Interested in starting your own entrepreneurial journey in mental health but unsure what to expect? Then read up on our interview with Natalie Baker, Owner of Neurofeedback Training Co., located in New York, NY, USA.

What's your business, and who are your customers?

My business is the Neurofeedback Training Company. We provide NeurOptimal neurofeedback home rentals and in-office sessions to clients across the US and Canada.

Our customers are individuals and families looking for brain training to optimize mental performance and regulate emotions. Some people have anxiety, ADHD, or want help managing sleep or daily stress. Some of our clients want peak performance as athletes or professionally and help their brains focus, sleep better and rebound from stress as fast as possible.

Tell us about yourself

I am a psychotherapist by training. Those of us in the mental health profession are always looking for better tools to communicate with the unconscious brain to let it know it's doing the wrong thing in the present moment. And that 'wrong thing' is creating symptoms such as anxiety, insomnia, and yelling at people.

I brought NeurOptimal neurofeedback (EEG biofeedback) into my psychotherapy practice 11 years ago as another tool to help my clients with stress, anxiety, depression, and PTSD.

Every day I am thinking about how best to help people suffer less and live content, productive lives more! Since that time, the neurofeedback services have grown organically from serving people in my private practice in New York City to a separate company, Neurofeedback Training Company, that offers national rentals and has three offices for sessions in NYC, LA, and Denver!

What's your biggest accomplishment as a business owner?

Helping people to be at their personal best through brain training - emotionally and mentally - so they can achieve their goals and dreams. Whether it has harmony in the family, getting good grades at school, or feeling like they can handle what life throws at them without being emotionally overwhelmed, these changes are what makes me and my team come to work every day.

What's one of the hardest things that come with being a business owner?

Learning how best to reach our customers and educate them, so they are making informed decisions. Brain training is a relatively new form of self-care for people, so education is key for success, but people don't always have a lot of time to learn. Our challenge is finding the sweet spot in the format and length of educational materials.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Make it organic. Pick something you have a natural passion for and lean into it.
  2. Become an expert! Learn everything you can about the topic.
  3. Find a mentor! Someone who has the expertise and is encouraging!

Is there anything else you'd like to share?

Create a short-term and longer-term business plan that marries your passion and vision with the practicality of the numbers that work for you. The worst environment for growing a business is constantly feeling under stress.

If your level of risk tolerance is measured and respected along the way, then your stress should be less because you're not going too far outside your comfort zone. (And if you are anxious and stressed, try neurofeedback to help your brain stay calm and focused as you grow your business!)

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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