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Period
Group:
Group:
Coach
No. of Conversations
Proposals (£)
Sales — Invoiced (£)
Income (£)
Referrals
Renewals
Totals
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Dashboard
AJC 2026 · School Year totals — Sep 2025 through Feb 2026
Your cohort is absolutely crushing it! 🚀
Here are the combined school-year totals for all 5 coaches in AJC 2026 — every number below is a real conversation, a real proposal, real income earned.
Total Conversations
—
school year so far
Total Proposals
—
school year so far
Total Sales
—
school year so far
Total Income
—
school year so far
Total Referrals
—
across all coaches
Total Renewals
—
across all coaches
Avg Projected Annual Income / Coach
—
ICF global average is £41,713/yr
Rankings — School Year Totals
Ranking by Conversations
Ranking by Proposals
Ranking by Sales
Ranking by Income
Ranking by Referrals
Ranking by Renewals
Cohort Sales Growth — Pre-School vs School Year
—
Sales Growth
📚 School Year Totals (Sep – Feb)
Conversations
Proposals
Sales
Income
Referrals
Renewals
Avg Monthly Sales
based on school year
Projected Yearly Sales
at this pace
Avg Monthly Income
based on school year
Projected Yearly Income
at this pace
Sales Growth — Pre-School vs School Year
Sales Growth
vs ICF Global Average (£41,713/yr)
Daily Log
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Conv.
Proposals
Income
Ref.
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Consider where your last 10–20 clients came from. E.g. referrals – 5, word of mouth – 4, LinkedIn – 1, Facebook – 1, speaking at events, networking, etc. These answers indicate your best source of clients right now.
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AJC Captain's Log FAQs
(Updated 1st October 2025)
Video: How to Use the AJC Captain's Log
The video link will be added here once the app is deployed.
Conversations with Potential Clients
This tab is for recording the total number of conversations you had with prospective clients during the month. Conversations means a voice or video conversation or face to face where you give someone an experience of your coaching.
If I happen to chat with someone at an event or party and they tell me about their challenges, does this count as a conversation?
The conversations you will be logging are those where you provide someone with a coaching experience, either formally, with a specific time and date and 'Coaching Session' on the calendar, or informally, by offering impromptu coaching with their permission. Social chitchat does not qualify as a conversation to be logged.
Do several conversations with the same person count as one or several?
Several. Count the total number of conversations with prospective clients in that month, independently of who you spoke with.
Proposals, Sales and Income
Proposals — The Proposals tab is for recording the total value of all proposals you made to prospective clients during the month. This includes all fees you proposed, even if they are not yet agreed upon or invoiced. Please convert currencies into GBP for standardisation.
Sales — The Sales Invoice tab is for recording the total amount you have billed clients during the month. This includes the full value of all invoices sent to clients, regardless of whether the payment has been received. Only include values here AFTER the invoice has been sent to the client.
Income — This tab is for recording the amount you received in your bank account before any tax (income, VAT, etc) expenses and costs.
How should I record proposals, sales, and income in the Captain's Log?
Log what you asked for this month (proposals), what you agreed this month (sales invoiced), and what you received this month (income).
How should I record fees if I charge monthly or per session?
Add all the fees you proposed during the month in the Proposals and Sales columns, even if they are repeated for each session. Record the income as the amount you received in your bank account for that month.
If there is a delay between the proposal, invoice, and income, how should I record these?
Record based on the date you made the proposal, the date you sent the invoice, and the date you received the payment. It's okay if these dates are in different months.
What if I receive an instalment payment for an invoice I sent before school started?
Include the payment in the month you received it. If you received only part of the payment, include just that part.
What is the difference between the invoiced amount and the income amount on the Captain's Log?
The invoiced amount is what you have billed your client. The income amount is what you have actually received in your bank account before any taxes or expenses.
If I make multiple proposals to a client, what should I record?
Lead the proposal conversation by suggesting the package that you believe will serve them best. Record the value of that package in the proposal column, even if you mentioned other packages.
How should I handle a split payment plan in the invoice column?
Always invoice the full amount and agree on the payment method separately. In the invoice column for that month, add the full amount you invoiced.
Referrals & Renewals
Referrals — The Number of Referrals tab is for recording the total number of new prospects who were referred to you by existing clients or other sources that led to a client this month.
Renewals — The Number of Renewals tab is for recording the total number of existing clients who renewed their coaching contracts with you during the month.
Do I count the referrals that didn't turn into clients?
In this captain's log, you only need to add the total number of referrals that led to a paid client during the current month. However, you may want to count it for your individual tracking to notice any patterns. If for example, you are having lots of referrals but no new clients, you might want to look at your current process of handling referrals and how to make the most out of them.
AJC 2026 Cohort · Coach Profile
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