You deserve more money, more impact, and more self-care
We teach you how to open a business within 30 days
You are on a mission to help your clients
feel fabulous about food
We help you
feel fabulous about business
You deserve to take up S P A C E
Your business deserves to take up S P A C E
Our clients deserve to take up S P A C E
You deserve to take up
S P A C E
Your business deserves to take up
S P A C E
Our clients deserve to take up
S P A C E
A membership-based program with a specific curriculum designed for your stage of business.
Get inspiration from our community to strengthen your skills,
grow your confidence, and
skyrocket your income
Business School is the education you need to build a business...
... but business friends don't let business friends "just buy courses"
You need accountability!
Don't build your business alone
✨ Weekly Connection Calls ✨
Hang out with people that get it.
Our weekly connection calls may include:
- Q&A time with the Pursuing Private Practice team
- Self-care events
- Co-working sessions
These calls are held weekly at a variety of times throughout the month.
An Amazing Community
Our Facebook Group is where you will find your new support system for business AND for YOU:
- Support when you feel lonely, isolated, frustrated, or just want to vent.
- Celebrate a huge win, your biggest revenue month to date, or a client finally reaching a goal.
- Be in a community with like-minded professionals
Trust us, we get all the emotions that you feel on a daily basis as a business owner.
Business School is open to business owners
Business School is a monthly membership program
Taylor confidently grew her practice and eventually hired her first employee for her business!
Emily used all of our program’s tools to delegate and scale and step into the next level of her business.
When you join Business School, you will begin our program at your stage of business.
take a look
INSIDE OUR PROGRAM
Customized business education for starting and growing your business
Templates to make your life easier
Workbooks to support your business planning
Encouragement to do the work
Business strategy to lead you to the next step
Beginner Basics: Open for Business
Set up your business
in 30 days
You’ll start by working on your mindset so that you can lean into, face, and overcome the fears of opening a business.
We give you the information you need to know AND what you don't!
Set the vision for your private practice by identifying who you like to work with and why. There isn’t a need to “niche down” yet, but you can absolutely talk to an ideal client when you set up your business.
There are so many options for business offers that solve problems: 1:1 counseling, creating a group program, selling a course or digital download, VIP days or intensive programs, or starting a group private practice. We will teach you the pros and cons so you can pick what's best for you.
You’ll be given simple marketing ideas to announce that you’re open so you can take your first client!
Learn the who, what, and when of networking to form authentic relationships and referral sources for your business.
Most professionals struggle with the entire sales process: deciding what to charge, holding an inquiry call, asking the potential client to book the appointment, and following through with financial policies. You will increase your sales confidence, understand the common objections from clients, and value the autonomy of a potential client’s decisions.
Your business offer needs to deliver what you promised in your marketing. Doing a good job with clients is the #1 strategy to grow a business.
Grow Your Impact
If your business is not making the money you want to make, this is the lesson for you. We give you quick tips to make more money when your business needs more cash flow.
- Create an income/expense google sheet that will help you analyze business finances (copy ours!)
- Explore Key Performance Indicators so you know what to measure for business success
Systems lead to success. You need systems and processes whether you’re super organized or have a more laid-back personality!
By the end of this lesson, you will:
- Organize your systems for strategy
- Time map your ideal day and week
- Understand the different procedures and processes in business to create
- Evaluate your systems to make sure they work for you, not against you
- Have a ton of different examples that may work for your business, ranging from EMR's, CRM, finances, technology, marketing, and more.
The best marketing strategies change frequently, but the messaging is always the same: connect with your ideal clients and tell them that your business solves a problem!
By the end of this lesson, you will:
- Have specific strategies for various marketing channels
- Know exactly how to network to triple your referrals
- Understand how to position your business so you are creating connections with your ideal clients and referral sources.
- Develop a website and other marketing materials so that they bring clients to your business.
You can have the best message in your head, but if you cannot communicate that message out into the world, no one will see it!
