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Why Pricing and Positioning Matter

Your price isn’t just a number — it’s a positioning signal that tells customers how to value your product.
The right price: Attracts serious students, reflects true value, and feels aligned with your brand authority.
Too low = devalues your expertise. Too high = limits accessibility. This guide helps you find the sweet spot.

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Understanding Floa’s Price Recommendations

When you create a product, Floa suggests a price based on:
  • Market data (what similar products sell for)
  • Transformation value (career/income/health = higher willingness to pay)
  • Perceived complexity (90-day programs vs 7-day quick wins)
  • Competitive positioning (where you sit in the market)
This is a starting point, not a rule. You can (and should) adjust based on your goals and audience.

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Pricing Tiers Explained

Best for:
  • First-time course creators testing the market
  • Foundational or “gateway” products (first step in a journey)
  • Younger or budget-conscious audiences (students, early career)
  • High-volume plays (need 100+ customers to hit revenue goals)
Pros:
  • Low barrier to entry -> more conversions
  • Easier to sell on impulse
  • Great for list-building and testimonials
  • Less pressure on delivery (students expect “good enough”)
Cons:
  • Harder to scale revenue without volume
  • May attract tire-kickers or freebie-seekers
  • Undervalues your expertise
  • Lower perceived value = lower completion rates
When to use:
  • Testing market demand for your niche
  • Building your first 50-100 customers
  • Creating a tripwire product to upsell to something premium
Best for:
  • Most creators in most niches
  • Meaningful transformations (career, income, relationships, health)
  • Established authority (not celebrity, but credible)
  • Balancing accessibility with premium positioning
Pros:
  • High enough to attract serious students
  • Low enough for impulse/considered purchases
  • Perceived as “real value” without being inaccessible
  • Easier to offer payment plans ($49/mo × 2-4 months)
Cons:
  • Still requires volume to hit big revenue goals (50+ sales for $5K+)
  • May feel “mid-market” (not premium, not budget)
When to use:
  • This is the default sweet spot for 80% of creators
  • You have some credibility but aren’t a household name
  • You want to balance revenue and reach
Most successful Floa products fall in the $97-$197 range. Start here unless you have strong reasons to go higher or lower.
Best for:
  • Established authority or niche expertise
  • High-stakes transformations (6-figure income, career pivots, major life changes)
  • Audiences with higher budgets (business owners, professionals, executives)
  • Comprehensive programs with ongoing support or community
Pros:
  • Higher revenue per customer (fewer sales needed)
  • Attracts committed, serious students (better completion rates)
  • Positions you as premium expert
  • Room for payment plans without feeling “cheap”
Cons:
  • Smaller addressable market (not everyone can afford)
  • Requires strong proof/credibility upfront
  • Harder to sell to cold traffic (need warm-up sequences)
  • Higher expectations for quality and support
When to use:
  • You have proven results, testimonials, or authority
  • The transformation is genuinely life-changing (career, income, health)
  • Your audience can afford it (B2B, professionals, business owners)

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Payment Structure Options

Beyond the price, you need to decide how customers pay.
1

One-Time Payment

Example: $197 paid upfrontBest for:
  • Self-paced courses with no ongoing updates
  • Products under $297
  • Simple, clear offers
Pros:
  • Easiest to sell (no commitment)
  • No churn management
  • Clean revenue (all upfront)
Cons:
  • Lower lifetime value per customer
  • No recurring revenue
2

Payment Plan (Installments)

Example: $99/month for 2 months (total: $198)Best for:
  • Products $197+
  • Lowering barrier to entry
  • Increasing conversions on premium offers
Pros:
  • More affordable upfront ($99 vs $197)
  • Higher total revenue (payment plan premium)
  • Better conversion rates on expensive products
Cons:
  • Risk of cancellations mid-plan
  • Requires payment processing for installments
Payment plan math: Charge 5-10% more for installments vs one-time. Example: $197 one-time OR $99 × 2 months ($198 total).
3

Monthly Subscription

Example: $49/month (cancel anytime)Best for:
  • Ongoing programs with new content monthly
  • Community or coaching components
  • Membership-style products
Pros:
  • Recurring revenue (high lifetime value)
  • Build long-term relationships
  • Compound growth (MRR stacks over time)
Cons:
  • Requires retention strategies (churn management)
  • Not ideal for one-time transformations (most Floa courses)
  • Requires ongoing content/value delivery
For most Floa products (25-lesson courses), one-time or payment plans work better than subscriptions. Subscriptions require continuous new content, which Floa doesn’t auto-generate yet.

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How to Test Your Price

You don’t have to guess. Use AI Agents to pressure-test your pricing decision.

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Prompt for Pricing Analysis

Prompt for Marketing Strategist:
"I'm pricing my [product name] course and need help deciding between [price option 1] and [price option 2].

Product: [brief description]
Target audience: [describe]
Transformation: [what students achieve]
Competitive landscape: [mention 2-3 competitors with their prices]

Help me:
1. Analyze pros/cons of each price point
2. Recommend which audience segment fits each price
3. Suggest payment structures (one-time vs plan)
4. Identify objections at each price and how to overcome them"
What the agent will provide:
  • Comparative analysis of both prices
  • Audience fit for each (who can afford what)
  • Objection-handling strategies
  • Recommendation based on your positioning

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Positioning Your Product

Pricing is inseparable from positioning. Your price communicates where you sit in the market.

