Hi! 👋🏾 I'm Deborah Choi.
I’d love to be your new business coach.
I've been building businesses (6x) over the past 20 years, and it’s a privilege for me to help fellow founders grow and succeed. A coaching session with me is non-judgemental, hands-on, and energizing.
I’m a Managing Director at Founderland, Europe’s fastest growing community for the most under-represented founders. I’ve been in team, product and program leadership positions at startups and publicly traded companies since 2003. I’ve founded six companies (sold one), raised venture capital, and have been a sought after advisor and consultant to 100’s of fast-growth startups across Europe, South America and Asia.
How I can help you.
Like any coach, I have my sweet spots. 🍭
There are a few core topics I’ve helped people explore with success, especially with questions like: “I want to understand why I keep getting in my way” or, “I’ve got an idea that feels really big, and I’m trying to figure out where to start”.
Client Testimonials
Do you have any of these questions?
“I feel like an imposter, even when I achieve my goals.”
This is something I hear often, especially from high performers. Together we’ll unpack where that voice comes from, and I’ll share practical tools I’ve used with founders and executives to quiet it. The aim is not to erase self-doubt completely, but to stop it from running the show so you can step into opportunities with clarity and confidence.
“I want to grow, but I’m not sure which path to take.”
When everything feels possible, focus becomes the hardest part. I help clients identify which opportunities align with their values and long-term vision. We’ll map out the trade-offs, design milestones that keep you accountable, and build a strategy that makes growth feel intentional, not overwhelming.
“I need to raise money, but I don’t know how to start.”
I’ve raised venture capital myself and coached founders through pre-seed to growth rounds. We’ll break down the fundraising process into practical steps: building your story, targeting the right investors, and designing a process that protects your time and energy. You’ll leave with a plan that feels both strategic and doable.
“I want to build a personal brand that doesn’t feel fake.”
Your brand is already present in how people experience you. I help you take ownership of that narrative so it feels authentic and aligned, not like a performance. We’ll work on your voice, your presence online and offline, and the signals you send so you’re seen the way you want to be.
“I keep hitting the same walls in my business.”
Sometimes the obstacle is strategy, sometimes it’s mindset. I work with clients to diagnose where they’re stuck and create tools that get them moving forward again. That could mean restructuring goals, reframing limiting beliefs, or introducing new systems that allow you to scale without burning out.
“I don’t know how to market and sell without it feeling forced.”
Sales and marketing are often the most daunting parts of running a business. I support clients in finding approaches that feel natural to them, while still driving growth. That could mean refining your story, identifying the right channels, or creating offers that convert without you feeling like you’re pushing.
Schedule your personalized session with Deborah to start transforming your leadership journey today.
Frequently Asked Questions
Who is Deborah Choi and what is her coaching approach?
Deborah Choi is a founder, investor, and Managing Director at Founderland with over two decades of entrepreneurial experience. Her coaching approach combines practical frameworks with personalized strategies to help clients build resilience, clarity, and impactful leadership.
How is group coaching different from your 1:1 coaching?
Group coaching gives you the benefit of learning alongside other founders who are facing similar challenges. You'll get my coaching and facilitation, plus insights from peers who understand what you're going through. It's less personalized than 1:1, but you gain perspective from multiple experiences, not just your own. Many people find that hearing someone else work through a challenge they're also facing is just as valuable as being coached directly
What coaching services do you offer?
I offer 1:1 executive/founder coaching, group coaching, interactive in-person workshops, and digital resources designed to support leadership development, strategic growth, and personal resilience tailored to each client’s unique context.
What training have you taken?
I have no formal training as a coach. That said, I am an active mentor to first-time founders and founders in the early stages of venture building. Over the last 10 years, I’ve been in successive leadership roles where I’ve had the privilege of coaching teams. I was also a consultant and advisor for five years, and shaped my approach to problem solving and reducing ambiguities from an intuitive place.
Do we meet virtually or in person?
All my coaching sessions are virtual, due to the convenience and (often) the geographic spread between myself and my clients. On an exceptional basis, if you are in Berlin, we can arrange for a coaching session in-person. Email me to arrange.
Are digital coaching resources included in your services?
Yes, digital resources such as guides, tools, and frameworks complement the coaching sessions to reinforce learning and support ongoing development between meetings.
How do you tailor your coaching to individual clients?
I customize coaching by understanding each client's specific challenges, goals, and context, then applying practical frameworks and strategies that align with their unique needs and leadership style.
Why do you charge so much?
Clients tell me they appreciate someone who actively listens, cares about coaching, and has a long and diverse background as a leader. I want to make sure I work with people who will benefit from my coaching and are willing to invest their time and effort to get incredible results. Lastly, I have a pretty challenging career, a family, and actively coach a handful of long-term mentees; so my external coaching time is limited.
Is there a cancellation fee if something comes up for a scheduled session?
I ask for three days notice for cancellations. Similarly, if I need to cancel I will give you three days notice or if it's truly last minute (i.e. less than 72 hours), I will give you an additional session credit in addition to rescheduling the missed appointment.
What if I can't make one of the group coaching sessions?
All sessions are recorded and available for 30 days after each call. That said, the real value comes from being present and participating live. If you know upfront that you'll miss more than one session, this cohort timing might not be the right fit—choose a different cohort or consider 1:1 coaching instead.
Do you offer workshops for teams or organizations?
Yes, I offer workshops designed for teams and organizations focused on leadership development, resilience building, and strategic growth to foster collective impact and performance. These are fully customized to the group, so please book a discovery call so we can start planning.
Is group coaching confidential?
Yes. In our first session, we establish group agreements around confidentiality and psychological safety. What's shared in the group stays in the group. I take this seriously, and I expect all participants to do the same.