Starting an ABA practice is an act of courage and vision. For many BCBAs, the dream of running an independent practice comes with a deep desire to serve families better and to take back ownership of their time, finances, and clinical decisions. But where do you begin? How do you find those first clients and build a reputation in your community?
In a recent webinar: Marketing 101 for New ABA Practice Owners, Michael Gao, founder of Alpaca Health, shared his hard-won insights from working with dozens of clinicians launching their own ABA practices. Here’s what we learned about building a thriving practice from the ground up, including lessons from other BCBA business owners who’ve successfully made the leap.
The Challenge: Taking the Leap into Business Ownership
Launching your own ABA practice can feel daunting. Many BCBAs face significant pain points:
What should I name my practice?
How do I market myself without feeling inauthentic or "salesy"?
Where will my first clients come from?
How do I handle billing, payroll, and endless admin tasks while still focusing on clinical work?
What if insurance reimbursement takes months, but I still need to pay my staff on time?
How can I afford these startup costs without draining my savings?
On top of that, the logistics of setting up a business—from insurance credentialing to creating a website—can lead to decision paralysis.
One experienced owner put it bluntly: “The start-up process is easily the most difficult part. Credentialing with insurance companies can take 3–12 months. If you’re working elsewhere, you can begin that process before starting your practice.”
The Breakthrough: Rethinking Marketing as Relationship Building
The key mindset shift is this: marketing isn’t about aggressive self-promotion. It’s about connection.
"Instead of saying it to a client, say it to the world. That way the world knows how they can better support their learner—and they’ll recognize you as a trusted advisor," Michael explains.
As a local provider, you have unique advantages over big-box ABA chains:
You know your community – the culture, resources, schools, and families.
You’re nimble and clinician-owned, not a faceless corporation.
You’re in it for the long haul, committed to serving families even when reimbursement rates fluctuate.
This shift in perspective helps clinicians embrace their role as business owners and community leaders.
The Solution: Alpaca Health Makes it Easier
Here’s how Alpaca Health removes the biggest barriers for new ABA practice owners—at no additional cost to you:
Pain Point | Without Alpaca | With Alpaca Health |
Credentialing Delays | Spend months navigating insurance paperwork yourself. | Alpaca handles credentialing and gets you in-network faster. |
Marketing Challenges | Unsure how to attract clients beyond word-of-mouth. | Alpaca provides marketing tools, community outreach templates, and even runs campaigns for you. |
Admin Overload | Endless hours managing billing, payroll, and scheduling instead of clinical work. | Alpaca’s all-in-one AI platform automates admin tasks—so you focus on families. |
Cash Flow Gaps | Wait months for insurance reimbursements, making it hard to pay staff or yourself. | Alpaca pays you every two weeks—even if insurance hasn’t reimbursed yet. |
High Startup Costs | Spend thousands upfront on software, billers, and marketers. | Alpaca is free for providers. They only take a small percentage from insurance reimbursement—no out-of-pocket startup costs. |
Fear of Scaling Too Fast | No clear plan for growth, risking burnout and quality decline. | Alpaca helps you grow sustainably with systems for referrals, hiring, and managing larger caseloads. |
Strategies That Work
1. Build Your Brand in a Week
Many aspiring owners get stuck trying to design the perfect logo or website. Michael’s advice: start simple, start fast.
Choose a straightforward name (including “ABA” can help with searchability).
Timebox your decisions. Commit to choosing a name, logo, and website platform within a few days. You can refine later.
Leverage AI tools. Platforms like ChatGPT, Canva, and Durable make it easy to brainstorm names, design logos, and launch websites quickly.
An agency founder echoed this approach: “I created a logo with AI in 15 minutes. For my website, I used a simple builder and went live within a day. You can always rebrand later.”
2. Focus on Local Referral Relationships
Referral partners include:
Pediatricians and diagnosticians
Speech and occupational therapists (SLPs and OTs)
Mental health providers
Schools, special education departments, and counselors
Churches, libraries, and community organizations
Case management agencies and summer camps
Tips for success:
Go in person. “Nothing beats showing up with coffee, donuts, and a flyer,” Michael says.
Make it about collaboration, not transactions. Offer to send referrals back and share helpful materials they can give to their families.
Follow up consistently to build trust over time.
3. Use Social Media and Directories to Add Value
Join local groups for parents and special needs communities.
Lead with value, not self-promotion.
Create "lead magnets" like potty training guides or grant lists to collect emails for follow-up.
Host webinars for parents on topics like behavior strategies or navigating insurance.
A business owner shared: “I ran ads for ‘In-Home ABA Therapy, No Waitlists’ and signed five clients in less than a month. But make sure you’re ready to handle inquiries before launching ads.”
Alpaca Health: A Partner, Not Just a Platform
Alpaca Health isn’t just software—it’s a support system built for BCBAs. From credentialing and billing to marketing and admin, Alpaca is designed to free you to focus on what you do best: providing life-changing care.
No onboarding fees
No long-term contracts
No out-of-pocket costs for providers
Bi-weekly payouts for financial peace of mind
Looking Ahead: Building Sustainable Growth
Michael emphasizes starting small. “A win isn’t 12 clients. A win is one client. Start there and grow at your own pace.”
The goal isn’t just to launch but to build a practice that aligns with your values and serves your community for years to come.
Advice to Aspiring Practice Owners
“Don’t overthink it. Take the first step and refine later.”
“Credentialing can take months—start while you’re still employed so you hit the ground running.”
“Make sure you’re showing up on provider directories for insurers and autism-related resources in your area.”
If you’re ready to take the leap, Alpaca Health can help you start your ABA practice in as little as 30 days.
Build the Practice You’ve Been Dreaming Of
Building a BCBA-owned practice can feel overwhelming when you’re doing it alone. From branding to billing, credentialing to client acquisition, the workload can pull you away from why you became a BCBA in the first place: helping families thrive.
Alpaca Health takes care of the business side—so you can stay focused on care, growth, and your clients.
Schedule a call with Alpaca Health and let’s build the practice you’ve been dreaming of.
