Starting your doula business is exciting, but the expenses can add up quickly—sometimes in ways you don’t expect. Many new doulas feel pressure to buy all the things, but seasoned doulas will tell you their doula bag is usually pretty sparse. The real investment should go into what truly supports your business and sustainability. Here’s a breakdown of what to budget for in your first year, plus tips to save money along the way.

1. Business Setup Costs

• • LLC Registration & Business Licensing – Be cautious! Many services charge high fees just to file paperwork you could do yourself for much less. Research state-specific requirements before paying someone else. (See Do I need an LLC?)

• • NPI Number – This is free, but some companies charge to obtain it for you. Don’t fall for this trap—apply directly at the official NPI registry site.

• • Business Insurance – Many insurers offer student doula discounts if you’re working toward certification. Check for these before purchasing full-priced coverage.

• • Website & Domain – You don’t need a full website right away! A listing on MeetYourDoula.com or a similar platform can serve as your website while you set aside funds from early clients to build a site later.

• • Filing Fees – If applicable, budget for any state or local fees required for your business structure.

💡 Money-Saving Tip: Many doulas operate as sole proprietors in their first year, which requires little to no setup cost.

2. Marketing & Client Acquisition

• • Business Cards & Print Materials – You’ll need some way to get your name out, but keep it minimal. Digital marketing (social media, online directories) is more cost-effective.

• • Professional Headshots – While not required, a good photo makes you look polished and trustworthy. If cost is an issue, swap services with a photographer or use a well-lit phone photo.

• • Advertising – If you choose to run social media ads or list your business on paid directories, factor in these expenses. The results are often very mixed.

• • Networking Events & Conferences – Some doulas find clients through local birth fairs, parenting expos, and networking groups. This can be one of the most effective and cost-saving ways to find new clients, but it is often neglected.

💡 Money-Saving Tip: Join community groups and network for free. Word-of-mouth referrals are your best friend! You can also join hyper local groups to find clients or other communities like that on Facebook.

3. Training & Continuing Education

Many new doulas think they need more training before they’re ready. My advice? Attend at least 10 births before taking another training. It’s easy to feel like you don’t know enough, but I’ve seen doulas take endless trainings and still lack confidence because they realize how vast everything is.

That said, budget for:

• • Required Certification Fees – These vary by organization but may include application fees, membership dues, and required reading materials. As you set a fee for the first few births, remember to set aside a certain amount from each birth to budget.

• • Continuing Education – Only invest in specialized training after gaining experience and identifying your niche. What is missing in your community? Where do you see a need that you can fill?

💡 Money-Saving Tip: Many trainings offer early bird discounts or payment plans. Prioritize what will directly impact your success and your wallet.

4. Client Support & Comfort Items

• • Doula Bag Supplies – Many doulas start with a fully stocked bag, only to realize they use very little. Start with essentials like massage tools, snacks, and a change of clothes..

• • TENS Unit – Some doulas find these invaluable for client pain management. Buying multiple may be helpful as your practice grows. Don’t forget the training you’ll need to use TENS too.

• • Liability Waivers & Paperwork – Consider software or templates to streamline contracts and client intake forms. Be wary of contracts online that you don’t get looked at by a lawyer who practices in your area. State laws vary and I hear doulas all the time who are horrified that the contracts they bought, even ones from doula-lawyers, are not great for their state according to a local attorney.

💡 Money-Saving Tip: Ask experienced doulas what they actually use before splurging on gear you might not need.

5. Transportation & On-Call Expenses

• • Gas & Parking – Especially important for rural doulas or those traveling long distances.

• • Reliable Phone & Data Plan – You’ll need a strong connection for client calls, scheduling, and last-minute directions.

• • Childcare Backup – If you have kids, budget for last-minute childcare when you get a birth call. And pay them well or barter! Both are money saving tips – believe me!

• • Emergency Kit for Your Car – Snacks, change of clothes, phone charger—because birth work is unpredictable!

💡 Money-Saving Tip: Track mileage and business-related travel for tax deductions.

6. Self-Care & Business Sustainability

• • Housekeeping, Laundry, and Grocery Delivery – Some doulas invest in these services to make on-call life manageable. This is something that can be really helpful in the moment but it can add up. Is there a membership that you could purchase to bring associated fees down? Is it cheaper to pay someone $10 to grab your groceries that you order online for pick up?

• • Work Attire – Many doulas opt for comfortable, washable clothing and shoes designed for long hours. Shoes are the biggest expense here but also money saving in the long run.

• • Software & Admin Tools – Scheduling apps, accounting software, and digital contract services can make your life easier. Things like Doulado can be helpful at getting your business set up and running smoothly when it comes to paperwork. I keep a lot of stats for free on Airtable. 

💡 Money-Saving Tip: Set aside a portion of each birth payment for taxes and unexpected expenses. Many doulas underestimate their business costs in the first year.

 Smart Spending for Long-Term Success

Your first year as a doula should be about building experience, not overspending. Keep your costs low, prioritize what truly benefits your business, and avoid predatory services that overcharge for simple tasks.

Want more business guidance? Join Doula Office Hours for expert advice on growing a sustainable doula business without unnecessary expenses!