MEET SHEL COACHING FREEBIES TOOLS BLOG

You started your business for freedom ...

Then chaos took over.

 

After 35+ years starting, owning, and running businesses, I help ambitious women who run their business alone take back control of their numbers, their business, and their life.

Work with me →

A laptop and coffee on a table by a sunlit window looking out over a field

What you really want
(and haven't been getting)

Time Freedom

To have a Saturday that's actually all yours. A business that fits into your life, not a life you squeeze into the leftovers from the business.

Financial Freedom

To pay yourself more than you'd make working for someone else. A paycheck that actually shows up, and no more juggling which bills get paid.

Freedom of Choice

To be the one who decides. Work when you want to work, take a day off without asking permission, and never again do something that feels wrong because someone said so.

That's what I want →

Business owner stretching back from her laptop after another long stretch of work.

I get it ...

Post consistently. Niche down. Build the funnel. You did all of it, then waited for the phone to ring.

When the clients didn't come and the money didn't either, you said yes to whoever showed up. The one who haggles. The one whose name pops up and you let it ring ... on purpose.

Then you bought the course. The tool. The thing that was finally going to work.

So now there's a new offer to launch, a webinar you never finished, and a subscription leaving your account every month for something you logged into twice.

Every one of those fixes took money out of your bank account and added something to your plate. Not one of them took anything off.

And some mornings you catch yourself resenting a business you were so excited to start.

That's how chaos creeps in ... one “good” decision at a time.

Then, your day belongs to whatever's on fire...

The client who calls you all the time “to pick your brain” and haggles over price sends you three more just like her, not the clients you love working with who value your best work.

The time-consuming, soul-sucking work you took to pay a past due bill, not the work you love.

Yeah, the money's coming in but it's going out even faster and you're putting your savings into this business instead of collecting a paycheck.

I get it. Chaos took over my life too.
Then I discovered ...

The chaos is a sign of misalignment.

And that's fixable.

Shel Oswald

Hi, I'm Shel.

35+ YEARS AS A SUCCESSFUL BUSINESS OWNER

I've been the one responsible for everything, with no playbook and no one to call.

I did what the experts said. More offers. More channels. More everything. None of it worked.

I remember the ugly cries behind closed doors, when nothing I knew told me what to do next.

What turned it around wasn't doing more. It was doing less.

Certified High Performance Coach  ·  Pumpkin Plan Business Growth Strategist  ·  Fix This Next Advisor  ·  QuickBooks Online ProAdvisor

Meet Shel →

Meet Shel →

Owning a business is a different game than being good at the work.

Nobody taught you the owner's job. Not the degree, not the years, not being great at what you do.

So you kept building and kept chasing, because that's what you knew how to do.

Direction comes first. Where you're going, and whether the work even matters. The money people skip it. The systems people skip it.

You need a playbook for running the business. That's something you can learn.

FOUR THINGS I LOOK AT FIRST

Financial Intimacy

Knowing your numbers so you can pay yourself without guessing.

Smart Systems

Structure that creates freedom instead of taking it away.

Anti-Hustle Life First

Designing a business that supports your life.

High Performance

Protecting the person running the business.

STEP 05

Systems

Get the business out of your head and onto paper, so you stop recreating the wheel every time you sit down.

STEP 06

Rhythms

Set the rhythms that catch chaos before it takes hold.

The first two protect the business. The last two protect you.

What I stand for

Business owners who want to run their business without a team deserve to be taken seriously. Having a team is a choice, not a must.

Integrity without compromise. Speak the truth. Assume best intent. Do the right thing when nobody's looking.

Courage. Do the hard work. Say the hard thing.

Empowerment. I'll walk beside you and empower you. I won't do it for you.

Positive mindset wins. Shit happens. Use it as fertilizer and grow from it.

Stronger together. Respect, no judgment, room for everybody.

What Staying Stuck Costs You

 

You’re working everywhere, all the time, with nothing to show for it.

Another month where the money comes in and disappears before you can figure out where it went.

Another year of long hours and still not paying yourself.

