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Coaching: Pricing An Online Course with Caleb Simonyi-Gindele

Coaching: Pricing An Online Course with Caleb Simonyi-Gindele – 037

March 17, 2015 by Kirk Bowman Leave a Comment

Caleb Simonyi-Gindele is a registered clinical counselor from Canada who helps couples build thriving, passionate marriages. He and Kirk are in a mastermind group together. Caleb requested assistance with pricing his online marriage course. They decided to record the coaching session for the Art of Value Show.

http://traffic.libsyn.com/artofvalue/037-Coaching-Pricing-An-Online-Course.mp3

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Discovering Value

  • What is the current situation?
    • Diakon Leadership offers counseling and coaching for marriages.
    • Caleb's remote location limits the number of in-person sessions.
    • He launched the Only You Forever website and podcast to offer virtual sessions.
    • He is also developing an online course.
  • What are the goals for creating the online course?
    • Most couples live through 7 years of marital distress before they seek help.
    • Caleb wants to reach couples sooner to enrich and strengthen their marriages.
  • How long does it take for a marriage to deteriorate?
    • The average time is several years of distress.
    • Counseling can be expensive and is not always successful.
  • How can you reach couples before their marriage is in distress?
    • Caleb is targeting the millennial generation.
    • Millennials have seen divorce first-hand and want to avoid it.
    • They can be proactive to prevent future pain for their children.
    • However, people are more driven to relieve pain than prevent it.
  • How do you want to offer the course?
    • Online videos, 8-12 minutes each, with a workbook.
    • Watch one video per week and complete the exercises.
    • The modules in theworkbook are:
      • Framework – What is happening with yourself and your spouse
      • Core Skills – Communication
      • Best & Worst Practices – What to watch out for
  • What is your inspiration for designing the course?
    • There was a pilot program in the Fall 2014 but it was too intense.
    • Content has been carved into smaller pieces.
  • What is your financial goal for the course launch?
    • $10,000 is the goal for the first week.
  • How do you plan to launch the course?
    • Email list, podcast and Facebook ads will drive people to a free webinar

Creating Options

  • What could you do to create a third option?
    • Studies show that three is the right number of choices.
    • “How I work with you?” instead of “Will I work with you?”
    • Three choices increase the opportunity for a “yes”.
    • Membership site is a possible option.
    • Another approach is to offer three options:
      • Videos only
      • Videos plus email support
      • Videos, email and coaching
    • Videos only offer value if a couple is less distressed in their marriage.
    • Offer the chance to upgrade after the initial purchase.
  • Would group coaching make sense for the course?
    • It could be an option, but would make some couples nervous.
    • There could be a huge range of distress from couple to couple.
    • Survey the existing audience to get feedback.
  • What are other ideas you have to create options?
    • Surprise gift – 2 coffee mugs with communication tips.
    • Create a way to measure how each couple is doing.
    • Additional material to increase the value of highest option.
    • Email campaign describing Caleb and Linda's marriage experience.
  • Could you use a “drip” model for the course material?
    • Release one module at a time vs. all at once.
    • By releasing in stages, it sets the expectation that it is a process.
    • Prevents couples from binge watching.
    • Name the options to communicate value.
  • Can you change the length of the one-on-one sessions?
    • Consider how many to sell and what the time commitment is.
    • Limit the number that is available.

Setting A Price

  • What are your ideas for pricing each option?
    • Determine how many of each option/price to sell to reach your financial goal.
    • Caleb decided to increase his initial price after listening to the Art of Value Show.
    • The lowest price will anchor the other two options.
    • Staggering the range between $100-$1,000 is a good plan.
    • The highest option could be double the price of the middle option.
    • Always create more value than the price you are charging.
    • Brainstorm using a pricing matrix with minimum, reserve and windfall prices for each option.

About Caleb Simonyi-Gindele

  • Founder and counselor at Only You Forever
  • Host of the Only You Forever Podcast
  • Creator of Talk To Me 101
  • Master of Arts in Marriage and Family Therapy
  • Twitter: @C_SG

Filed Under: Episodes Tagged With: Internet marketing, Positioning, Self-confidence

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