Before you dive into launching your online course, there’s one major decision you need to make: should you sell your course before you build it, or should you build it first and then sell it?

Most experts claim you should always launch first, but my experience says otherwise. Each approach has its own pros and cons, and the wrong choice could cost you time, money, and energy. In this post, I’ll break it all down for you so you can decide which strategy is best for you.

What Are Your Launch Options?

When it comes to launching your course, you have two main options:

1. Sell Before You Build It (Beta Launch)
2. Build Before You Sell It 

Both have their advantages, but they also come with challenges. Let’s dive deeper into each strategy to find out which is right for your goals and lifestyle.

Option 1: Sell Before You Build It (Beta Launch)

A beta launch involves selling your course before it’s fully created. Think of it as testing your idea with real students while building the content alongside them.

Pros:

✅ Validate Your Idea:
Beta launches allow you to confirm demand for your course before investing time and money into building it.

✅ Generate Revenue Early:
Get paid upfront while creating your course. This approach can fund your development process.

✅ Engage Founding Members:
Students in a beta launch often feel excited to be part of an exclusive “founding group,” building energy and momentum for your program.

Cons:

⚡ High Pressure:
You’ll need to create content on a tight timeline, which can feel overwhelming.

⚡ Energy Intensive:
A beta launch requires significant marketing effort before the course is ready.

Option 2: Build Before You Sell It

Building your course first gives you the flexibility to perfect your content before launching.

Pros:

✅ Flexibility:
Take your time to create a polished course without the pressure of a live audience waiting for content.

✅ Consistency Over Time:
Once it’s built, your course becomes a long-term asset that generates steady revenue.

✅ Improved Confidence:
Having a completed product gives you more belief in your offer and its value.

Cons:

⚡ No Upfront Revenue:
Unlike beta launches, you won’t generate income during the creation process.

⚡ Requires Lead Flow:
Evergreen funnels depend on consistent leads, which can be a challenge to maintain.

Real Stories: What Works for Different Entrepreneurs

My Story:
When I beta launched my first course, IBS Warrior, I sold it before creating any content. It was thrilling to validate my idea and bring in revenue upfront, but the pressure to deliver live content was intense. Life threw me a curveball when I got sick, making the tight timeline even harder to manage. In the end, the experience was challenging but incredibly valuable for refining my course.

Terisa’s Experience:
Terisa beta launched her program to validate her idea, using live teaching and Q&A to deliver content. After completing the beta, she partnered with my agency to revamp the course for long-term scalability.

Steffany’s Journey:
Steffany, a leader at Adoption and Beyond, took the evergreen approach. She prioritized creating a high-quality program that aligned with her brand’s reputation. With no launch pressure, she could focus on lead generation and steady growth.

Which Launch Strategy Is Best for You?

Here’s how to decide:

Sell First (Beta Launch) is for you if:

• You thrive under pressure.
• You want to validate your idea before investing heavily.
• You need upfront revenue to fund your course creation.

Build First is for you if:

• You prefer a slower, more flexible approach.
• You want to avoid the high-energy demands of a launch window.
• You’re focused on creating a polished product to align with your brand’s reputation.

Ready to Decide?

Both strategies have their place. The key is choosing the one that aligns with your goals, personality, and current stage of business.

💡 Remember: It’s not about finding the “perfect” approach—it’s about starting. Whether you sell first or build first, the most important step is taking action.