You take clients who aren’t a good fit just to keep the bills paid.

The debt keeps piling up instead of going down.

And the freedom you started this for keeps feeling further away.

Some days it feels like it would be easier to just work for someone else.

The people you love get what’s left of you.

What alignment looks like

You close the laptop at a reasonable hour.

You pay yourself, consistently, from a number you set on purpose.

You know your numbers and decide with confidence instead of guessing.

You keep the clients worth your energy and let the rest go.

The business runs without living entirely in your head.

The people you love get the best of you, not what's left.

FROM THE BUSINESS OWNERS I'VE COACHED

Jen runs an authentic Italian food deli. She came to me because her business had drifted from her original dream and was feeling heavy. Six months later, this text landed in my phone:

“It's happening! We are creating a kitchen in the Market! Thank you for inspiring me!”

Jen S., PA

FROM THE BUSINESS OWNERS I'VE COACHED

Kimberly has a farm and tans sheep hides into amazing rugs. She came to me because she didn't trust her numbers, but we found the real work was getting her and her husband aligned on where they wanted their life to go, and how the farm supports it.

“I can see the finish line of finally feeling confident about my books thanks to you! My stress around books has been nearly eliminated and it feels so good to be caught up. THANK YOU!”

Kimberly T., ID

FROM THE BUSINESS OWNERS I'VE COACHED

Jen and Greg run a multi-enterprise farm: vegetables, pigs, a food stand, events. They came to me because their numbers weren't telling them anything useful, and they weren't confident in the business decisions they were making.

“For years, we've been fumbling through QuickBooks and not gleaning any good information back. Shelly teaches us how to enter useful data so we can make informed business decisions, rather than acting from the gut.”

Jen & Greg M., PA

Here's where to start.

Same six steps either way ... Vision, Money, Clients, Offers, Systems, Rhythms. The difference is whether you want a room of women doing it alongside you, or my full attention on your business.

Chaos to CEO: The Reset

8 WEEKS · LIMITED TO 12 SEATS

FOUNDING MEMBER

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Enrollment opens Monday, September 14.

The Reset, 1:1

8 WEEKS · LIMITED AVAILABILITY

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I'll come back to you within two business days.

You built a business doing something you're really good at.

Now it's time to ditch the chaos and make space so the freedom you started this business for can finally show up.

Join the waitlist →

You’re hustling. Working hard, showing up, delivering for your clients.

 

But your books are a mess, the money disappears before you can pay yourself, and you're taking clients you don't even like just to keep the lights on.

You work evenings. You work weekends. Not because you planned to, but because that's the only way to keep it all moving.

And underneath all of it is a thought you haven't said out loud ...

I should have this figured out by now.

Here's what the gurus don't tell you when you start a business: building a business is genuinely hard.

You're writing the operating manual from scratch while trying to find your rhythm, make sales, deliver to customers, pay bills, and make decisions that can affect your bank account and your life for years to come.

If that's not hard, I don't know what is.

What they also don't tell you is this ... the chaos isn't a sign of failure.
It's a sign of misalignment.
And you can fix that.

From the business owners I've coached

Kimberly has a farm and tans sheep hides into rugs. She came to me because she didn't trust her numbers, but the real work turned out to be getting her and her husband aligned on where they wanted their life to go, and how the business supports it.

"I can see the finish line of finally feeling confident about my books. My stress has been nearly eliminated and it feels so good to be caught up."

Kimberly T., ID

Jen and Greg run a multi-enterprise farm: vegetables, pigs, a food stand, events. They came to me because their numbers weren't telling them anything useful, and they weren't confident in the decisions they were making.

"For years, we've been fumbling through QuickBooks and not gleaning any good information back. Shelly teaches us how to enter useful data so we can make informed business decisions, rather than acting from the gut."

Jen & Greg M., PA

Jen runs an authentic Italian food deli. She came to me because her business had drifted from her original dream and was feeling heavy. Six months later, this text landed in my phone:

"It's happening! We are creating a kitchen in the Market! Thank you for inspiring me!"

Jen S., PA