. So Cheryl, will you please tell the audience just a little bit more about yourself?

03:32 Cheryl: Sure. So hi everyone. My name is Cheryl and I am originally from Toronto, Canada, but right now I am based in Hong Kong. So, originally I studied psychology at the University of Toronto, and now I am starting my PhD in Social Welfare at the Chinese University of Hong Kong. And online, I am a brand and content coach or strategist, and I basically help academics, graduate students, and researchers to really show up online confidently and build a brand and a side hustle business that really makes an income and an impact.

What is a Coach, and What is a Coaching Business?

04:05 Emily: So perfect. Thank you. Okay. So, Cheryl, what is a coach, and what is a coaching business? Because I know a lot of people, my audience will never have hired a coach for anything, they aren’t coaches themselves. So, what exactly are we talking about?

04:18 Cheryl: Sure. So the pure, pure, pure definition, if you search on Google, I’m sure the definitions will be something along the lines of empowering the client to make a decision for himself or to empower clients to really think on their own and think about how they want to achieve their own goals. So, that’s like the pure, pure definition of coaching. But how I like to look at a coaching business is basically using your own preexisting skills, knowledge or experiences to help someone solve a problem. And that could be in the form of coaching, mentorship, or teaching. So, basically if you’ve been able to get a result for yourself or for others and you can help other people achieve that same result, you can start a coaching business on that.

04:59 Emily: Yeah. So, a coaching business could be drawn out of professional expertise, certainly, but it can also kind of be drawn from expertise that’s developed through your personal journey and then expanding that beyond just yourself, working with other people, learning from other people. And I would say that latter describes, you know, my journey as a personal finance expert, right? Like I don’t have any certifications when it comes to like the financial stuff, but I’ve spent enough time in this space, talked with enough people, listened to enough great resources that I consider myself an expert, and bill myself as an expert in that area. So really, you know, you don’t have to be a professional in the area that you ultimately coach in. You just have to be, well, frankly, you just have to be more competent than your clients, really. I’ve heard it said that, to be a coach, you have to be just one or two steps ahead of the person you’re trying to help. So, like in the financial realm, you don’t have to be a certified financial planner. If you want to coach people on their budgeting, you have to be like pretty good at budgeting. You don’t even have to know about investments or all the other stuff. So, you can sort of narrow the scope of what you’re going to be coaching on based on the actual expertise that you do have. Don’t feel like you have to be an expert across the board at everything, right?

06:11 Cheryl: Yeah. And I totally agree with that. I feel like there are maybe a few different ways that people can look inside or in the past and assess where they can draw, they can derive a coaching business from. So, maybe like you said, your personal experiences or maybe achievements you’ve accomplished. Let’s say, for example, maybe you were a TEDx speaker. You can teach people how to become a TEDx speaker or get invited to speak at TEDx events. Or maybe if you’re really just naturally gifted at something, maybe you’re just a naturally good listener, so maybe you have a particular strength and you’re really upbeat and motivating and uplifting to other people. You can support people by being a listener. Perhaps you can become a life coach eventually. So, there are many different ways you can look at your skills, your achievements, or your strengths. And I think by looking at those three areas, you can kind of start thinking about what are things I can help people solve a problem on?

Why Coaching is a Good Side Hustle

07:05 Emily: Absolutely. So, let’s get back to like the idea of the coaching business. Why would someone want to pursue this while they have a full-time job or while they are in graduate school, for example? Like why is this a good side hustle?

07:20 Cheryl: So, as graduate students or academics, your time is very, very valuable. And by being able to start a coaching business on something that you already know by using your preexisting knowledge, skills, or experiences or achievements, you’re not starting from scratch. You’re not learning an entire new craft from stage zero, but rather you’re already building on top of what you already know. So, the learning curve is a lot faster. And that said, you really do not need an original idea. So, contrary to maybe startups where you need something that’s very new and fresh and original, here, your coaching business model or the problem that you’re helping to solve for other people. It’s usually kind of mundane. It’s nothing that new. So, maybe for example, for me as a brand and content coach, there’s many people helping others in marketing or starting an online business or side hustle.

08:17 Cheryl: So, the idea itself is not new, but in fact, where there is competition, that means there’s more demand for that service. And so, because time is so valuable as a graduate student or a PhD or academic, by building a business that doesn’t require you to learn that much skills upfront, you can save a lot of time. And also by working closely with your clients, whether that’s one on one or in a group setting, you’re really able to help pinpoint what are areas that people are getting stuck on and you can really answer their questions and help them resolve issues as they come up really quickly. And as a result, your clients are getting much faster results and much higher quality results than if you were to just create an ebook and give them all the information and they were to implement it on their own. Because challenges do come up, limiting beliefs and self-doubts do come up. But if you’re able to coach them through those limiting beliefs, then they’re able to get results much, much faster. So, those are a couple of reasons people might consider starting a coaching business.

