GROUP COACHING OFFERS
Emma Naylor-Weston shows how to build group coaching offers that outperform one-to-one work through leverage and peer learning. She walks through the blueprint: a single core transformation, a 3-5 step framework, a delivery container, and pricing at 25-40% of your 1:1 rates. Free challenges and transformation-focused messaging drive sales.
Today we're going to be talking around how to start building out a group offer.
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Because this is such a game changer when it comes to consultants, to coaches, service providers who are really tired of trading time for money and want to be able to scale their impact. So up until now, a lot of the things that we've been working on have really been one to one coaching, one to one freelancing, one to one consulting. But if we're just focusing on one to one, we've already capped your income, your energy and your ability to really serve, right? You hit a ceiling and then what? You only have a set amount of hours in the day and you really, the only way that you can make more money is to raise your prices until nobody can afford you. And so the other way that a lot of people start moving their businesses is from a one to one offer to a one to many offer.
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Group coaching or group offers is really where freedom, income and impact really collide together so that you can serve more people, so that you can create community. And last week's training was all around creating a movement and creating community. But you are still going to be able to deliver the most incredible transformations without burning yourself out. So even if you are in the freelancing world, even if you are in the consulting world, there are also ways to build group offers or build agencies where you start hiring out different members to fulfill and actually do the fulfillment of work. So by the end of this training, you are going to know how to design your group offer so that it delivers incredible results, how to structure your program, and how to actually price, position and sell it with confidence. So let's dive in. So first of all, I just really want to get clear on why group coaching works. And the reason it works so well is first of all, it gives you leverage. Instead of repeating the same conversations five times with five different clients, you teach it once and serve everyone. The second thing is really accessibility. So your one to one may be 5,000, 10,000, $20,000 and a group coaching offer is two to $5,000, making your expert expertise more available to a bigger group of people. So your pool of people may have been very small before because of the price point, but actually, if they are able to get your knowledge and get access to you for a cheaper price, you are going to open up your pool much bigger. And the final thing is the results. People get better transformations because they learn from one another. Think about this community that we've built so far. The conversations that are coming up in the Weekly Q&As, the things that are coming up in the group chat. There's a counter ability, there's energy, and there's proof that they're not alone. There's proof that every single one of you who has signed up for this program is not alone in this journey. You are actually around other incredible women who also want to get to that next level and build that business.
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So there are three main things that really make your group program work and thrive. So the first thing that you need to nail is your core promise. This is the one big transformation. So for example, launch your first online offer in 12 weeks, get your first 10k month in 90 days, increase your lead generation by 15%. You know, learn how to make content in one hour a day.
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It really needs to be clear because people don't buy vague, they buy clarity, they buy certainty. They buy something that feels so undeniably clear that there is no way that they could come into this program and then go, oh, I'm not sure if this program's for me. Oh, I don't know if this works for me. It is so clear and undeniable for them that there is no way that they're not going to hit that result or have clarity on what that looks like. So we want to keep it simple. People do not buy vague, they buy clarity, they buy conviction. The second thing you need to nail is your curriculum. Think of this as your roadmap. You're guiding people from A to B. So, so is it a 12 week program that week one, there's clarity. Week two to four, there's offer creation. Week five, there's visibility. Week seven to nine, it's sales. Week 10 to 12, it's scaling. And again, it could be if you're building out an offer as a virtual assistant or inside lead generation, it's week one, we get super clear on what your offer is. Week two, we start looking at what's working, what's not working and start implementing those sales strategies.
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We need to structure it so they always know where they are and what's next, where they are and where they're going. So if you look at the way that this program is structured, the freedom circle, there are modules that you will follow and every single week we are dropping more modules. This program will evolve and it will change over time. But every time someone comes into the program, they start with the signature trainings and they there is a roadmap clearly for them to follow week after week.
