Krasi Toneva has built a thriving portfolio business combining leadership coaching, HR consultancy and leadership development, and within her first year, she replaced 90% of her previous salary. In this episode, Krasi shares the five biggest lessons that helped her get there, from finding her niche and growing her LinkedIn network to reconnecting with people from her 20-year career.

Timestamps:

00:00 – Meet Krasi Toneva

02:20 – From Redundancy to Business Owner

04:00 – Why She Joined The Business of Coaching

07:00 – LinkedIn Growth and First Clients

09:40 – Five Lessons That Changed Her Business

13:50 – The Email That Led to Six Clients

15:20 – Replacing 90% of Her Salary

Krasi’s journey shows that you don’t have to start from scratch when you start a coaching business. Your previous career, existing relationships and wider skills can become some of your greatest business assets.

Connect with Krasi on LinkedIn

Useful Links

Learn about The Business of Coaching programme

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Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches

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Download the 12 ways to get clients now

Connect with Jo on LinkedIn

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If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected]

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Today I'm really excited to be joined by Krasi Toneva.

2

Krasi joined the business of coaching

around 12 months ago, and has had

3

amazing results, particularly I would

say in the last six months or so.

4

I really can't wait to have this

conversation and to help you figure

5

out what Krasi's key learnings

were so you can think about how you

6

can use them in your own practice.

7

So Krasi, I'm so happy to talk today.

8

You've had an amazing journey,

and I especially remember you

9

pitching me to talk on this podcast

prior to joining the program.

10

So it's super special that we

are here today, in that moment

11

probably a year or so on.

12

So please do share a bit about you.

13

Krasi: I'm Krasi, and I'm a rebel.

14

I wanted to start with

who I am before what I do.

15

Just a bit about me.

16

Imagine 2003, I arrive from Bulgaria

to UK with less than £200 in my pocket-

17

knowing just one person, which was my

husband, and a level of optimism that

18

didn't even know what a council tax was.

19

So this was me in 2003.

20

But also, I carried the baggage

because very unhelpfully some

21

other Bulgarians were telling me,

"Krassi, you can find a job in UK.

22

You can be a nanny, you can be a cleaner,

or you can work in a dodge taxi office."

23

So I decided to rebel against all that

advice and actually found a job within

24

two weeks in a global consultancy,

because I do have the belief that we can

25

achieve more than other people give us

credit for or set limitations, for us.

26

So that's how I started,

being in UK and on my journey.

27

My journey then took me into another

global consultancy, and also I ended

28

up working in local government.

29

And within 24-year career, by the

end I was leading on recruitment, on

30

workforce development, and organizational

development for about 70 organizations

31

in the education and nearly 3,000 people.

32

So by being a rebel, I actually

really tapped into my own potential.

33

What you need to know about the coaching

journey for me is that I decided

34

to become a coach in my early 40s.

35

Loved it so much … I did 140

hours of coaching because … And

36

I felt like I found my calling.

37

Then went into executive coaching c-

qualification, and at 45 I decided to

38

create my own company while still working

full time for local government as well.

39

So it's … I knew there was

something I wanted to go, and

40

I wanted to challenge myself.

41

And at 46, a redundancy came through,

from my team and through local government

42

restructuring, so I felt this was

the best opportunity for me to go and

43

challenge myself into something new.

44

And really for the last year

now I have been concentrating

45

on my coaching - business.

46

So now you would know me as a leadership

coach, as a change, specialist, and,

47

somebody who develops accidental managers

who are brilliant at what they do but

48

actually don't know how to manage, people.

49

And, this really aligns with what

I believe and my mission in life,

50

which is to empower my clients to be

the CEOs of their lives and careers.

51

Jo: Oh, goodness me.

52

Well, who better to do that?

53

Amazing what you have built.

54

Speaker: So thank you so much for

sharing what's possible from a

55

shaky foundation, starting here.

56

It's such an inspiration as to

what is possible, and therefore

57

helps all of us to see what-

58

might be possible for us as well.

59

So thank you- so much for sharing

your story so succinctly there.

60

Krasi: That is the highlight.

61

Jo: Oh, totally.

62

And so you joined the Business of Coaching

while you were still employed, actually.

63

Can you remember a bit about

what was going on for you at that

64

time, and why you decided to join?