Active vs. Passive Coaching Income

09:17 Emily: Yeah. You made a couple great points in there that I wanted to follow up on. One is regarding like the value of your time as a researcher. Service-based side hustles in general, they’re the fastest way to make money on the side when you’re literally trading your time for money. So, you know, you mentioned this in contrast to like for instance, writing ebook and publishing it and maybe generating passive income over time. That’s another way to help people, but they’re very different approaches and you can charge a lot more for one-on-one or small group services than you can for an ebook, for example. And you’re literally just trading like your hours for money. And so it’s very, very fast. You can build it very quickly, turn it around. Of course, you need people who want your service.

10:03 Emily: But it’s a very quick way to make money and more reliable, I would say, then doing something like trying to generate passive income from an ebook. And I think another point that you made in there that I wanted to pull out is that the way that you’re serving people is different than them just trying to learn something on their own. They probably have already attempted to learn and take action on whatever the subject area is that you are coaching in. Like in my sphere, in personal finance, maybe someone listens to my podcast, other podcasts, maybe they love to read about personal finance, maybe they read books. But there is still a disconnect between absorbing that information and actually implementing it in their life. And so if someone is at that stage of, “Well, I’ve taken in a lot of content, but you know what, I’m just not making changes in my life, and I want to.” That might be a place where a coach could step in, like I could step in, and help that person get to that next step. So, they’re both valuable, but it’s very different approaches for helping people achieve their results.

11:03 Cheryl: Yeah, totally. And you know, there are so many different ways that a person can make money online using your own skills and experience and knowledge. But one thing that’s very unique about coaching is that, or one benefit I should say, is that by serving your audience in such a high touch, high accountability, high personalization manner, even the quality of the results that your clients will get will be a lot better than if they were to do it on their own. And because of that, the testimonials that you’ll get in return at the end of your work together will be much better. And your testimonials are very important, especially when you’re building a coaching business because other people want to see that, “Hey, this person can actually help me solve a problem and get me really good results.” And so testimonials are really important for the marketing aspect of your coaching business.

Flexible Working Hours

11:51 Emily: I think another thing that you haven’t necessarily touched on yet, but is another point in favor of coaching as a side hustle, is that it’s very scalable in terms of time. Like you can spend an hour a month coaching if you want to, or you can spend many hours per week and that could be your side hustle. And so, it’s different than, you know, a side job, let’s say where someone else is dictating your schedule and the amount of hours you should work. It’s completely up to you as the business owner to dictate how many hours you’re going to work per period of time.

12:20 Cheryl: Yeah. That’s a really great point because the flexibility of the coach is just incredible because all you really need is wifi and Zoom basically. So, by being able to, basically honestly, you can work from anywhere. You can be a coach anywhere, as long as you have the internet, even the startup costs that you need to start a coaching business are quite low compared to other business models. You don’t need that much tech. You don’t need that much software. You just need Zoom and internet, basically. You can easily package later on if you choose. So, you can package what you’ve taught and coach people on into a digital course, a passive product. But after you gain more experience, after you really pinpoint what are areas that people really struggle with and what are questions that come up over and over again, and you take notes on those issues and challenges that come up, you can easily create a digital course or digital product based on your experiences as a coach. And you can sell that much better, as opposed to just creating a course upfront and not really knowing if it’s going to be able to help people get results.

Mindset Shifts to Start a Coaching Business

13:22 Emily: Yeah, I totally agree. We’re talking to like graduate students, a lot of people and other PhDs, and they might be thinking like, who, “Who am I to be starting to be starting a coaching business, what is this? So, what are some of the mindset shifts that someone in my audience who is sort of intrigued by this idea? What do they might need to work on in their mindset before they’re able to really embark on a coaching business?

13:44 Cheryl: So, you just mentioned basically imposter syndrome: who am I to start a coaching business? And I think that is massive. And I think one other, I guess, belief that goes hand in hand with imposter syndrome is the idea, or basically the fear of judgment. So, what are people going to think if I start a coaching business? So, one perspective shift that I would really like to offer your audience today is to think about who are you trying to work with versus who are the people who might potentially be making judgments about your business? Because ultimately whatever you do in your life, there will be people who are making judgments about you, even if you’re not doing anything. Even if you’re not doing a coaching business, you’ll still receive judgment. So, the question is how much time and concern are you giving to the people who you’re trying to serve versus the people who really aren’t going to become clients in the long run?

