Looking for advice on how to restructure my products.

15 replies
Long post warning...

Hey, I'm looking to restructure my site such that I have several different "products" to choose from.

Right now, with the content that I have I can do a lot with it. I have 3.5 years worth of video and written content. I'm currently not maximizing my potential though.

I have it setup such that I have a "free membership" option which grants access to all of my Youtube videos, but in a much more organized manner. In addition, every lesson has a written lesson that includes charts, diagrams, and other supplemental material. This gets people on my mailing list.

I also have a "full access membership" which gives lifetime access to 12 different "courses". It also gives access to about 2 TB worth of video content. I've been working on this for about 3 years now. I have experimented with various pricing, and always come to find that $59 one time fee performs the best.

Now, instead of just trying to increase the price for "full access", which has proven to not be a great strategy in the past. I have instead decided to break up my content and sell it as several different products.

I'd like to have:

1.) A selection of 6 different courses that are just a one-time fee

2.) At least one "bundle package", which gives access to several courses for a higher one-time fee

3.) A recurring membership option

I'm thinking that I could keep the free membership as is, which gives access to all of my YouTube videos, but in an organized manner. This only requires an email address. Good deal for all of us.

All of the additional written content and supplemental material that I'm currently including for free, would now be something that I charge for. I'm thinking this would be my new "full access", which would be the recurring fee.

The 6 courses would then be sold separately for a one-time fee.

My questions/concerns are:

1.) Do you think using the term "full access" would confuse people, thinking that it would give them access to all of the courses?

2.) Do you think it may be better to have "full access" give access to everything - the supplemental lesson material AND the courses for the recurring fee? This may cause conflict with the pricing for the courses though...people may wonder why I'm offering both recurring options and one-time pricing options.

I think that's it.

Any advice or suggestions would be greatly appreciated!

TL;DR -

I want to have both options - recurring membership and courses for a 1 time fee, but I worry that the pricing may conflict with one another.
#advice #products #restructure
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  • Profile picture of the author DURABLEOILCOM
    Do a monthly member ship stay under $10 a month or do bundles under $30
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    • Profile picture of the author Bkelly301
      Originally Posted by DURABLEOILCOM View Post

      Do a monthly member ship stay under $10 a month or do bundles under $30
      My "bundles" would be in the $149 to $199 range.

      Monthly membership would probably be around $30 per month.
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  • Profile picture of the author agmccall
    How would the membership work. What I mean is, if I can get a monthly membership "all access" for $30.00 per month I could just join, download everything, and then just cancel the membership.

    al
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    • Profile picture of the author Bkelly301
      Originally Posted by agmccall View Post

      How would the membership work. What I mean is, if I can get a monthly membership "all access" for $30.00 per month I could just join, download everything, and then just cancel the membership.

      al
      The stuff isn't downloadable. I only have it set up such that it can be viewed when you are logged in.
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  • Profile picture of the author sgalla414
    Definitely recommend the membership option. That's recurring revenue each month for you. I would also bring your price up a bit, if you worked this hard and are providing this much value to people you should be looking higher. I also believe there are studies done about the number "7". I could be making that up. But what about $37 or $47 per month for your membership? Too cheap and people won't value it enough.
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    • Profile picture of the author Bkelly301
      Originally Posted by sgalla414 View Post

      Definitely recommend the membership option. That's recurring revenue each month for you. I would also bring your price up a bit, if you worked this hard and are providing this much value to people you should be looking higher. I also believe there are studies done about the number "7". I could be making that up. But what about $37 or $47 per month for your membership? Too cheap and people won't value it enough.
      I agree. Thanks for the suggestion!

      I definitely want to work in the membership option. I definitely do like the idea of making it to be something worthwhile...$47/month has a nice ring to it.

      I'm still conflicted between the idea of having different options though. I'm trying to somehow combine "recurring membership" and "one-time fee courses" all into the same site.

