We had the good fortune of connecting with Ashley Bennett CPM-TN and we’ve shared our conversation below.
Hi Ashley, what was your thought process behind starting your own business?
I wanted to develop a model of care that left women wanting for nothing. I thought a lot about what I would want for myself or my best friend if I were to design something from the ground up. It was obvious that spending 45-minute wait times for a 10-minute impersonal appointment wasn’t desirable, but more than that, I wanted to capitalize on every advantage available in the home setting with a solo practitioner.
What should our readers know about your business?
The two things I am most proud of as a business owner are understanding my target client, and my upheld belief that as a solo practitioner saying “no” is often the best thing you can do for your business.
I built my practice from the ground up with my dream client in mind. My target client is a first-time family who is not only motivated to give birth without unnecessary intervention, but trusts that the birth process works. Many midwives would say otherwise and instead work with families who have already given birth before and may be largely motivated by hospital-based trauma to seek out an alternative birthing experience. The conclusion has historically been that first-time families are more work and have higher rates of hospital transfer, particularly after a long, exhausting, and unproductive labor at home.
I came to disagree with this popular narrative and made tackling these dilemmas foundational to my model of care. What could be done about them prenatally? Aha! A virtual childbirth curriculum and workbook for families to complete together – the perfect road map to a win-win for both midwife and client. Since launching this curriculum in the fall, all of my clients – 80% being first-time families – have gone on to have unmedicated, vaginal births. I am pleased to see families giving birth successfully at home after these achievable prenatal preparations.
In addition to my childbirth education class, I focused on working exclusively with dream clients. After a brief pre-curated email sequence, if I didn’t feel I was an appropriate fit for an inquiry, I didn’t hesitate to recommend another midwife. If I felt that early communication was promising, I would only then move on to a consult. I felt confident that once I scheduled a consultation call this potential client would hire me. 90% of the time that has been the case.
Once hired, I worked hard to build a relationship throughout care that would end in a glowing review. I wanted to delight my clients in small and big ways. For example, instead of receiving a cardboard box in the mail with necessary birth items, each client gets a branded tote bag with extra TLC goodies. Instead of confusing added costs, all my service was covered under one transparent fee. Instead of requiring a doula, my team provided comfort measures and labor support. Instead of an underwhelming final visit, I send couples out on a date night to their favorite spot.
I have kept my practice small enough to deliver big, and in the future, am eager to expand these principles into consultation services and a childbirth education program that provides a midwife’s playbook to first-time families giving birth in the hospital.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
To my Mom who taught me by her example that birth was normal and that “the story of the day you were born” matters.
To my midwives who believed I could bring a 43-week baby into the world safely at home and supported me to do it.
To my midwifery sisters and midwifery mentors who taught me and continue to teach me all I know about supporting women in the journey to becoming mothers.
To every woman and family who has trusted me to be their midwife, for the honor and privilege it is to see you become mothers and fathers and siblings.
And last, but not least, to my husband and children who have supported my midwifery and made countless sacrifices to support babies entering the world safely and peacefully at home.
Thank you all for helping change the narrative and create better beginnings one birth at a time.
Website: stayinghomebirth@gmail.com
Instagram: @stayinghomebirth
Linkedin: Ashley Bennett
Youtube: @stayinghomebirth
Image Credits
Selah in the Wild (for the black and white water birth picture)