65

Krasi: Jo, I was a lurker, which sounds

awful, but actually I genuinely was.

66

I was listening to the podcast.

67

I was following you on LinkedIn.

68

I was taking notes, actually, one of

those taking notes and doing actions.

69

I was learning throughout.

70

I was downloading the free materials

that you were very generously sharing.

71

And what I was finding is these were a

great start, and I kept learning through

72

that initial snippets of information,

but it also showed me there was a bigger

73

gap I needed to fill in for, for me if

I wanted to make my business a success.

74

So it's great to start as a

lurker, but it's actually…

75

it's better if you actually

dig deeper into the learning,

76

materials or the learning journey.

77

For me, that was the biggest, shift

of, from a thought, "I want to learn,"

78

to, "Oh, actually, take something

more to become a successful coach

79

and, a business owner as well."

80

So what I did is I started

to put myself out there.

81

I firstly attended your Dare Greatly event

82

and started to build the narrative of

me being the CEO of my own company.

83

And there and then I decided I want

to challenge myself and go out of

84

my comfort zone and start posting

on LinkedIn every single day.

85

So I'm a rebel.

86

I don't do things in half.

87

I, from zero posts to actually

posting every single day.

88

So, and, and I did that

based on the Dare Greatly.

89

And, what I then decided is I want

to join that business of coaching

90

program, but still have fear, doubt,

guilt, all the kind of the normal

91

culprits there that we all feel.

92

I actually took on a private HR

project, that I fulfilled and

93

generated the income from that.

94

So it wasn't affecting my family

finances, but actually that money

95

was mine, and I was able to invest

in the business of coaching, program.

96

And I probably would have been a lurker a

bit longer had it not been an email from

97

you to say, you are interested in buying,

bear in mind the cost will go up in July."

98

So from really somebody who was taking all

the free resources to actually starting

99

to come into your world and seeing the

impact it was having on me, that was

100

so powerful, and that's what helped me.

101

And I actually am still using those

emotions of the journey I was having

102

until I bought because my clients are

having similar journeys as well and

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similar thought of, guilt of spending

their own money, guilt of, combined

104

with, "But I want to develop myself.

105

I want to make a life, a different life

for my family and for myself as well."

106

So all of those emotions, they are

experiencing before buying co- from me.

107

So I'm using my own into

that journey as well.

108

And I joined in June 2025 and wasn't

too engaged initially as I was still

109

ending, kinda winding up my job and was

handing over my work with the redundancy.

110

But I fully engaged in September, and

I remember within the first three weeks

111

just the work alone on LinkedIn, just

the work that we did within those first

112

three weeks, that, got me from 250 people,

followers on LinkedIn to over 1,500

113

already within the first three weeks, was

worth the money I invested in the program

114

alone just because I really fully engaged.

115

Speaker: Wow.

116

Oh my goodness, I didn't

know half of this stuff.

117

So that is so cool that you started

with a tiny network on LinkedIn.

118

Krasi: Tiny, yeah.

119

Speaker: Yeah, never posting.

120

And client-wise, any clients at all

when you joined, can you remember?

121

Krasi: You challenged, us on the

day greatly to write a letter

122

to our future self, which I did.

123

And my, my thing that I put in my

letter is I have two paid clients.

124

At that stage, I had zero.

125

That is in November.

126

By January, I had two paid clients

that were private, clients.

127

And that's, that's how I knew

working with you would get me action,

128

would get me the results I wanted.

129

Speaker: I cannot wait to

continue the conversation.

130

So tell us more then about

what made the difference.

131

Maybe within the program, but maybe

also your key lessons along the

132

Krasi: The one thing about the program

itself was the community, and that's

133

for me, that is the biggest, plus.

134

You have loads of resources and,

anything that we need, and you're

135

incredibly res- responsive.

136

But for me, it's the community of other

coaches that are similar journeys on,

137

like myself, and, it's the level of

brainstorm, of accountability, of ideas

138

generating, the challenge that we have

for each other in a very good, in a

139

good way, that for me was priceless.

140

And also that I was able to be

my rebel self and my weird quirky

141

self as well within the community.

142

And, so for me, that was, phenomenal.

143

And also within that, I loved that within

the program we have the life challenges.

144

So I remember I brought to the

group, saying, "Guys, I'm an

145

introvert, I'm a sales shy.