By the end of this lesson, you will:
- Learn how to create a true brand and identify the different parts of a brand
- Design your basic branding: logo, colors, and the artistic "look" of your brand
- Match your mission to your brand’s beauty
Know how to get your brand in front of your ideal clients
Reject diet culture in business
We want to help our clients so much that sometimes we toss our own boundaries out the window. This leads to resentment, either consciously or unconsciously.
By the end of this lesson, you will:
Know how to set your own boundaries based on your values
- Understand why setting boundaries is actually good for your clients
- Explore countertransference
YOU are your best business asset. This lesson will show you how to prioritize self-care and reject the hustle culture mentality that you always have to be productive.
This lesson will show you how to work WITH your personality, not against it. We are excited to support you with information about Clifton Strengths, the Enneagram, Myers Briggs, and other personality assessments so you can work in your zone of genius.
Go From Knowing Nothing About Setting Up
And Running A Private Practice...
To Booking Your First Client!
Business School includes an entire unit just for professionals that are opening a business.
Beginners are welcome here!
Beginner Basics Includes These Bonuses:
Extra training: How to build a private practice on the side with a full-time job
An example of an inquiry call, so you know word-for-word what to say to land your first client!
Templates for marketing emails so you’ve got a head start knowing what to say when reaching out to referral sources so they can’t wait to send their clients your way
10 ready-to-use nutrition handouts for clients: these handouts focus on Intuitive Eating, eating disorder recovery, and supporting a client with their relationship with food
An extra workshop to show you how to plan your calendar so that you can achieve your goals and have work-life balance (this is worth an additional 1 CEU until January 2023!)
An EMR Showcase! Decide which EMR is right for you with our EMR Showcase: we feature 6 options so you can see pros and cons of each product
Swipe files that include an Initial Assessment Form, Office Policies Form, Authorization to Release Information Form, Credit Card Authorization Form, Good Faith Estimate Template, Superbill Template, and more!
"Don't start your private practice without doing this course first - you won't regret it!
I love Jennifer's course.
I had already started my private practice, doing video consulting only, and felt ready to move into in-person consulting in an office, and I didn't really have the confidence to know where to start.
I began the course and immediately wished I had done it before I started my practice - it would have made everything much easier and less stressful!
This course is a must if you are even considering private practice, because Jennifer walks you through essentials like understanding why you want to do private practice and how you want to practice (aka figuring out your niche).
She also diffuses intimidating subjects like writing a business plan, setting up your office, taking payments, and deciding on how you'll do your record-keeping, aspects I hadn't given nearly enough thought before the course (my powers of avoidance are stellar).
Her checklists are so helpful for getting organized, something I can sometimes struggle with when the stakes feel high. Most importantly, she provided guidance on figuring out how to set my rates, something I was really floundering with!
-Glenys Oyston, Dare to Not Diet
HERE IS WHAT YOU GET
Access to our Business School curriculum
Business School contains easy-to-digest business courses with a huge return on investment. Each course has the "need to know" information + guides + templates + support. Every course is included in your membership!
Time with the Pursuing Private Practice team
Our team is experienced at supporting professionals build a business. Not only have we grown Pursuing Private Practice as a team, we have helped hundred of professionals grow their businesses.
A community of support
How often do you get the chance to ask business questions to a group of like-minded professionals? The Pursuing Private Practice team is in the Facebook Group Monday-Friday offering support.
A marketing opportunity
Every member of Business School will have an invite to get featured by Pursuing Private Practice to help you market your business! We have a Professional Directory for you to add your information and increase your visibility.
You get all of this for just $197/month
JOIN TODAY AND GET STARTED!
If you see just 2 clients a month, this membership MORE than pays for itself!
Our goal is to empower you to make more money
Leah got the support she needed from many different members in various stages of business.
Kirsten felt so supported as she transitioned her private practice into full-time!
Our Company Values
Here at Pursuing Private Practice, we value hard work AND self-care. We fight diet culture, but also have to fight against hustle culture. Our members believe in these 3 main values, and we honor them for ourselves as well:
Any business is built to solve a problem for an ideal customer. We believe our mission makes a difference in the world, and we empower dietitians to solve the many challenges that come up when building a business. We respect continuous growth within our community. As we learn more and receive feedback, we reserve the right to improve our programs depending on the needs of the market.