14:32 Cheryl: And so, I would really encourage the audience who might be thinking of starting a coaching business to really think about, “Okay, this is a target audience I want to serve and how can I actually get my message and/or work in front of them so that they can see the value of my work?” As opposed to just worrying about what people are going to think, especially those who are really just never going to become fans or supporters of my work, because there’s definitely people who would never really see the value of coaching. So, that means that they’re unlikely to become paying clients or part of your audience. So, if you are really worried about what are people going to think, I would urge you to just to just focus on the impact that you can make and the audience that you want to serve, as opposed to worrying about people whose opinions really have no bearing on you serving that particular audience.

Navigating Imposter Syndrome

15:17 Cheryl: And also, as we mentioned, imposter syndrome. One really easy way to navigate this imposter syndrome is to remember that imposter syndrome really roots from feeling like you’re not credible enough to start this coaching business. But if you just remember that you’re starting a coaching business based off of your preexisting skills and knowledge and experiences, these are things that you’ve already done before, and you’re simply helping other people do the exact same thing. So, if it really is an issue that comes up, one thing that I encourage all of my own clients to do is to start working with people for free first. That way you can actually make sure that you can help people and get them results and not worry about, “Oh my gosh, can I really help people?” But by having actual evidence, concrete evidence that you can get results for other people, you are not only running your business in integrity, but you’re also able to work through that imposter syndrome by seeing that, “You know what, I can do this.”

16:13 Emily: Some people around you might be saying, “Wait, would anyone find value in the coaching that you’re providing?” But like you said, if you actually start working with clients and on a free basis or low-cost basis to begin with, then you can prove to yourself and the people who might be questioning around you, “Oh yes, I do help people get results. Like this is what I’ve done. This is what I’ve helped them do in the past.” You have the receipts basically. Once you start working with people and you can keep track of those testimonials and keep track of their results, that can both encourage you and help you answer to people who are wondering really what you’re doing here.

16:48 Cheryl: Yeah. I love that point. And you know what, very recently, I think about two months ago, I was meeting with an old classmate. So, my classmate said, “Wait, people actually pay you for this?” And I’m not gonna lie, I was pretty taken aback when I heard her say that. Because for many, many months, I’ve been working on my business and I’ve been working with clients and helping them get results. And to suddenly hear someone I used to be friends with question the validity or the legitimacy of my business was really shocking. But then in order to snap back into the swing of things, I reminded myself that, “Hey, you know what, I do have the receipts, just go on my website and you’ll see all these testimonials.” And I remember once again that I have worked with people, I’ve helped them get results.

17:35 Cheryl: And as a result, I’m able to run my business in integrity. And I think that’s really important for people to remember that you are focusing on people that you can actually help as opposed to faking your way into getting clients. Because, as opposed to just signing on every single client that is in sight, really focus on helping people that you can actually help so that imposter syndrome doesn’t come up and you can actually see the clients achieve amazing transformations.

18:01 Emily: Hmm. I totally agree about being selective about the clients that you take on. I think just coaching overall is kind of an unknown industry, or at least maybe among like the academic audience, it might be a little unfamiliar. So, I think the question of like, “People pay you to do that?” I can understand why you’d be a little taken aback by that, but I don’t think it was probably meant in offense, just like, “Oh my gosh, like there’s an industry around people getting paid to do this thing?” But like we were saying earlier, you know, for people who really want that high touch interaction with a coach, then yes. They decide at some point some of them that it is worth it to them and they choose to pay for it. So, it’s the decision of your clients, not the people around you.

Commercial

18:44 Emily: Emily here, for a brief interlude. If you are a fan of this podcast, I invite you to check out the Personal Finance for PhDs Community at pfforphds.community. The Community is for PhDs and people pursuing PhDs who want to take charge of their personal finances by opening and funding an IRA, starting to budget, aggressively paying off debt, financially navigating a life or career transition, maximizing the income from a side hustle, preparing an accurate tax return, and much more. Inside the Community, you’ll have access to a library of financial education products, which I add to every month. There is also a discussion forum, monthly live calls with me, a book club, and progress journaling for financial goals. Basically, the Community exists to help you reach your financial goals, whatever they are. Go to pfforphds.community to find out more. I can’t wait to help propel you to financial success. Now, back to the interview.

First Steps Toward Starting a Coaching Business

19:47 Emily: Let’s say that we’ve talked someone into, “Okay, I’m going to consider starting a coaching business. I have my area of expertise, my area in mind that I want to coach in.” What are some of the first steps that that person should take towards starting this coaching business?

20:02 Cheryl: So, I would say the first step is really getting clear on what do you want to coach on? And I think that if you want to gain more clarity on that, one of the steps that you can take is to really identify an achievement or a process that you’ve undergone and just map out that process step-by-step. What are the steps that you took or different areas or components that contributed to that final result? So, really just write down what are the different steps or parts of you being able to achieve a certain result or solve a specific problem for yourself.

