Course co-production is a powerful business model where one person handles the content creation (the expert), while the other manages marketing, sales, and technical aspects (the co-producer). However, the success of this partnership depends largely on choosing the right expert.
Finding an expert with valuable knowledge, credibility, and teaching ability can be challenging. In this guide, we’ll walk through the process of identifying, evaluating, and partnering with the right expert to create a profitable online course.
Why Choosing the Right Expert Matters
As a co-producer, your main goal is to ensure the course is not only valuable but also marketable. The right expert will:
• Have deep knowledge in a niche with demand.
• Be able to teach effectively, making complex topics simple.
• Have credibility and authority, increasing trust with potential students.
• Be open to collaboration, understanding the importance of marketing.
A poor choice can lead to a course that lacks value, credibility, or engagement—ultimately making it harder to sell.
Where to Find Experts for Co-Production
1. Industry-Specific Events and Conferences
Attending events related to your target niche is a great way to meet professionals who are already recognized as experts. Networking at these events allows you to gauge their knowledge, teaching ability, and openness to partnerships.
2. Social Media and Professional Networks
• LinkedIn – Search for professionals in your niche and analyze their credentials.
• Twitter/X – Follow industry leaders and engage in conversations.
• Facebook Groups – Many experts participate in niche-specific communities.
• Instagram & TikTok – Some professionals share valuable content, proving their expertise.
3. YouTube and Blogs
Many experts already teach for free on YouTube or through blogs. These content creators are often open to monetization opportunities and may be interested in co-producing a premium course.
4. Online Learning Platforms
Check existing course platforms like Udemy, Coursera, or Skillshare. Some instructors might be willing to partner to create a new course or improve an existing one.
5. Freelance Platforms
Platforms like Upwork and Fiverr allow you to find consultants and subject-matter experts in different fields. You can propose a co-production model instead of a traditional hiring arrangement.
6. Direct Outreach to Industry Professionals
Identify industry leaders who have written books, spoken at conferences, or provided expert insights on podcasts. Many experts are unaware of the potential of online courses and might be interested in a co-production partnership.
How to Evaluate an Expert’s Potential
Not every expert is a good teacher or a good business partner. Here are some key criteria to assess before committing to co-production:
1. Niche Demand and Marketability
• Does their expertise align with a profitable niche?
• Are people already paying for knowledge in this field?
• Is there a gap in the market that your course could fill?
2. Knowledge and Credibility
• Do they have formal education, certifications, or proven experience?
• Have they published books, articles, or case studies?
• Do they have testimonials or reviews from past clients or students?
3. Communication and Teaching Skills
• Can they explain concepts clearly?
• Do they engage well with an audience?
• Have they conducted workshops, webinars, or online training before?
4. Online Presence and Audience Size
• Do they have an email list, YouTube channel, or social media following?
• Would they be willing to promote the course to their audience?
• Are they active in their industry and seen as a thought leader?
5. Willingness to Collaborate
• Are they open to feedback and structured content creation?
• Do they understand that marketing is crucial to a course’s success?
• Are they committed to the project long-term?
How to Approach an Expert for Co-Production
1. Craft a Persuasive Pitch
When reaching out to an expert, highlight the benefits of co-production:
• Revenue potential – Explain how they can earn passive income.
• Minimal effort on their part – Emphasize that they focus on content while you handle sales and marketing.
• Market demand – Show proof that their knowledge is valuable and people are willing to pay for it.
2. Offer a Fair Profit-Sharing Model
Most co-production agreements involve revenue sharing. Common models include:
• 50/50 split – Both parties contribute equally to course creation and marketing.
• 60/40 or 70/30 – If one person contributes significantly more (e.g., marketing and sales efforts), they may take a larger share.
• Flat Fee + Royalty – The expert gets an upfront payment plus a percentage of sales.
3. Showcase Your Skills and Credibility
Since you’re asking them to collaborate, you must also prove your expertise in marketing, course platforms, and sales. Show examples of past projects, successful launches, or marketing campaigns.
4. Provide a Clear Action Plan
Outline a roadmap for course creation, marketing, and launch. Experts will feel more confident in the partnership if they see a structured process.
5. Negotiate and Sign an Agreement
To avoid future conflicts, always formalize the partnership in a written contract. Include details like:
• Revenue share percentage
• Roles and responsibilities
• Course ownership and intellectual property rights
• Duration of the agreement
Conclusion: Build a Strong Foundation for Success
Finding the right expert for course co-production is crucial for success. Instead of rushing into a partnership, take time to evaluate potential collaborators carefully. By choosing someone with valuable expertise, strong teaching ability, and a willingness to collaborate, you’ll increase the chances of creating a high-quality course that sells.
If you approach experts with a clear value proposition and structured plan, many will be open to working with you. The key is to position yourself as an essential partner, not just a service provider.