About

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.

 

 Vision

 

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 foster exponential growth and prosperity within 3-5 years.

  

Coco Sellman

A Force for Good Founder

 

Coco Sellman is a visionary entrepreneur and advocate for women-led businesses as a force for good. With over 25 years of experience, she has launched five companies and guided 500+ startups. As Founder & CEO of A Force for Good, Coco leads an ecosystem helping women founders scale their businesses to $20M+ in revenue.

Coco’s achievements include founding Allumé Home Care, inspired by her stepdaughter Amelia. Under her leadership, Allumé grew to $6.5M revenues in 18-months, generated four-figure net profits in under four years, advocated for a 31.7% increase in Connecticut’s Medicaid rates, and achieved a successful exit in 2024.

Her book, A Force for Good and Growth Accelerator, empower women to lead high-growth, impactful enterprises. Based in New York City, Coco is also an impact investor, board director, and advisor, living with her husband, daughters, and their two dogs.

Our Partners