From restless dreamer to respected owner.
She sat at her kitchen table at 11:47 p.m., the same way she had a hundred nights before. Spreadsheets open. Coffee cold. A notebook full of half-finished ideas and a head full of questions nobody around her could answer.
She had the drive. She had the grit. What she didn't have was a map.
Maybe you know that feeling. Maybe you are a new entrepreneur with a business idea you can't shake loose. Maybe you're already self-employed and tired of running the whole thing on caffeine and willpower. Maybe you already hired your first employee — or your second, or your tenth — and you've realized that what got you here won't get you there.
This is the story of what happens when an entrepreneur finally stops trying to do it alone.
"I didn't need another course. I didn't need another podcast. I needed someone who would look me in the eye, tell me the truth about my business, and walk beside me while I built it."
She found a business coach in Pflugerville, a life coach who understood the emotional weight of entrepreneurship, and a financial coach who translated revenue and runway into language she could actually use. She found all three under one roof — a coaching team built for people like her.
And slowly, then all at once, everything changed.
She set goals that were real, not aspirational fantasies. She hit deadlines she used to dread. She hired her first employee — then her second. She moved from her kitchen table to a commercial location on Pflugerville's growing main corridor. She stopped apologizing for wanting more. She started leading.
This is not a story about hustle. This is a story about alignment — of mindset, money, and mission. And it's the story we help entrepreneurs write every single day.
Your story could start the same way
Book a free 30-minute discovery call with a business coach who actually listens.
Book My Discovery Call See Which Stage Fits Me Privacy PolicyA business is a life. A life needs money. And money follows vision.
Most coaching programs treat entrepreneurs like spreadsheets. We don't. Your business lives inside your life, and your finances are the bloodstream of both. That's why we integrate three disciplines into one coaching relationship:
Business Coaching
For the strategy, the systems, the hiring, the pricing, the pipeline, the growth. Whether you need a startup coach, a small business mentor, or a growth coach for scaling, this is the engine room.
Life Coaching
For the mindset, the fear, the identity shift, the relationships that strain as the business grows. A life coach for entrepreneurs helps you become the person your business needs you to be.
Financial Coaching
For the personal finances, the business finances, the runway, the taxes, the pricing, the owner pay. A financial coach for small business owners makes sure the money story matches the growth story.
You don't have to choose. You don't have to hire three different people who don't talk to each other. We built this practice because entrepreneurs deserve coaching that meets them as whole human beings.
The Program
The Business Pfoundry
A place where ideas are shaped, connections are forged, and success is cast.
First, "Pfoundry" connects to the idea of being a founder of a business. It starts with the entrepreneur developing skills and expertise.
Second, the idea of building a business — Pfoundry being a place where things are "made." This starts with the development of all the necessary market understanding, business processes, and organizational expertise.
Third, the concept of a business developed and launched using a variety of capital sources — built and then launched from the Pfoundry into the marketplace.
This is designed to be achieved through Focused Coaching.
Focused Coaching
Focused Coaching is highly effective because it creates, sets, and achieves specific, actionable goals for growth, profitability, and leadership. By prioritizing key areas such as basic business skills, leadership, strategy, business model, financial model, sales, product, service offering, value proposition, addressable market, GTM, RTM, core business processes, and team management, coaching helps owners achieve with clear and measurable Action Plans.
Key Advantages of Focused Coaching
- Clear Results. Rather than broad advice, focused coaching targets the specific needs of the entrepreneur.
- Actionable Accountability. Coaching ensures business owners track their progress, fostering ownership and celebrating success.
- Structured Frameworks.
- Tailored Leadership. Coaching helps leaders identify their own strengths and weaknesses, fostering better decision-making.
Focus: Investor-Ready Businesses
The Business Pfoundry will be focused on business coaching directed to make area businesses and entrepreneurs viable for investors. This model will have an end event which will direct participants on a general basis: Investor PFest. For some entrepreneurs, they will not need any capital providers. But they should always be developing their businesses to be something that could receive investment, or be a potential asset that could be sold. This focus makes the goals of the entrepreneur the core of the process, not a generalized economic-development-focused model. Positive economic development will be the outcome if the business focus is properly aligned.
Capital Providers at Investor PFest
Capital Providers ("investors") will be present at Investor PFest. This will include:
- Initial Capital
- Banks (SBA, Texas, EXIM, Factoring, and other business lenders)
- Investment Bankers
- Angel Investors and Angel Networks
- Family Offices who have compatible investment programs
- Pre-Seed Investors
- Seed Investors
- Venture Capital Investors who have compatible investment programs
How the Business Pfoundry Is Organized
- Information Intake Questionnaire. A potential participant will complete an information intake questionnaire. This gets some baseline information so that the focus starts at the right point based on where the entrepreneur is actually located.
