A Force For Good

Our Story

A Force for Good was initially conceived as a personal philosophy by founder Coco Sellman, aimed at capturing the lessons learned from her entrepreneurial experiences as a five-time founder, impact investor, and consultant to entrepreneurs.

However, she recognized the potential to benefit others with the tools and resources she was developing.

After merging her healthcare company and taking time for reflection, she wrote a book, created business tools, and launched A Force for Good, a platform for women founders.

A Force for Good offers a model for leading and growing visionary companies, providing support in planning, propelling, and funding growth. With a focus on impact and purpose within capitalism, A Force for Good aims to empower purpose-led founders and contribute to making the world a better place.

Our Core Purpose is to
make the world better through
women-led business.

Core Values

Be Wise.
Wisdom holds the answer to everything.
Be Transformative.

Heal and elevate ourselves and the world around us.

Be of Highest & Best Use.

Do what is most impactful today, this week, this lifetime.



Our vision is a world where business is elevated by the wisdom of women.  In turn, business claims its essential role in elevating society. 

  • We see the shape of business evolving for the better, where just as many women as men found and lead the Microsoft’s, Tesla’s, Pfizer’s, and Proctor & Gamble’s.
  • We see the products and services influenced by the perspective of women and underrepresented voices, bringing new opportunities and prosperity for a much broader base of society.
  • A Force for Good exists to empower women-led business to claim its essential role of elevating society by creating cultures and solutions that inspire collaboration, enrich humanity, and solve the challenges of society and the world.

2034 Impact Goal


As of January 2024, only 3% of women-founded companies grow beyond $1M in annual revenues, despite women starting more businesses than men and demonstrating a higher return on capital. 

We are focused on helping women founders overcome hurdes of growth, so that more women will lead the most influential companies of tomorrow.

We help women founders install an elevated model of leading and growing their already successful companies from $1M to $3M, $10M, $20M and beyond.  With scale comes impact and influence to make the world better.

Thus our goals for 2034:

  • Empower 1000 women-led companies to install the Force for Good System and at least double their busines in 2-3 years.


Coco Sellman

A Force for Good Founder


Since 1998, Coco has been on a mission to align business purpose with profit. As a serial entrepreneur and a consultant to founders, Coco has built and supported hundreds of businesses.

Most recently, Coco was the founder of Allumé Home Care, a home health company serving medically fragile children and adults. Allumé merged with All Pointe Care in 2021, creating the second-largest provider of in-home pediatric nursing in the state of Connecticut; Coco now sits on the board. She is also a member of 37 Angels and is a Founder Institute Mentor. In the past Coco founded WorldChangingBusiness and The Trust Leadership Institute; she co-founded Zoe Collection and Three Bees Chocolates.

Over the course of her career Coco has worked with hundreds of founders to grow successful, sustainable businesses that lead in impact and profits. She has also served on several nonprofit boards including the Connecticut Association for Healthcare at Home, Worldwide Orphans, the Oliver Wolcott Library, Washington Montessori School, and Standing Tall.