The ICF Business Development Series (BDS) is a learning experience designed to help you build, sustain, and expand a successful coaching practice. Whether you’re a budding coach shaping your practice or a seasoned professional poised for expansion, BDS 2024 is your catalyst for business transformation.
Join renowned brand expert and CEO of Reach Personal Branding, William Arruda, as he personally guides you through this virtual series.
This year’s offering is highly customizable. Select the course that works best for you based on your interests and experience level – or register for both! Choose from:
You can earn 9 Continuing Coach Education (CCE) units in Resource Development for each course.
| Course & Format | Dates | Purchase | ICF Member Price | Non-Member Price |
|---|---|---|---|---|
| Core - On-Demand | Available Now | Purchase Now | $500.00 USD | $550.00 USD |
| Advanced - On-Demand | Available Now | Purchase | $500.00 USD | $550.00 USD |
You can save when you purchase both Core and Advanced (in either live or on-demand format)! Simply add both courses to your shopping cart and then use the promo code BDS24SAVE at checkout. ICF members will save 25%, and non-members will save 20%.
Join renowned brand expert and CEO of Reach Personal Branding, William Arruda, as he personally guides you through this virtual series. Customize your learning with two course options — Core and Advanced. Each course will include guest lecturers, presentations, a course manual, and a resource guide/annotated bibliography.
Focused on the foundations of business development, Core will equip you with the tools needed to establish and grow a successful coaching practice, allowing you to focus your energy into the heart of your passion — coaching. As a participant, you will define your coaching niche, craft compelling messaging, and implement tools for business growth.
You will learn how to:
Experience flexibility and learning at your own pace with the on-demand format. Maximize your investment by choosing a convenient learning experience that you can return to at any time.
Access to the Core on-demand course will be available now.
Advanced will help you scale your established practice and pivot into new areas of specialty for heightened success as a more experienced coach. Learn the intricacies of defining and refining your intellectual property and creating a growth strategy using the innovative four-box model. Identify new products, delivery models, and audiences, all while exploring growth activities that amplify your thought leadership. Plus, learn about generative AI and how it can revolutionize your marketing, broaden your offerings, boost efficiency, and future-proof your practice.
You will learn how to:
Also Available in an On-Demand, Self-Study Format
Experience flexibility and learning at your own pace with the on-demand format. Maximize your investment by choosing a convenient learning experience that you can return to at any time.
Access to the Advanced on-demand course will be available now.
How is BDS 24 different from other business development courses?
BDS 24 is designed specifically for coaches. It is focused on the topics and needs of coach practitioners, making all the content accessible and relevant. BDS 24 is built on a proven three-step process that was developed by personal branding pioneer William Arruda and has been used by thousands of coaches around the world.
What will be different about BDS 24 from previous ICF Business Development Series courses?
Everything. OK, not everything, but a lot. BDS 24 is the most targeted and flexible course we have ever built. It is made up of two independent yet connected courses: Core and Advanced. Each course combines live instruction and interactive activities, and it includes a participant workbook, an accompanying resource guide, videos, and pertinent articles.
The live Core course will take place February 20-22, and the live Advanced course will take place June 4-6, allowing you the opportunity to participate in both.
Also new for 2024 will be an on-demand, self-study version of each of the two courses. The on-demand format will have the same (recorded) content as the live version; however, all activities will be conducted independently, rather than facilitated as part of the experience.
What is the difference between Core and Advanced?
Core is designed for coaches who are establishing their practice and interested in defining their niche and business plan.
Advanced is designed for seasoned coaches who have an established practice and are looking to grow their business in new areas (new offerings, audiences and/or delivery methods) or pivot their practice entirely.
Is Core a prerequisite for participation in Advanced?
Although there is no prerequisite for registering for Advanced, it is designed for coaches who are already established and confident in their business plan. If you are fairly new to coaching, or still working to grow your practice, we recommend taking Core in February before participating in Advanced in June.
What are the differences between the live and the on-demand formats of the course?
Both Core and Advanced are available in two formats: live and on-demand.
The live sessions take place over three days (Core: February 20-22 and Advanced: June 4-6) with 3.5 hours of sessions per day (including a 30-minute break). These sessions are interactive learning and working sessions with other participants. You will leave with outputs you can use right away to achieve your goals.
The live version is likely the right choice for you if you enjoy working alongside others, the session times are convenient for you, and you enjoy learning in a focused, intensive environment.
The on-demand course allows you to go at your own pace, setting your own schedule and learning goals. If you like to work independently, consider this format.
Both versions will have the same learning content, comprehensive workbook, and resources (videos, templates, etc.).
I attended a previous BDS, does it make sense for me to register for this one?
If you still need support in defining your business and shaping your practice, Core will provide you with a great refresher. Sometimes it is good to revisit the content with fresh eyes.
If you are considering growing your established business into new areas or pivoting to new areas, Advanced will help you with your practice transformation.
I am brand new to coaching, should I participate?
Core is a great resource for coaches who are either just starting out or are early in their coaching practice.
I am an experienced coach. Is this course relevant to me?
Advanced was designed for seasoned coaches. It assumes that you already have an established practice and consistent revenue. It is focused on growing and/or transforming your practice.
How often does ICF offer this course?
The Business Development Series (BDS) can be experience as a live offering biennially. Following BDS 24, the subsequent live series will be held in 2026. The on-demand, self-study version is available on the ICF Learning Portal at any time.
What learning content and materials will I have access to?
You will have access to curated sessions by William Arruda and a comprehensive course workbook where you can record your learning and create your personalized action plan. Also included will be additional resources, videos, templates, and workbooks to help you continue to expand your knowledge and strengthen your business plans.
Post-session recordings will also be available for those attending the live event.
Will I have access to the materials after the live session ends?
Yes. You will have access to the recorded material for a full year from the date the live sessions begin. The workbook and other resource documents are downloads, so you have ongoing access to them.
What is the cost of BDS 24?
Standard registration for all versions of BDS 24 will open on January 16. The fee for each course is $500 USD for ICF members and $550 USD for non-members.
Is there a discount if I sign up for both Core and Advanced?
Yes! During the standard registration period (beginning January 16), ICF members who register for both courses will receive a 25% discount on Advanced ($375 USD instead of $500 USD). Non-members will receive a 20% discount ($440 USD instead of $550 USD). This offer only applies during the standard registration period.
When does registration end for Core and Advanced?
Registration for the on-demand formats is ongoing.
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