20:35 Cheryl: And that will become kind of like your framework or methodology that you can walk people through to help them get results as well. Because ultimately, the goal is to be able to help someone through a process that is unique to you and something that you’ve done for yourself as opposed to teaching something that you haven’t really done for yourself. So, I think the first step is to really identify what are the key steps or key areas that have led you to where you are today. And then the next step would be marketing and sales. So, perhaps you can be on social media to share your services, to talk about your program, and to talk about how you’ve been able to get results for yourself. And really just share how excited you are about the program and why this worked for you and why it will work for other people who are struggling with something similar as well.

21:22 Cheryl: And finally, just delivering a really awesome coaching experience for a client. And I think those are the very fundamental steps that people can take when they’re just starting out. I mean, there are so many different things that you can do. You can start a webinar funnel, you can start an email list, you can create a podcast or YouTube channel. There are so many different things you can do to market and promote your coaching program. But I think at the core of it, having clarity on your offer, being able to share insight on your first few clients and also deliver really good results with people. I think that’s the core. The first few steps that people should look into first.

Finding Your First Few Clients and Charging for Coaching

21:55 Emily: I also think that there might be some people in the audience who are a little bit nervous about, you know, you used the word marketing. Like a little bit nervous about kind of putting themselves out there as like this coach in this certain area. You know, you mentioned earlier taking on your first few clients for free. So, I sort of view that as like an exploratory process, both for the coach and the people being coached. The coach is sort of investigating, is this something, you know, like you said earlier, can I provide value? Can I help this person achieve results? Do I like it? What do I think my time is worth? They’re kind of exploring through that process. And then of course you do need to start charging and I would say pretty soon. You know, don’t do that for very long. Can you talk to me about those first few clients? Maybe how to find them and then also the transition between doing that for free and then starting to charge for it.

22:44 Cheryl: Yeah. The interesting thing that I’ve learned about working with people for free is that because they’re not necessarily financially invested in your program, the chances of them staying committed throughout the entire process is not as committed as someone who has actually invested money into your coaching program. So, what I would suggest when you’re finding beta clients is to really be selective about it. So, invite people as opposed to just shouting it from the rooftops and hoping that people will inquire about it. So for example, what I did was actually, I looked at my current audience and I would recall the conversations I had with people and identify two or three people who I think would be a good fit and really fun to work with. And I send them a personalized message and say that, “Hey, this is my goal. I really want to launch this paid program in a few months time. But first I want to make sure that this actually works. So, based on our conversation so far, here’s what we talked about. And I think that this will be a really helpful program for you, and it will be complimentary, it’ll be for free. And in return, I just would really love for feedback and a testimonial if I provided value.” And so that’s how I would go about inviting people to be clients, your first few beta clients, you could say.

Transitioning from Free to Fee-Based Coaching

23:58 Emily: And how about that transition to starting to ask for money? I think that’s a really intimidating one for everyone, self-employed people–especially people who have been cultured by academia to believe that they should be giving away their work for free.

24:14 Cheryl: Yeah, that is a very, very interesting topic to talk about because you know, how I did it was I simply worked with people for free first and got the testimonials. And that just gave me the full-fledged confidence to tell people that, “You know what, here are the results I was able to help people achieve, both internally in terms of mindset and externally in terms of what they’re able to achieve online or for their own personal goals. And here’s why I am so confident in my work.” I think for someone who is starting a coaching business, just being very confident in yourself is something that is very important when it comes to marketing or selling your program. As long as you truly believe that you’re able to get results with people, as long as you truly believe in the impact of your work, I think that that energy can exude and can translate and people can tell. People can really tell when you’re confident in your work. But for someone who might be a little bit nervous about it, what I recommend is, I think pricing is a tricky thing. But what I recommend is just to pick a price that you are comfortable saying and sharing with people and just stick with it. No need to compare your prices with other people. Just pick a price, a number, it’s very arbitrary, to be honest. Just pick a number and then increase from there. As you gain confidence, continue increasing your prices and have it reflect the value of your work.

25:32 Cheryl: So, I think for people who might be nervous for charging, start low and increase as you go, that might be a way to go about it. Of course, please charge. Please charge for your time and the value and impact that you’re going to make for people. But when you’re just starting out, it might be a little trickier. But over time, you’ll recognize the value and impact of your work. And as a result, your prices will go up naturally as well.

Free is Okay at First, But Start Charging Soon

25:57 Emily: Yeah, I definitely agree. Okay. So, what we’re pointing out is, okay, free is okay at first, but put a limit on it. Start charging somewhere, and increase it. Whatever you feel, whatever you think you can say with a straight face, maybe after talking yourself up a little bit, start there and then increase it. I’ll say two quick anecdotes about that. One was from when I started my speaking aspect of my business. I decided to offer a free seminar to three clients. It was based on what was convenient to me geographically. And then I said, “After that, that’s it. I’m done doing things for free, and I’m going to be charging, and this is the price point.” So, I did that. One school turned me down. So, I gave two free seminars, and then I started charging. And in those first few months of starting to pitch myself and telling people about the seminar content and stuff, I was laughed at, and I was told that my prices were not appropriate a couple of different times. But I sort of knew that they were appropriate based on what I’ve learned about the market pricing.

