Under $100/mo is low-ticket, over is high-ticket, and the split is about what kind of experience you're actually delivering. Price against a 10x-return framework on the outcome, not against your delivery cost. Productivity Lab launched at $1,000/yr this way and hit $1M in 4 months.
Price your coaching membership on the value it creates, not on what it costs you to deliver. Under $100/mo is low-ticket: volume-driven, self-serve, thin margins on your time. Over $100/mo is high-ticket: fewer members, deeper transformation, real access to you.
Most coaches default to low-ticket because it feels safer and "everyone does monthly." That instinct caps your revenue and attracts members who churn the moment life gets busy.
The better question isn't "what can I charge." It's "what result am I actually delivering, and what's that worth to the person getting it."
Low-ticket is under $100/mo. High-ticket is anything above that. This isn't about being "premium" for its own sake, it's about what the price has to signal and deliver.
Low-ticket works when the value is information and community access. High-ticket works when you're delivering facilitated outcomes: coaching, accountability, direct feedback.
Here's the trap. A lot of coaches price low-ticket but build a high-ticket experience underneath it, live calls, direct access, real coaching, and then wonder why the business doesn't scale. You can't staff a high-touch program on a $30/mo price.
Cost-based pricing asks "what does it cost me to deliver this." Value-based pricing asks "what is this worth to the person receiving it." Only one of those scales.
Jordan has talked about defaulting to cost-price thinking himself early on, the instinct to ask "it's not that hard for me to run four Zoom calls a month, so why would I charge a lot for it." That's the wrong question. The right one is what the transformation is worth on the other side.
Value-based pricing means setting price against the outcome delivered, not the hours or tools behind it. The same program can be worth everything to one member and nothing to another, and that's fine. Price is a filter for the right member, not a tax on your effort.
Ready to build this for your audience? GrowthCommunity builds and runs the offer, the funnel, and the operations, no retainer, no upfront fee.
Apply to Become a Partner →Work backward from a return multiple, not forward from your costs. When Productivity Lab was about to launch, the head of product pushed back hard: a thousand dollars felt like too much for what looked, on paper, like a simple program.
The reframe that settled it: aim to deliver at least a 10x return on whatever you charge. Once the team mapped the real outcome against a $1,000/yr price, the number held. Productivity Lab launched at that price and did $1M in 4 months.
That's the test to run on your own number. Not "what does this cost me to run" but "if I 10x'd the value back to this person, what would this be worth."
It's a useful line, not a law. Below it, members expect self-serve and low-touch. Above it, they expect access to you and real coaching. Pick the side that matches what you're actually building, then price consistently with it.
That often means you've found the right filter. If someone can't justify the price, they may not be the target member for this specific offer, and that's a signal about audience fit, not proof the price is wrong.
Yes, and most successful memberships do. Start at a number backed by real value math, then increase as your outcomes, proof, and waitlist demand justify it.
Monthly is the default most coaches reach for without asking why. Annual or outcome-based pricing can better match how the value actually lands, especially for high-ticket, transformation-driven programs.
No. The process that worked for Productivity Lab, running the offer through a 10x-return gut check against the real outcome, works solo. The point is the question you ask, not who's in the room.
Yes. Pricing strategy is part of what we build and run for partners under the revenue-share model. The partner's job is to teach, we handle the business side, including price.