Fueling Success Series:

Building a Good, Better, Best Business Model for Association and NPO’s eLearning Sale

To build revenue streams through eLearning it’s crucial to offer a range of options to cater to the diverse needs and preferences of your target audience. By implementing a good, better, best business model, associations can provide multiple tiers of offerings that align with learners’ budgets, learning objectives, and desired level of engagement. In this article, we will explore how to build a comprehensive and effective good, better, best business model for association and nonprofit organization’s eLearning sales. Let’s delve into the key steps to create a winning strategy.

  1. Define the Tiers:

Begin by defining the tiers or levels of your good, better, best model. Typically, three tiers are recommended: good (basic), better (intermediate), and best (advanced/premium). Each tier should offer distinct features, benefits, and price points to appeal to different segments of your target audience.

  1. Tier Features and Content:

Designate specific features and content for each tier based on the level of depth, interactivity, and support provided. Consider the following guidelines:

  1. Good (Basic): The basic tier should provide essential course content, self-paced learning, and limited access to additional resources. It can be priced at a more affordable level, making it accessible to a wide range of learners.
  2. Better (Intermediate): The intermediate tier should offer expanded content, interactive elements such as quizzes or discussions, and additional resources such as case studies or expert interviews. This tier can be priced higher than the basic tier, reflecting the increased value provided.
  3. Best (Advanced/Premium): The advanced or premium tier should include comprehensive content, interactive assignments, personalized feedback, exclusive access to instructors or industry experts, and additional benefits such as certification or networking opportunities. This tier should be priced at a premium level to reflect the enhanced value and unique offerings.
  1. Pricing Strategy:
  • Determine the pricing structure for each tier, considering factors such as the depth of content, market demand, production costs, and competitor analysis. Ensure that the price points for each tier are aligned with the perceived value and benefits offered. The pricing strategy should aim to drive conversions and maximize revenue while providing clear differentiation between the tiers.
  1. Upselling and Cross-Selling:
  • Utilize upselling and cross-selling techniques to encourage learners to upgrade to higher-tier offerings or add complementary products or services. For example:
  1. Upselling: Offer incentives, such as discounted upgrades, additional content, or extended access, to entice learners to upgrade from the basic to the intermediate or premium tier.
  2. Cross-Selling: Promote additional products, such as supplementary courses, workshops, or coaching sessions, that align with the learner’s chosen tier. Offer discounts or bundled packages to encourage cross-tier purchases.
  1. Marketing and Communication:
  • Develop targeted marketing strategies and communication channels for each tier to effectively reach and engage your audience. Tailor your messaging to highlight the unique benefits, value propositions, and features of each tier. Leverage email campaigns, social media, website banners, and other digital marketing channels to promote the different tiers and drive interest and conversions.
  1. Customer Support and Engagement:
  • Provide excellent customer support and engagement at all tiers to enhance the learner experience and foster loyalty. Offer timely responses to inquiries, discussion forums for learners to connect and collaborate, and opportunities for feedback and improvement. This personalized attention and support will contribute to overall customer satisfaction and increase the likelihood of repeat purchases or upgrades.
  1. Data Analysis and Iteration:
  • Continuously monitor and analyze data related to learner engagement, conversion rates, customer feedback, and revenue generation for each tier. Identify areas of improvement and make data-driven decisions to refine your offerings, pricing, and marketing strategies. Regularly update and refresh the content within each tier to keep it relevant and valuable to learners.

Implementing a good, better, best business model for association eLearning sales provides a strategic approach to cater to the diverse needs and preferences of your target audience. By defining distinct tiers, offering differentiated features and content, implementing a strategic pricing strategy, and providing excellent customer support, you can effectively capture a wider range of learners and maximize revenue. Embrace the opportunities offered by this business model and watch your association’s eLearning sales soar. To learn more about implementing a successful good, better, best model for your association, reach out to us today. Our experts are here to guide you towards eLearning success.

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The Mission Fuel Team
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