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.
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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
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