Co-producing an online course is a smart way to bring together complementary strengths—typically one partner provides the expertise and content, while the other manages marketing, strategy, and operations. This partnership often drives growth and profitability. But what happens when one or both partners decide to move on, scale back, or shift focus?
In many cases, co-produced courses eventually need to be transitioned to self-management—meaning one party takes full ownership of the course and runs it independently. This can happen for several reasons: the end of a collaboration, change in business direction, or desire to simplify operations.
Whether you’re the expert or the co-producer, this article will show you how to transition a co-produced course to self-management smoothly, fairly, and strategically, without damaging your brand, relationships, or revenue stream.
Why Transition to Self-Management?
While co-productions are powerful during the building and growth phase, over time, one or both partners may feel it’s time for a change.
Common Reasons for Transition:
- The course is stable and no longer needs active management
- One partner wants to exit the business or focus on other ventures
- The revenue doesn’t justify ongoing collaboration
- Creative or strategic differences have developed
- The course is being absorbed into a larger brand or business
A planned transition ensures that the course remains profitable and functional while respecting each partner’s contributions.
Step 1: Clarify the Reason and Timing of the Transition
Before making any technical or legal moves, have an open and respectful conversation with your partner. Clearly define:
- Why the transition is being proposed
- Whether it’s a mutual decision or initiated by one party
- The desired timing (immediate, phased, or after a relaunch)
- Whether the transition is permanent or temporary
Approach this conversation with transparency and professionalism. It sets the tone for how the entire process will unfold.
If needed, allow for a cooling-off period or mediation before moving forward.
Step 2: Review the Original Co-Production Agreement
Go back to your original contract and review:
- Ownership clauses: Who owns the content, platform, brand, and funnel?
- Licensing terms: Can assets be reused independently?
- Revenue share: How does it apply post-transition?
- Exit clauses: Are there rules about how the partnership can end?
- IP and confidentiality clauses
If no formal agreement exists, negotiate terms now based on contributions, expectations, and current realities. In many cases, a new transitional agreement will be required.
Step 3: Determine the New Ownership Structure
The most important decision in transitioning is who keeps what. This includes assets, responsibilities, and future rights.
Assets to Consider:
- Course content (videos, slides, PDFs)
- Email sequences and funnels
- Branding (logo, domain, course name)
- Social media or group communities
- Platform setup and payment integrations
- List of enrolled students and their data
- Testimonials and reviews
Ownership Options:
- One partner buys out the other
- One partner takes full ownership with licensing to the other
- One partner keeps the course, the other keeps funnel assets or systems
- Both retain rights to use parts independently (if agreed)
Document the outcome and ensure both parties sign off on the division.
Step 4: Settle Financial Terms and Final Payments
Transitioning a co-produced course also means updating the financial relationship.
Key questions:
- Is a buyout fee being paid?
- Will future earnings be shared (e.g., a percentage for X months)?
- Who pays for current expenses (hosting, ads, platform)?
- How are existing student payment plans handled?
Outline any final or ongoing payments, including due dates and payment methods.
If future revenue is being shared temporarily, define:
- What percentage
- For how long
- What qualifies as “revenue” (net or gross)
- How tracking and reporting will be done
Being clear now avoids tension later.
Step 5: Transfer Access and Responsibility
Once legal and financial terms are set, begin the technical transition.
Transfer or Create:
- Platform admin access (Teachable, Hotmart, Kajabi, etc.)
- Email marketing account ownership or duplicates
- Payment gateway ownership (Stripe, PayPal)
- Domain registrar and hosting
- Course backups (videos, PDFs, images)
- Customer service setup (inbox, autoresponders)
- Group/community admin rights
Make sure all data is exported or documented before transferring control.
Use tools like LastPass or 1Password to hand off credentials securely, and schedule a time to walk through the systems if needed.
Step 6: Communicate With Students and Affiliates
If the transition involves a change in branding, support, or course availability, notify your audience respectfully and clearly.
Email Your Students:
- Let them know the course is still available and supported
- Inform them of new contact details if applicable
- Reaffirm their access is safe
- Avoid oversharing internal details or drama
Notify Affiliates:
If the course had affiliates, let them know:
- If commissions will continue
- If they need to update links
- If there’s a change in affiliate manager or platform
Professional communication ensures you preserve trust with everyone involved.
Step 7: Maintain Course Quality and Support
Once the course is fully transitioned, the new owner takes over quality control.
They should:
- Monitor support channels and reply quickly
- Keep the content updated
- Handle refund requests and disputes
- Track funnel performance and make improvements
- Offer upsells or related products if desired
If you’re the one taking over, prepare for a learning curve—but also recognize the opportunity to refine the experience and make it your own.
Step 8: Plan for Future Uses of Shared Assets
If the other partner retains rights to parts of the course (e.g., templates, emails, branding), clarify the boundaries.
Can they:
- Use the funnel layout for another course?
- Reuse slides or scripts with another expert?
- Continue using the brand name in new projects?
Agree in writing what’s allowed and what’s not. For example:
“The co-producer may reuse funnel structures in future projects but may not use the brand name or course title developed in this co-production.”
This protects both sides and keeps things professional.
Step 9: Evaluate the Transition and Preserve the Relationship
A successful transition doesn’t just end with handoffs—it ends with reflection and respect.
Ask yourself:
- What worked well in this co-production?
- What would you do differently next time?
- Is there an opportunity to collaborate again in the future?
- Is there value in staying in touch for referrals, feedback, or joint ventures?
Even if the partnership is ending, it doesn’t need to be personal. Many transitions lead to future collaborations in a new format—consulting, mentorship, or joint campaigns.
If possible, write a short message of gratitude and acknowledgment. It can go a long way.
Final Thoughts: Make the Ending as Strong as the Start
Transitioning a co-produced course to self-management isn’t a failure—it’s part of the natural evolution of business.
Done well, it allows both partners to move forward with clarity, integrity, and confidence. It protects the brand, supports the students, and honors the effort that built the product in the first place.
Whether you’re passing the baton or receiving it, lead with professionalism, communicate clearly, and respect the value you both created.
Because in the end, a well-managed transition is not the end of a story—it’s the start of a new chapter.