We teach business owners to create a business aligned with their passion and to work within their strengths. This creates work centered around a person’s “zone of genius” and we strive for team members to role model working in this way.
Boundaries are vital in business. When our needs are met, we do our best work to meet individual and team goals. We value work/life satisfaction to authentically live life to the fullest. When we aren’t taking care of ourselves, our work suffers. We believe in honest communication, direct feedback, and the right to make changes to reflect new boundaries.
We also believe in inclusivity.
We strive to honor all business owners of different backgrounds, including but not limited to race, ethnicity, culture, gender, size, sexual orientation, and ability.
We value lived experience as much as traditional education.
Hi, I’m Jennifer McGurk. I'm the CEO of Pursuing Private Practice and honored to lead an incredible team. I’m a Registered Dietitian, Certified Eating Disorders Specialist, as well as a Clinical Supervisor and Business Coach.
Throughout my 11 year journey as an entrepreneur, I have been able to build a team of dietitians for my practice, hire support for my business, create an online course, start a podcast, and speak at conferences.
I practice what I preach to my clients: self-care is vital. I do not do it all and do not want to do it all. I have created jobs in order to build my team, so I can work in my zone of genius. I LOVE that my “work” truly doesn’t feel like “work.”
At my core, I believe in investing in myself and my business. I'm passionate about studying nutrition knowledge, and I'm also committed to being an amazing business coach. I have participated in business masterminds, business courses, and have made hard decisions about my own business to better serve others. I hope to inspire you to do the same!
I believe in your ability to become
an amazing business owner
We have created some pretty amazing business owners!
We have recently changed our Business School membership to include other non-diet or non-diet curious healthcare professionals. When you hear our past clients talk about 'Dietitian Business School' they are referring to the previous version of our business school program.
Christine gained the confidence she needed to grow her private practice!
"Jennifer's course was the jumpstart I needed for my business.
I was floundering before, trying to figure out how to run my business, and now I have some real direction and actionable goals I can achieve. I love the community and how much support I feel in our group calls. Jennifer is the best cheerleader and mentor! She is so enthusiastic about what she does and it inspires me.
I highly recommend Jennifer and her program to any dietitian with a private practice!"
-Kelly Neilson, MDA, RD, LD
Nutrition for Hope
"Dietitian Business School is one of the best business decisions I have made since opening my private practice.
Joining this amazing, friendly, helpful community of dietitians has made me feel more connected, confident, and knowledgeable. When I am faced with a difficult business decision or an unusual client situation, everyone in the group has my back. The advice I have received from the courses, the group calls, and directly from Jennifer herself has elevated my practice from 5 clients a month to over 40! I admit I was at first hesitant to join due to the monthly fee, but I can say with confidence that the return on investment has made the cost absolutely worth it."
-Penelope Taylor, MS, RDN, LD
Stellar Health Nutrition
"Listing out the supportive aspects of Dietitian Business School is easy:
All the tools you need for starting or expanding a nutrition practice have been thoughtfully created, and allow you to tailor your experience while going at your own pace. But the best part is what shines through all of it, and that is Jennifer's generosity and enthusiastic spirit. Jennifer is a champion of her fellow RDs, and looks forward to seeing you succeed in the ways that matter most to you."
-Samantha Lewandowski, MS, RDN, LDN, CEDRD-S
Big Picture Nutrition, LLC
"Dietitian Business School has provided me with invaluable support to grow my business.
The modules give you all the information you need to set up the systems in your business, build a brand, and start marketing. The group coaching calls and Facebook group have helped me to stay connected, get my questions answered, and build a community of like-minded entrepreneurs who I can get feedback from as we all grow our businesses together. Jennifer's enthusiasm and expertise also helped with my confidence because I feel like I have everything I need to tackle all of the hard things that come up in growing a business."