- One-on-One Interview. A one-on-one interview is conducted after the questionnaire is analyzed for baseline information validation.
- Initial Phase. The initial business coaching activities are organized around one-on-one coaching sessions and then an Initial Group Phase. This is designed to get the business person started on a process, with validation that the participant is actually serious about the engagement. The Initial Group Phase includes Life Coaching and Financial Coaching. Goals, deadlines, and achievements must be accomplished for the next phase to occur. If the entrepreneur is unable to make these accomplishments, they will NOT be advanced to the next phases.
- Group Development Phase. After the Initial Phase, the entrepreneur can "graduate" into a Group Development Phase, which also contains goals, deadlines, and achievement requirements tailored to each entrepreneur. This phase deals with:
- A business plan must be completed — business- and industry-specific
- Market Research, including competition, Addressable Market, and Value Proposition
- Business Model
- Financial Model
- GTM (Go-To-Market) Strategy — what, to whom, ideal customer, why, value proposition, positioning, targeting, channel strategy, pricing, branding, IP, marketing, sales, and alignment of teams to convert interest into action — and a metric program. Focused on demand. Reduces time to market, minimizes risk, and aligns goals.
- RTM (Route-To-Market) Execution Plan — last-mile delivery/distribution, how, by whom, supply chain, product/service inventory management, distribution, logistics, geography, and retailer/wholesale partnerships — and a metric program. Optimizes service/product availability, operational efficiency, reduces delivery/distribution friction, provides a predictable experience, and fulfills demand.
- Identify Capital Needs, including sources to use
- Team Development Plan
- Group Refinement Phase. After the Group Development Phase, a participant can "graduate" into a Group Refinement Phase. Like the others, this phase also contains goals, deadlines, and achievement requirements tailored to each entrepreneur. This phase deals with:
- Refined GTM Strategy
- Refined RTM Execution Plan
- GTM and RTM must be fully aligned and integrated
- Refinement of Business Model
- Development of Proforma/Projection based on A–D above
- Develop Capital Need, including use of funds and timeline
- Build a 2-page Summary
- Build a full Capital Request Document
- Build a Business Organization Development Plan
- On-Demand Phase. After the Group Refinement Phase, a participant can "graduate" into a one-on-one On-Demand Phase. Like the other phases, this contains goals, deadlines, and achievement requirements — but these are based on entrepreneur needs and the process then underway. This involves:
- Some entrepreneurs are more in need of business support rather than capital focus. As such, the On-Demand program will be tailored to the need. If this does not involve any specific capital campaign, then the goals, deadlines, and achievements will be focused on business plan and market access.
- Identify Capital Providers and formulate strategy
- Develop a Pitch Deck to be used with Capital Providers
- Build out organizational foundation based on plan
- Training focused on Pitch capabilities
- Launch a Capital Provider Campaign if sought
- Investor PFest. Participants who reach the On-Demand Program will have their materials submitted to all Capital Providers for feedback. Initial exposure will occur once things are ready to be distributed. Participants will also be invited to pitch their companies at the Investor PFest — a once-a-year event designed to showcase entrepreneurs and give them an opportunity to convince capital providers.
Your Invitation
Pfoundry's entrepreneurs are building something. Build yours with us.
We believe the future belongs to the entrepreneurs who are willing to do the work — and smart enough to not do it alone.
If any part of the story above sounded like yours, we'd love to meet you. Discovery calls are free, honest, and never pressured. We'll help you understand where you are, what stage fits you, and whether our coaching is the right fit for where you want to go.
Book Your Free Discovery Call
Thirty minutes. No pitch. Just a real conversation about your business, your life, and your next step.
We serve entrepreneurs and business people in Central Texas counties (Bastrop, Caldwell, Hays, Travis, and Williamson counties).
Vica Coaching LLC — Internet Privacy Policy
This Privacy Policy discloses the privacy practices for Vica Coaching, LLC (the "Company"), for its website VicaCoaching.com and its affiliated properties, including businesspfoundry.com (collectively referred to herein as the "Website"). This Privacy Policy applies solely to information collected by the Website. The following discloses our information gathering and dissemination practices for this Website:
We recognize the importance of protecting your privacy and our policy is designed to assist you in understanding how we collect, use, and safeguard the personal information you provide to us and to assist you in making informed decisions when using our Website. This policy will be continuously assessed against new technologies, vendor or third party service providers, business practices, legal requirements, and our customer's needs.
What Information Do We Collect?
We do not collect any personal information about you unless you voluntarily provide it to us. When you visit this Website, you may provide us with two types of information: personal information you knowingly choose to disclose that is collected on an individual basis and Website use information collected on an aggregate basis as you and others browse our Website.
Personal Information You Choose to Provide
1. Registration Information. When you register for any of our products, services, or newsletters you will provide us with information about yourself like your name and contact information (physical address, email address, phone number).
