Interested in starting your own entrepreneurial journey by launching a coaching business but unsure what to expect? Then read up on our interview with Kathryn Dafos, owner of Endless Potential Strategic Planning, based in Victoria, British Columbia, Canada

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

Endless Potential Strategic Planning specializes in facilitating individual and organizational success through authentic connection to their people, purpose, and values. We help leaders authentically walk their talk and be true to the culture they espouse in their business.

Tell us about yourself

I thought I had found my dream job. It all looked wonderful on paper, great compensation, and most importantly, a culture that appeared to be aligned to my values. However, once I started, I realized that while the company aspired to the people-focused, there was a real disconnect from how they operated. After a team-building intervention that was inspiring for my personal growth, but felt performative at an organizational culture level, I decided to leave and expand my learning to create solutions that provided a relevant, authentic and sustained impact. The results have been awesome! I'm motivated by my clients everyday, especially when they tell me about the positive, meaningful, and lasting changes I've inspired in their lives and businesses.

What's your biggest accomplishment as a business owner?

Discovering and actualizing my life purpose while guiding my clients to do the same. This feedback is particularly significant from those who previously felt undervalued and marginalized in their workplace, as well as with those lacked direction in their personal and professional lives. I love when clients tell me how I've helped them find clarity, increase their confidence and improve their relationships, empowering them to rediscover their Inner Spark and achieve their Endless Potential.

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

Time spent in marketing your business that you'd rather spend practicing your craft. Promoting your business is incredibly time-consuming and energy-draining. I look forward to getting to the point where there is a steady flow of clients in the pipeline, and I can spend more time doing the work I love instead of constantly pitching my services.

What are the top 3 tips you'd give to anyone looking to start, run and grow a business today?

  1. Know your target audience, who they are, and what pain you help them overcome.
  2. Understand your business model, what success looks like and have a clear plan to get there.
  3. Be flexible, agile, maintain growth, and a life-long learning mindset. These things will help you see emerging trends and opportunities, enabling you to pivot when unexpected circumstances arise.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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