Pricing is one of the most critical decisions you’ll make in your digital course journey. In a co-produced course, this decision becomes even more strategic. You’re not only considering what the market will bear—you’re aligning expectations between two partners, balancing perceived value, and planning for sustainable profit.
A price that’s too low may attract the wrong audience or hurt your brand. A price that’s too high—without the right offer structure—could lead to low conversions. Strategic pricing is about much more than picking a number. It’s about positioning, psychology, and profit planning.
In this article, you’ll learn how to strategically price your co-produced course for maximum impact and revenue, considering both the market and your business model.
Why Pricing Is Even More Important in Co-Productions
When a course is co-produced, the revenue is usually shared between two or more partners. That means every pricing decision impacts multiple parties.
Key considerations include:
- The value the expert delivers
- The workload the co-producer takes on
- The profitability of marketing strategies
- The cost of platforms and tools
- The scalability of the offer
Pricing also plays a key role in how your course is perceived. Are you offering a high-ticket transformation? Or a low-friction impulse purchase?
Your price must reflect the value—but also support the long-term vision of the partnership.
Step 1: Understand Your Course Positioning
Before setting a price, get clear on how your course is positioned in the market.
Ask:
- Is this a beginner, intermediate, or advanced offer?
- Is the course promising a transformation or just transferring information?
- Is it more hands-on or self-paced?
- Is there community or live support included?
- Are bonuses and resources part of the offer?
Courses that solve urgent, painful, and specific problems tend to support higher prices. Broad or generic topics often require lower pricing or a different offer model.
Example: “How to Create a Digital Course” (broad) vs. “How Therapists Can Build and Sell Online Workshops Without Ads” (specific)
The more niche and outcome-focused your course is, the more pricing power you have.
Step 2: Analyze the Market and Competitors
Look at what similar courses in your niche are charging. Not to copy, but to understand where you fit.
Check:
- Course platforms (Hotmart, Eduzz, Teachable, Kajabi)
- Sales pages of competitors
- Marketplaces like Udemy (for reference, not inspiration)
- Social media ads promoting similar products
Pay attention to:
- What’s included in each course
- The experience level of the instructor
- Whether they offer bonuses, communities, or coaching
- What makes your course different or better
If your course offers more support, better transformation, or unique expertise, you can justify a higher price—even if competitors charge less.
Step 3: Consider Your Sales Strategy
Your pricing should match your sales model.
Evergreen Funnel Courses
If you’re running ads to an automated funnel:
- Lower price points ($47–$297) tend to convert best for cold traffic
- You’ll need higher volume to make a profit
- Keep your customer acquisition cost (CAC) in mind
- Offer upsells or order bumps to increase average cart value (ACV)
Live Launch Courses
For launches with email lists and webinars:
- Higher prices ($297–$997) are viable
- Scarcity and urgency help drive conversions
- You can justify higher pricing with bonuses and live support
High-Ticket Mentorship or Hybrid Programs
If the course includes coaching, feedback, or live interaction:
- Prices range from $1,000 to $3,000+
- Requires sales calls or detailed webinars
- Lower volume, but higher profit per sale
Choose your pricing based on how you plan to acquire customers and deliver value.
Step 4: Factor in Your Co-Production Costs
In a co-production model, revenue is shared. That means you need to price your course so that each partner is fairly compensated, and costs are covered.
Common cost elements:
- Paid traffic (Meta, YouTube, Google)
- Email marketing tools
- Hosting and platform fees
- VA or support staff
- Video editing
- Affiliate commissions
Estimate your profit margins after expenses and splits.
Example:
- Price: $297
- CAC: $60
- Platform + tools: $10 per sale
- Affiliate: $89 (30%)
- Net revenue: $138
- 50/50 split: $69 per partner
If $69 per sale doesn’t make sense for your workload, you may need to raise the price or adjust the funnel.
Step 5: Choose a Pricing Structure
How you present your price matters as much as the number itself.
One-Time Payment
- Clean and simple
- Works best for courses under $500
- Requires upfront commitment from students
Installment Plans
- Increases accessibility
- Ideal for higher-priced offers ($497+)
- Use automatic billing and clear terms
Example: $597 or 3 payments of $220
Tiered Pricing
Offer multiple versions of the course:
- Basic: course only
- Pro: course + group coaching
- VIP: course + 1-on-1 support
This allows students to self-select based on needs and budget.
Fast-Action Discounts
- Limited-time offers (e.g., launch discount)
- Encourages immediate decisions
- Creates urgency when used ethically
Always make sure bonuses and discounts are framed around value, not desperation.
Step 6: Test and Optimize
You don’t have to get the perfect price on your first launch. Pricing is a testable variable.
Test:
- $197 vs. $297
- One-time payment vs. 3x payments
- Discounts vs. bonuses
- Webinar pricing vs. sales page pricing
Use A/B tests (when possible) or segment your list to try different offers. Even small changes can significantly impact revenue and conversion rate.
Also, track:
- Conversion rate (visits to sales)
- Refund rate
- Completion rate
- Profit per sale
Use this data to fine-tune future launches or evergreen strategies.
Step 7: Communicate the Value Confidently
Once your price is set, own it.
Students will only believe your course is worth the price if you do. That means:
- Highlighting the transformation clearly
- Stacking bonuses with real value
- Addressing objections directly
- Using testimonials to support your claims
- Offering a guarantee (if aligned with your model)
Don’t apologize for your price. Explain it in the context of what it saves your audience in time, money, or frustration.
Step 8: Align the Price with Long-Term Goals
Your pricing strategy should serve not just this launch—but your long-term vision.
Ask:
- Do you want to grow through volume or margin?
- Are you planning to add coaching or community?
- Will you scale through affiliates or organic content?
- Do you intend to bundle this course in a future program?
Pricing decisions today affect your future flexibility, positioning, and audience perception.
Final Thoughts: Price as a Strategic Lever
In co-productions, pricing is not just a marketing decision—it’s a partnership decision. The right price supports both the student and the business. It ensures profitability, rewards effort, and reflects the transformation your course delivers.
Don’t treat price as a guess or an afterthought. Use it as a strategic lever to guide your business growth. Be willing to adjust as you learn more. And always price with confidence—because if your course delivers real value, the right students will see it as an investment, not an expense.