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Competitive Positioning Framework

Price: $49-$79
Positioning: “Affordable access to [transformation]“
Message: “Get started without breaking the bank”
Price: $97-$197
Positioning: “Best results per dollar invested”
Message: “Premium quality at accessible pricing”
Price: $197-$297+
Positioning: “Elite transformation for serious students”
Message: “Invest in the best to get the best fastest results”

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Using Agents to Refine Positioning

Prompt for Marketing Strategist:
"Help me position my [product name] course at $[price].

My competitors:
- Competitor A: $X (positioning: Y)
- Competitor B: $X (positioning: Y)

My differentiation: [what makes your course unique]
My target audience: [describe]

Create:
1. A positioning statement (1-2 sentences)
2. 5 headline options for my sales page
3. Key messaging pillars (why students should choose me)
4. Objection handling (why my price is justified)"
What you’ll get:
  • Clear positioning statement you can use across all marketing
  • Headlines that communicate value at your price point
  • Messaging that differentiates you from competitors
  • Confidence in your pricing decision

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When to Adjust Your Price

You can change your price anytime in Floa’s product settings. Here’s when to consider it:
  • You’re selling out quickly (demand exceeds supply)
  • Students are getting exceptional results (high perceived value)
  • Competitors charge more for similar products
  • You’ve added bonuses, community, or extra value
  • Your authority/credibility has increased (media features, certifications, testimonials)
How much to increase: 10-25% increments. Test and monitor conversion rates.
  • You’re getting traffic but no conversions (price is a barrier)
  • Your audience can’t afford the current price (wrong market fit)
  • You’re testing market demand (validation phase)
  • You want to build social proof quickly (100 students > revenue in year 1)
How much to decrease: Drop one tier (from $197 -> $97, or $97 -> $49). Monitor if volume increases.
Avoid frequent price changes. It erodes trust. If you test pricing, do it across different launches (not mid-campaign).
  • Price is $197+ and conversions are low
  • Audience feedback: “I want it but can’t afford it upfront”
  • Competitors offer payment plans
Structure: 2-4 monthly payments. Charge 5-10% premium vs one-time.

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Pricing Objections & How to Overcome Them

1

'It's Too Expensive'

What students really mean: “I don’t see enough value to justify the price.”How to overcome:
  • Show transformation clearly (before -> after)
  • Provide social proof (testimonials, case studies)
  • Break down ROI (“This course costs $197. If you land one $5K client, you’ve made 25× your investment.”)
  • Offer payment plan ($99 × 2 instead of $197 upfront)
Use Agents to generate objection-handling copy:
"Write 5 ways to overcome the objection 'Your course is too expensive' for my $197 [product name] course. Include ROI calculations, testimonials framing, and value breakdowns."
2

'Why Should I Buy Yours vs [Competitor]?'

What students really mean: “I need to know your unique value.”How to overcome:
  • Clearly state your differentiation (faster results, unique method, better support)
  • Compare feature-by-feature (if you genuinely win)
  • Lean into your unique story/expertise
  • Guarantee results (money-back if no progress)
Use Agents to sharpen differentiation:
"My competitor [Name] charges $X and offers [features]. I charge $Y and offer [features]. Create a comparison chart and positioning statement that highlights why students should choose me."
3

'I Don't Have the Money Right Now'

What students really mean: “It’s not a priority right now.”How to overcome:
  • Create urgency (limited spots, deadline, bonuses expiring)
  • Offer payment plan (makes it affordable today)
  • Emphasize cost of inaction (“Every month you wait is another month stuck in [problem]”)
Use Agents to create urgency campaigns:
"Write a limited-time offer email for my course. Only 10 spots left. Create urgency without sounding scammy. Include deadline and consequences of waiting."

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Pricing Strategy Prompts

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Prompt: Should I Offer a Discount?

"I'm considering offering a discount on my $197 course to boost conversions. 

Context: [launched X weeks ago, Y sales, Z traffic]

Should I:
1. Run a 20% off promo for 7 days
2. Offer an early-bird discount for next cohort
3. Keep price the same but add bonuses
4. Lower the base price permanently

Help me weigh pros/cons and recommend the best approach."

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Prompt: Payment Plan Structure

"Help me structure a payment plan for my $297 course.

Options:
- 3 monthly payments of $X
- 2 monthly payments of $X

What's fair? What converts better? Should I charge a premium for payment plans?"

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Prompt: Testing Multiple Price Points

"I want to A/B test pricing for my course. Create 3 pricing tiers with different positioning:

Tier 1: $97 (basic)
Tier 2: $197 (standard)
Tier 3: $297 (premium)

For each tier, define:
- What's included
- Who it's for
- How to message it"

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Next Steps

Pre-Launch Marketing

Prepare all marketing assets before your product goes live

Scaling What Works

If sales are low, use this guide to identify and fix issues

AI Agents Overview

Understand all agents and how to use them for pricing/positioning

Effective Prompts

Write better prompts to get better pricing and positioning advice
Pro tip: Your first price doesn’t have to be perfect. Start with Floa’s recommendation, launch, gather feedback, and adjust. Iteration beats paralysis.