146

How do I pitch to, to, to global

consultancies or corporate clients?

147

Because I want to secure corporate."

148

So it was the whole group kind of

rounded around my own issue, and,

149

we all kind of came with a plan.

150

So that was, something so powerful.

151

We also challenged each other.

152

I remember with one other coach who was

very video shy as well, we challenged

153

each other of how to, how to, record

a video and put it on our, LinkedIn.

154

By that time, I had been posting

on LinkedIn every single day,

155

but I only had one video.

156

So I was very video shy as well, so

all of that was going in the program.

157

But at the same time, there were

lessons I learned, and I want to share

158

this with everyone because they, those

lessons are really valuable, and that we

159

worked through the, within the program.

160

One is about niching.

161

I came to you not knowing what I

want, very confused, thinking I can do

162

everything, I can be in leadership, I

can be in change, I can be redundant,

163

everything, but not really clearly,

thinking what, what specifically that is.

164

And working with you and the group

helped me to really niche down.

165

Probably changed it about three

times, my niche, and, but that is

166

part of that journey, and, I loved it.

167

Number two is a lesson I wanted…

168

So I have five lessons.

169

So n- niching was number one.

170

Number two of, as a lesson was you don't

need permission, just go and do it.

171

So being an em- employee somewhere,

you always have a boss you have to look

172

for, "Can you approve my training?"

173

or "Can you, can we invest in that?

174

Let's go."

175

You don't have that as a

CEO of your own company.

176

And, so for me it was the

mindset change that I had to go.

177

And bear in mind, I'm somebody

who has a Bachelor of Economics.

178

I've been leading nearly 3,000 people.

179

I have 24 years experience.

180

No, I didn't, and actually, that's

why I realized I need to, to really

181

build those skills through that

program that you were, you had.

182

I just needed to accept I needed help,

so that was, powerful as well for me.

183

Number three of the lessons, it's about

the utilizing and building the network.

184

So this is, this is going out of your

way to, to build relationships, authentic

185

way, in an authentic way with others.

186

Take that coffee break with somebody

once a week, go and have a chat.

187

Go to those, the training

sessions, the, I…

188

And I would challenge everybody, which

I challenged myself, was at least twice

189

a year to go on face-to-face training

or conferences and start building those,

190

the relationships outside of my very

close, colleagues and the clients itself.

191

This created my little black

book of future clients.

192

M- maybe not necessarily them, but

it's put, you know, that they, that

193

needs my help, and that is the level

of conversation because you can

194

build this, know, like, and trust

relationship with, with those people.

195

And bear in mind, I'm an introvert,

so it's not something that is easy,

196

but it's something that actually

becomes much easier because it's

197

so genuine, and this is part of

that, the bigger journey later on.

198

Number four is the industry.

199

We all come out of our industries

really burnt out and make the sweeping

200

statement, "I want to go back there.

201

There is something better out."

202

For me, it took about six

months to say, "Hold on,

203

Krasi.

204

You've built these relationships for

20 years in this, education industry.

205

Why not go back to that?

206

Because people know, like, and trust you."

207

Because they have seen how

I work, and I know them.

208

I know their issues,

I know their problems.

209

And this is what unlocked for

me, and the program allowed me

210

to really see that because others

were sharing similar experiences.

211

So to go back into my own industry

and from one email I managed to get

212

six new clients just from that one

email because I went and tapped into

213

my own expertise, absolutely stunning.

214

And number five, which you're, preaching

every day, which is messy action.

215

Just take action.

216

And I could be doing that, regardless

from the LinkedIn posts, I update

217

my LinkedIn banners and background

about, once every couple of months.

218

It's a constant development, growing, and,

something that actually shows me I can do

219

it, and that builds my confidence as well.

220

Jo: Yeah.

221

Goodness me, what amazing lessons.

222

And so many people will resonate with

the idea of putting off contacting

223

those that they used- Mm … to know

from previous careers and things.

224

So it's great to hear that it did take

you six months, so it is a emotional

225

journey as well as a practical journey.

226

Like, whilst I might try and say that

in week two or week three, it takes

227

people time because- Yes … like you

say, we all think it's shinier and

228

it's more exciting to build those-

Yeah … relationships from scratch.

229

And whilst, yes, we'll be building

your brand alongside, which you've

230

totally talked about and done, it's

great that you can also utilize

231

your previous 20 years' experience.

