Business Coach vs OBM vs Strategist: Who You Really Need

(updated June 30, 2025)

You’re growing a STEM-based freelance or consulting business, and things are getting messy behind the scenes. Maybe your inbox is overflowing, your project timelines are blurring, and you’re stuck Googling terms like “online business manager” or “business coach” not really sure what you need…

This blog post is your practical guide to which kind of support will move the needle—whether you’re trying to scale sustainably, build systems, or step into your CEO role. Let’s unpack what each of these roles offers, when to hire them, and how to determine the best next step for your business growth.

IN THIS ARTICLE:

• The Online Business Manager: Structure, Systems & Team Management
• The Business Coach: Vision, Confidence & Strategic Growth
• The Marketing Strategist: Offers, Visibility & Demand Generation
• What I Offer (and What I Don’t): Clarity for STEM Entrepreneurs
• Making the Right Decision for Your Business Stage

The Online Business Manager: Structure, Systems & Team Management

An Online Business Manager (OBM) is often one of the first hires that growing freelancers or consultants consider once they’re consistently booked and bogged down by backend tasks. Unlike virtual assistants who mainly follow instructions and handle specific tasks like scheduling, inbox management, and data entry, OBMs manage operations, optimize workflows, and take the lead on systematizing your backend.

An OBM typically steps in when you’ve reached capacity and need someone to manage multiple deliverables, oversee project timelines, streamline your tech stack, and ensure your team (if you have one) is moving in sync. They’ll help you implement standard operating procedures (SOPs), build automations, and act as the bridge between your vision and your day-to-day execution. 

An OBM is best for consultants or micro-agencies overwhelmed by logistics who need to regain time and focus on high-value activities. They cost between $50 and $150 per hour, but many offer cost-effective retainer packages.

The Business Coach: Vision, Confidence & Strategic Growth

A business coach supports your development not just as a business owner, but as a leader. They’re ideal when you’re craving big-picture clarity, need help making tough decisions, or are navigating a transition, such as pivoting niches, raising rates, or launching a new offer. Unlike an OBM, who is focused on execution and systems, a coach zooms out with you. A business coach helps you uncover mindset blocks, identify opportunities, and align your business model with your strengths and goals.

Coaching isn’t just for entrepreneurs who feel stuck. It’s also helpful when you want to scale with intention and avoid costly trial and error. Whether you’re second-guessing yourself or just need someone to push you toward your next level, a business coach can give you the confidence to make bold decisions. 

Business coaching is ideal for freelancers or consultants who feel like they’ve outgrown DIY-ing their business and want clarity, accountability, and strategy.

A business coach typically costs between $100 and $500 per hour, depending on the expertise. If you are not ready for that kind of investment yet, the Sure Strides Society is an affordable entry-space that provides valuable resources and mentorship to help you build strong business foundations while receiving weekly guidance. Because if your business model is unstable, no amount of delegation or marketing will fix it.

The Marketing Strategist: Offers, Visibility & Demand Generation

A marketing strategist is your go-to when you want more visibility, more leads, and more sales but don’t want to rely on guesswork or hustle. While a coach helps you think through decisions, and an OBM helps execute them, a strategist helps you position and package your expertise into high-converting offers. Marketing strategists may also collaborate with other creatives (e.g., copywriters, designers, or ads specialists) to bring a full campaign to life. Their job is to make sure your brand and offers aren’t just smart, but also market-ready.

This support often includes offer architecture, launch strategy, funnel design, and messaging refinement. A good strategist will help you move from “posting and hoping” to a content and conversion plan rooted in real audience behavior. For STEM freelancers especially, having someone who understands how to translate complex knowledge into marketable messaging is invaluable.

Consider hiring a marketing strategist if you're an entrepreneurs looking to scale your revenue through strategic visibility, digital products, or high-ticket offers.

What I Offer (and What I Don’t): Clarity for STEM Entrepreneurs

At FLAS Foundation, I’m not an OBM, and I don’t offer daily team management or operational oversight. But what I do offer is the kind of strategic partnership that helps STEM professionals:

• Identify what kind of support or hire they need

• Package their expertise into premium, scalable services

• Clarify their brand message and CEO identity

• Build sustainable business models and pricing structures

I also support systems implementation through done-with-you intensives like the STEM Business Blueprint VIP Day. Whether it’s Airtable dashboards for project management, CRM templates, or ManyChat automations, I help you install the workflows and tools that make running your business easier without needing a full-time OBM.

If you want to get out of the weeds and finally have your backend organized your way, I’m your go-to. Think of me as the strategist + coach hybrid that helps you take your brain and business to the next level so you can get back to the parts of your life you enjoy.

Making the Right Decision for Your Business Stage

If you’re still unsure which type of support is right for you, here is a simple breakdown:

Still on the fence? That’s completely normal. It's difficult to predict what you might need at your next level if you have't gotten there yet. 

If you're searching “do I need an OBM or business coach,” what you're really saying is: I know I need support, but I don't want to waste time or money on the wrong thing.  Book a free 20-minute Rapid Results Call with me to quickly:

• Pinpoint your most urgent business bottleneck

• Clarify which kind of support will move the needle

• Walk away with 1–2 custom next steps you can implement immediately