Launching an online course is about how you introduce it to the world. The right launch strategy can make the difference between a course that fizzles out and one that thrives. But with so many options, how do you choose the best approach? In this post, I’ll walk you through the most popular course launch models, share real-world examples, and help you decide which one (or combination) is right for you.

What is a course launch, and why does it matter?

A course launch is more than just making your course available online. It’s a strategic process designed to build excitement, attract your target audience, and drive enrolments.

Why is it important? A well-planned launch can:

• Generate buzz and anticipation.
• Help you gather valuable feedback early on.
• Build a community of engaged learners.
• Maximise your course’s visibility and sales.

Even the most well-designed course can struggle to find its audience without a thoughtful launch.

Overview of Course Launch Models

Here’s a breakdown of the most common course launch models, along with their benefits and potential challenges:

1. Soft Launch/Exclusive VIP Launch

• Release your course to a small, select group (e.g., friends, colleagues, or early subscribers) to gather feedback. The VIP launch includes additional benefits that could be seen as a subset of a soft launch. Offer early access to a limited group with added benefits.
• Best for: Testing your course before a wider release and creating a sense of exclusivity and loyalty.

2. Beta Testing/Pilot Program Launch

• Offer the course to beta testers, often at a discount or for free, to identify issues and refine content. Run a small-scale version of the course to test its effectiveness.
• Best for: Ensuring your course is polished and effective and gathering data before scaling up.

3. Full Launch

• Announce the course widely with a robust marketing campaign.
• Best for: Maximising visibility and enrolments.

4. Waitlist Launch/Pre-Registration Launch

• Open interest lists and registrations in advance, email waitlist and offer exclusive access to subscribers. You can also offer early bird discounts or bonuses to subscribers.
• Best for: Building anticipation and securing early commitments.

5. Evergreen Launch

• Make the course continuously available and supported by automated marketing.
• Best for: Courses that don’t rely on urgency or timelines.

6. Cohort-Based Launch

• Run the course in scheduled groups, fostering a sense of community.
• Best for: Creating a shared learning experience.

7. Live Event-Based Launch

• Host a live webinar, workshop, or Q&A to announce the course.
• Best for: Engaging potential learners in real-time.

8. Challenge-Based Launch/Gamified Launch

• Run a free challenge (e.g., a 5-day challenge) to build interest. Incorporate gamification elements (e.g., challenges, leaderboards, or rewards) into your launch process to increase engagement and participation.
• Best for: Demonstrating value, converting participants into enrolments, and making the launch fun and interactive, especially for audiences who enjoy competition or interactive experiences.

9. Drip-Release/Phased Launch

• Release the course in stages or modules over time.
• Best for: Giving yourself time for development while building anticipation and keeping learners engaged.

10. Seasonal Launch

• Time the launch to align with a specific season or event.
• Best for: Capitalising on timely trends or needs.

11. Flash Sale Launch

• Announce a limited-time discount to drive quick enrolments over a short time.
• Best for: Creating a feeling of time-sensitive exclusive limited offers and boosting sales.

12. Affiliate-Based Launch

• • Partner with affiliates or influencers to promote the course.
  • Best for: Expanding your reach through trusted voices.

13. Partnership-Based Launch

• Collaborate with organisations, brands, or educational institutions to co-launch or promote your course. This goes beyond affiliate marketing, involving deeper collaboration and shared goals.
• Best for: Expanding your reach through trusted partners and tapping into their existing audience.

14. Freemium Launch

• Offer a free version of your course (e.g., the first module or a condensed version) to attract users, then upsell them to the entire course.
• Best for: Demonstrating value and building trust before asking for a financial commitment.

15. Hybrid Launch: Combining Launch Models

Combine multiple launch models to leverage their strengths. For example:

• A challenge-based launch can lead into a live event-based launch, helping to build engagement during the challenge and convert webinar participants to learners.
• A waitlist launch can be paired with an exclusive VIP launch to reward early subscribers.
• A seasonal launch can incorporate a flash sale to drive urgency.

The key is to tailor your approach to your audience and course goals.

Ok, but how to do that? 

How to choose the right model for you

When deciding on a launch model, consider:

1. Your Audience: Are they already familiar with your work, or are you introducing something new?
2. Your Goals: Are you aiming for maximum enrolments, community-building, or feedback?
3. Your Resources: Do you have the time and budget for a full-scale launch, or would a more straightforward approach work better?

Case Studies: Real-World Examples

Case Study 1: Maya’s Sustainable Gardening Course

Maya is a sustainable gardening enthusiast and teacher with a devoted Instagram and Facebook audience and over 10 courses already online. She’s adding a new course on propagation techniques.

Launch Model: Evergreen Launch. Maya’s audience is already familiar with her work, so she opts for an evergreen model. She integrates the new course into her existing marketing channels, using automated funnels to drive enrolments. This allows her to focus on creating content while her system handles the sales process.

Case Study 2: Kris’s First Online Coaching Programme

Kris is a coach launching his first online programme. While he has a small Instagram following, he’s well-established on LinkedIn.

Launch Model: Live Event-Based Launch + Affiliate-Based Launch. Kris hosts a live webinar to demonstrate the value of his programme and convert attendees into students. He also partners with LinkedIn influencers in his niche to promote the course, expanding his reach beyond his immediate network.

To summarise…

Picking the right way to launch your course makes a difference. Whether it’s a quiet introduction, a big live event, or an “always available” approach, ensuring your launch strategy matches your audience and what you want to achieve is what matters. Aligning your strategy with your audience and goals is key.