Annual Course Launch

Marie Forleo's B-School demonstrates a successful annual launch model for digital courses, showing how to build a sustainable business by perfecting and repeatedly selling the same course.

Key Points:

• Core Product Strategy:

  • Single flagship course (B-School) sold once per year
  • Same core content for 13 years
  • Price point: Started at $2,000, now $2,500
  • Makes incremental improvements annually to content and marketing

• Revenue Model:

  • Estimated $3M+ annual profit for 10+ years
  • Strong affiliate program
    • 50/50 revenue split with affiliates (considered "old school" model)
    • Major affiliates like Amy Porterfield generate significant sales

• Key Success Factors:

  • Consistency in offering
  • Focus on perfecting one product instead of creating multiple courses
  • Following Tony Robbins' principle: "Don't reinvent the wheel, find what works and double down"
  • Strong affiliate network for distribution

This model shows how focusing on a single, well-executed product with strategic annual launches can build a sustainable multi-million dollar course business.