232

. Speaker: And

233

Jo: I'm trying to remember the

moment that something shifted.

234

Was it hearing other

people in the community?

235

Tell us, do you remember, what made

you send that one email after all these

236

months- Mm … of avoiding doing it?

237

Krasi: It was the other people

in the community, particularly

238

seeing those messy actions and

people taking actions all the time.

239

And, I remember there was one,

person, Andy, who is a TV executive,

240

nothing to do with my own industry.

241

However, it's the actions

and the understanding of the

242

business is very similar.

243

So he said he opened his little black

book, contacted every single person that

244

he found there, and reconnected with them.

245

And I thought, "Why am I not doing that?"

246

So this was, almost like my

little permission slip I needed.

247

Even though I'm telling you we

don't need permission slip, but

248

obviously I did at that stage.

249

And as I said, I needed this

first six months to really get

250

to grips with what, who I am as

a CEO and how I want to develop.

251

So for me, I needed to stay

in the program for 12 months.

252

That was my own journey that I

felt much more comfortable with.

253

So seeing those actions from others

really unlocked it, for me and,

254

I thought, "Do you know what?

255

Let me just go and contact the people

I really love working with," but

256

for some reason I felt I shouldn't.

257

Jo: Oh, totally.

258

So tell us what's

different now in your life?

259

Krasi: So I finished with those two

programs before I fully joined the

260

coaching, the business of coaching.

261

Then I found a role as an associate coach.

262

I then built in, some of

my own private coaching.

263

I then delivered the leadership

training in the program, two cohorts,

264

with executive coaching in between.

265

I was tapping into my own HR

expertise as well, and I was

266

delivering as well HR projects.

267

And suddenly it's like, why am I just

concentrating on coaching itself?

268

I have all that other expertise.

269

So now I have 30 leadership

clients that I'm work- senior

270

leaders that I'm working with.

271

And, I wanted to share about

one w- which is humbling.

272

I could recognize when I started

with her, and I said, "Sarah, I can

273

see you as a CEO, not just a senior

leader within local government."

274

And- Through the work that we did, within

275

12 months she could secure that CEO role,

and, uh, she was saying to me, "'Cause

276

see, I will have 1,000 people under me.

277

I'll be leading on all these, uh, big

projects so for me, this was humbling

278

that I could make a difference to

those, executives, to grow even further.

279

So 30 senior leaders I'm

working as an executive coach.

280

Leadership programs I've

delivered, in that one year alone.

281

I've, done HR projects and now have my own

HR consultancy with clients buying into

282

my own, HR services, and I'm delivering

mediation, I'm delivering, things that

283

I actually love doing rather than the

things I have to do within the HR area.

284

Because the things I don't want to

do in the HR, I have an associate now

285

working with me to deliver those things.

286

I have, other clients now from

September joining, into my HR

287

consultancy, so a lot of growth.

288

I think I was reflecting, probably

I'll be getting there, but probably

289

it will take me about three or four

years time to get into that space.

290

But by being into the business of

coaching actually accelerated that, and

291

now I did it within one year, which is-

292

Jo: Wow.

293

Speaker: And so income-wise, I think

you have an amazing stat as well.

294

Do share.

295

Krasi: So I've actually been able

to generate 90% of my salary from,

296

that I was earning before I was

made redundant in my first year.

297

And it was all through that messy

action, trying different things,

298

and, showing the results, and,

being, an associate my own, selling,

299

and, being consistent on LinkedIn.

300

So yeah, 90%, in my first year.

301

Amazing.

302

Jo: I think there is this weird

gap that everybody has, 'cause I

303

have lots of clients who are really

successful who still seem to think

304

everybody else is more successful

than they are, and I'm like, "No, no."

305

"This is outstanding."

306

So, huge congratulations.

307

how would you describe your

experience of working together?

308

Krasi: So honestly, Joanna, The best

thing about working with you is that you

309

didn't try to make me as a standard coach.

310

I was able to be my own rebel

coach, and somebody that is quirky.

311

So I felt that you built a space for

me and an environment where I was

312

able to identify, what I really wanted

and not what suit others, what others

313

or the industry prescribes for you.

314

So you specifically built the wonderful

space of a supporting and challenging

315

environment to actually identify

what is it I really wanted, and then

316

spring my wings in that area, where

I could build not just a coaching

317

business, but coaching and HR, business.

