I’ve recently noticed an interesting new pricing model. As an example, take Codie Sanchez’s Contrarian Community.
As you might know, Codie is an ex-private-equity, Goldman Sachs woman. She quit the corporate world and started using her PE background to buy boring, cash-flow businesses. Laundromats, RV parks, and the like.
Codie also started an info publishing business, Contrarian Thinking, teaching players with money to do the same as she’s doing.
Codie writes a free Contrarian Thinking newsletter, in which she gets her audience of 200,000 readers hyped up on the opportunity of buying boring businesses.
And once they get hyped up enough, she sells them training teaching them how to actually buy a boring businesses, plus ongoing support and networking, inside what she calls Contrarian Community.
So far, so standard.
The part that got me is that Codie doesn’t charge for access to Contrarian Community monthly. She doesn’t charge for it yearly either. Instead, she charges a one-time fixed fee of $10k. And she’s built a 8-figure business out of Contrarian Thinking this way.
I’ve noticed this pricing model in a few other successful info publishing and coaching businesses recently. At first, this had me surprised — because I’ve been trained to think continuity offers are where it’s at.
But a one-time, large fixed ticket to join a community makes a lot of sense. It means:
1. More money per member, today instead of tomorrow.
2. Better quality of member.
3. Better results for members, and therefore easier sales down the line, and a more attractive offer.
4. A better community. Rather than people constantly churning, there’s stability. There are more members contributing, and more successful members supporting and encouraging those who aren’t as successful yet.
So this is something to consider.
If you too offer ongoing coaching, training, or a community of some sort, you can do this too.
Figure out what your LTV is per customer… round that up… or double it or triple it. And then charge people a one-time fee, instead of leaving them to constantly wonder if it’s worth sticking around and renewing for another cycle.
Do this, and you might end up producing a better community, getting better results for your customers, and making a lot more money yourself.