-Alyssa Snow Callahan, MS, RDN
Nourished with Kindness
"Dietitian Business School has been pivotal in helping me understand the foundations of a solid business platform.
I have been a dietitian for over 20 years and even though I have a thriving private practice, I have wanted to enhance my business skills for a long time now. Dietitian Business School has given me ideas and inspiration to continue to build my private practice. As dietitians, we are not trained in business development and management, and this course has been fundamental in helping me in those areas.
The fact that Jennifer runs DBS from a non-diet platform combined with her authentic personality and strong counseling background is what led me to joining this program. The members-only Facebook group as well as the business meetings and workshops have been extremely helpful and an invaluable asset.
I highly recommend DBS. It not only will help you from a business standpoint, but it will help you personally and professionally in ways you cannot even imagine until you are a part of the wonderful community."
-Jacquelyn Stern, RDN
"When I talked to Jennifer and learned about DBS, I immediately felt welcomed into a like-minded community of wonderful dietitians.
Aside from the very helpful business lessons, I absolutely love the weekly group calls. The consistency of face-to-face time with the group is what I look forward to most and it's so encouraging and supportive. It is a great way to network with other dietitians and feel a sense of community when you work from home!"
Shannon Costello, RDN
Chef Shannon Nutrition
Amanda increased her confidence and motivation to open up her private practice and grew to full-time (with a waiting list) within 1 year!
Nicole loved the content, supervision, co-working, but most importantly the family environment that Dietitian Business School has formed.
"This is the kind of resource you'll wish you had from day one as a business owner in dietetics!
Jennifer fills all the gaps and alleviates the isolation you feel as a dietitian entrepreneur—providing supervision, co-working, business coaching, specific tips and practical steps. And the whole time you know she is really on YOUR team, wanting nothing more than for you to feel supported, connected, and well-equipped to build your business in a way that works for you!
One of my favorite aspects of DBS has actually been the co-working hours, seeing others in action and sharing goals, while we hunker down together—virtually!—and feel like we're in the same room!"
Heather Caplan, RD
Host of RD Real Talk
"I have seen so much progress and jumped many hurdles with Jennifer’s program Dietitian Business School.
Jennifer has many years of knowledge and experiences that show through her supervision, guidance, and business coaching. It’s been very helpful to gain support from her and the other dietitians in the group.
The bonus classes have helped me navigate various business items like taxes, billing insurance, to caring for clients. The co-working meetings help hold me accountable to complete tasks.
I feel more comfortable knowing I am not alone in the feelings that arise in owning a business that usually can alternate like excitement, fear, and overwhelm.
My latest victory is ending my part time job to pursue my private practice 100%! I am so grateful for the support Jennifer and the Pursuing Private Practice team have provided in building up my business."
Catherine Valadez, MS, RD, LD
My San Antonio Nutrition
"I invested in Dietitian Business School and Pursuing Private Practice when I realized I was very alone in my effort to build a private practice.
Not only was I alone, but my business hadn't progressed much in the last 9 months since opening. Now it's been another 9 months since joining Jennifer's group and I am MILES ahead of where I was.
Dietitian Business School teaches and models how and why to have a team surrounding you constantly. I hired my first contractor because of DBS and I'm looking forward to hiring my first employee soon! Working with a team feels great and I see a path forward to grow my business without running myself into the ground.
I've also made peer connections because of DBS that continue to be a source of support, collaboration and accountability. Jennifer always says that the act of investing in your business is what allows it to grow and she is spot on. I'm looking forward to building on what I've learned in DBS and will be recommending DBS to anyone who needs it!"
Amie got her money’s worth in the first 2 months of the program!
Angela said this program was the best investment into her private practice.
"Dietitian Business School is an invaluable resource for all dietitians who want to enter into private practice or grow their business.
Jennifer is very communicative and supportive in the Facebook group and is willing to help out to the best of her ability! She makes it seem like she is always available for us.
I know for a fact that setting up my business wouldn't have gone as smoothly as it did if it wasn't for Jennifer and her Dietitian Business School!
I whole-heartedly recommend this resource to all dietitians!"
