Growing a Private Practice in New York City With Genna Ricotta

Growing a Private Practice in New York City With Genna Ricotta

Dreaming of starting your own private practice in the big city?

In this episode of Private Practice Success Stories, I sat down with Genna Ricotta who started her practice in New York City. In addition to talking a lot about referrals and where she’s getting her clients from, Genna shares a lot about family and what having a private practice has meant for her family, as well as the importance of building strong relationships with clients and treating them like family. 

Genna Ricotta is the founder of Small Steps Speech and Feeding Therapy, LLC. She’s been a pediatric SLP for over 20 years.  She has always loved interacting with children and teaching them in a way that they don’t feel like it’s work.  She never sees limitations, only the possibilities.  

Genna has worked in a variety of settings throughout her career, including working for a private practice in NYC, but after a few months realized that she could not deliver services the way she thought they should be delivered so she went out on her own initially doing independent contractor work and then slowly building her caseload of private clients. 

That was 15 years ago and now she has hired her first full-time employee and provides services in schools and her office as well as doing screenings for schools, parent talks, and parent training.  


In Today’s Episode, We Discuss:


  • Genna’s journey from SLP to private practice owner
  • How she leveraged connections and referrals to grow her business in a big city
  • The power of working together as private practitioners to help each other grow
  • How school contracts became her bread and butter
  • Why Genna decided to bring on independent contractors to her business
  • The freedom you get from private practice to create the life you want
  • Vacationing as a private practice owner


I hope you enjoyed this conversation with Genna! She is a perfect example of someone who started her private practice to have more flexibility for her family, and now she’s allowing other families to have flexible therapy options. A win-win for all! 

Are you a private practitioner who is overwhelmed by business growth? We would love to work with you – just like we helped Genna to create a successful and sustainable private practice.

To learn more, please visit or  DM me the word GROW on Instagram!

Whether you want to start a private practice or grow your existing private practice, I can help you get the freedom, flexibility, fulfillment, and financial abundance that you deserve. Visit my website to learn more.


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