27:00 Emily: And I just kind of had to persevere through that and, you know, ultimately, just a few months later, was able to earn that amount that I had been asking for, and then have increased my prices every year, since then. So, talk with a lot of people, once you’re ready to start charging. Cast a wide net for potential clients, and don’t be discouraged if the first two people you talk to don’t like the price point. That’s okay. Just keep pitching it and keep putting it out there, making sure of course that it’s reasonable for the market that you’re in. So, that’s one anecdote for my business.

27:32 Emily: Another that I’ll relay is Dr. Jen Polk, whose brand is From PhD to Life. She is a career coach specializing in PhDs. And I remember her saying that when she started this, this was probably about 10 years ago, she started doing this. She asked people, her first paying clients, for $10 for an hour of work. And that was the price point. And she is a huge advocate of people increasing their prices and charging what you’re worth and so forth because she did start out with like way, way, way, undervaluing herself right out the gate. And I think she did that for a little longer than she would like, which is why she’s always telling people the advice that we just gave, which is just increase, increase, increase. As you were saying, as you grow in confidence, as your pile of receipts of great testimonials grows and grows.

Origin Story of Cheryl’s Coaching Business

28:17 Emily: So, I totally think your action steps were were wonderful and right on the point. And now I want to get to a little bit more of your story. Out in the front of this interview, we wanted to talk about coaching more generally, but now I want to hear a little bit more about your story. And especially now that you’re starting a PhD program, what your coaching business is going to look like on the side of your graduate work. So, can you tell us more about your story of starting your business?

28:40 Cheryl: All right. So, let’s bring it back to a few years ago when it really started for me through a quarter-life crisis, essentially. So, what had happened was I was actually in law school. I finished my undergrad and I went straight into law school because I was in the mindset of, “Oh my gosh, what a prestigious career.” That was the mentality I had back then. So, I immediately jumped into law school without really thinking about, “Is this a really good personality and career fit for me?” But, you know, lesson learned. But fast forward a year later into law school, I realized this really was just not the right fit for me. I mean, it was very interesting to learn about the law, but being a lawyer is a completely different story. And after my internships, I realized that I just cannot do this. And so I made the very difficult decision to drop out of law school, and this was late 2018.

29:29 Cheryl: And I realized at the time, “Wow, what am I going to do with my life? Essentially, I entered my quarter-life crisis at that point. And I was dabbling in the internet looking at career websites. And I found the term personal branding. And that was very interesting to me. I’ve never heard of the concept before, but I thought, “You know what, let me try to build an online presence. I don’t know where it’s going to go.” So, what I actually ended up doing was creating a YouTube channel to share my experiences about navigating parents’ expectations, making difficult life decisions. The channel does not exist anymore, but what happened was that I was actually building a slow and steady audience on Instagram and YouTube, and people were asking me questions. They were asking me questions about, “Wow, how did you have the confidence to show up online? Like, I really want to share this experience or that experience, but I’m just so scared. Or, “How are you able to grow an audience on social media?”

30:18 Cheryl: And that’s when I realized that, “Oh, wow, I actually have some answers and suggestions and tips. Maybe I can help people on that.” So, what I did first was I actually started working with people for free. And I saw that, “Wow, one of my clients actually was able to get a paying client for her own business.” And that’s when I realized, you know what, I can charge for this. And that’s how my coaching business came about. I officially launched my paid program in March of 2019 and have been charging ever since. And fast forward to today as a PhD student, this is a side hustle for me. And my PhD is my first priority right now, but that said, my side hustle is a large source of income for me compared to my stipend. And just having that extra income, it’s able to help me feel more financially secure. Especially with such uncertain times right now, just having that sense of security is very comforting for me.

31:15 Emily: Absolutely. I don’t know how your stipend is at your university, but there are plenty of places here in the U.S. where graduate students are not paid a living wage, barely paid a living wage. And having a side hustle, especially like we talked about earlier, one where you can immediately start making money trading your time for money can really help you through. Through feeling more financial security, as you were just saying, through being able to, you know, enable some pleasures in your life that you want to pay for, to enable saving. Like there are all different kinds of goals that you might put in place for your side hustle income. So, I’m really glad that you mentioned the financial aspect of this too.

Learn More About Cheryl Theory

31:56 Emily: So, where can people find you online, Cheryl, if they want to learn more about your business and your work?