Courtney Bellino, MS, RD, LDN
Feed and Flourish
"Joining DBS has been one of the best decisions and investments I have made as far as growing my business.
I've paid for other programs that were so poorly organized or so boring that I never completed them. What really sets DBS apart is that there are weekly group calls that keep you engaged in the program and offer so much support in addition to the curriculum.
I signed up for the Annual Option so that I could get full access and that has been totally worth it! I've hired my first employee (a dietitian) and hired an intern since joining DBS a few months ago. The information on how to scale and the hiring tools were so helpful and saved me a lot of time and headaches! If you are on the fence, I would say go for it!"
Heather Rudalavage, RDN, LDN
"I’m so glad that I invested in this program when I did.
I’m reflecting back to where I was when we had our first phone call and I was so hurt, lost, and angry. I had googled the symptoms of burnout just because I was curious and I checked every box. It’s frustrating thinking about how much I love working with people in repairing their relationship with food and their bodies. That was my full time job, but it wasn’t meeting that need. It definitely wasn’t my interaction with the patients and their families that led to that either – it was stemming from the business decisions that were being made and how powerless I felt in my own role.
Pursuing Private Practice helped me see that it’s possible to do what I love, charge what I’m worth, and practice in line with MY ideals."
Jen Haefele, RDN
"The Pursuing Private Practice community has been everything I needed and more!
I was very nervous to make this investment in myself, but Jennifer and the entire community has made me feel extremely welcome. Yes, it is a big group of aspiring entrepreneurs, which could be overwhelming, but in fact, it is just a big group of people who have been/are in the same position as you! So many resourceful people to reach out to, ask questions to, and learn from.
The content from each lesson of the course provides me with material to help me feel confident when making decisions and gives me a path to follow to continue moving forward. Overall, this course has been a great investment so far. I am learning and growing as a dietitian and business professional with each lesson, post in the Facebook group, group call, and question to Jennifer. I could not recommend it more!"
Stephanie Dorfman, MS, RD
Stephanie Dorfman Nutrition
"If what you need and want is someone to believe in you as well as show you how it’s done, I would definitely recommend signing up for Dietitian Business School.
Jennifer will feel like a good friend right away, and she is the kind of friend we all want to have - she creates a safe space and encourages us to share our feelings, she is really good at encouraging you and making you believe in yourself, she pushes you to prioritize self-care, and she is a wealth of knowledge (and if she doesn’t know the answer, she will do her best to find it for you!). Jennifer has been so flexible with me, as well as so warm and kind.
She also is doing her very best to give us a course that serves us well - she surveys us every month on what we would like to see in the course. If you don’t get the answer you need in the course content - no worries! There is an AMAZING Facebook group where you can go to get all of your individual questions answered, by Jennifer and others. It’s been really beautiful to see people post vulnerable things in the Facebook group, and see the community responding so supportively.
I love being a part of such an inclusive and encouraging group, surrounded by other awesome dietitians who believe in the power of Intuitive Eating too!"
Fiona Young, MS, RD
"I can say with 100% confidence I would not be where I am today without Dietitian Business School.
I feel so supported and confident in this new role as a business owner and truly have DBS to thank for that. You get so much with this membership – a new lesson each week to help you grow your business, self-care calls, supervision calls, business strategy calls, an incredible Facebook group, a huge community of like-minded individuals, the list goes on! Jennifer is so passionate about helping you succeed as a business owner and it truly shows.
I love that you can work through the lessons at your own pace and then go to the FB group to ask questions and get feedback from Jennifer and Elyssa, and the other RD's within DBS. I really did not have many RD connections prior to DBS. Having your own business can be lonely and it is just so nice to know I have this huge support system within DBS.
If you are thinking of joining - do it! You will not be disappointed."
Shay Tinari, MS, RD, LDN
Shay Tinari Nutrition
Frequently Asked Questions
If you have any questions about joining Business School, please reach out to the Pursuing Private Practice team at firstname.lastname@example.org. We're happy to answer any questions or schedule an inquiry call to see if you're a good match for our membership.