MS Coaching

What MS Coaching does

MS Coaching is a solo executive coaching practice founded in 2018 by Sébastien Migeotte and headquartered in Tallinn, Estonia. The firm delivers professional coaching, mentoring, and training services to specialists, managers, and business owners through four distinct service lines: long-term coaching programs (6 to 12 months, 90-minute monthly sessions), one-time coaching sessions (up to 2 hours), mentoring programs (3 to 12 months), and tailor-made training courses delivered in classroom or virtual formats. The founder combines an MSc in Electro-mechanical Engineering with AoEC Associate Practitioner of Executive Coaching certification, Lean Six Sigma Green Belt training, and over 10 years of manufacturing industry experience across Belgium, Australia, New Zealand, Scotland, and Estonia.

The practice's core methodology is built on the GROW model as a foundational coaching framework, augmented by three proprietary techniques developed by the founder: the 5 Why's Method (root cause analysis), Future Pacing (visualization for goal clarity), and the 5-cents Words Method (emotionally-framed goal articulation). Revenue is generated through three mechanics: subscription-based monthly billing for coaching and mentoring programs, one-time fees for single sessions, and pay-as-you-go bespoke pricing for corporate training. Pricing is not publicly disclosed and is provided on a quote basis. There is no app, no API, no technology product, and no disclosed AI tooling; the entire delivery model is human-led and time-based.

The go-to-market motion is sales-led and direct, relying on a free introductory 'chemistry session' as a qualification step, followed by engagement sell-through. Marketing channels include the company website (English and Estonian), organic content via a self-development blog, LinkedIn and Facebook profiles, and select earned-media collaborations. Named customers include Stebby (B2B technology), Ravimiamet, the Estonian Medicines Agency (government/healthcare), and Bolt Technology (operational excellence engagement), spanning enterprise, public sector, and high-growth startup segments. The practice owns no patents, holds no formal certifications beyond the founder's individual credentials, has no external funding, and has no partnerships or formal alliances in place.

Name

MS Coaching

Legal name

MS Coaching

Website

https://mscoaching.ee

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

MS Coaching is a Tallinn-based solo executive coaching practice founded in 2018 by Sébastien Migeotte, delivering coaching, mentoring, and training services to specialists, managers, and business owners across Estonia and internationally via virtual sessions.

Ownership category

akta.pro rank

Product category

Professional Coaching Services

NAICS

Professional and Management Development Training (61143), Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Career, Purpose & Executive Wellbeing Coaching (EDABANAI)

akta.pro secondary industries

Founder/Entrepreneur & Family Business Executive Coaching (EDABANAM), Strategy, Decision-Making & Business Acumen Coaching (EDABANAH)

Keywords

• Professional coaching services
• Executive coaching
• Career mentoring
• Leadership training
• Professional development

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Coaching Programs: Recurring monthly coaching sessions (90 minutes) delivered over 6-12 month programs. Supports clients' personal and professional development goals with ongoing coaching engagement.
2. One-time Coaching Sessions: Single coaching sessions (up to 2 hours) focused on specific, short-term goals. Designed for clients facing specific situations or opportunities requiring coaching support.
3. Mentoring Programs: 3-12 month mentoring engagements (90-minute sessions) based on client needs. Focuses on professional growth in current function, suitable for function managers and project managers.
4. Training Services: Classroom or virtual training sessions tailored to client needs. Topics include Leadership, Project Management, People Development, and Lean Manufacturing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

MS Coaching is a solo professional coaching practice that delivers personal coaching, mentoring, and corporate training services. The practice sells recurring coaching programs of 6-12 months with monthly 90-minute sessions, single one-time coaching sessions up to 2 hours, 3-12 month mentoring engagements, and tailor-made training courses covering leadership, project management, people development, and lean manufacturing, aimed at specialists, managers, business owners, and organizations.

Product overview

MS Coaching is a coaching and professional development services company offering four distinct service offerings: Coaching Programs (6-12 month engagements for mid to long-term goals), One-time Coaching (single sessions for specific topics), Mentoring Programs (3-12 month professional development support), and Training Courses (tailor-made programs on leadership, project management, and lean manufacturing). The services are designed for specialists, managers, business owners, and organizations seeking personal and professional development.

Differentiator

Problem solved

Functional benefit

Products and services

• Coaching Programs Long-term coaching engagement lasting 6-12 months, consisting of monthly 90-minute sessions, designed to support clients in achieving specific mid to long-term personal and professional goals. Targeted at individuals seeking ongoing personal development and goal achievement.
• One-time Coaching Single coaching session of up to 2 hours focused on solving a specific, short-term topic or preparing for a particular situation or event. Designed for clients facing a specific situation or opportunity requiring focused coaching support.
• Mentoring Programs Professional development support lasting 3-12 months with 90-minute sessions, focused on knowledge sharing and expertise development in specific areas. Suitable for function managers, project managers, and professionals seeking development in their current role.
• Training Courses Tailor-made classroom or virtual training programs covering leadership, project management, people development, and lean manufacturing topics. Delivered to companies and organizations seeking employee skill development.

Quantifiable outcome

• Clients gain clearer goals and direction within first session
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Life Coach Hub: Online directory and marketplace connecting individuals with professional coaches across categories. Comparable in that independent coaches like MS Coaching rely on directory/discovery channels, though Life Coach Hub is an aggregator rather than a service provider.
• Mobius Executive Leadership: Boutique executive coaching and leadership development firm serving senior leaders and teams. Comparable in being a focused, coaching-led firm rather than a platform, with similar buyer profile (managers, executives) and service mix.

Broad incumbents

• CoachHub: Berlin-based enterprise coaching platform with AI-matched coaches across 90+ countries. Closest geographic and segment peer to MS Coaching's European, manager-focused virtual coaching practice — competes for the same enterprise buyers via a platform model.
• Center for Creative Leadership (CCL): Long-established leadership development provider offering executive coaching, training, and assessments globally. Comparable in leadership coaching offerings for managers and business owners, though more institutional and training-program oriented than a solo practice.
• BetterUp: Large US-based digital coaching platform offering 1:1 coaching, mentoring, and leadership development to enterprise clients globally. Operates at vastly larger scale than MS Coaching but addresses the same buyer (managers, leaders) with overlapping delivery (1:1 virtual coaching).
• DDI (Development Dimensions International): Global leadership development firm offering coaching, assessment, and training to mid-market and enterprise clients. Comparable in serving manager and leader development needs, with overlap on the training and leadership development service lines MS Coaching offers.
• Korn Ferry: Global organizational consulting firm whose coaching practice serves executives and senior leaders. Comparable buyer profile (C-suite and senior managers) and overlapping service (executive coaching) but as part of a much wider portfolio including search and consulting.
• Tony Robbins Companies: Globally recognized personal development and coaching brand offering programs for individuals and business owners. Comparable buyer overlap (career/business owners seeking performance coaching) but operates at consumer-brand scale.
• EZRA (LHH): UK-based coaching platform (now part of LHH/Adriaan) delivering executive coaching globally via technology-enabled matching. Comparable in that it sells to HR/L&D buyers seeking coaching for leaders and managers, but at platform scale.

Others

• International Coach Federation (ICF): Global professional association for coaches that sets credentialing standards and provides directory listings. Comparable in that MS Coaching's AoEC certification and visibility to buyers are shaped by this ecosystem, though ICF is not a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MSCoachingEstonia
• LinkedInlinkedin.com/company/mscoaching-ou

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MS Coaching