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Whether it's a business start-up, a new career start or individual advice – smartest coaching is more than just a training provider. Isabella Wichmann (33) and Steffen Krause (49) have made it their mission to take coaching to a new level: personal, sustainable and with real impact. In January 2023, they founded smartest coaching to help people make a fresh start in their careers.
smartest coaching: A smart approach to individual job coaching
The idea for smartest coaching arose not only from professional expertise, but also from personal experience and the shared vision of making coaching more human and of a higher quality.
Isabella and Steffen originally worked for a training provider. However, they often lacked an individual approach and a holistic approach. “I always missed the human level,” Isabella recalls. Instead of limiting themselves to pure placement, they wanted to support people in the long term and offer real prospects.
This conviction gave rise to the idea of creating their own coaching service. The decisive moment came when Isabella contacted Steffen: “I asked him if he would like to set up his own company together.”
Their shared vision was clear – a coaching service that would have a lasting effect and improve participants' professional futures in the long term. In January 2023, they put their idea into practice and founded smartest coaching, a service available throughout Germany that covers all areas of career guidance.
Motivation and values – more than just coaching
From the outset, Isabella wanted an approach that went beyond mere mediation: “It was important to me that each participant was not just a voucher number, but that we responded to their individual needs and created long-term, sustainable prospects.”
Steffen brings a different perspective. After more than 20 years in the retail and automotive sectors, he realized that he was looking for more meaning in his work. As a business start-up consultant, he helped many people to realize their professional dreams.
But he wanted more. “I wanted to create a measure that is perceived positively – coaching should not be seen as a duty, but as a real opportunity.” Together, these values form the foundation of their actions.
“Coaching is more than just mediation –
– Isabella Wichmann and Steffen Krause
it should offer meaningful and sustainable support for a new career start.”
smartest coaching: the path to visibility
The founding of smartest coaching was characterized by challenges and learnings. After launching in January 2023 at Friedrich-Engels-Ring, Isabella and Steffen first had to make a name for themselves. Visibility in particular was a major hurdle. “It takes time for people to notice us and trust us,” emphasizes Steffen. Initially, they relied heavily on referral marketing and had to be patient.
A decisive turning point came in October 2023: Two registrations were received on a single Monday – a clear sign that their concept was working and they were on the right track.
The early days were not only financially challenging – they also brought with them an important realization: a bad investment in marketing. Isabella remembers: “I went against my gut feeling and invested too much money.” This experience led them to rethink their strategy and sustainably increase their visibility through targeted referral marketing. Despite all the challenges, they successfully built up smartest coaching and realized their vision.
The business model: sustainable and individual
Smartest Coaching is organised as a Gesellschaft bürgerlichen Rechts (GbR), a legal structure offering particular flexibility and simplicity for small companies and start-ups. The decision in favor of the GbR had strategic reasons.
One of the most important aspects was the personal touch that characterizes smartest coaching. Isabella explains: “It was important for us to retain our individual way of working and to be able to respond flexibly to the needs of our participants. A larger legal form would have forced us directly into other structures.”
The deliberate decision not to set up a UG underlines her personal touch. A key driver of success is continuous referral marketing and annual evaluations, which consistently achieve high Google ratings. This means that at smartest coaching, every participant really does count as an individual personality.
In addition, smartest coaching has been classified as a freelancer by the tax authorities. A major advantage of the GbR structure is that smartest coaching does not have to pay trade tax, as coaching is recognized as a freelance activity.
In addition, this legal form allows a high degree of flexibility in the design of services, as it is not bound by commercial law requirements. Another advantage is the simple administration, as there are no complex bookkeeping or accounting obligations.
Target group and successes: From start-up to success
smartest coaching supports people who want to reorient themselves professionally or start a business after becoming unemployed. The coaching sessions are individually tailored and are financed either via employment agency vouchers or as self-paying sessions.
Participants come from diverse industries: photographers, nutritionists, craftspeople, restaurateurs, and career changers seeking a new professional path. Isabella reports on a particularly successful case: “One founder had three job offers in his pocket after our coaching. He was previously unsure whether he should become self-employed and had several options after the coaching.”
This feedback shows that smartest coaching not only imparts knowledge, but also creates prospects. In addition to professional guidance, mental and strategic support also plays a key role. Steffen emphasizes: “We help our participants to find a clear direction – professionally, strategically and mentally.”
A strong network as the key to growth
A key success factor was building strong networks. Since 2023, Isabella and Steffen have regularly taken part in Gründungswerft start-up roundtables, where they exchange ideas with other entrepreneurs.
Participating in the Accelerator Digitales MV workshops has provided them with valuable insights into digitalising their coaching services.
The 'Jobcoaching4Youngsters' all-day programme at AEG Neubrandenburg has been running continuously since October 2024. This cooperation will continue in the coming years. The aim is to raise awareness of the offer among several schools in Neubrandenburg.
Further networking milestones:
- Networking Night at Latücht (January 2025) under the motto of career changers
- Smartest Coaching is organizing the first Founders Meetup in Neubrandenburg on 22 May 2025 – a new platform for founders to exchange ideas
- New Start Networking Night (November 18, 2025) – especially for prospective trainees and training companies from various sectors who are looking for trainees in 2026.
These events help smartest coaching to anchor itself even more firmly in the start-up scene and attract new participants.
Plans for the future – smartest coaching on course for growth
The success of smartest coaching motivates Isabella and Steffen to further expand their services. An important goal is to expand their staff by hiring freelance lecturers to complement their coaching services.
They plan to make their office at Neutorstraße 16 more visible. smartest coaching will become a permanent presence in Neubrandenburg through outdoor ads and targeted campaigns. At the same time, they aim to expand their digital coaching. This will help them reach even more people across Germany.
In addition to traditional coaching sessions, they want to regularly offer small on-site workshops that convey practical content in a compact format and enable direct implementation.
Start-up tips – Successfully launching your own business
Having an idea is the first step – implementing it requires courage, perseverance and smart decisions. Anyone venturing into self-employment should not only rely on their specialist knowledge, but also be prepared to learn new things, accept setbacks and exchange ideas with others.
Use your inner fire
A good business idea is often born out of passion and conviction. If you are passionate about your project, you should not be put off by initial challenges. “There is this point where you just have to get started,” says Isabella and adds: ”If it feels good and you know that you can make a difference, then you should go for it.”
Patience pays off
Success rarely comes overnight – strategic planning and smart business management are crucial. Steffen emphasizes: “Self-employment is not a sprint, but a marathon. The first few months can be tough, but if you stick with it, you will be rewarded.”
Learn from mistakes and adapt your strategy
Flexibility and adaptability are key to success. “I invested three months in a marketing strategy that didn't work,” admits Isabella. “But it's from these mistakes that you learn.” Steffen adds: “You have to be prepared to recognize wrong decisions and then take new paths.”
If you want to become self-employed, you should pursue your idea with conviction, gather comprehensive information and not be discouraged by setbacks. Planning, patience and the right contacts can pave the way. It's worth it in the end – because a well-thought-out start-up not only offers professional freedom, but also personal fulfillment.
Contact:
smartest coaching.
Isabella Wichmann und Steffen Krause GbR
Neutorstraße 16
17033 Neubrandenburg
Tel. 01517 0663747
e-mail: info@smartest-coaching.de
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Would you like to gain further exciting insights into the world of start-ups and self-employment? Discover how other founders turned their ideas into reality, the hurdles they had to overcome and the strategies they developed for success. Dive into more founding stories and get valuable inspiration for your own path.
