01 — Client
About the project
A negotiation coach with twenty-three years of practice and a Harvard Business School diploma. Based in London, clients worldwide. One platform had to combine three revenue models: one-off course sales, a subscription club, and services that are sold through conversation.
02 — Context
The brief
The difficulty was not the website but the fact that three different models had to coexist on one platform. One-off course sales. A club subscription with monthly billing. And services: individual sessions, corporate training, negotiation games, which are sold by talking, not by a button.
Each has its own mechanics, access periods and scenario. Bringing them together so that a visitor does not get lost was the real task.
03 — Solution
How it works
3.1
A platform, not a website
The learning system, community, blog and shop work as one whole: a person registers once and then lives inside. Buys a course, renews the subscription, reads articles, talks to other members, without a second account.
3.2
Subscription club and community
Recurring billing is a fundamentally different economy from one-off sales: revenue is predictable and audience work is continuous rather than launch to launch. Negotiation cannot be learned alone, so members see each other, not just lessons. People leave a circle of peers far less readily than a finished course.
3.3
Payment in several currencies
The coach is in London, the audience is international. The catalogue shows prices in the currency the visitor chose, and the switcher is always at hand. Forcing everyone to pay in one currency would mean losing buyers at every step.
3.4
Services kept apart from products
Coaching and corporate training do not go into a cart: they start with a conversation. These sections lead to contact, not to a buy button. A deliberate split: an expensive service sells differently from a £29 webinar.
3.5
Mobile version
More than half of the audience reads on a phone, so the home page is built for the thumb: short blocks, two-column cards, big numbers, a form that fits one screen. Two language versions, Russian and English, for both halves of the audience.
04 — Outcome
Result
The coach now has a platform where courses, the club and services live side by side, each selling in its own way without getting in the others’ way.
After launch the platform runs itself: subscriptions are billed, access opens, the community talks. The owner works on content, not on handing out passwords.