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The final thing that we have to nail Is what is the container? How do you deliver the experience for them? Are you going to do weekly 90 minute calls? Are there going to be hot seats? Q and A Coaching experts? Will you offer a community space like Slack or Circle or Telegram or is there going to be some hands on experience? Is there going to be some done for you? Done with you? A coach that I've recently been working with really, really specializes in funnels. But one of the big things she noticed about her ideal client is they need hours done for them. So even though it's done with you, there is an offer of done for you. So you sign up for the Mastermind and there's two, there's two weekly calls a week but then there's also 10 hours a month where she will come inside your business and do the actual work for you. So that's what we want to be thinking about. How do we offer and what is actually going to allow that client to get where they need to get to. And I want you to think about this today. If you were to build a group offer today, which of those three do you feel most clear on the promise, the curriculum or the container? And you may not feel clear on any of them, but that's absolutely fine. And this is what we are going to dive into today. So first of all we want to think about designing your group offer. So now that we have the foundation, I want us to jump into what is the actual offer. So step one is identifying your ideal client avatar. So who is your program really for? Usually your group is a step down from your one to one in terms of access but still delivers the core information. So for example, if your 1 to 1 is for established entrepreneurs scaling to 50k months, your group could be for new coaches trying to reach 10k months. If your group, if your one to one offer is a hands on done for you, it's really intense. There's a lot of your time, a lot of your proximity, a lot of you being inside of their business. And it's for entrepreneurs and their marketing and you do a lot of that and they're making 50, 100k months. Your group could be for newer and newer business owners trying to get their first five to 10 clients trying to start marketing, starting to understand marketing a little bit more.
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The second thing we want to be thinking about is what is your signature framework? This is where you take your coaching process and really turn it into a system.
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Three to five phases is the real sweet spot.
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So for example, it could be like the exit framework it's clarity, cash flow, confidence.
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We really want to be thinking about what is the signature framework that you take them through. Step three is your delivery model, right? How long do you think it takes for you to deliver these results to your clients? How long do you think it takes them to get those Results? Is it eight weeks? Is it 12 weeks? Is it six months? Is it 12 months?
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Most groups depending will run anywhere from 12 weeks all the way up to 12 months.
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We need it to be long enough for the transformation, but short enough for urgency.
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And then we want to be thinking about cohort size. Is this going to be an open and closed cohort? Is it going to be that you take eight people and you run it for 12 weeks? Is it that you want it to be an evergreen offer? That is my favorite. And is it that you really want to just be running this as an ongoing program so people can join whenever they want? The final piece is thinking about the pricing strategy. So we really want to anchor it against your one to one. So if your one to one is at a price point of 5,000, your group coaching could be, you know, two to $3,000. A rule of thumb is that it's between 25, 30, 40% of your private rate.
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So we want to make sure that there's a big enough difference between the, the, the one to one offer and the group coaching offer.
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So I once worked with a client who priced her first group coaching offer at believe it was 99 7. She filled it so quickly, but she realized that she was massively undercharging, right. Her cl the most incredible results, she could have charged double, but by round two, she priced it, I think it was about $2,200 and still filled it.
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So the lesson in that is you price for the transformation. So actually the transformation that her clients were getting was so much more valuable than 997. So she decided to charge two. I think it was 2,200. And she still sold out that offer because she sold the transformation.
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Okay. So you started to build your offer, you started to understand what is included in it. Now what we really want to be thinking about is who and how does this offer impact your life?
