It can be so hard to be confident about “the right thing to do” when making certain decisions in our businesses.
And the thing is, we only ever find out if a certain decision is the right one or not by trying it.
Here at eCourse Adventures, we love experimenting with new ways of doing things, learning from the process and sharing our discoveries.
Right now is, yet again, another leap of faith and lesson to share.
So what’s the topic at hand?
You may or may not have struggled with pricing before, but it has certainly been a hot topic for us.
In the year and a half since launching the Great eCourse Adventure, we have gone through probably a dozen different pricing models.
We’ve tried every trick in the book, and so far nothing has felt completely authentic and in alignment with our bigger vision (which we’ll get to in a moment).
The last pricing change we did definitely felt like the closest thing to being “it.”
We switched the pricing model from $997 one-time to $299 up front + $29/month, going with a more hybrid membership model.
When we came up with this pricing model, we were 98% sure that we’d nailed it!
However, deep down in our guts, we knew we were still missing the mark.
The upfront fee + monthly membership felt overly complicated.
And we were right.
Many people reached out to clarify how it worked. There were lots of questions about a seemingly simple thing, which is not a good sign.
The value was spectacular, but it was enough of a foreign concept that it caused many would-be adventurers to think on it and postpone their membership.
And as we all know, tomorrow never comes.
So we did some soul-searching and realized that our mission and our actions have not been in alignment.
We’ve been playing along with the industry standard approach of less sales at a higher dollar amount, thus creating what amounts to be something akin to an exclusive club.
What we really want is to lead and inspire a critical mass of innovative course creators to turn this whole industry on its head with wildly unique and transformational learning programs.
So the name of the game became clear.
We (finally) figured it out.
From now on, membership to The Great eCourse Adventure is just $35/mo.
Not only that, but every membership comes with a 14-day free trial to make sure you love the course, online community and weekly coaching sessions before you pay a dime.
Our mission is to create a thriving culture, community and marketplace (imagine the Netflix of eCourses) that is full of the greatest, most transformational courses on the planet.
In order to do that, we need A LOT of students creating innovative and transformative courses.
The piddly $299 upfront fee was stopping way too many people from getting started.
We want it to be a no-brainer for people to join the adventure.
Offering a 14-day free trial and a simple $35/month membership fee is as no-brainer as it gets to inspire people to jump on the trail with us.
We’re playing the long game and intend to keep our students engaged for many years to come.
We definitely thought that more people would have jumped on the adventure when we lowered the price from $1000 down to $299 + $29/month, but we wrong.
Sure we got a spike over the last few months of new members who were really grateful for the super affordable pricing, but it was not how we thought it would be.
They came in trickles rather than droves.
So after looking at our analytics and realizing it just wasn’t working, we were finally ready to surrender and say, “Screw it, let’s do it.”
We lowered the bar to entry to make it the easiest “YES” possible.
This idea is completely in alignment with the philosophies we share at our website, CoursesWorthSharing.com
Some folks say that prices this low would mean students don’t value the course. We say that’s bullshit.
How did we come up with $35/month you ask?
We talk about the crew at Fizzle.co a lot. They have one of our favourite podcasts and blogs.
We love them and totally align with their values, humour and way of doing business online.
They’ve done an amazing job growing their membership and online community.
Fizzle costs $35/month for their membership + community + coaching and to us, that sounds so easy, delightful and doable for folks to say yes to.
We recommend Fizzle to many of our students and feel great doing so because we know it’s a no-bs pricing model, anyone can afford it, and their training is the best in the industry.
Our hope is that others do the same for us.
We are so tired of all the gimmicky, hypey, manipulative ways people are selling their courses online.
“Hurry up the doors are closing in 8 hours!!!”
We’re ready for a fresh approach.
All we want do is create awesome products and experiences for our community, and cut out all the gimmicky marketing bullshit.
Currently we have three incredible freebie offerings, that if someone was to go through each of them in full, we have no doubts they’d know whether our adventure is for them or not.. Or at least if it’s worth a 14-day trial.
Courses Worth Sharing is an interactive website that teaches you our core philosophies on building eCourses in an engaging and enjoyable way.
The Art of eCourse Creation Masterclass takes you much deeper into how to craft a theme’ified, gamified, transformational eLearning experience.
Our Beyond the Blueprint newsletter shares the most innovative, inspiring and helpful resources & viewpoints in the world of online learning we can dig up. (you get this by signing up for the Masterclass)
With the quality of work we’re putting out and the new no-brainer price point, we don’t need to create a 10 mile long sales page and 4 part video series launch funnel.
If you want to learn course creation, it’s the obvious choice.
No need to play mindgames with you.
What a relief.
We’ve done our fair share of “launches”. It’s exhausting.
That and people are so tired of being launched to.
It’s really quite predictably annoying if you ask us.
Sure the business model works for some, but it’s not for us.
We are now building a business model that aligns with the lifestyle we want to be living.
Laid back, enjoyable, fun, creative, full of freedom, easy-going and consistent.
Rather than sporadic launches, we want a continuous stream of excited new people joining the adventure, growing our culture every single day.
This fresh infusion of new energy in the community feeds and inspires everyone on the mountain.
We’re choosing inclusivity over exclusivity.
It sure does feel good.
More important than $299 is helping as many people launch incredible courses as possible.
By charging the upfront fee, we were basically putting all our eggs in one basket, limiting ourselves to membership being our primary way to make money.
When we let go of the need to make $299 out of the gate, we opened ourselves up to many other creative ways we can generate income.
Here are some ways we’re considering growing our income and service to our community:
We now see how small we were thinking and how much we were limiting ourselves by trying to make “more money now.”
As we grow our team with the monthly income, we’ll be able to improve everything about our platform and business.
Walt Disney once said, “I don’t make movies to make money. I make money to make movies.”
We feel the same about building transformational courses and products.
The bigger of a community we grow, the more we’ll be able to create.
This new pricing feels like we’re opening our arms and hearts wide to the world and saying, “Here we are, here’s what we stand for, are you with us!?”
No longer will they answer, “I am, but I just can’t afford it or justify signing up right now. Maybe later”
Instead, they will be a “F-yes” or a “Nope, not for me”
We’d love to hear your thoughts or stories on any struggles you’ve gone through around pricing too. Or if you have feedback on our decision, we’d love to know. Share in the comments below!