There has been much discussion over recent years about how organizations grow and what facilities their development. In the context of organization life cycle theories, the present paper aims to constitute the conceptual framework for the further research. The literature review on organization life cycle models and the issues of coaching as a support practice, with the specific emphasis on the indicators to measure results, are discussed. A five-stage organization life cycle models are analyzed and compared to detect contextual and structural variables for the in-depth interview. The in-depth interview is designed for the managers who organize, monitor and are engaged in coaching programmes in organizations, and aims to collect the data for the case study. The paper presents only the initial results of the interview, and therefore has certain limitations.