Today we’re going behind the scenes of a $100,000 course launch. We’re going to dive deep and geek out over numbers. I’m really excited to break it all down for you! I know that when I heard other business owners talk about a $100K launch - or even a $1M launch - it’s really easy to feel like 1) that’s a completely unattainable and unrealistic goal that would never happen to me (Which is how I used to feel!) and 2) that a $100K launch would bring me into a fantasy dreamworld. I thought if this ever DID happen to me, I’d be rolling in cash and everything in life would be perfect. And that’s not the case, either. I want to give you a realistic look inside a $100K course launch. I want you to see exactly what I and my team did to earn over $100K in course sales during our launch month. You’ll get a firm grasp on the numbers as we dive into questions like: How much cash-on-hand did a $100K course launch mean for the business? What were our refund rates? How much did I spend on advertising to get these students? You’re going to get all the nitty gritty details so you feel like a $100K launch actually IS doable for you and your business, and that you understand as amazing as a massive launch is, it doesn’t solve every problem and mean life is perfect. Listen Now Time for a quick disclaimer: this episode will be full of numbers, stats, and data. The next episode we release, my team will be coming on the episode with me: Victoria, Carlee, and Ellen. We’re going to chat about what went well and what we’d love to change. That episode will be really fun! And if you’re not a numbers or data person, you’ll really love our team episode. But if you are a numbers person, this episode is totally for you. (I’ve got a piece of paper with so many numbers it's making my head hurt!) The Big Picture So the course launch we’re talking about is my Facebook ads course: FB Brilliance. I’m obsessed with Facebook and Instagram ads, they go hand in hand for me. I had a version of this course I released in the summer of 2016, but I wanted to add more content and make it a better experience. In October 2016 I decided to give FB Brilliance a facelift. We revamped the course content and did coaching calls with students for three months. Facebook ads is a beast. I’ve seen other courses where they can break down and simplify a topic. That’s super great if it works, but there is so much to Facebook ads it’s not really something you can just ‘break down’ and ‘make easy peasy’. I wanted a course that covered it all, and took my students from brand new to Facebook ads ninja. We added a bunch of new content, and raised the price of the course. FB Brilliance is by far my most expensive product, we chared $497 for it when we opened the doors in October 2016. Previously I had charged $200-$350 for this course, depending on whether or not the customer was using a coupon code. I knew my students would need extra help to really get the hang of Facebook advertising, and set a price that would value my time and expertise. Another decision we made during our course relaunch was that we didn’t want to leave the course open all the time. We learned that anytime we had a new Facebook ads student, they needed lots of help up front. New students needed lots of support, feedback, and hand holding. I realized that I didn’t want to have new students entering my classroom at all different times throughout the year because I couldn’t give them the attention and help they deserved and they wouldn’t get the best experience. I made an intentional choice to open the doors on Oct 14th of 2016 and close them November 2nd. After Nov 2nd, no one could purchase FB Brilliance. Everyone started class together, and that way I could focus on digging deep with my new students and serving them well. I didn’t have to worry about onboarding new students every week. It was also fun to have people journeying together and getting feedback at the same time. Before FB Brilliance I never did an open/close