Three different revenue models on one site: one-off course sales, a club on recurring subscription, and services sold through conversation. Each works differently — and none may get in the way of the others.
The task
A negotiation coach with twenty-three years of practice and a Harvard Business School qualification. She works from London; her clients are worldwide.
The difficulty was not the website. It was that three separate revenue models had to coexist in one place. A one-off course purchase. A club with a monthly charge. And services — one-to-one sessions, corporate training, negotiation games — that are sold in conversation, not with a button.
Each has its own mechanics, its own access rules and its own buying journey. Bringing them together without confusing the visitor was the real work.
The approach
A platform, not a website. The learning system, the community and the shop behave as one: a person registers once and then lives inside — buying a course, renewing a subscription, talking to other members — without leaving or creating a second account.
A membership club with recurring billing. That is a fundamentally different economy from one-off sales: revenue becomes predictable, and the relationship with the audience becomes continuous rather than launch-to-launch.
Community as its own layer. You cannot learn negotiation alone — it takes practice with real people. So members see each other, not just lessons. For a subscription club that is also the strongest retention factor: a course can be finished and left behind, a circle of people is harder to walk away from.
Payments in several currencies. The coach is in London and the audience is international; insisting everyone pays in one currency loses a slice at every step.
Services kept apart from products. Coaching and corporate training do not go into a basket — they start with a conversation. Those sections lead to contact rather than checkout, and that separation is deliberate, not unfinished.
Two language versions, Russian and English, for the two halves of the audience.
The result
The coach has a platform where courses, club and services live side by side — each sold in its own way, none obstructing the rest.
What makes this more interesting than an ordinary website is that it keeps working after launch: subscriptions renew, access opens, the community talks. The owner works on content instead of handing out passwords.