318

So that really hit that balance of,

growth and challenge, for myself.

319

Now I'm going to say here, I really

don't always like the challenges,

320

like the four-week sprint that you

gave us earlier in this, this year.

321

So as somebody who is sales shy,

, it challenged me in many ways.

322

But actually, I learned so much from

it and really started to unlock into,

323

hold on, I can talk to anybody, so

why not go back into my industry?

324

So that was also part of that journey

into going back into my own industry.

325

I also really enjoyed the fact that

you were listening to us, you were

326

finding, themes of the challenges

that we all had, and you found ways

327

to go and create a space for us to go

and solve those challenges with the

328

resources, with the conversation, with

the speakers, with your own experience.

329

And also, you're very generous in terms

of your time, your expertise, and, I

330

really felt supported across the journey.

331

Jo: Oh, my goodness.

332

Amazing.

333

What a wonderful day for me

334

to hear all this amazingness, 'cause

like, obviously I worked so hard to create

335

this, so it's really lovely to hear that.

336

Everything that you're sharing

is exactly what I want.

337

Yeah.

338

So thank you so, so much for telling me.

339

And what is your biggest

takeaway from the program?

340

Krasi: Keep challenging

ourselves and find the

341

Speaker: community Perfect.

342

Such a good one.

343

And what's next for you then?

344

Krasi: So I decided to go out

of the program after one year

345

and really go and do the actions

I promised myself I would do.

346

So because you give us so many actions,

I felt like I haven't done enough, so

347

I want to really go out and do those

actions, and probably I would rejoin the

348

program because for me, the community

is something I want and need, so I

349

would rejoin it again at some point.

350

I want to go and build the HR consultancy,

have more associates working, with me,

351

and also make a difference to those senior

leaders that I'm working and for them to

352

be the CEOs of their lives and careers.

353

Speaker: Yeah.

354

Exactly.

355

Jo: Would you recommend the

program and, if so, who to?

356

Krasi: I would definitely recommend it

to anybody that is not sure who they

357

are and what they want, but they know

that there is something more out there.

358

This program allowed me to go and solidify

for myself that I have a space, and

359

these are the people when, if you have

doubts, if you have, worries, this is

360

the space for you to identify who you are

as a business owner and what is it you

361

Jo: want.

362

Yeah.

363

And where can people find you

if they want to get in touch?

364

Krasi: I'm very active on LinkedIn,

so I'm Krassi Toneva, and you'll

365

be able to find me on LinkedIn.

366

I post every single day on

leadership, on change, on careers.

367

I would love to connect with you there.

368

I would love to have a chat if you, are

worried about something, Even if it's not

369

a, if it doesn't lead to a project, for

me it's about let's connect with people.

370

Jo: Thank you so, so much for sharing

your valuable lessons that can

371

genuinely save other people years by

being inspired, just like you were,

372

to take that messy, scary action, and

what a amazing result it has led to.

373

So thank you so much, Krasi.

374

Krasi: Thank you, Joanna.

375

Jo: I hope you loved learning Krasi's key

lessons in her coaching business journey.

376

I love the fact that she has built

a full business, including loads of

377

different services as well as coaching.

378

So even though my program is

called The Business of Coaching,

379

I would say 80% of clients also do

leadership training or other work

380

that amounts to their full business.

381

So never think that you

only have to do coaching.

382

Obviously, if you want

to, that's totally fine.

383

But I also encourage you to bring all

of your skills and experience to the

384

table and serve people however you can.

385

If you would like support on your

own coaching business journey, no

386

matter how long you have been in

your coaching business, the Business

387

of Coaching can support you to keep

learning, to stay ahead, to have that

388

community, to have that courage, and

take fast, messy action, which will

389

result in amazing outcomes for you.

390

You will find the link to the Business

of Coaching in the show notes.

391

Do have a browse at amazing

results like Krasi's on the page.

392

And if you would like to apply, then

do scroll to the bottom of the page,

393

and there is a form you can complete,

and I will get back to you personally,

394

showing you a behind-the-scenes of the

program and letting you know how I can

395

support your personal circumstances.

396

And like I always say, trust yourself,

believe in yourself, and be the wise

397

gardener who keeps on watering the seeds