2. Email Information. If you choose to correspond with us through email, we may retain the content of your email messages together with your email address and our responses. We provide the same protections for these electronic communications that we employ in the maintenance of information received by mail and telephone. This also applies when you register for our Website, sign up through any of our forms using your email address or make a purchase on this site.
3. Accuracy of Information. Vica Coaching, LLC will rely on the personal information that you provide to us, so it is important that all of the details that you give us are accurate and remain up to date. If your personal information changes, please notify us in writing by sending an email to matthew@vicacoaching.com or update the information yourself.
4. Website Use Information. Similar to other commercial Websites, our Website utilizes a standard technology called cookies (see explanation below, What Are Cookies?) and web server log files to collect information about how our Website is used. Information gathered through cookies and web server logs may include the date and time of visits, the pages viewed, time spent at our Website, and the Websites visited just before and just after our Website, as well as your anonymized IP address. The information we collect automatically is used for statistical data and will not include personal information. We use this data to improve our Website(s) and our service offerings.
How and Why We Collect Information
The Company collects your information in order to record and support your participation in the activities you select. If you register to download a book or other resources, sign up for our newsletter, enroll in a program, and/or purchase a product from us, we collect your information. We use this information to track your preferences and to keep you informed about the products and services you have selected to receive and any related products and/or services. As a visitor to this Website, you can engage in most activities without providing any personal information. It is only when you seek to download resources and/or register for services that you are required to provide information.
If you are located outside the European Union and opt to receive any free resources, participate in any free training programs, register for a webinar, register for a live event, or purchase any products sold by the Company on this Website, we will automatically enroll you to receive our free email newsletter. If you do not wish to receive this newsletter, you can unsubscribe anytime. We include an "unsubscribe" link at the bottom of every email we send. If you ever have trouble unsubscribing, you can send an email to matthew@vicacoaching.com requesting to unsubscribe from future emails.
If you are in the European Union and opt to receive any free resources, participate in any free training programs, register for a webinar, register for a live event, or purchase any products sold by the Company on this Website, we will only enroll you to receive our free email newsletter if you affirmatively consent to it. If you do consent, you may still unsubscribe anytime. We include an "unsubscribe" link at the bottom of every email we send. If you ever have trouble unsubscribing, you can send an email to matthew@vicacoaching.com requesting to unsubscribe from future emails.
How Do We Use the Information That You Provide to Us?
We use personal information for purposes of presenting our Website and its contents to you, providing you with information, providing you with offers for products and services, providing you with information about your subscriptions and products, carrying out any contract between you and the Company, administering our business activities, providing customer service, and making available other items and services to our customers and prospective customers.
From time-to-time, we may use the information you provide to us to make you offers to purchase products and services provided by third parties in exchange for a commission to be paid to us by such third parties. Should you opt to take part in such promotions, the third parties will receive your information.
Disclosure of Your Information
As a general rule, we do not sell, rent, lease or otherwise transfer any information collected whether automatically or through your voluntary action.
We may disclose your personal information to a third party, including to a lawyer or collection agency, when necessary to enforce our terms of service or any other agreement between you and the Company.
We may provide your information to any successor in interest in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of the Company's assets and/or business.
We may disclose information when legally compelled to do so, in other words, when we, in good faith, believe that the law requires it or for the protection of our legal rights or when compelled by a court or other governmental entity to do so.
What Are Cookies?
A cookie is a very small text document, which often includes an anonymous unique identifier. When you visit a website, that site's computer asks your computer for permission to store this file in a part of your hard drive specifically designated for cookies. Each website can send its own cookie to your browser if your browser's preferences allow it, but (to protect your privacy) your browser only permits a website to access the cookies it has already sent to you, not the cookies sent to you by other sites. Browsers are usually set to accept cookies. However, if you would prefer not to receive cookies, you may alter the configuration of your browser to refuse cookies. If you choose to have your browser refuse cookies, it is possible that some areas of our site will not function as effectively when viewed by the users. A cookie cannot retrieve any other data from your hard drive or pass on computer viruses.
How Do We Use Information We Collect from Cookies?
As you visit and browse our Website, the site uses cookies. Other than as described in this Privacy Policy, cookies do not allow us to gather any personal information about you and we do not intentionally store any personal information that your browser provided to us in your cookies.
The Company reserves the right to use technological equivalents of cookies, including social media pixels. These pixels allow social media sites to track visitors to outside Websites so as to tailor advertising messages users see while visiting that social media Website. The Company reserves the right to use these pixels in compliance with the policies of the various social media sites.
What are Dynamic Ads?
Dynamic Ads are ads that are personalized in real-time to the user. Unlike static ads that show the same content on every impression, Dynamic Ads enable the advertiser to display a unique creative for different users. Dynamic Ads are the only feasible way to scale up the number of creatives per campaign and to personalize them on each impression.
