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Not sure how I should price my new product for existing members...any suggestions?

by Bkelly301
4 replies
Hey what's up everyone. It's been a while since I've posted here. Of all the resources that I use to learn about IM, this forum always seems to have the best advice!

Anyway, I've been in business for about 10 years now. I have a bunch of people that have bought my product and loved it. My product has always been a "one stop shop" lifetime membership for guitar players looking to learn music theory. My offer sells for a one time fee, currently priced at $159.


An issue that I have run into over the years is that some people don't necessarily want a "one stop shop" that house 3000+ videos to pick and choose from. It is too overwhelming for them.


Therefore, I have spent the last year building a completely new website, on a completely new domain, with all new content that is exclusive to this new website. The purpose of this site is to offer "one off courses" to people who are looking for much smaller, much more manageable courses. This new site has 1 free course and 4 courses that are each priced at $49.


I do not intend to add any more content to the new site, but I will still continue to add content to the old site as I always have for the past 10 years.


I'm not exactly sure what the best way to launch this new site would be though. Here's what I'm thinking...

1.) Let my current customers know that I now have a new website that sells "one off courses". Explain to them that all of the information taught in the new courses is also taught in the product that they already have, but if they do want to buy any of these new courses they could use a 20% off coupon code.

2.) Set my pricing to "pay whatever you want" for current customers.

3.) Don't tell my current customers about the new website, and just proceed to market the new site via paid ads.


Basically my main concern is not pissing off my current customers.


This new website is essentially the same information as my old website, but it's just directed towards a different segment of the audience.

I'm just looking for some suggestions. Thanks!
#existing #membersany #price #product #suggestions
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  • Profile picture of the author Cinarcinar
    Tell your existing customers first, frame the new site as a simpler entry-point for overwhelmed learners, and don't position it as something they need.

    Best approach:

    Be transparent

    Say clearly: "This teaches the same material, just in a smaller, structured format."

    Give existing customers a free course or very low-cost bundle (not pay-what-you-want)

    Then market the new site normally with ads

    Do not hide it from them, and don't push them to rebuy.
    If they feel respected and included, they won't be upset.
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  • Profile picture of the author socialentry
    I'm a musician also(or used to be anyways).

    Totally worth it to sell the curriculum and you can probably tailor it to specific subgenre of guitar. It's just how you frame it.

    The problem is not so much the information, it's that there's too much of it, even if we forget your course for a moment. I doubt 3000+ videos are really needed for an instrumentalist.

    What classical teacher do: in total , there's not more than 50 pieces that a student might really practice in say a decade. The key thing is that each piece practice different skills. There is overlap so you don't duplicate effort too much. It's also individualized to each student. They charge thousands per year for this(and for good reason).Even if you do a fraction of that , For 50$ it's a steal.

    Now if you try to piece it yourself and build the curriculum yourself... you realize it's freaking hard even if you've gone through the gauntlet once, and it takes a lot of knowledge,not just as an instrumentalist but also as an educator. I dunno how your videos are catalogued but that's the angle I'd take.

    It does require some suspension of disbelief to compare, but I mean, knowing guitar players, they don't want to do anything with sheet music and they're overwhelmingly self-taught so they've already pre-qualified themselves just by buying your course.
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    • Profile picture of the author Bkelly301
      Originally Posted by Cinarcinar View Post

      Tell your existing customers first, frame the new site as a simpler entry-point for overwhelmed learners, and don't position it as something they need.

      Best approach:

      Be transparent

      Say clearly: "This teaches the same material, just in a smaller, structured format."

      Give existing customers a free course or very low-cost bundle (not pay-what-you-want)

      Then market the new site normally with ads

      Do not hide it from them, and don't push them to rebuy.
      If they feel respected and included, they won't be upset.
      This is excellent stuff thank you. This is exactly how I will approach it!

      Originally Posted by socialentry View Post

      I'm a musician also(or used to be anyways).

      Totally worth it to sell the curriculum and you can probably tailor it to specific subgenre of guitar. It's just how you frame it.

      The problem is not so much the information, it's that there's too much of it, even if we forget your course for a moment. I doubt 3000+ videos are really needed for an instrumentalist.

      What classical teacher do: in total , there's not more than 50 pieces that a student might really practice in say a decade. The key thing is that each piece practice different skills. There is overlap so you don't duplicate effort too much. It's also individualized to each student. They charge thousands per year for this(and for good reason).Even if you do a fraction of that , For 50$ it's a steal.

      Now if you try to piece it yourself and build the curriculum yourself... you realize it's freaking hard even if you've gone through the gauntlet once, and it takes a lot of knowledge,not just as an instrumentalist but also as an educator. I dunno how your videos are catalogued but that's the angle I'd take.

      It does require some suspension of disbelief to compare, but I mean, knowing guitar players, they don't want to do anything with sheet music and they're overwhelmingly self-taught so they've already pre-qualified themselves just by buying your course.
      Ya my "old site" is a result of 10 years of work, with a lot of the stuff being repeated over and over again. This new site is definitely straight to the point.

      Thanks for the advice!
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  • Profile picture of the author Bcms Bahrain
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    • Profile picture of the author Bkelly301
      <<Quoted spam deleted by moderator>>

      I don't really want to new site to be thought of as part of the old site, because then people may assume that the new content is included with the lifetime membership!
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