32:01 Cheryl: Alright. So, I can be found mostly hanging out on Instagram. So, you can find me @cheryltheory. And just for a fun fact, my last name is not theory, but it was simply because all of the variations in the full name was taken. So, I had to pick an Instagram handle name. So, I decided to call my business name Cheryl Theory because back in high school, I thought, “One day I’m going to have my own theory.” So, that was just a running joke for myself. So, I created my business name, my username as Cheryl Theory. And you can also find me at my website, cheryltheory.com.

Best Financial Advice for an Early-Career PhD

32:37 Emily: Perfect. So final question, Cheryl, that I ask all of my guests is what is your best financial advice for another early-career PhD? And it could be related to something that we’ve talked about today, or it could be something entirely else.

32:51 Cheryl: Sure. So, I think if I were to tie in a piece of financial advice related to the topic we were talking about today, is starting a coaching business can really bring in an extra source of income that can create so many different opportunities and options for you. But that said, one mistake that I see time and time again when it comes to new coaches, is that they get stuck in consuming information and not actually taking action on it. So, this is more so a business advice as opposed to financial advice, but I think it ties in with your coaching side hustle. So, instead of just waiting for you to feel ready and waiting to listen to another podcast or watching another YouTube video or download another PDF guide, just take action on what you’ve learned in those pieces of content, and actually just move forward. And if you fail, fail fast. And if you have to make tweaks, tweak fast.

33:42 Cheryl: The point of the matter is to take action really quickly and refine as you go so that you can keep moving forward. Because the interesting thing is that rather than having a step-by-step checklist that you can follow, and if you check off all the boxes, you’re going to get the coaching business success. That’s really not how it works, but rather there’s so many different ways that you can make money online. Just find what works for you and commit to it. So, continue taking action and not get stuck in information consumption or analysis paralysis.

34:08 Emily: Thank you so much for joining me Cheryl. This was a great conversation. I really hope that some people in the audience are going to start businesses based on, you know, hearing this. If you do, please let me and Cheryl know. And thank you. Yeah. Thank you again, Cheryl for joining me.

34:23 Cheryl: Thank you for having me.

Outtro

34:24 Emily: Listeners. Thank you for joining me for this episode. Pfforphds.com/podcast is the hub for the Personal Finance for PhDs podcast. There, you can find links to all the episode show notes and a form to volunteer to be interviewed. I’d love for you to check it out and get more involved. If you’ve been enjoying the podcast, please consider joining my mailing list for my behind-the-scenes commentary about each episode. Register at pfforphds.com/subscribe. See you in the next episode! And remember you don’t have to have a PhD to succeed with personal finance, but it helps. The music is Stages of Awakening by Podington Bear from the free music archive and is shared under CC by NC. Podcast editing and show notes creation by Meryem Ok.

How to Improve Your Finances While Social Distancing

April 11, 2020 by Emily

Now that we’re a few weeks into our new normal of social distancing / isolation / quarantine, you may find yourself with the time, ability, and willingness to work on your personal finances*. Below are my top suggestions of activities you can engage in while social distancing that are highly likely to improve your finances in the short or long term, helping you to save money, pay off debt, and invest more money.

*If this sounds preposterous to you, this article isn’t for you right now! Keep taking care of yourself, your loved ones, and your community. If you want to know how I’m getting on without my regular childcare, listen to this podcast episode.

This is post contains affiliate links. Thank you for supporting PF for PhDs!

social distancing finances

Read a Personal Finance Book

Reading (or listening to) a book is the most time-efficient way to consume high-quality, curated personal finance content. I started my personal finance journey with a few cornerstone books (some of which appear on the list below) before moving on to blogs and podcasts. Reading a book is a great way to get a firm foundation—if you choose the right book.

In normal times, I would suggest that you check your local or university library first for the books you are interested in before considering purchasing. Personally, I know my local library branches are closed, but ebooks are still an option.

The list below includes some of my personal favorites and suggestions I received in response to a Twitter prompt. The knowledge you’ll glean from any one of these books is worth incalculably more than you would pay for them if you do decide to purchase!

  • A Random Walk Down Wall Street by Burton G. Malkiel
  • Broke Millennial by Erin Lowry
  • I Will Teach You to Be Rich by Ramit Sethi
  • The Automatic Millionaire: A Powerful One-Step Plan to Live and Finish Rich by David Bach
  • The Laws of Wealth by Daniel Crosby
  • The Millionaire Next Door by Thomas J. Stanley and William D. Danko
  • The One-Page Financial Plan: A Simple Way to Be Smart About Your Money by Carl Richards
  • The Simple Path to Wealth by JL Collins
  • The Two-Income Trap: Why Middle-Class Parents Are (Still) Going Broke by Elizabeth Warren and Amelia Warren Tyagi
  • You Need a Budget by Jesse Mecham
  • Your Money or Your Life by Vicki Robin and Joe Dominguez

Catch Up on a Podcast

For fascinating interviews with financially successful people and in-depth discussions of particular financial strategies, I turn to podcasts. (Podcasts are the one thing I have more of in my current life than I do in my regular life!)

