A course? A membership? A group thing? If your brain’s been workshopping digital offers during your morning walk, same. 😆
Most people I talk to have at least one offer idea scribbled in a notebook (and three more rattling around in their brain).
The tricky part is figuring out which format actually makes sense for your idea—or your energy.
And if tech’s not your jam, it’s even harder to picture how all of it would work behind the scenes.
So let’s simplify things.
This isn’t a “here’s the best one” kind of post. This is a “here’s how to think about it in a way that feels doable” kind of post.
First, let’s clear something up: they’re not all the same.
Yes, they’re all digital offers.
Yes, they can all be built on platforms like Kajabi.
But how they function—and what kind of structure and energy they require—is totally different.
If you’ve been stuck at the “which one should I build?” phase, try this. 👇🏻
Start by asking: How do I like to teach and support people?
This is honestly one of the best ways to clarify what format makes sense. Tech should support your natural style instead of feeling forced because that’s what other people are doing.
Let’s break down some of the most common digital offer formats.
📚 Courses
These are usually step-by-step and self-paced. Great if you love walking people through a process from start to finish. Courses often follow a “learn this, then this, then this” format—making them ideal for foundational teachings, skill-building, or one clear transformation.
Behind the scenes?
Courses tend to be easier to set up because the content is static. You don’t have to constantly update things or manage a group. You can drip the content over time if you want but, for evergreen courses, I prefer to give full access right away.
Evergreen courses are great for you if you don’t want to rely on live calls or ongoing interaction but you want to give people the specific result they’re looking for.
Pricing is usually a one-time fee but you can have a payment plan if you want to offer a flexible option. You just want to have a tracking system in place so you can track failed payments.
🌿 Memberships
These are more community-or access-based. Ideal if you love variety, flexibility, or sharing new resources regularly. You might have a mix of content, themes, guest experts, Q&As, or monthly topics.
Behind the scenes?
Memberships require a bit more planning and structure. You’ll need systems for:
- Recurring payments
- Content delivery (especially if it changes monthly)
- Onboarding + retention
- Tracking who’s in and who’s left
They don’t have to be complex, but they do need a plan—especially if you want to make it sustainable long-term.
Pricing is usually a monthly recurring fee. It can also be quarterly or yearly.
🌀 Programs
These often have a set start and end date, with live elements and group coaching baked in. Like a 6-week reset or cohorts that run twice a year. Perfect if you thrive with structure and love guiding people in real time.
Behind the scenes?
Programs usually need a combo of static content (like lessons or videos) + live support (like calls or check-ins). You’ll want systems that handle:
- Registrations or cohorts
- Live call schedules + links
- Reminders + replays
- Any time-sensitive access
They tend to feel more high-touch, which can be amazing—as long as your energy supports it. Pricing for group programs is usually $1000+ for a one-time fee and many people also offer payment plans.
🧺 Digital Products
These can be guides, templates, recorded workshops, etc. Simple, standalone, and great for people just getting started or for those who just need a simple resource.
Behind the scenes?
Minimal tech. Usually just a checkout page, a delivery email, and maybe access to a download portal. These are awesome if you want to dip your toes into the digital space without a full-on launch.
Pricing for digital products varies but it’s usually just a one-time fee. Some higher-priced digital products (like toolkits and workshops) could offer payment plans. Generally speaking, the ones I’ve purchased were just a one-time, lower-priced fee. Great for having a flexible option for various budgets.
Not sure where your idea fits?
It’s okay if it doesn’t line up perfectly. You might want to combine things or create a hybrid. You might start with one format and shift later. That’s the beauty of building something custom.
But here’s the part most people miss. The way your offer functions behind the scenes will absolutely shape your experience of running it.
So if you’re constantly second-guessing your idea, ask yourself:
What kind of setup would actually feel good for me to maintain—on low-energy weeks, not just launch week?
The goal isn’t to pick the trendiest format. It’s to choose one that works for your teaching style, your clients’ needs, and your bandwidth.
TL;DR
- Courses = clear process, self-paced, great for evergreen
- Memberships = recurring content + access, more moving parts
- Programs = guided, high-touch, often live or seasonal
- Digital products = simple, bite-sized, low-lift intro to other offers
Still unsure? You don’t have to figure it all out alone. Sometimes just seeing how the tech pieces work together can give you the lightbulb moment you need.
That’s what a Membership Tech Blueprint does. You have the idea, you just need to figure out how the tech is going to work. I can help you work out those deets.
