In this solo YouTube presentation, Richmond Dinh outlines a three‑factor framework for pricing coaching offers. He defines actual value as the market rate for comparable services (e.g., average life‑coach hourly fees, typical retail prices). He then introduces situational value, which reflects the rarity or unique context of a service—illustrated with examples like airport‑priced water and his own trademarked Tiny Challenges that allow him to charge $35,000 for an Inner Circle program. Finally, he explains brand value, the premium attached to a well‑known personal or business brand, using the analogy of a standard carry‑on versus a Louis Vuitton luggage. Dinh argues that the optimal price sits at the intersection of these three values, and he advises coaches to assess each factor to avoid undercharging.
Chapters
This is how you decide on the price of your coaching offer. There's 3 things that determine the price of your coaching offer. The first thing is the actual value. What's actual value? Well, that's the market rate. So for example, the average life coach may charge $150 an hour. The average business coach may charge $300 an hour. That's average. So if you go to, say, a bag shop, the average bag, like a handbag, may cost $30 to $50. The average burger may cost $15. Like, what's the actual value? So work out what your actual value is of your niche in the marketplace that you're in. The second thing you need to look at is situational value. So for example, a bottle of water generally costs maybe a dollar, but a bottle of water sold at the airport might cost $5. A bottle of water sold inside a nightclub will cost $10. A bottle of water sold in the desert might cost $20. So if you are in a situation where your bottle of water, meaning your niche or what you do, is very unique, what's very rare, or it's in a situation where no one else is doing it, you can charge more because you have more situational value. It's like when we launched Tiny Challenges, we are the only one on the planet that are allowed to teach this because it's trademarked, but it's our IP, it's our creation, and we are known for this. And so we have a lot of situational value in our pricing structure, and that's why I I can command $35,000 for our Inner Circle for beginner coaches because we have situational value. But the third thing is the most important, which is a long-term thing, is what's your brand value? And your brand value states that if you have a well-known brand, whether it's personal brand or business brand, you can charge more. For example, if you bought a carry-on luggage at the supermarket or at the shops or at the shopping center, a carry-on luggage may cost you $100, but if you If you bought that carry-on luggage in the airport, it may cost you $200. But if you bought a carry-on luggage that's got a Louis Vuitton badge on it, then that's gonna cost you $10,000. So now we've got actual value with situational with brand value, and then in the middle part, you have that sweet spot, which is your price. And so you need to decide, do you have actual value? Figure it out, that's easy. But do you have any situational value or brand value to be able to command higher prices in your program? That's how you figure out the coaching offer price.