Personally, I am a Completionist, so I prefer to listen through the full archives of most podcasts that I decide to subscribe to. Now that you have the time, here are a few of my favorite personal finance podcasts and other popular ones in the space. Listen to a couple of the recent episodes; maybe you’ll decide to commit to the archive!

  • Bad with Money
  • Choose FI
  • Gradblogger
  • How to Money
  • Journey to Launch
  • Personal Finance for PhDs (I course I have to include my own!)
  • So Money
  • The Fairer Cents
  • The Mad FIentist

File Your Tax Return

I am a major tax return procrastinator. My husband and I usually start working on our tax return in April and submit it barely under the deadline. Confession: This year, with the filing deadline extension to 7/15, we haven’t even started yet.

I do think that preparing your tax return is a good social distancing activity if you have the capacity. You can put an evening or two’s worth of uninterrupted time blocks to work with your tax software or even manually prepare your return (that’s our preferred method).

If you are expecting a refund, file ASAP to receive your refund ASAP. It’s your money! It should be working for you, either by paying expenses if you’ve experienced an income drop or going into savings, debt repayment, or investing if you income has stayed steady.

My tax workshop, How to Complete Your PhD Tax Return (and Understand It, Too!), comprises videos, worksheet(s), and live Q&A calls. Please consider joining through the appropriate link:

  • Grad student version
  • Postdoc version
  • Postbac version

Network

One of the upsides of physical social distancing for some people is the chance to connect remotely with a different set of people than usual. (I am highly envious of this! I had high hopes to reconnect with old friends during this time… My children’s insistence on derailing all adult conversations has dashed those hopes.)

Instead of limiting your Facetime/Zoom calls to your family and friends, consider reaching out to people in your professional network.

In a general sense you should be networking like this all the time, but the motivation intensifies if you are coming up on an expected transition point in your PhD career or you think your job/position is at risk and you might need to look for another soon.

An excellent, low-risk group to network with right now is people who graduated from (or otherwise left) your PhD program in recent years. You can reach out over email to see what they’re up to and schedule a call if that is mutually agreeable.

If you reach out to someone and don’t receive a response, don’t take it personally! People are dealing with a lot right now. Just cast a wide net, and appreciate the people who are able to give you some of their time right now.

Oh, and always ask at the end of an interesting conversation if the other person can recommend one or more people for you to connect with next!

Explore Career Options

As a spin off of networking, right now is also an incredible time to work on exploring your career options. Yes, the academic job market looks abysmal right now, but—upside?—it’s been trending that way for decades, so there are lots and lots of PhDs established in non-academic careers that might be of interest to you.

A great first place to go for resources is your university’s career center. (Check on this even as an alum—you may have access to resources from all the universities/colleges you’ve graduated from.) The robustness of their resources for PhDs in particular might be strong or weak, but some of their resources for undergrads will still be helpful.

The career center may have assessment tools, instructional resources for job seekers, recordings of past live events, and opportunities to meet one-on-one with staff. If you know they have a resource that is not currently available online, submit a request that it is made available.

Two platforms for PhD job seekers in particular are Beyond the Professoriate (Aurora) and Versatile PhD. If your institution has a subscription, access the platform through its login mechanism, but if not you can sign up as an individual. Beyond the Professoriate has an upcoming online career conference as well.

To combine networking with exploring career options, set up informational interviews with people in careers you’d like to learn more about. From my experience on both sides of informational interviews, they can be quite enjoyable and beneficial for both parties!

Invest in a Frugal Strategy

Most of us are practicing forced frugality these days in a few areas of our budget. I’d wager that your discretionary spending was down in March from where it was February and that April will be lower than March. There are lots of possible uses for that freed-up cash flow, but consider one more: investing in a frugal strategy.

One of the major, legitimate complaints about frugal practices is that they take some capital to get started with. I’ve heard “Frugality is only for the rich,” for example. This is not the case for every frugal strategy, but it is for some. Well, now that you have some capital, what frugal strategies can you ‘invest’ in that you know will pay off with decreased spending over the long term?

I’ll give you one tiny example: Last December, I ‘fessed up—to myself—that my family (which includes two tiny children, one of whom is still in a high chair) was consuming paper towels at a positively alarming rate. We were buying the huge packs from Costco for $20 each half a dozen times per year. This didn’t sit well with me from a financial or an environmental perspective, so I purchased these microfiber cloths (12 for $12—now I wish I had doubled it!). They work far better than paper towels, our paper towel consumption rate dropped like a rock (we’ve probably made up for that initial investment twice over by now), and they haven’t substantially added to our laundry load. (Again, two tiny children—we already do a ton of laundry, including cloth diapers.) These towels were absolutely a frugal investment. Bonus: Not having the pressure right now of needing to buy this particular paper product before we run out when it is in short supply is a load off my mind!

