Confident Pricing + Real Boundaries: How Deborah Enriquez More Than Doubled Her Rates

When Deborah Enriquez, Owner of DE Bookkeeping Solutions, decided to join the Staying Solo Squad, she wasn’t looking for hype, hustle, or a mandate to “scale.” She wanted a way to run her solo business sustainably—without the pressure to hire, grow, or build a firm.

What she didn’t yet know was that what she truly needed was a strategic reset to rebuild her business from the ground up.

Before the Squad: “Seat-of-My-Pants” Decisions + Constant Doubt

Before Squad, she was running her business with no real framework—just instinct, exhaustion, and years of outside pressure to grow in ways she didn’t want.

She describes her approach bluntly: “I was making a lot of decisions by the seat of my pants, relying on experience and intuition, but I didn’t yet have a cohesive strategic framework guiding the business.”

Even after years in business, she didn’t feel like her model was stable. She didn’t have defined service packages, formal pricing, or boundaries with clients. And because of that, she often questioned whether she should keep going:

“There was a point where I seriously considered walking away and getting a W-2, which prompted me to step back and evaluate whether the way I was running my business was actually sustainable long-term.”

Deborah felt isolated, especially in accounting communities where the message was always the same: hire, scale, build a firm, and grow at all costs. It was the opposite of what she wanted.

Diving Into The Strategy Reset + Pricing Reset

Deborah didn’t join the Squad casually—she went all in on the work.

“I did the full Strategy Reset, sprint by sprint and then I did the Pricing Reset. I did all of it.”

What the Strategy Reset gave her:

• A structured framework for her services.
• A clear understanding of who she works best with.
• Language for the value she provides.
• A way to rebuild her business intentionally rather than reactively. 

As she explains, “The Strategy Reset really helped me put the foundations in place and kind of really find the value in what I do.”

Before the Squad, Deborah often undercharged and gave things away for free. She made pricing decisions based on what “felt right” rather than what reflected her values.

Completing the Pricing Reset changed that. 

“I finally created packages and pricing that felt good. I raised my overall rates, signed a client at a higher rate, raised my rates with existing clients, and increased my revenue. 

I nearly doubled the rate for my signature strategy service to reflect the additional information and data I’m now including, as well as the increased value it provides to customers. Maggie’s guidance gave me language I could actually use. It made it easier to articulate why my work matters and how it helps clients, without over-explaining or apologizing for my pricing.”

A New Framework, Confident Pricing, and Stronger Boundaries

With her strategy and pricing foundations rebuilt, Deborah finally had a business she could run with confidence and, more importantly, boundaries. 

“I sent out price increases, and when I got pushback, I said, ‘Here are my boundaries and here are the packages. You fall in this package, and this is the correct pricing for what I’ve been giving you for free.”

For the first time, she wasn’t absorbing unpaid work. She wasn’t letting clients shape her business. And she wasn’t afraid to say no.

“It was very liberating.”

Some clients stepped down. Others paid. All of them now operated within a structure Deborah intentionally designed.

She also reset her expectations around capacity. Instead of endlessly shifting her boundaries, she now keeps them—because they serve a strategy, not just a moment.

Building a Calmer, Clearer, More Aligned Solo Business

Nowadays, Deborah’s business looks a whole lot different from 18 months ago. 

She now has:

• A strategic framework that grounds her decisions.
• Clearly defined service packages.
• Pricing that matches her value.
• Boundaries that protect her time and capacity.
• A renewed belief in her work and expertise.
• The courage to remove unpaid labor from client relationships. 

She summed up her most significant transformation this way:

“I realized I needed to take things away from clients who were not willing to pay. Being in the Staying Solo Squad gave me the courage to actually do it.”

That one shift brought more ease, clarity, and control than she had experienced in years.

What the Squad offered Deborah wasn’t just vibes, community, and coworking. It gave her a strategic backbone for a more peaceful and profitable business.