90-Day Launch Guide for New Therapy Groups

From idea to first session: your practical roadmap

Why Give Yourself 90 Days?

I learned this the hard way after my first group launch went... let's just say it could have gone better. I was scrambling to find members two weeks before starting, ended up with three people who weren't really a good fit for each other, and spent most of our sessions feeling like I was herding cats.

The American Group Psychotherapy Association and other professional organizations recommend taking time to really think through your group's purpose, find the right people, and get your logistics sorted. Three months gives you breathing room to do this right – and trust me, your future self will thank you for not rushing it.

Your 90-Day Action Plan

Think of this as your accountability partner. Each item here is something you actually need to complete, not just think about. I've seen too many therapists get stuck in the planning phase forever.

Phase 1: Months 3-2 Before Launch

Getting your foundation solid

Week 1-2: Define What You're Actually Doing

• Write one clear sentence about what your group accomplishes. I'm serious – one sentence. If you can't explain it simply, your potential members won't get it either.
• Figure out who belongs in this group and who doesn't. Be specific here. "People with anxiety" is too broad. "Adults with social anxiety who are ready to practice real-world exposure" is much better.
• Decide on the basics: How many sessions? How long? In-person or virtual? Open to new members or closed group?

Week 3-4: Handle the Boring But Important Stuff

• Sort out your space or technology. If you're going virtual, test that platform until you could run it in your sleep.
• Update your liability insurance and get your consent forms ready.
• Find someone to consult with or co-facilitate. Even if you're experienced, having another perspective is invaluable.

Week 5-6: Create Your Marketing Materials

• Build a simple landing page or write up a clear description of the group. To learn more about how to start & fill a therapy group, check out this other article.
• Set your pricing and payment policies. Don't wing this part – decide upfront how deposits work, what your cancellation policy is, etc.
• Start thinking about where you'll find your people.

Phase 2: Month 2 Before Launch

Finding and screening your people

This is where the real work happens. You need to get the word out everywhere you can think of.

Where to Look:

• ZestLife and other directories
• Email colleagues who might have referrals
• Professional networks and online communities
• Your existing clients (if appropriate)

Host an Information Session One of the best things I started doing was hosting a free 30-minute Q&A session about the group. People get to meet you, ask questions, and you get to gauge interest. Plus, you can record it for people who can't attend live.

Screen Everyone Thoroughly Don't skip this step. I know it's tempting when you're worried about filling seats, but putting the wrong mix of people together can derail everything. Have a structured conversation with each potential member about their goals, readiness, and what they're hoping to get out of the experience.

Secure Commitments Once someone's a good fit, get their deposit and signed agreements. People who put money down are serious about showing up.

Track Your Numbers How many people inquired? How many completed screening? How many enrolled? If your conversion rate is low, something needs adjusting.

Phase 3: Month 1 Before Launch

Final preparations and reducing anxiety (yours and theirs)

3-4 Weeks Out: Welcome Your Members Send a detailed welcome packet with everything they need to know: when and where you're meeting, what to expect in the first session, tech instructions if it's virtual, and ground rules for the group.

2-3 Weeks Out: Individual Check-ins Quick 15-minute calls with each member. Answer last-minute questions, reinforce guidelines, and start building that therapeutic relationship.

1-2 Weeks Out: Test Everything Do a full run-through of your setup. Check your lighting, sound, seating arrangement. Have emergency contact info readily available. Practice your opening session flow.

Final Week: Remind and Prepare Send confirmation emails and texts. Include parking info or Zoom links. Remind everyone about group norms and what to bring.

Launch Day: Show Up Early and Ready Get there (or log in) 15 minutes early. Greet people as they arrive. Start with intentions and ground rules, then move into your first group exercise. You've got this.

Keeping Track After You Launch

Your first month is crucial for setting the tone and catching any issues early.

Watch Your Attendance If someone misses a session, reach out within 24 hours. Not to guilt them, but to check in and problem-solve any barriers.

Check the Group's Pulse I like to do a quick anonymous check-in every few weeks: "On a scale of 1-10, how connected do you feel to this group?" If numbers are dropping, address it.

Measure Progress Consider using simple outcome measures like the PHQ-9 or GAD-7 at the start and after a month. It helps you track progress and shows members their growth.

Ask for Feedback In your fourth session, spend the last 10 minutes getting feedback on pacing, topics, and how the group feels. Adjust as needed.

Things That Will Trip You Up (And How to Avoid Them)

Starting with too few people: If you don't have at least 5-6 committed members, postpone your start date. A tiny group creates pressure and usually doesn't work well.

Mixing incompatible people: Stick to your inclusion criteria, even if it means saying no to someone who seems nice but isn't the right fit.

Getting buried in admin work: Use e-signature tools, automated scheduling, and template emails. Don't let paperwork eat into your clinical prep time.

Unclear boundaries: Be crystal clear about communication outside of sessions. When can people contact you? What's the policy on texting between members?

Resources Worth Your Time

• American Group Psychotherapy Association Practice Guidelines: The gold standard for group therapy best practices
• SAMHSA TIP 41 on Group Therapy: Evidence-based guidance that's actually readable
• APA's Group Therapy Resources: Good overview of different approaches and what works

The Bottom Line

Yes, 90 days might seem like a long time when you're excited to start, but rushing this process is one of the biggest mistakes I see therapists make. Take the time to do it right – find the right people, create a solid foundation, and launch with confidence.

Your first group might not be perfect (mine certainly wasn't), but following this timeline will give you the best shot at creating something meaningful for your clients and sustainable for your practice.

Remember: empty chairs don't help anyone. It's better to wait and launch with a full, engaged group than to start with whoever you can find and hope for the best.