      Has anyone else had experience with this combination in the same site?
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  • Profile picture of the author DRP
    Originally Posted by Bkelly301 View Post


    I'd like to have:

    1.) A selection of 6 different courses that are just a one-time fee

    2.) At least one "bundle package", which gives access to several courses for a higher one-time fee

    3.) A recurring membership option

    My questions/concerns are:

    1.) Do you think using the term "full access" would confuse people, thinking that it would give them access to all of the courses?

    2.) Do you think it may be better to have "full access" give access to everything - the supplemental lesson material AND the courses for the recurring fee? This may cause conflict with the pricing for the courses though...people may wonder why I'm offering both recurring options and one-time pricing options.

    Pricing theory! Fun stuff!

    Nobody will be able to give you a great answer without more details on what your products are, specifically. With that said:
    1. You will likely have to dress up the name as "full access" is vanilla. This is why you see corny things like "Elite/Premium/Gold/VIP/etc" because it sounds better than "Full". Do some research to see what your competitors are doing and see if you can spin an angle on that.
    2. If you'd like to keep your attrition and refund rates low, ensure that full access -whatever you name it - is indeed the full access to everything at whatever price point you decide.
    3. You will need to ensure also that your bundle and one-time fees are cheaper than your subscription rate compounded annually. (e.g 200 one time vs. 20/mo which is $240/yr)
    Last bit of common sense advice I have for you is this: you can always lower your prices, but you can't always raise them.
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    I'd rather tell you an ugly truth than a pretty lie.
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    • Profile picture of the author sgalla414
      Originally Posted by DRP View Post

      Pricing theory! Fun stuff!

      Nobody will be able to give you a great answer without more details on what your products are, specifically. With that said:
      1. You will likely have to dress up the name as "full access" is vanilla. This is why you see corny things like "Elite/Premium/Gold/VIP/etc" because it sounds better than "Full". Do some research to see what your competitors are doing and see if you can spin an angle on that.
      2. If you'd like to keep your attrition and refund rates low, ensure that full access -whatever you name it - is indeed the full access to everything at whatever price point you decide.
      3. You will need to ensure also that your bundle and one-time fees are cheaper than your subscription rate compounded annually. (e.g 200 one time vs. 20/mo which is $240/yr)
      Last bit of common sense advice I have for you is this: you can always lower your prices, but you can't always raise them.
      I haven't heard that before ! That is great advice. It always looks better to lower your prices than it does to raise them. Good call.
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  • Profile picture of the author writeaway
    REALITY: Almost all digital products have been ripped, are currently being ripped, or will be ripped sure enough. That's the nature of living in a DIGITAL WORLD.

    With that out of the way: Make sure you use every product to UPSELL the value of the whole collection

    It doesn't take much to download any product because there are so many people who specialize in ripping others' work

    This way, the more others rip your work, the more you end up promoting the value of your WHOLE COLLECTION and brand

    It's not unusual for some big buyers to get passed a 'ripped' copy of a module only to want the WHOLE THING
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  • Profile picture of the author Bkelly301
    Originally Posted by DRP View Post

    Pricing theory! Fun stuff!

    Nobody will be able to give you a great answer without more details on what your products are, specifically. With that said:
    1. You will likely have to dress up the name as "full access" is vanilla. This is why you see corny things like "Elite/Premium/Gold/VIP/etc" because it sounds better than "Full". Do some research to see what your competitors are doing and see if you can spin an angle on that.
    2. If you'd like to keep your attrition and refund rates low, ensure that full access -whatever you name it - is indeed the full access to everything at whatever price point you decide.
    3. You will need to ensure also that your bundle and one-time fees are cheaper than your subscription rate compounded annually. (e.g 200 one time vs. 20/mo which is $240/yr)
    Last bit of common sense advice I have for you is this: you can always lower your prices, but you can't always raise them.
    Thanks for the reply. So I was thinking:

    1.) Each of my courses would sell for $59 each for lifetime access (non-downloadable)

    2.) "Full Access" pricing would go for $19/month or $149/year. This gives access to:
    • All 6 courses
    • Any additional courses that I add (about 1 every 3 months)
    • All of the "supplemental material" that I add to the free content (this is actually a TON of stuff).

