How to Price Your Course or Membership with Confidence

Pricing your course or membership can feel like one of the most daunting parts of launching your offer. It’s a question that sparks uncertainty for even the most seasoned entrepreneurs: What should I charge?

If you’ve ever felt stuck on pricing, you’re not alone—and the good news is, there’s no one “right” answer. But there are powerful questions you can ask to help you choose a starting point that aligns with your business goals, honors the value you’re delivering, and positions you for long-term growth. 

Here are three foundational things to consider as you determine your offer’s price:

Where Does This Offer Fit in Your Business?

Before you choose a number, take a step back and look at the big picture. Is this your only offer? Or is it part of a broader suite of products and services?

If this is the only thing you’re selling, it may need to carry more weight in your business model. That likely means a higher price point. But if it’s a stepping stone—a lead-in to a more robust signature program or service—then it might make more sense to price it lower as an entry point.

Think about your overall value ladder. Do you envision building other offers in the next 12–18 months? Where does this course or membership naturally fall in that sequence? Clarifying this will help you avoid pricing something too high or too low for its intended role.

How Much of You Do They Get?

This is one of the most important—and most overlooked—pricing questions: How much access do people get to YOU?

If your offer includes coaching calls, Q&A sessions, or personalized feedback, that added proximity to you increases its value. And that means the price should go up.

Here’s the truth that many entrepreneurs forget:

“The more of you they get, the higher the price should be.”

You are the differentiator. Your voice, your style, your ability to make your people feel seen and understood—these are incredibly valuable. When someone chooses your program, they’re not just buying content. They’re buying the experience of learning from you.

So don’t downplay your presence. Whether you're showing up live weekly or offering voice note support inside a private group, your involvement should be reflected in the price.

What’s the Value of the Outcome?

This one gets tricky, because it's not about how much content you provide—it’s about the impact of that content.

In other words: What’s at stake if your audience doesn’t implement what you’re offering? And conversely, what’s possible if they do?

Let’s say you’re teaching conflict resolution for parents. The value isn’t just in the skills you’re teaching. It’s in the transformation: a more peaceful home, healthier relationships, and a more stable emotional environment. That’s huge. And that transformation has to inform your price point.

But it also depends on who you’re serving. A company paying for a sales team to learn better negotiation tactics has a different financial stake than a solopreneur learning the same skills for personal growth. Your pricing should reflect both the depth of the transformation and the urgency or importance it holds for your audience.

Pricing is part strategy, part intuition, and part experimentation. You won’t always get it perfect on the first try—but that’s okay. You can adjust. You can test. You can grow.

What matters most is that you don’t let pricing stall your progress. Choose a starting point based on these three questions, and remember: you can always refine as you go.