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Please help out with this one: Too "good" product for our target market...

by thishere
3 replies
Hello,
I run a membership site and we have been working on content for the course for the last whole year. We have a couple of hundred subscribers and are doing ok. The problem is now we have a lot of good content but a decent price point for our market is still below $100/year.

In similar niches people sell way less extensive courses for the same price but if we raise the price people stop signing up. So we have found our top price pretty much.

Of course we have the idea of stopping to produce content but what other options would you suggest? Some ideas would be great.
#good #market #product #target
  • Profile picture of the author MichaelHiles
    Originally Posted by thishere View Post

    Hello,
    I run a membership site and we have been working on content for the course for the last whole year. We have a couple of hundred subscribers and are doing ok. The problem is now we have a lot of good content but a decent price point for our market is still below $100/year.

    In similar niches people sell way less extensive courses for the same price but if we raise the price people stop signing up. So we have found our top price pretty much.

    Of course we have the idea of stopping to produce content but what other options would you suggest? Some ideas would be great.
    Without seeing any of it, my guess is that your marketing isn't building the value into the real depth of the content of your site... and it's simply appealing to the mass market segment that is price sensitive (very bottom end).

    OR, the perception may be that it's just a "me too" product, and not sufficiently differentiated from the other offerings.

    A couple of ideas come to mind.

    Repackage your content specific to a very narrow segment within your vertical niche (if one exists) and go deep rather than horizontal with the premium segmentation.

    For example... instead of being a general site about XYZ Enthusiasts, be the comprehensive site for just X.

    OR

    Pare down the content to a comparable offering at the same price point, and keep the existing client base.

    But then upsell additional modules as "advanced" or "gold and platinum level" by hitting the list regularly with a product launch strategy that limits the number of people/copies/etc... to drive scarcity.
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    • Profile picture of the author wjtyoung
      By allowing your business to be viewed as just like or similar to other businesses in your niche', you are allowing easy comparisons to other offers. Work to make your business/offer a category of one.
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      • Profile picture of the author thishere
        Thanks a lot for the replies.

        We cover the whole niche and people usually want exactly what we do (if you want to learn what we offer there is no other way).

        The Problem is that most want beginner stuff but we covered the beginner area in so much detail we moved now on to more advanced topics.

        We tried this upsell to the advanced level but most learned so much in the beginner course that they do not feel the advanced stuff is necessary.

        When we offered beginner and intermediate courses everyone also signed up for the beginner course and just a few upgraded so I thought it would make sense to just make one course with all content and raise the price.

        I just work on a complete redesign of the site with our developers and we will highlight our usps way more now. I was thinking about what you guys said and to be honest we didn't make our unique features / benefits obvious enough.

        I think I also relied too much on videos to carry our message. Seems like many people have become bored with videos and don't watch them and in our niche we can't force them on people (auto start, no video controls...).

        Btw. how can I "thank" people for posts? Didn't find the button.
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