    There would be no bundle package for the courses, as that would just add confusion. So it's:

    - Sign up for a free membership (in exchange for email)
    - Buy a course or 2 or 3 for a 1-time fee
    - Pay a recurring fee for "full access" to everything on the site

    I think that this may be the least confusing way to go. I'd be interested in hearing your thoughts as well!

    Originally Posted by writeaway View Post

    REALITY: Almost all digital products have been ripped, are currently being ripped, or will be ripped sure enough. That's the nature of living in a DIGITAL WORLD.

    With that out of the way: Make sure you use every product to UPSELL the value of the whole collection

    It doesn't take much to download any product because there are so many people who specialize in ripping others' work

    This way, the more others rip your work, the more you end up promoting the value of your WHOLE COLLECTION and brand

    It's not unusual for some big buyers to get passed a 'ripped' copy of a module only to want the WHOLE THING
    Ya, that would definitely suck if that happened. That's why I keep my stuff non-downloadable. The only way people can view it is by being logged into the site. Not that this gives full protection, but at least it helps a bit.

    Thanks for the feedback!
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    • Profile picture of the author DRP
      Originally Posted by Bkelly301 View Post

      Thanks for the reply. So I was thinking:

      1.) Each of my courses would sell for $59 each for lifetime access (non-downloadable)

      2.) "Full Access" pricing would go for $19/month or $149/year. This gives access to:
      • All 6 courses
      • Any additional courses that I add (about 1 every 3 months)
      • All of the "supplemental material" that I add to the free content (this is actually a TON of stuff).

      There would be no bundle package for the courses, as that would just add confusion. So it's:

      - Sign up for a free membership (in exchange for email)
      - Buy a course or 2 or 3 for a 1-time fee
      - Pay a recurring fee for "full access" to everything on the site

      I think that this may be the least confusing way to go. I'd be interested in hearing your thoughts as well!

      Yeah all of that looks good to me. Good luck! I hope those price points stick! Also, if you recruit affiliates to assist with this, make sure you vet them diligently and only work with ones that you either know, or can prove that they are legitimate. Affiliate fraud is big business and a massive pain in the ass. Let me know if you have other questions.
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      I'd rather tell you an ugly truth than a pretty lie.
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      • Profile picture of the author Bkelly301
        Originally Posted by DRP View Post

        Yeah all of that looks good to me. Good luck! I hope those price points stick! Also, if you recruit affiliates to assist with this, make sure you vet them diligently and only work with ones that you either know, or can prove that they are legitimate. Affiliate fraud is big business and a massive pain in the ass. Let me know if you have other questions.
        Wow I never heard of affiliate fraud before. I'll have to look into that before I start thinking about having affiliates promote my site...which is definitely something that I have been considering doing.
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  • Profile picture of the author sgalla414
    To someone else's comment about being able to rip off digital content. They raise a good point but you also have (although never guaranteed) some protection from being membership based, but also that alot of your content is videos, makes it a bit more difficult for the average user.
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  • Profile picture of the author Maca56
    Full access should give them access to all 12 courses, make everything for reccuring fee i would say, it's a lot of content and people should really pay some fee to learn something not just download whole package in advance, thanks for that matter.
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  • Profile picture of the author PolicyMaker
    I will suggest...

    - Pluck your BEST materials...sell them as stand alone products.
    - at Back end Offer access to your Memberships...after sale of each of above mini-products.

    It'll help to keep the front end fresh with 3 to 5 top quality low ticket products...

    You core focus should be on recurring or high ticket coaching if you have one...

    Rest is just to put maximum buyers into your funnel...
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    BORING Method to Make $4500/mon Commissions with ONLY 10 Sales
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