How should I price my courses?

'How much should I charge?' If we have £1 for every time we were asked this question we'd be rich! The reality is like everything it depends on your business model, overheads, delivery style and the quality of your courses and what will be included within your courses. 

Looking around at what everyone else is doing is not the way to price competitively as the value of their course and whats included could vary greatly from your offer causing you to either undercharge or overcharge. Pricing should reflect your own offer only. It's not just about covering costs it's about positioning your brand and offerings in a way that resonates with your target audience.

The first thing you need to do is understand your market. You do need to research what pricing looks like for others BUT you should only be doing this to understand the market and it's current offerings so you can establish a clear USP. Basic courses range from £99-£500+ with the content ranging from solely how to do the treatment to the inclusion of bonuses such as how to market your business or understanding tax modules. Whether a course is being delivered online, in-person as a group or 1:1 will also impact how courses are priced. Advanced courses range from £999-£5000+ again based on what is included and how the course is marketed.

So how do you know where to price your courses?

First you need to consider the quality of your course content. How much detail are you going into? How many days/weeks will your course run for? How many styles/techniques are you going to be covering? How much experience do you have? How many students are on each enrolment? How many bonus modules will you be including? Are you delivering your online course within a virtual learning environment or are you sending off a PDF for them to follow? Your pricing needs to reflect the depth and breadth of your course content.

Second you need to consider the cost of your training...

How much is accreditation each year? How much is your teaching extension on your insurance policy? If delivering an online course how much is the website? How much does each kit cost? How much are your manuals and certificates? How much does it cost to rent the training space? How much do you invest into further training to pass on to your students? What is your expected hourly salary? How long will you offer ongoing support for? All of this will need to be factored into the cost of your training course.

Finally how do you want your courses to be perceived? 

If you are aiming for a premium price point students are going to expect exceptional value and high quality outcomes. They will be expecting a return on their investment. In comparison pricing competitively can make your courses more accessible and allows you to reach a wider audience. 

Let's Compare:

Course 1: A 1:1 eyelash course delivered across 5 days which includes a £200 kit and covers the foundations of lashing as well as how to create 3 lash maps. The course objectives state successful students will be able to achieve high quality sets on completion of the courses due to them completing 5 models across the course and receiving comprehensive feedback. All students will complete 3 case studies upon completion and have access to 6 months support from their trainer. Students will also gain access to bonus modules on entrepreneurship to be completed in their own time. 

Course 2: A group eyelash course delivered on 1 day with one live model each and no case studies. The course includes a £100 kit and students will be able to contact the training if they need it. 

We would expect the first course to be charged at a premium price point without even factoring in the overhead costs of the course due to the value packed into the deliverables of the course.

Once you figure out your price point you need to be confident in it. If you don't believe in your pricing prospective students will be reluctant to invest as it will show in your marketing. Price with intention consider your target audience and messaging to ensure they know the value they are receiving. To find out more about how to price your courses join our Educators Hub. 

Join us back in the lounge on Monday 26th May 2025 x