Address the discrepancy between the number of credentialed coaches and those specifically focused on supporting small business owners. Encourage more coaches to specialize in small business coaching by highlighting the importance of small businesses in society and the market demand for specialized coaching services.

Timeframe: 6 – 18 months

Barriers: Without interest and direction from their members, the ICF would have no interest or authority to pursue this recommendation. Current statistics highlight a lack of interest in this market which might be hard to change.