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#105 - How I’ve Tested (and Broken) Every Pricing Model in Coaching
Six years of pricing experiments—from $120/hr sessions to $10k annual programs, $1k/month retainers, low-ticket products, memberships, weekly pricing, and finally a streamlined two-step offer.
If you sell services and wonder “what should I charge?” Then this episode will give you valuable insights.
WHAT YOU’LL LEARN
Price vs value: people buy transformation, not sessions (aim for ~10x perceived value).
Why an offer ladder matters (low-risk entry → natural ascension).
The truth about MRR for 1:1 coaches (powerful but fragile).
How community and proximity can justify premium pricing.
Structuring for commitment: upfront buy-in without monthly friction.
Iterate the structure, keep levelling up the core value.
DANIEL’S PRICING JOURNEY (HIGHLIGHTS)
2019: $120 per session → first 3-month outcome-based program at $2,000.
One-off Strategy Session at $500 to lower the barrier and qualify fit.
12-Month Program at $10,000: deep results require deep commitment.
Retainers at $1,000/month: good cashflow, tough retention without community.
Hybrid: $5,000 upfront + $500/month: stronger commitment, lighter cashflow strain.
Low-ticket hit: “Fix Your Finance Challenge” ($21 → $47) that scaled trust and fed high-ticket.
Membership ($95 USD/month on Skool): engagement + platform habits were the bottleneck.
2025 pivot: weekly $100 → $165 “Net Worth Accelerators,” then smart one-time 12-month upgrade.
WHERE IT LANDED (TODAY)
Step 1: Financial Fitness Assessment — $195 one-off (high clarity, low risk).
Step 2: Get Financially Fit — 12-Month Program — $5,070 one-time.
Cadence: weekly (Month 1) → fortnightly (Months 2–3) → monthly (Months 4–12). Why it works: intensity upfront, accountability long-term, zero billing friction.
REAL-WORLD RESULTS
Clients who commit 12+ months have increased net worth by ~$80k on average, plus the intangibles Daniel loves: couples aligned, confident, and moving together.
CALL TO ACTIONS
Share this episode with a coach or service provider who’s pricing their offers.
Leave a 5★ review to help the show grow.
Join the weekly newsletter for money + business insights (danielmarshall.com.au).
Ready for Step 1?
Book the $195 Financial Fitness Assessment.
View all episodes
By Daniel MarshallSix years of pricing experiments—from $120/hr sessions to $10k annual programs, $1k/month retainers, low-ticket products, memberships, weekly pricing, and finally a streamlined two-step offer.
If you sell services and wonder “what should I charge?” Then this episode will give you valuable insights.
WHAT YOU’LL LEARN
Price vs value: people buy transformation, not sessions (aim for ~10x perceived value).
Why an offer ladder matters (low-risk entry → natural ascension).
The truth about MRR for 1:1 coaches (powerful but fragile).
How community and proximity can justify premium pricing.
Structuring for commitment: upfront buy-in without monthly friction.
Iterate the structure, keep levelling up the core value.
DANIEL’S PRICING JOURNEY (HIGHLIGHTS)
2019: $120 per session → first 3-month outcome-based program at $2,000.
One-off Strategy Session at $500 to lower the barrier and qualify fit.
12-Month Program at $10,000: deep results require deep commitment.
Retainers at $1,000/month: good cashflow, tough retention without community.
Hybrid: $5,000 upfront + $500/month: stronger commitment, lighter cashflow strain.
Low-ticket hit: “Fix Your Finance Challenge” ($21 → $47) that scaled trust and fed high-ticket.
Membership ($95 USD/month on Skool): engagement + platform habits were the bottleneck.
2025 pivot: weekly $100 → $165 “Net Worth Accelerators,” then smart one-time 12-month upgrade.
WHERE IT LANDED (TODAY)
Step 1: Financial Fitness Assessment — $195 one-off (high clarity, low risk).
Step 2: Get Financially Fit — 12-Month Program — $5,070 one-time.
Cadence: weekly (Month 1) → fortnightly (Months 2–3) → monthly (Months 4–12). Why it works: intensity upfront, accountability long-term, zero billing friction.
REAL-WORLD RESULTS
Clients who commit 12+ months have increased net worth by ~$80k on average, plus the intangibles Daniel loves: couples aligned, confident, and moving together.
CALL TO ACTIONS
Share this episode with a coach or service provider who’s pricing their offers.
Leave a 5★ review to help the show grow.
Join the weekly newsletter for money + business insights (danielmarshall.com.au).
Ready for Step 1?
Book the $195 Financial Fitness Assessment.