WW 237: Launching Your Money Coaching | Evergreen vs. Cohorts - Solo Show

This week we’re talking all about launching your coaching program. I want to introduce you to the two different ways that you can launch a 1 on 1 coaching program: evergreen or through cohorts. I’m going to go through the pros and cons of each and then let you know which one I recommend, especially if you’re just starting out. Loving this episode? Take a screenshot and share it on Instagram! Tag me so I can send you some love (@Tess_Wicks)

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A Quick Recap from this episode

This week we’re having a discussion about something that is very relevant to right now. It’s all about launching your coaching program. I want to introduce you to the two different ways that you can launch a 1 on 1 coaching program: evergreen or through cohorts. I’m going to go through the pros and cons of each and then let you know which one I recommend, especially if you’re just starting out.

The way I’m talking about launching is more along the lines of selling. You can sell evergreen or sell through a launch, but for the sake of this discussion I’m going to refer to selling as launching. When you open your doors, there are a couple different ways you can do it.

You can open your doors for a specific period of time (cohorts) or you can consistently have the doors open for enrollment (evergreen).

Let’s talk about launching in cohorts first.

What I mean by cohort is groups, but this doesn’t mean a group coaching program. This just means a specified period of time for a certain number of people to join in that window. This is what I do for the Wealthy Coach Blueprint. This particular round, I’m opening the door for 3 weeks to take on 7 new clients.

Pros of cohorts:

1. It allows you to put a timeline on decision making on your potential client’s behalf.
2. You have a specific moment when you get to lean into selling.
3. You can plan and run your business in “seasons.”
4. You can launch rounds of your program for both 1 on 1 coaching or you can do the same launch model if you’re going to do group coaching.

Cons of cohorts:

1. I can find myself getting a little bit out of practice with selling, lazy with social media, and rusty with being “on”, putting myself out there, and creating that omnipresence.
2. You have extreme fluctuating income.
3. It tends to require a larger launch plan to build the buzz, open the door, put the timeline in place, and then closing the door.
4. It can feel defeating if you don’t hit your numbers.

Now, let’s talk about selling your program in an evergreen model.

Evergreen launching is essentially leaving your cart and enrollment to your program constantly open, and allowing people to come into your program as long as your capacity allows. So you may reach capacity and stop enrolling clients for a while, but the point is that you don’t have a specific set period of time that you’re launching and opening your doors.

Pros of evergreen:

1. It keeps your practice of selling sharp.
2. You are able to onboard clients throughout the year which allows your income to be a little more stable and steady.
3. You can leverage your client capacity to create that same decision making boundary that you want to create.

Cons of evergreen:

1. Your clients are at different points in your program.
2. You have to always be selling.
3. It doesn’t work for group programs.

We went through the pros and cons of both types of programs, and here’s what I suggest to my clients when they’re fairly new and offering 1 on 1 programs: I believe that launching with the evergreen model is the best way to go when you’re getting started.

It takes the pressure off of filling your roster in a specified period of time, it allows you to get your feet wet with a few clients at a time, and it helps you determine your real client capacity. So I suggest evergreen launching when you’re getting started, don’t have a lot of traction, or testing out a new program.

Don’t forget that if you’re ready to keep your pricing simple and get some help making more sales, then it’s time for you to grab the Online Coach’s Pricing Workbook below!