Product Development Skill

Core Philosophy

Build products that solve real problems for your audience. Validate before building. Price based on value, not time. Start small, iterate fast.

"Offering services is a great way to earn revenue and learn what your audience needs and will pay for. Then you can figure out how to create products that decouple your earnings from your time." — Alexis Grant

Product Types for Creators

1. Digital Courses

Best for: Teaching comprehensive skills Price range: $29-500+ Effort: High (10-50+ hours to create) Scalability: Excellent

Formats:

• Mini-course (1-2 hours): Quick wins, specific skill
• Standard course (3-5 hours): Complete topic coverage
• Flagship course (10+ hours): Comprehensive transformation

2. Templates & Tools

Best for: Saving time for practitioners Price range: $9-99 Effort: Medium (5-20 hours) Scalability: Excellent

Examples:

• Code templates and starter kits
• Data analysis notebooks
• Visualization templates
• Documentation templates

3. eBooks & Guides

Best for: In-depth reference material Price range: $9-49 Effort: Medium (20-50 hours) Scalability: Excellent

Formats:

• Quick guides (20-50 pages)
• Comprehensive books (100-300 pages)
• Reference manuals

4. Memberships/Communities

Best for: Ongoing value delivery Price range: $9-99/month Effort: High (ongoing) Scalability: Good (with systems)

Includes:

• Exclusive content
• Community access
• Live sessions
• Early access

5. Coaching/Consulting

Best for: High-touch, premium value Price range: $100-500/hour Effort: High (per client) Scalability: Low (but high revenue)

Formats:

• 1:1 coaching calls
• Group coaching
• Office hours
• Advisory retainers

Product Ideation Framework

Identify Opportunities

1. Audience Questions

• What do readers ask about repeatedly?
• What questions get the most engagement?
• What topics generate the most replies?

2. Content Performance

• Which articles/tutorials get most traffic?
• What content gets bookmarked/saved?
• What do people share most?

3. Market Gaps

• What's missing in existing solutions?
• What's too expensive for your audience?
• What's not available in Spanish?

4. Your Expertise

• What do you know deeply?
• What can you teach better than others?
• What's your unique perspective?

Product Opportunity Matrix

Factor	Weight	Score (1-5)	Weighted
Audience demand	25%
Your expertise	20%
Market gap	20%
Revenue potential	15%
Creation effort	10%
Alignment with brand	10%
Total	100%

Validation Before Building

Lightweight Validation Methods

1. Pre-sales (Strongest Signal)

• Announce the product before building
• Collect payment (with refund option)
• Build only if threshold met

Example:

"I'm creating a course on [topic]. Early bird price is $49 (regular $99). If 50 people enroll, I'll build it. Full refund if we don't hit the goal."

2. Waitlist with Commitment

• Landing page with email capture
• Ask qualifying questions
• 10% of waitlist typically converts

3. Audience Survey

• Ask about problems, not solutions
• Include willingness-to-pay questions
• Follow up with interested respondents

4. Beta Group

• Offer early access at discount
• Require feedback commitment
• Use to refine product

Validation Thresholds

Product Type	Minimum Signal	Green Light
Course ($100+)	20 pre-sales	50+ pre-sales
Template ($29)	50 waitlist	100+ waitlist
eBook ($19)	100 waitlist	200+ waitlist
Membership	25 founding members	50+ founding

Course Creation Framework

Structure: The Transformation Model

1. Define the Transformation

**Before State**: [Where the student starts]
**After State**: [Where the student ends up]
**Core Promise**: "By the end of this course, you will be able to [specific outcome]"

2. Outline the Journey

## Module 1: [Foundation/Context]
- Why this matters
- Key concepts
- Mindset shifts needed

## Module 2: [First Skill/Technique]
- Step-by-step process
- Examples and practice
- Common mistakes

## Module 3: [Build on Module 2]
- Advanced application
- Real-world scenarios
- Troubleshooting

## Module 4: [Integration]
- Putting it all together
- Complete project
- Next steps

3. Lesson Structure

### Lesson Title

**Learning Objective**: After this lesson, you'll be able to [specific skill]

**Duration**: [X] minutes

**Content**:
1. Concept explanation (20%)
2. Demonstration (40%)
3. Practice exercise (30%)
4. Summary/takeaways (10%)

**Resources**:
- [Code files]
- [Cheat sheet]
- [Additional reading]

Course Length Guidelines

Price Point	Total Duration	Modules	Lessons/Module
$29-49	1-2 hours	3-4	3-5
$99-149	3-5 hours	5-7	4-6
$199-299	8-12 hours	8-12	5-8
$399+	15+ hours	10-15	6-10

