Most new course creators get stuck on the same question. What should I charge?
They go back and forth between numbers, second-guess themselves, and sometimes never launch at all because the price never feels quite right.
Here's the reframe that changes everything. The right price isn't just a number. It's a structure. And the structure you choose determines who buys, how often, and how much they spend over time.
Kourses offers five pricing structures to choose from. Here's what each one does and when to use it.
A single upfront payment for lifetime or defined-period access. This is the simplest option for buyers — one decision, one payment, instant access.
One-time payments work well for higher-ticket courses where the value is immediately obvious, and the buyer doesn't need an ongoing incentive to stay. The conversion decision is made once, and the relationship continues through your content and community.
The risk is that a one-time payment gives you a revenue spike at launch, followed by silence until your next promotion. On its own, it doesn't build recurring income.
Charge monthly, quarterly or annually for ongoing access. This is the foundation of a membership business and the most powerful pricing model for long-term revenue stability.
A subscription creates a recurring relationship. Members stay connected to your content, your community and you. And because cancellation requires a deliberate action, members who are getting value tend to stay far longer than you might expect.
Kourses lets you set any billing frequency from daily to yearly, with optional trial periods and setup fees.
Subscription with Free Trial: Reduce friction, increase conversions
Add a free trial period to any subscription plan. Members get access immediately without paying up front, and billing begins automatically after the trial ends.
This structure works particularly well when your course or membership has high perceived value, but buyers are hesitant to commit without first experiencing it. A 7 or 14-day trial gives them enough time to see the value and makes the decision to continue feel natural rather than forced.
Members who make it past the trial period tend to have significantly higher retention than those who pay upfront with no trial.
Break a higher-priced course into a series of smaller payments spread over time. A £1,000 course at five payments of £200 is far more accessible to a wider audience than a single £1,000 charge.
Instalment plans typically increase total revenue per customer by removing the upfront price as an objection. Buyers who would never pay £1,000 in one go will often commit to £200 a month without hesitation.
Create discount codes for launch promotions, loyalty rewards, affiliate partners or limited-time offers. Set a percentage or fixed amount, add an expiry date, limit usage to a set number of redemptions, or restrict codes to specific products.
Coupons are most powerful at launch when you want to reward early buyers and create urgency, and at key promotional moments throughout the year. Used strategically, they drive sales without permanently reducing your perceived value.
There's no single right answer. The best pricing structure depends on your audience, your content and your goals.
A few principles to guide the decision:
If you want a predictable recurring income, build around a subscription. If you have a higher-ticket offer, consider an instalment plan to reach a wider audience. If buyers are hesitant, a free trial removes the risk and lets your content do the selling. If you're launching for the first time, a coupon rewards early supporters and creates momentum.
You can offer up to two pricing plans per membership in Kourses, which means you can combine structures. A one-time payment and a subscription on the same checkout give buyers a choice and often increase overall conversion.
All pricing structures are available in your Kourses account right now, set at the membership level.
How to create a pricing plan for your membership
How to set up your checkout page
If you have any questions about setting up your pricing, our team is available via live chat inside the platform.
