How to Price Your Group Program According to 7 Program Leaders - Kathleen Celmins
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How to Price Your Group Program According to 7 Program Leaders

Figuring out how to price your group program can feel like throwing a dart and crossing your fingers. But it doesn’t have to be a guessing game.

We’ve been talking a lot about how to add a revenue stream to your business that will easily double or triple what you made with your online course content last year by offering a group coaching program.

Scaling your income by adding a group coaching program is the focus of our first playbook, so if you want the step-by-step process of setting a group coaching program up in your business, explore premium.

Read more: 5 steps to doubling your monthly revenue by adding a coaching program

We asked our network this question:

How did you decide on pricing for your group program? If you feel comfortable please include, how much you currently charge, how long the program is and what you’ve tried in the past for pricing.

Here’s what they had to say.

Alison Reeves

“Pricing for me is a wide range of factors: how much energy I want to put into it, how much support is needed for clients, and how much energy I want the CLIENT to have in it.

One of my popular programs – the Monetization Accelerator Program – cost $2,000 when I launched it. But what we found is that people got more results when they had some momentum blogging already, and when we reviewed their content and added 1:1 calls.

So, I raised the price overtime to attract more experienced bloggers. And the new pricing also allowed me to offer limited 1:1 support, which has made a huge difference. We now charge $4800 for 4 months, but we have an early bird extended payment plan option that spans the payment plan over a year. Most people pay in full or pay over 4 months, but the payment plan has allowed us to help people who needed more space in the beginning.”

More about Alison:

Blogging since 2011, and business and marketing coaching since 2017, Alison Reeves helps content creators monetize their expertise and tap into hidden profits with a blend of both practical and heart-centered approaches.

The development of her processes such as the low energy launch method and the small audience sales system has repeatedly been described as game-changers for content creators who had some wins but struggled to have the dollar signs to show for it. In short: her company aims to connect the dots from your ideas to actually making money – once and for all.

Melody Johnson

“My program is currently $575 for 6 months of access, then $97 monthly afterward OR $997 for the entire year. Initially, my membership or cohort program was a very low-cost program under $100 monthly and I structured it to be available as mostly on-demand. I tried a variety of lengths of time including 3 months and then month-to-month.

Because I saw that the students that succeeded the most with the program were those that showed up to calls monthly and got live feedback on their questions – I knew that it made more sense for a longer-term support option to be available which is why my structure includes 12 months of support.”

More about Melody:

Melody Johnson is the owner and founder of The Course Consultant and Podcast Host of The Course Consultant Show. She helps organizations and business owners expand their big-picture vision with cohort-based programs, on-demand courses, and customer success strategies.

She has a Master’s Degree in Instructional Design and is a Certified Customer Success Manager. She’s absolutely obsessed with helping you create powerful learning experiences and retain more customers!

Dustin Heiner

“Currently the pricing is $699 to join the membership and $199 every month thereafter. The program is ongoing and people can stay as long as they like.

Pricing was decided by a few things. Access to me as the coach, access to all 5 of my courses teaching how to invest in real estate, and access to the investor community I’ve built with all the hundreds of other students I’ve coached.

I learned from my friend Jason Brown who has a membership teaching stock investing. Same model, just different topic. From his lessons of never having a $0 to join, or other discounted way to get people in, just starting with a high price point brings in the right people. Not people kicking tires, but the ones that will value all that I am offering.”

More about Dustin:

Dustin Heiner, the founder of Master Passive Income and Successfully Unemployed.

He is a real estate rental property investor who was able to make enough passive income from his business to quit his job when he was 37 years old.

With his podcast, books, courses, and coaching, he now helps other people quit their job by investing in real estate rental properties to live the dream life.

Dan Shinder

“My pricing has evolved in many ways in the 9 years I have been offering training and consulting, as have the programs. I started at $147 for a 2-hour workshop. This grew to three levels of $2,700, $4,700 and $6,700.

Long story short, I now teach only my deepest level, which is basically everything I know and everything I use, and my team uses to get the crazy numbers in my bio. This course has been $8,700, though in February I will be raising the fee. The amount is undecided as I write this 1/4/22 but will be solidified soon.

The reason for the increase is for a few reasons:

  1. Many peers have said that for what I offer, I am not charging enough for the “immense value” I give.
  2. Quite frankly, I look at a lot of programs and who is offering them, and I have yet to see anyone teach what I teach, let alone anything close to the level of depth. And I have not seen anyone teach it my unique hands-on perspective of personally achieving tremendous results with my strategies.
  3. My wife is making me. 😛

I invite you to connect and even just ask questions. My program is not available to register for on my site, though there is a page of info and if interested, people can fill out the form and then I meet with them for approval. I will not sell the program to just anyone. I have three requirements:

  • I have to be convinced they will do the work and apply what they learn. No one needs clients, we need clients who get results.
  • They have to … well, play nice with others and “fit in.” One not-so-pleasant or ever-challenging/protesting group member will ruin the experience for everyone. Yes, I am picky about who I get paid by.
  • Being able to pay for the program helps too.

