Coaching Plan: Non-Profit Business Plan & Marketing Strategy (Drug Addiction Focus)

1. Coaching Purpose

Support the client to:

• Clarify the mission and purpose of the non-profit

• Design a viable operating model (not just an idea)

• Build a realistic, fundable business plan

• Develop a marketing strategy for awareness, funding, and reach

• Define impact metrics and sustainability

• Move from emotional intent → structured execution

2. Critical Boundary (Very Important)

As a business coach:

• You are NOT designing clinical treatment programmes

• You are NOT providing addiction therapy guidance

• You are NOT replacing healthcare or rehabilitation expertise

You ARE supporting:

• Strategy

• Structure

• Sustainability

• Stakeholder clarity

• Funding logic

• Messaging and positioning

If clinical elements arise:

“That sits in the domain of addiction treatment professionals, but we can absolutely structure how you would partner with them.”

3. Coaching Outcomes

By the end of engagement, client should have:

Strategic Outputs

• Clear non-profit mission & vision

• Defined target population (who exactly is served)

• Service offering model (what is delivered + by whom)

• Operational structure

• Funding strategy

Business Outputs

• Basic business plan (NGO format)

• Budget outline

• Resource requirements

• Governance structure

Marketing Outputs

• Awareness strategy

• Outreach channels

• Messaging framework

• Stakeholder map

• Fundraising narrative

4. Core Coaching Phases

Phase 1: Vision, Purpose & Clarity

Focus:

Turn emotional intent into structured mission

Explore:

• Why this issue matters to the client

• Personal motivation (important for sustainability)

• What “success” looks like in reality

Key Questions:

• “What problem specifically are you solving in drug addiction?”

• “Who exactly are you helping?”

• “What change do you want to see in 3–5 years?”

• “What is outside your scope?”

Output:

• Draft mission statement

• Clear problem definition

• Target group clarity

Phase 2: Problem Definition & Needs Analysis

Focus:

Move from general idea → defined problem system

Explore:

• Type of addiction focus (e.g. youth, recovery, prevention, rehab support)

• Geographic focus

• Severity level of intervention

• Existing gaps in services

Questions:

• “What is currently missing in existing services?”

• “What are people struggling with before, during, and after addiction treatment?”

• “Where does the system fail today?”

Output:

• Problem statement

• Target demographic profile

• Service gap map

Phase 3: Service Model Design (What the NGO actually does)

Focus:

Define deliverable services clearly

Possible service categories:

• Prevention programmes

• Awareness campaigns

• Referral systems

• Recovery support groups

• Family support education

• Aftercare reintegration support

• Partnerships with rehab centres

Coaching Questions:

• “What will people physically experience when they engage with your NGO?”

• “What is your minimum viable service offering?”

• “What will you NOT do?”

Output:

• Service offering list

• Programme structure (simple model)

• Partner dependency map

Phase 4: Operational & Business Model

Focus:

Turn idea into functioning system

Explore:

• Staff vs volunteers

• Partnerships (hospitals, rehab centres, churches, government)

• Legal structure (NPO registration, compliance)

• Delivery model (physical, online, hybrid)

Questions:

• “Who delivers the service?”

• “What roles are essential vs optional?”

• “What partnerships are critical for survival?”

Output:

• Org structure draft

• Operating model diagram

• Resource requirements list

Phase 5: Funding & Sustainability Strategy

Focus:

How the NGO survives financially

Explore funding sources:

• Grants (government, international NGOs)

• Corporate CSR funding

• Donations

• Sponsorships

• Events

• Training programmes (if allowed)

Questions:

• “Who benefits from funding this initiative?”

• “What would make this attractive to donors?”

• “What impact data will you need to show?”

Output:

• Funding strategy map

• Donor segmentation

• Revenue (funding) streams plan

• Basic budget outline

Phase 6: Marketing & Awareness Strategy

Focus:

Build visibility, trust, and funding pipeline

A. Core Messaging Strategy

Define:

• Problem narrative

• Emotional story (why it matters)

• Impact story (what changes)

Questions:

• “What story will move people to care?”

• “What misunderstanding exists about addiction that you want to change?”

B. Target Audiences

• Donors (corporates, individuals)

• Government stakeholders

• Communities affected by addiction

• Families of addicts

• Potential partners (clinics, schools, NGOs)

C. Marketing Channels

• Social media awareness campaigns

• Community outreach events

• School programmes

• Corporate presentations

• Partnerships with healthcare providers

• PR / media storytelling

Output:

• Messaging framework

• Audience segmentation

• Channel strategy

• Awareness funnel (Awareness → Engagement → Donation → Partnership)

Phase 7: Impact Measurement & Reporting

Focus:

Make the NGO fundable and credible

Define metrics:

• Number of people reached

• Number of referrals made

• Program participation rates

• Recovery support engagement

• Family support involvement

• Community awareness increase

Questions:

• “How will you prove impact to donors?”

• “What does success look like in measurable terms?”

Output:

• KPI framework

• Reporting structure

• Basic impact dashboard concept

5. Coaching Session Structure (8 Sessions)

Session 1: Vision & Purpose

• Mission clarity

• Personal motivation

Session 2: Problem Definition

• Target group

• Needs analysis

Session 3: Service Design

• Programme structure

Session 4: Operating Model

• Structure + roles + partnerships

Session 5: Funding Strategy

• Revenue streams + donors

Session 6: Marketing Strategy

• Messaging + audience + channels

Session 7: Impact Measurement

• KPIs and reporting

Session 8: Integration & Business Plan Finalisation

• Full model integration

• Gap closing

6. Key Coaching Tools

• Business Model Canvas (adapted for NGO)

• Stakeholder mapping

• Impact funnel design

• Problem tree analysis

• Service blueprint

• Funding matrix

• Messaging framework (story-based)

• SWOT analysis

7. High-Impact Coaching Questions

Vision

• “Why does this matter to you personally?”

• “What would failure to solve this problem cost society?”

Strategy

• “What is the simplest version of this that still works?”

• “What must be true for this to succeed?”

Marketing

• “What story will make someone care in 10 seconds?”

• “Who already has access to your target audience?”

Sustainability

• “What makes this fundable, not just meaningful?”

• “What will donors see as measurable impact?”

8. Common Pitfalls to Manage

• Overly emotional vs structured thinking

• Trying to solve everything (lack of focus)

• Unclear target audience

• No funding strategy

• Overcomplicated service design

• No measurable outcomes

• Dependency on one funding source

9. Red Flags (Coaching Scope Protection)

Escalate or redirect if:

• Client wants to design clinical treatment protocols

• Claims of medical effectiveness

• Lack of understanding of addiction complexity

• Legal compliance issues ignored

• Financial projections unrealistic or speculative without grounding

10. Outcome Statement Example

“I have a clear, structured, and fundable non-profit model for addressing drug addiction, including defined services, partnerships, funding strategy, marketing approach, and measurable impact framework.”