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So you want to be thinking about who do you want to spend the most amount of time with? Is it the driven entrepreneurs? Is it the new business owners? Is it the companies that want to do X, Y and Z? Is it the startup founders, whatever that looks like? Who do you want to be spending so much time with? Because inside of your group coaching offer you are going to be delivering. Yes, in groups, but these people are going to be inside of the program. Do you want to get on those calls and feel so excited? Like every single time I get on a call with any of you inside of the Freedom Circle, I'm so excited. I can't wait to get on our one to one calls. I can't wait to see who's inside of the Q and A. I absolutely love every single woman that jumps into this program. The second thing we want to be thinking about is how do you want this to look in terms of the life that you want to live and build? I never wanted to live on the roller coaster of open and closed launches. I always wanted to have a business that had an evergreen offer and that was my primary offer, right? Yes, I have one to one offers. Yes, I have micro offers. Yes, I have some one to one high ticket clients that I've been working with for years. But for me it's really thinking about how does this offer fuel all of my life? How do I pour the most into it? How do I give most of my love to this? And therefore, there's two ways that you can run the business. Run the offer. It's an open close call, which I'll talk about in a minute, and an evergreen offer. So an open and closed car is this program is starting January 1st, we're selling it now and there's a maximum of eight people. You then take those eight people from January 1st for 12 weeks and then the program finishes and you launch it again. Or the evergreen offer is we are starting now and there's an early bird price at $11,000 per month and for the first five people that jump in. And then if you want to join at a later stage, it's going to go up to $2,000 a month. But you can join at any time. And we can still incentivize people to join later by saying we the price is going to go up. We've got special bonuses. For me personally, the best thing is having an evergreen program. But of course that brings up different challenges because people will be at different stages of their business. However, the way I've built the Freedom Circle is there's a bunch of on demand videos. You can show up to these calls, whatever stage in your business you are and you'll have opportunities to go back, ask specific questions for where you are, come to these sessions knowing that yes, there may be some things that are a little bit advanced for you, but but it's going to stretch you. So what we really want to be thinking about is how do we best deliver that? And my biggest preference is an evergreen offer. So what we want to be thinking about is now that we've thought about what this offer actually looks like, we really want to be thinking about how do we start selling and filling out your group coaching offer.
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So something that works really well for group coaching is actually hosting something that's like a mini version of it. So over the last few months, I've run a few different challenges. I've run the. I ran the September challenge and I also ran one more. I think it was like, leave your nine to five, right? I ran a free challenge, I ran a free workshop. I ran a mini training that showed what it was like to be in my energy every single day in a group setting so that people felt excited about. Wow. This is how Emma coaches. Wow. It's so incredible to see how she takes a group through. Wow. It's great to see how she, like hold space for multiple different people. It gives them an insight into how I work. It gives them a miniature insight into what it is like to work with me inside of a small container. And so actually running a free challenge or a workshop or a mini training that leads into that group, especially if this is the first time you are running a group coaching program or something, you want to get used to, like speaking to people in a space space. You want to get used to holding space for people. And if you go back to some of the signature trainings, I have also done a training on how to create a challenge and a master class and I'll also tag this below. So thinking about running a free challenge, running a free workshop to get inside of people's minds, to get in front of them in a way that you are actually going to coach with them. And then what we want to be thinking about there is like, how do we use this visibility to launch and sell? We use this visibility to say, hey, this is going to be an evergreen program. You can join in three months time if you want. But if you join right now, we have the most incredible bonuses that you will take. We have the most incredible offers that you'll be able to jump into. So we really want to be thinking about how you become seen. The next thing we want to be thinking about is what does your messaging say?
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Like what does your messaging say? It's not. This is 12 weeks of calls. It's not. This is my group coaching offer. You're not selling the 12 weeks, of course you're not selling your group coaching offer, you are selling transformation. So using language like stop building alone and build with me and a group of like minded people, imagine having accountability, the strategy and the community to hit your goals in half the amount of time. And so we really want to be thinking about like how do we create urgency around that? We've got the messaging, we've got the visibility. Actually creating urgency is setting a start date with this is the day. The first goal is going to be these. The amount of people that I'm taking on an early bird price. Here is a pay in full offer, here are the bonuses, right? So I really want you to take 30 seconds to a minute right now and write down if you were to open a group in the next 60 days, what would the promise be and what is one urgency lever that you would use? So I want you just to take 30, 13, 60 minutes, 30, 60 seconds to think about if you were to open a group in the next 60 days, what would be the promise and what would be one urgency lever that you would use to get people over the line and excited? And I want you just to take 30 seconds to just really think about what would make people move, what would make you excited if you saw this, what would make you go, wow, this is a no brainer offer. Not just because of the time, because of the opportunity that it's going to give you. What is the promise that you were going to get inside of being in this program? What does that look like? And once you've written that down, I really want you to think about, okay, what do I need to go and start building this out? And I want to let you know that in terms of having a great group coaching offer, this group coaching offer, the Freedom Circle started off as something completely different. It started off as a small mastermind with three women inside of it for a few months. And this is how we've grown and we've evolved it because actually what you start day one may not be what you continue, but the promise is the same. The, the ethos it, the drive behind wanting to start something group is always going to be the same. The format and delivery may change, but actually the ethos of what you're doing is always going to stay the same, if not evolve and grow into something better. So what we really want to think about is scaling beyond having the first people inside.