Ask yourself: Are there any frugal strategies I’ve wanted to try but haven’t yet because of the up-front investment of capital? Can I use my newfound cash flow right now to establish one of the strategies? And if it wasn’t money but rather time was your limiting factor before: What frugal strategy did you never have time to initiate, but you can put in the time now to make it a habit?

Here are a few ideas for similar frugal/environmental investments, gleaned from this Twitter thread:

  • Bee’s Wrap as an alternative to plastic wrap
  • Silicone Reusable Food Bag as an alternative to sandwich bags
  • Silicone Baking Mats as an alternative to parchment paper/foil/cooking spray
  • Reusable Facial Cleansing Pads as an alternative to disposable cotton pads
  • Wire Mesh Coffee Filter as an alternative to paper coffee filters
  • Wool Dryer Balls as an alternative to dryer sheets

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Clear Out Your Closets, Etc.

My mother, a retired empty nester, has undertaken as her social distancing project clearing out the basement storage area of the home my parents have lived in for 30 years. It’s a massive project, and it is made more difficult by the closure of some of the places you might normally go to resell, donate, recycle, or trash your old possessions.

I do think a spring cleaning/clearing out is a good activity for right now. This might positively affect your finances if you are willing to hold on to the valuable items long enough to resell them. (You might be able to resell currently, but I suspect the demand will be relatively low.) If nothing else, it will benefit your mental health and will reduce the amount of work you’ll need to do leading up to your next move.

Close Old Financial Accounts (and Open New Ones?)

Spring cleaning can apply to your finances as well as your home!

You may very well have old banking or credit accounts that you no longer use or have need for. If you can close the old bank accounts without going anywhere in person, do so! Some people like to keep old credit card accounts open because length of credit history and utilization ratio play into your credit score. However, if you have a high credit score already, you should consider closing the accounts you don’t need; maybe just keep the single oldest account open. The suggestion to close old accounts goes quintuple for any accounts that charge you a fee.

In the same vein, now is a great time to join (aspects of) your financial accounts with your spouse or partner if you have decided to keep joint money. My husband and I decided to join as much as we could after we got married, and the months-long process involved researching and opening new accounts, waiting for money to transfer, and closing old accounts. Again, it’s a great social distancing activity as long as you don’t have to go anywhere in person. (Another reason online-only banks are my preferred institutions!)

If you’ve never looked into it before, you could put your free time into figuring out how to generate extra income from credit card or banking rewards. Please keep in mind that offers might be somewhat different during social distancing than they were before (or will be again). Before you open any new accounts, triple-check that you can meet the minimum spending requirements or transfer amounts given your (presumed) lower level of current spending.

Further Listening: How to Make Money without Working: Credit Card Rewards and 529s

Plumb Your Values/Dream

If you’ve been able and willing to slow down and reflect, this pandemic might have granted you new insight into what you want for your life. I don’t think you should be making any life-altering decisions in this stressful period, but lean into your different perspective and deepen your introspection.

What is truly important to you? What are the aspects of your life that make you feel fulfilled? What can you change about how you manage your finances to better support those aspects?

Further Reading: Determining Your Values and Financial Goals While in Graduate School

Get Coaching, Take a Course, or Join a Community

One way you can invest in yourself right now is to establish a relationship with a coach, join a community, or take a course focused on an area of personal or professional development. Spending money on this kind of endeavor makes it much more likely that you will actually take the necessary steps to ensure your financial success.

If your chosen area is finances, consider how you and I could work together. I offer one-on-one financial coaching, and I am also going to open up the doors to my program, The Wealthy PhD, in May 2020. Through both avenues, you will have individualized access to actionable knowledge, inspiration, and accountability. If you feel confident in your income security, this is the perfect time to firm up your financial plans and even take advantage of the unique opportunities this period affords.

If finances aren’t your preferred area of focus right now, I also recommend checking out the services offered by my colleagues:

  • Dr. Jen Polk coaches PhDs on their careers
  • Dr. Katy Peplin’s community Thrive PhD supports graduate students around the mechanics of graduate school and their mental health
  • Dr. Katie Linder offers podcasts with actionable tips, coaching and courses for academics on productivity and related topics
  • Dr. Echo Rivera offers courses and coaching on effective presentation design & presenting with data for academics, scientists, and researchers (grad students through PhDs)

If you do commit to working on your professional or personal development in one of these other areas, I’m confident that there will be an indirect positive effect on your net worth! Perhaps at that point you’ll be ready to directly work on your finances with me.

How have you improved your finances while social distancing?

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