Book 1 · Basics Get one product finished and listed
- One-sentence product builderDownload TXT
chapter 1
The four-part statement that forces who it's for, what it is, and what changes.
- 20-minute demand checkDownload TXT
chapter 2
Four questions that tell you whether anyone already pays for this — before you build it.
- Five-item finishing checklistDownload TXT
chapter 4
The five gates a product must pass before you list it. Each is a refund avoided.
- Pricing sumCalculator Live · Spreadsheet XLSX
chapter 7
What you keep per sale, how many sales you need, and the traffic that takes.
- Fee calculator — what you keepCalculator Live
How much of each sale you actually keep after your platform's cut and the payment fees.
- Fortnight traffic logSpreadsheet XLSX
chapter 9
Fourteen days of visitors and sales → your real conversion rate and revenue per visitor.
- Four-part diagnosticDownload TXT
chapter 11
No sale? Walk the funnel and find the first place it breaks — the only place worth fixing.
- Licence wordingDownload TXT
chapter 5
Personal and commercial licence text you can paste in and adapt.
Book 2 · Intermediate Make the same buyer buy again
- Staircase range plannerDownload TXT
chapter 3
Plan an entry / core / premium range off one piece of work, for one buyer.
- Tier + order-bump sheetSpreadsheet XLSX
chapter 5
What an order bump does to your average order value.
- Five-email sequence templatesDownload TXT
chapter 8
Deliver, teach, show, offer, answer — five adaptable emails that sell while you sleep.
- Seven-number scorecardCalculator Live · Spreadsheet XLSX
chapter 9
The whole machine on one sheet — the seven numbers that say what's working.
- Capped-test rules pageDownload TXT
chapter 11
The rules to write before you spend on a paid traffic test — so you buy an answer, not hope.
Book 3 · Advanced Make it worth more, and durable
- Cohort / lifetime-value / paybackCalculator Live · Spreadsheet XLSX
chapter 2
What a customer is worth, and when they pay you back.
- Premium-offer sheetDownload TXT
chapter 3
Design the transformation, the delivery burden and the risk removed — before you price it.
- CAC ceiling + scaling gateCalculator Live · Spreadsheet XLSX
chapters 2 & 6
The most you can safely pay for a customer, and the rule that stops you overspending.
- Catalogue return-on-timeSpreadsheet XLSX
chapter 7
What each product pays you per hour of upkeep, against what your hour is worth.
- Durability scorecardSpreadsheet XLSX
chapter 11
Score five axes out of twenty and see the weakest — the one to fix next.
- Quarterly review checklistDownload TXT
chapter 12
The ninety-minute recurring review that keeps a range run by measurement, not feel.
Kept current Platform fees, checked by hand
The figures the books use for the reader's arithmetic — the fastest-changing thing in this business — checked by hand and dated below.
⚠️ A percentage is not the whole fee. Every platform below also charges a fixed amount per sale, so the effective rate is higher on a cheap product than on an expensive one. Always work it out at your price — the pricing calculator does this for you.
Selling platforms — platform cut + payment processing, per direct sale
- Whop — no platform fee on a plain download since early 2026, just card processing (2.7% + $0.30; +1.5% on foreign cards; +1% currency conversion; a further 3% is reported on some access-app listings such as Discord — check before pricing a gated product). About 4–6% on a $20 sale. Its 30% marketplace commission was removed in May 2025, so a marketplace sale costs the same as a direct one.
- Etsy — 6.5% transaction fee plus payment processing charged separately (~3% + $0.25 in the US, ~4% + £0.20 in the UK), plus a $0.20 listing fee. Roughly 10% on a small sale. ⚠️ The 6.5% is not the whole story — processing is on top.
- Gumroad — 10% + $0.50 platform, plus processing (~2.9% + $0.30). ⚠️ 30% on a Gumroad Discover (marketplace) sale, not 10%.
Why "all-in %" needs your price: a $24 Gumroad sale pays $2.90 (10% + $0.50) plus about $1.00 processing = ~$3.90, which is ~16%, not the ~13% the percentages alone suggest. On a $100 sale the same fees come to ~13.7%. The fixed charges are the reason.
Course platforms — entry plans
- Teachable — Starter (~$39/mo) charges a 7.5% transaction fee on top of processing; Builder and Growth charge 0% platform fee.
- Kajabi — Basic (~$179/mo), 0% platform fee (processing 2.9% + $0.30; a third-party processor costs 5% on Basic).
- Thinkific — around $54/mo ($40 billed yearly), 0% on paid plans (its 2026 pricing is changing — check the current figure). Skool — $99/mo flat, community-first. Both approximate, not primary-verified.
Checked at source 2026-10-12; next review due Jan 2027. This is dated copy, not a live feed — verify against each platform's own pricing page before you rely on a figure.
Take them free — that is what they are for. When you want the argument for using them, the full Digital Products series takes you from your first product to a durable range.
Get the full Digital Products series →