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So you can either decide to run the first cohort, open, close, cartoon, record it and turn it into an evergreen course, or you can do it Live, which is exactly what I did with the Freedom Circle. I did everything live. The day that the women joined the program, there was nothing inside of the portal. I didn't even think. The portal didn't even exist. It was on my website, the videos and it was hosted in Slack.
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And there are two options. You can either do that and record it live from day one and Evergreen and people jump in. Or you can record your modules, turn it into an evergreen course and then you don't do any live elements apart from a Q A. It's completely up to you. And this is the bit where you want to be thinking about how does that work for your life. I recently helped a client build out an offer, a breathwork offer where she would do Monday through Friday. On a Monday there'd be a 10 minute breathwork module drop. On a Wednesday there would be a Q and A on the in the DMs where people could drop things in. And then on a Saturday there was a live breath work journey. So it meant that really she only had to show up for one hour live a week, one hour live a week, rather than having to shop 100 times a week. And that is why we were able to scale her offer for her to grow. We were able to teach clients while she was at her 9 to 5 job. We were able to deliver value while she was at her 9 to 5 job. She worked in the Marines, so she was offshore a lot of the time. She was unavailable on her phone a lot of the time. But actually she would come back and there'd be like pings on her stripe. People have downloaded things. People would be asking each other inside of the community. So she built something that was so incredible, that didn't need her there the whole time.
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And what we really want to then be thinking is if this needs to. If this is going to become your main thing, much like the Freedom Circle has become the main thing. Part of income of my business, of my own business is we really want to be thinking about how do we put all of our time and energy into this. How do we turn this into an evergreen no brainer course where it's rolling enrollment. People can come into this, they can also upsell into one to one. They can upsell into another mastermind client. What does that look like?
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You can also add standard or VIP options. Standard is there's no one to one with you. VIP option is there is one to one with you. There's bonus intensives. There's done with you. This is how you Move from hustling for every single client to building an ecosystem that actually grows with you. So to really recap on that, the first thing we want to do is nail your promise. What is the big transformation? The second thing is what is your framework, your three to five step roadmap. The third of all is figuring out what is your container. The calls, the community, the support. And then the final piece is the price. Pricing it confidently, marketing it bold, filling it with urgency, but also value. Group coaching and group containers is one of the fastest ways to scale your business without sacrificing your freedom.
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And to be honest with you, it is something I wish I had done so much earlier on in my business. But I avoided it for so long. I avoided it for so long because I was scared that people weren't going to sign up for it. What if there was one person inside the container? What if people didn't want to renew? What if people wanted this? And it kept me playing small for a really long time? And the biggest shift was when I realized if I can get people to pay for my high ticket one to one, there is absolutely no way that I won't be able to get people inside of the Freedom Circle at a no brainer investment with the most incredible value. The biggest thing about building a group coaching offer is that you continue to deliver with the most incredible value so that people don't want to do your one to one. They know that they'll still get the most incredible results inside of your group coaching program without needing to pay for a one to one offer. So I really want each and every one of you right now who are watching this to be thinking about how can I start building out a group offer that is going to allow me to get my time back, that is going to allow me to serve more people, that is going to allow me to build a business that actually creates freedom. That means I'm not going to be chained to my calls every single day. So my invitation to you is to really start thinking about what is the promise, what is the framework, what is the container and how can you start selling and showing up inside of this new framework today.
