#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.