Production Quality Levels

MVP (Minimum Viable Product)

• Screen recording with voiceover
• Simple slides or live coding
• Basic editing (cuts only)
• Good enough audio (USB mic)

Professional

• Higher production value
• Custom graphics and animations
• Professional audio
• Captions/subtitles

Premium

• Studio-quality video
• Multiple camera angles
• Professional editing
• Comprehensive materials

Recommendation: Start with MVP, upgrade based on sales

Pricing Strategy

Value-Based Pricing Framework

1. Calculate the Value

**What problem does it solve?**
[Description]

**What's the cost of NOT solving it?**
- Time cost: [hours/month] × [hourly rate] = $[X]
- Opportunity cost: $[X]
- Frustration/stress cost: [qualitative]

**What's the value of solving it?**
- Time saved: $[X]
- Revenue gained: $[X]
- Career advancement: $[X]

**Total Value**: $[X]

**Recommended Price**: 5-10% of annual value

2. Consider Market Anchors

• What do competitors charge?
• What's the next best alternative?
• What's your audience's budget?

3. Regional Pricing

For LATAM audience, consider:

• Purchasing Power Parity (PPP) discounts
• Regional pricing tiers
• Local payment methods

PPP Guidelines:

Region	Discount from US price
Mexico	30-40%
Colombia	40-50%
Argentina	50-60%
Brazil	30-40%

Pricing Tiers (Good-Better-Best)

## Basic - $49
- Core course content
- Lifetime access
- Community access

## Pro - $99 (Most Popular)
- Everything in Basic
- Bonus resources
- Certificate of completion
- Priority support

## VIP - $249
- Everything in Pro
- 1:1 coaching call
- Private community channel
- Future updates included

Launch Pricing Strategy

Early Bird (Pre-launch)

• 40-50% off final price
• Limited time or quantity
• Rewards early supporters

Launch Week

• 20-30% off final price
• Urgency through deadline
• Bonuses for action

Regular Price

• Full price
• Occasional promotions
• Evergreen availability

Launch Playbook

Pre-Launch (4-6 weeks before)

Week 1-2: Tease

• Mention product is coming
• Share behind-the-scenes
• Collect early interest

Week 3-4: Build Anticipation

• Reveal more details
• Share testimonials from beta
• Open waitlist

Week 5-6: Warm Up

• Send value content related to product
• Address objections
• Countdown to launch

Launch Week

Day 1: Open Cart

• Email announcement
• Social media blitz
• Live stream/AMA optional

Day 2-3: Social Proof

• Share early buyer wins
• Testimonials
• FAQ content

Day 4-5: Overcome Objections

• Address common concerns
• Detailed feature breakdown
• Comparison content

Day 6: Last Chance

• Urgency messaging
• Final testimonials
• Scarcity (real, not fake)

Day 7: Cart Close

• Final emails
• Last call messaging
• Close and celebrate

Post-Launch

Week 1

• Onboard new customers
• Collect initial feedback
• Address issues quickly

Week 2-4

• Gather testimonials
• Case studies from early users
• Plan improvements

Ongoing

• Evergreen sales funnel
• Periodic promotions
• Continuous improvement

Product Metrics

Key Metrics to Track

Metric	What It Tells You	Target
Conversion rate	Landing page effectiveness	2-5%
Refund rate	Product-market fit	<5%
Completion rate	Course engagement	30-50%
NPS score	Customer satisfaction	40+
Customer LTV	Long-term value	2x+ product price

Revenue Calculations

**Gross Revenue** = Units Sold × Price
**Net Revenue** = Gross - (Refunds + Fees)
**Fees**: Platform (3-10%) + Payment (2.9% + $0.30)

**Break-even Point** = Fixed Costs / (Price - Variable Costs)
**Example**: $2,000 creation cost / ($99 - $12 fees) = 23 sales to break even

Common Mistakes to Avoid

1. Building Without Validation

❌ Spending months on a product no one wants ✅ Validate with pre-sales or waitlist first

2. Underpricing

❌ $19 for a comprehensive course ✅ Price based on value, not hours

3. Overcomplicating V1

❌ Perfect production, every feature ✅ MVP that delivers core transformation

4. Launching Once and Moving On

❌ One launch, then silence ✅ Evergreen funnel + periodic relaunches

5. Ignoring Customer Success

❌ Focus only on new sales ✅ Help existing customers succeed (testimonials, referrals)

Resources

• The Tilt - Revenue Streams for Creators
• Justin Welsh's Creator MBA
• Course Creation Best Practices
• Teachable Creator Blog