IP Addresses
IP addresses are used by your computer every time you are connected to the Internet. Your IP address is a number that is used by computers on the network to identify your computer. IP addresses are automatically collected by our web server as part of demographic and profile data known as traffic data so that data (such as the Web pages you request) can be sent to you.
Other Websites Linked to Our Website
We are not responsible for the practices employed by websites linked to or from our Website or the information or content contained therein. Often links to other websites are provided solely as pointers to information on topics that may be useful to the users of our Website. Please remember that when you use a link to go from our Website to another website, our Privacy Policy is no longer in effect. Your browsing and interaction on any other website, including websites which have a link on our Website, is subject to that Website's own rules and policies. Please read over those rules and policies before proceeding.
Your Consent
By using our Website, you consent to our collection and use of your personal information as described in this Privacy Policy. From time to time, we may update or modify this Privacy Policy. We reserve the right to amend this Privacy Policy at any time with or without notice. We will notify you about material changes by either sending an email to the email address you most recently provided to us or by displaying notice on the Website. We encourage you to check back periodically and review this Privacy Policy so that you always know what information we collect, how we use it, and with whom we share it.
Our Commitment to Data Security
Please note that your information will be stored and processed on our computers in the United States. The laws on holding personal data in the United States may be less stringent than the laws of your Country of residence or citizenship. To prevent unauthorized access, maintain data accuracy, and ensure the correct use of information, we have put in place appropriate physical, electronic, and managerial procedures to safeguard and secure the information we collect online.
Choice / Opt-In / Opt-Out
In compliance with the CAN-SPAM Act, all e-mails sent from our organization will clearly state who the e-mail is from and provide clear information on how to contact the sender. In addition, all e-mail messages will also contain concise information on how to remove yourself from our mailing list so that you receive no further e-mail communication from us.
Our emails provide users the opportunity to opt-out of receiving communications from us by reading the unsubscribe instructions located at the bottom of any e-mail they receive from us at any time.
Users who no longer wish to receive our newsletter or promotional materials may opt out of receiving these communications by sending unsubscribe to the e-mail. After unsubscribing we will discontinue sending the particular messages as soon as technically feasible.
You may also contact matthew@vicacoaching.com to opt-out of receiving emails from us.
California Online Privacy Protection Act
Vica Coaching, LLC does not honor "Do Not Track" settings and/or signals and as such there will be no difference in how we collect or use data, even if you set your web browser to send a "Do Not Track" signal when you visit this Website.
A Special Note About Children
Children are not eligible to use our services unsupervised and we ask that children (under the age of 13) do not submit any personal information to us. If you are a minor, you can use this service only in conjunction with permission and guidance from your parents or guardians.
The safety and privacy of children online is important to us and we take great care to comply with the Children's Online Privacy Protection Act of 1998 (COPPA). Vica Coaching, LLC does not allow this Website to be accessed by children under the age of 13 without the supervision of a parent or guardian. We will never knowingly contact or collect personal information from children under 13. Please contact us at matthew@vicacoaching.com to notify us if you believe your minor child has provided us with personally identifiable information.
Policy Modifications
We may change this Privacy Policy from time to time. If/when changes are made to this Privacy Policy, we will post any changes here, so be sure to check back periodically. However, please be assured that if the Privacy Policy changes in the future, we will not use the personal information you have submitted to us under this Privacy Policy in a manner that is materially inconsistent with this Privacy Policy, without your prior consent.
Visitors' GDPR Rights
If you are within the European Union, you are entitled to certain information and have certain rights under the General Data Protection Regulation. Those rights include:
We will retain any information you choose to provide to us until the earlier of: (a) you asking us to delete the information, (b) our decision to cease using our existing data providers, or (c) the Company decides that the value in retaining the data is outweighed by the costs of retaining it.
You have the right to request access to your data that the Company stores and the rights to either rectify or erase your personal data. Please contact matthew@vicacoaching.com to request access to your data.
You have the right to seek restrictions on the processing of your data. Please contact matthew@vicacoaching.com to seek restrictions on the processing of your data.
You have the right to object to the processing of your data and the right to the portability of your data. Please contact matthew@vicacoaching.com to raise such an objection.
To the extent that you provided consent to the Company's processing of your personal data, you have the right to withdraw that consent at any time, without affecting the lawfulness of processing based upon consent that occurred prior to your withdrawal of consent. Please contact matthew@vicacoaching.com to withdraw your consent.
For any request to access, change, delete, or otherwise make changes to your preferences, we may request additional information to verify your identity.
You have the right to lodge a complaint with a supervisory authority that has jurisdiction over issues related to the General Data Protection Regulation.
We require only the information that is reasonably required to enter into a contract with you. We will not require you to provide consent for any unnecessary processing as a condition of entering into a contract with us.
Contact Us
Email: matthew@vicacoaching.com