Creating and selling online courses is a lucrative business, but there are different ways to approach it. Some entrepreneurs prefer to produce courses independently, handling everything from content creation to marketing. Others opt for co-production, partnering with experts or marketers to split responsibilities and profits.
But which method is better? The answer depends on your skills, resources, and business goals. In this article, we’ll compare course co-production vs. independent creation, analyzing the pros, cons, and factors to consider when choosing the best approach for you.
Understanding the Two Approaches
Before diving into the comparison, let’s define each model.
Independent Course Creation
This means you create, market, and sell your online course entirely by yourself. You are responsible for:
• Choosing the course topic
• Creating all the content (videos, PDFs, quizzes)
• Setting up the course platform
• Handling sales, marketing, and customer support
While you retain full control and 100% of the profits, this method requires a diverse skill set and significant effort.
Course Co-Production
Co-production involves partnering with another person or company to create and sell an online course. Typically, the partnership consists of:
• A subject matter expert (SME) who creates the course content
• A co-producer who handles marketing, sales, and platform setup
Profits are shared based on an agreed revenue split (e.g., 50/50 or 60/40).
Key Differences Between Co-Production and Independent Course Creation
Required Skills and Expertise
• Independent Creation: You need to master both content creation and marketing. This includes scriptwriting, video recording, editing, SEO, paid ads, and email marketing.
• Co-Production: You can focus on your strengths while your partner covers the other areas. For example, if you’re great at marketing but lack expertise in a subject, you can team up with an industry expert.
Best for: Those who either have all the necessary skills or are willing to learn everything on their own.
Co-Production is better if: You want to focus on either content creation or marketing, rather than both.
Time and Effort Required
• Independent Creation: Since you’re handling everything alone, expect a higher time investment. Producing, editing, and marketing can take weeks or months.
• Co-Production: Work is split between partners, so the course can be completed and launched faster.
Best for: Those who can dedicate full-time efforts to course creation.
Co-Production is better if: You want to launch faster and distribute responsibilities.
Control and Decision-Making
• Independent Creation: You have full control over content, branding, pricing, and marketing strategies. However, this also means full responsibility for success or failure.
• Co-Production: Decision-making is shared, which can be beneficial but may also lead to conflicts if visions don’t align.
Best for: Entrepreneurs who want total control and are confident in their decisions.
Co-Production is better if: You prefer collaboration and shared responsibilities.
Financial Investment and Profit Sharing
• Independent Creation: You cover all production and marketing costs, including software, ads, and hosting. However, you keep 100% of the revenue.
• Co-Production: Costs are often split, reducing financial risk. However, profits are also shared.
Best for: Those who can invest upfront in marketing and technology.
Co-Production is better if: You want to minimize financial risk and share expenses.
Marketing and Sales Power
• Independent Creation: If you don’t have an audience, building trust and visibility can take time. You must handle all marketing efforts alone.
• Co-Production: A co-producer may bring marketing expertise and an existing audience, making sales easier and more scalable.
Best for: Those who already have an established audience or are skilled in digital marketing.
Co-Production is better if: You need help with marketing and audience reach.
Which One Should You Choose?
Choose Independent Course Creation if:
• You want full creative and financial control.
• You have expertise in both content creation and marketing.
• You’re comfortable taking full responsibility for the course’s success.
• You already have an audience or marketing skills to sell your course.
Choose Course Co-Production if:
• You want to share responsibilities and reduce workload.
• You’re strong in either content creation or marketing, but not both.
• You want to launch faster with less financial risk.
• You prefer a collaborative approach with a trusted partner.
Both methods can be highly successful, depending on your strengths and resources. If you’re unsure, consider starting with a small course or a pilot project to test which model works best for you.