Pricing a course for the first time feels like guessing. It does not have to be. Use this three-step approach.
Step 1: Name the result
What can a student do after your course that they could not do before? Launch a website in a weekend. Record a podcast episode. Write a four-email welcome sequence. The clearer the result, the easier it is to price.
Step 2: Estimate what the result is worth
If your course helps someone land a client, save ten hours a month or sell their first product, what is that worth to them in a year? Your price should be a small fraction of that value.
Step 3: Check the market
Look at three similar courses. If yours is cheaper, you may be undervaluing it. If yours is much more expensive, make sure you can explain why in one sentence.
Choose a launch price
Start with a fair introductory price for your first twenty students, and tell them it will go up. Their feedback and testimonials will help you improve the course and justify a higher price.
Avoid these mistakes
- Pricing by length: a short course that solves a big problem can cost more than a long one.
- Heavy discounts: offer a bonus instead of cutting the price.
- Too many options: one clear offer is easier to say yes to.
Price with confidence, explain the result and improve with every cohort.
