Keep in mind, revenue sharing happens at the discounted price, not the list price. So if your course is $1,500 and you provide a $300 discount, you and Maven will split $1,200 90%/10%.

What's the best discount strategy?

It depends on what you're trying to accomplish. We'll list a few strategies below but you should always use discounts sparingly. While a discount is a great way to lower the price barrier and increase conversion, there may be unintended consequences.

  1. Constant discounts and promotions lower your brand value and make your original price feel arbitrary.

  2. They also condition students to wait for the next sale and never pay your original price.

  3. And lastly, you need to think about what your discounts look like to students who have already paid. If you go to your most engaged audience and offer them first access. Then a week later your promote your course with a 25% discount, how do you think your most loyal audience might feel?

Again, use discounts sparingly and strategically. Here are a few we recommend:

Earlybird - If you have a small audience or none at all, consider an earlybird offer where they might receive 10-20% off the list price. We don't recommend it for larger audiences simply because you likely don't need it. Giving a discount to an audience that's already "bought in" to your body of work means they're likely ready and willing to pay full price. Don't leave money on the table.

Abandoned Cart - Add a discount code to your Abandoned Payment email that gets autogenerated in Maven. Keep this one between 5-15% off at most. Remember, the student was already starting to pay but something pulled them away. A small discount might nudge them back over the edge. You'll want to keep a close eye on this and see how many people are using it. If students start sharing with others that there's a discount code if they just wait for the automated email, you might start conditioning students to simply wait for discounts.

Affiliate Discounts - Create discount codes for others to distribute to their network. If you're running a course on graphic design, you might go to a few graphic design blogs and social accounts, give them a custom discount code and get them to announce your course to their audiences. The discount code not only gives the student 5-25% off but also acts as a tracking mechanism so you know where your students came from. Sometimes, affiliates will look for revenue share from the course sales they drive; just be prepared for that conversation if it arises.

Scholarships - Related to discounts but different. A scholarship is often a discount between 50-100% off the list price and can be used for many different reasons. Because CBCs often have a higher price point, especially when they're just getting started, they may be inaccessible to lower-income audience members. Scholarships are a great way to create a more inclusive environment so that your most driven, promising students don't face the price point as a barrier to entry. You can mentioned that you have scholarships available in your landing page FAQ. Or you might integrate it into your application form where students have to explain why they may qualify. Yes, you want to eliminate the price point as a barrier to entry, but you do need to create some friction so that the students who truly need the financial support get it and those who don't really need it pay full price.

If I provide a discount, how does that affect my revenue share with Maven?

Maven's 10% share comes from the price a student pays, not your original price. Here's an example:

Original price: $1,000; Stripe fee: $29.30; Maven earns: $97.70; You earn: $873.00

Now let's say you offer a 25% discount:

New price: $750; Stripe fee: $22.05; Maven earns $72.79; You earn: $655.16

The Stripe fee is processed immediately (2.9% + 30¢) on the amount the student paid. Then Maven earns 10% from the remaining amount.

If I provide a refund, how does that affect my revenue share with Maven and my fee with Stripe?

When you issue a refund, Maven also returns its share to the student as well. The difference though is that Stripe does not issue a refund for the fee that it takes. We'll use the same example as above.

Original price: $1,000; Stripe fee: $29.30; Maven earns: $97.70; You earn: $873.00

Now the student request a refund. The $97.70 in Maven's account and the $873.00 in your account will be combined and send back to the student. But that's just $970.70 of the $1,000 owed to the student.

Stripe will take another $29.30 out of your Stripe account. This means, when you process a refund, you are losing that 2.9% + 30¢. If you don't have money in your Stripe balance, Stripe will simple put a -$29.30 amount on your balance so the next time money does come into your account, it will immediately take that $29.30 that is owed.

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