More about Dan:

Dan Shinder has built a global presence with over 1 million active followers reaching millions more people a week, and growing by 4,500 a week from over 130 countries, reaching millions more people a month using social media marketing and brand-building strategies he developed on social media while growing the Drum Talk TV brand. The brand reached 120+ Million people in all of 2021. All of this was done 100% organically; No boosting posts, no paid ads.

The high level of engagement yields an average of 5 Million in reach, 2 Million post engagements, 4 million video views, all in every 7-day period. Dan has never paid for advertising or boosting posts of the brand’s content.

With Dan Shinder’s Social Media On Steroids courses and consulting, Dan shares exactly how he turned Drum Talk TV from an idea into a profitable business, and how you can utilize these strategies to grow your business too, no matter what stage you are at currently! What Dan teaches can work for virtually any business in any industry, from a local model to global! Dan understands busy, as he and his wife have a blended family of 11 kids and 19 grandchildren! He says, “If you are serious about what you do, get serious about how you market it.”

Nja Onê

“My thinking process was to price my course just under $200.00 per week as an introductory offer. At that starter price, those who can afford will want to continue. Right now, my 12-week course is $2320.00, which is an increase from my original price of $35.00 per session.”

More about Nja:

Nja Onê (Pronounced “EN-jah OH-nee”) is an artist of numerous artistic disciplines recognized by the National Endowments and the first woman muralist for the City of Las Vegas beautification projects. Born in The Bronx New York, lived in Las Vegas Nevada, and now resides in Globe, Arizona.

Fashion, Jewelry Designer, and owner of The Art of Nja Onê Gallery & Showroom and Alterations by Nja, has created designs for everyone from Vegas performers to entrepreneurs.

Certified NLP Practitioner, Adjunct Professor for the Arizona State Community College, and Art Therapist for the San Carlos Wellness Center, where Nja wrote the curriculum and facilitated the Intensive Outpatient Group Programs. Nja continues to provide a safe healing place both online and in-person within her private practice.

Leisa Peterson

“I am very strategic in how I price group programs to ensure that they truly reflect the value that is being offered to my clients. We’ve offered every type of program under the sun over the past 8 years but the hybrid program model is by far the best way to affect transformational change for my clients.

The prices reflect this fact. Our three-tiered program is $2997 for our Business and Money Foundations annual program for businesses less than $10K a month, our Visionary Passive Income is 4-month fast track and it is currently $6000 and our IPROSPER Business and Money Advisory program starts at $15000 and is for businesses greater than $10K a month up to $40K a month.

The decisions a business owner makes become more sophisticated and challenging and the opportunity for tremendous growth exists for those who have learned the basics and are ready for help with strategic planning. The price reflects the value being created for the right clients.”

More about Leisa:

Leisa Peterson is THE Mindful Millionaire Maker.

She helps inspired business owners become game-changers in their field and achieve million-dollar breakthroughs in their business.

Before creating WealthClinic, Leisa spent 25 years working in personal finance and real estate investing, while teaching mindfulness-based practices in her spare time. Now she coaches ambitious heart-centered business owners how to create abundant lives by fast-tracking the process of building wealth, decreasing risk, and increasing peace of mind.

Noted in Forbes as one of 10 Women Driving Growth in Wealth Management and Investing, Leisa has appeared in The Wall Street Journal, FastCompany, The Week, Huffington Post and has been featured on many podcasts and radio shows.

Paulette Perhach

“I looked at how much I’ve paid for similar coaching in the past, and how much it would cost participants per month. I charge $1,950 for four months, meeting every other week for 90 minutes. This is the first time I’m running the program!”

More about Paulette:

Paulette Perhach’s writing has been published in the New York Times, Vox, Elle, Slate, Cosmopolitan, Glamour, Marie Claire, Yoga Journal, McSweeney’s Internet Tendency, Hobart, and Vice.

Her book, Welcome to the Writer’s Life, was published in 2018 by Sasquatch Books, part of the Penguin Random House publishing family, and was selected as one of Poets & Writers’ Best Books for Writers.

She blogs about a writer’s craft, business, personal finance, and joy at and leads meditation and writing sessions through A Very Important Meeting.

How to Price Your Group Program is Personal

As you can see, people take all sorts of approaches to pricing their group programs. They take into consideration the length of the program, the type and experience level of the person joining, and the amount of time they will personally spend working with clients.

If you are trying to price your own group program, do some research into what others in your niche are charging, but don’t let that determine your final price. You will bring a unique perspective to your program and make sure you are charging what you feel comfortable asking.

Case study:

How we earned $100,000 in a year on a digital product

Get the three things that made the most difference when we marketed a digital course and it earned $100,000 in just 12 months.

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