Interested in starting your own entrepreneurial journey in personal development but unsure what to expect? Then read up on our interview with Cali Estes, Owner, and CEO of Sober on Demand, located in Fort Pierce, FL, USA.

What's your business, and who are your customers?

Sober on Demand is the concierge service I founded after working in the treatment industry for over 20 years. I developed this unique concept to address the various challenges and obstacles that individuals face in maintaining sobriety after leaving treatment. Our goal is to provide a comprehensive and personalized approach to recovery, offering medical detox, mental health support, and an alternative to inpatient drug and alcohol treatment.

Our signature service revolves around bringing our entire team directly to our client's doorsteps. This team includes a medical doctor, nurse, sober companion, sober coach, therapist, acupuncture specialist, yoga instructor, and more. Whatever our clients need to start feeling better and regain control of their lives, we strive to provide it. We understand that everyone's needs differ, so we can work as intensively or as minimally as necessary.

In addition to our in-person services, we also offer phone and Zoom consultations for those who prefer remote assistance. We can also provide partial services for specific events or situations. For families in need of support for their loved ones struggling with addiction, we offer intervention services and transportation when required.

The wraparound concept was born out of my firsthand experience in the industry and my recognition of the limitations of traditional programs. Instead of offering a one-size-fits-all approach, we focus on addressing individual issues within their personal environments. This personalized approach sets us apart and allows us to better support our clients in their journey to recovery.

Our services are particularly well-suited for high-functioning individuals, high performers, executives, sports players, and even celebrities who desire faster results. We understand the unique pressures and demands these individuals face, and we tailor our support to meet their specific needs and goals.

Tell us about yourself

I hold a Ph.D. in clinical psychology and have obtained 24 different certifications in addiction and mental health. Throughout my career, I've had the honor of being featured in numerous magazines, including People magazine and Forbes magazine. Additionally, I've had the opportunity to appear on various TV networks such as CNN, ABC, CBS, NBC, and KTLA TV, where I've shared my expertise in addiction and mental health.

In addition to my media appearances, I've authored five best-selling books, one of which is the widely popular "I Married A Junkie." This book chronicles my personal experience with my husband's struggle with heroin addiction while I was building my private practice.

I am often referred to as the Celebrity Addictions Coach, as I've had the privilege of working with high-profile musicians, actors, and sports players, assisting them in their journey to sobriety and helping them address their vices. I take pride in supporting individuals from the public eye and guiding them toward healthier lifestyles.

Furthermore, I have established the largest online addiction education school, providing individuals with the opportunity to learn and become mental health coaches, addiction coaches, counselors, trauma specialists, and more. This platform serves as a valuable resource for those seeking to enhance their knowledge in the field of addiction and mental health.

To expand my reach and share insights with a broader audience, I host a podcast called "Unpause Your Life." This podcast is available online and is aimed at individuals who wish to confront their vices and cultivate a more positive and fulfilling life.

What's your biggest accomplishment as a business owner?

My biggest accomplishment is starting a multi-company brand in a male-dominated field with only $300 in my bank account.

What's one of the hardest things that comes with being a business owner?

One of the hardest things about being a business owner is staying the course in downtimes. Not every day is a money-making day, and not every day can be fun. But if you stay the course and weather the storms, the payoff, in the end, is worth it. Seeing people overcome their addictions and live their best lives, helping them while being in the trenches, is amazing.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

The top three tips we would give anyone trying to run a business would be:

  1. Know your audience. There is nothing worse than not knowing who your audience is for marketing to them. We see that currently with the Bud Light debacle. They clearly did not market to their audience and alienated their own audience, and lost a lot of money.
  2. Know your product or service. You need to know exactly what you sell and be clear on your messaging so other people know exactly what you are selling. If a potential client or customer looks at your website or business card and has no idea what you're selling, you need to fix that.
  3. If you don't have money to build yourself a really nice website, just set up a free LinkedIn page. You have to have somewhere online that will generate some search engine optimization and also drive traffic. Having some sort of presence is key, and with a LinkedIn page or a website, you can offer services. Do not get tripped up in hiring somebody to do a $10,000 website immediately. Start small, set up that LinkedIn page, and get your social media going. That means setting up an Instagram, Facebook, TikTok, and Twitter account. Marketing is multifaceted, but if you have a nice presence and you can drive traffic to a location, you will start to convert leads to clients.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.