Spring 2026 Study Group — Pricing Scheme & Campaign Tier Structure
For Ksenia to review. This note summarizes the pricing rationale and campaign tier structure developed for the Spring 2026 cohort, based on a review of Winter 2026 sales data, Montreal market comparables, and the phased reputation-building strategy discussed Feb 25, 2026.
Rationale
Section titled “Rationale”Why a modest increase from Winter 2026
Section titled “Why a modest increase from Winter 2026”The Winter 2026 cohort used a full price of $197 USD, which is identical to the standalone Baseworks Primer course price. This creates a framing problem: it makes the in-person component appear free, rather than positioning the Primer as an included component of a larger program.
However, a significant price increase is not yet warranted given:
- We are still building reputation and local community in Montreal
- The ongoing practice sessions that follow Study Groups are not yet publicly visible or running at scale
- The Montreal market (particularly participants earning under $2,000 CAD/month) is price-sensitive
- We want to maintain accessibility while incrementally increasing perceived value
The strategy is to raise the price modestly now, then increase it further once ongoing sessions are running and social proof is stronger (Fall 2026 / Winter 2027 onwards).
Montreal market context
Section titled “Montreal market context”A brief scan of comparable Montreal offerings:
- Yoga teacher trainings (200-hour): $2,500–$4,700 CAD — not directly comparable; credential-based
- Private somatic/body awareness sessions: ~$150 CAD/session (e.g. SOMA Movement Studio)
- Group reformer Pilates boutique studios: ~$30–$40 CAD/session drop-in
- Single contemporary dance workshops (Danse Danse, EDCM): nominally priced or free, one-off format
The Baseworks Study Group occupies a genuine gap — more structured and educationally substantive than drop-in movement classes, but without the credential framing of teacher training programs. There is very little in the $250–$400 CAD range in Montreal that combines small-cohort in-person instruction with a structured online component. This is an opportunity, but it also means we have no direct local comparator to anchor against.
Proposed Full Price
Section titled “Proposed Full Price”$205 USD (~$279 CAD pre-tax / ~$320 CAD with Quebec taxes at current exchange rate ~1.3586)
This is a $8 USD increase over the Winter 2026 list price, but more meaningfully it’s a ~$40–$60 USD increase over the Winter cohort’s effective conversion zone ($141–$164 USD), which is where the majority of participants actually bought. The full price functions as an anchor; most conversions are expected in the Week 1–2 early tiers.
Campaign Tier Structure
Section titled “Campaign Tier Structure”Two options are presented below for Patrick and Ksenia to decide on. The key difference is whether registration closes with a full-price window or runs straight to program start at a discounted price.
Option 1 — Original 4-tier structure (no full-price window)
Section titled “Option 1 — Original 4-tier structure (no full-price window)”The campaign uses a progressively decreasing discount over four weeks, with full price activating on April 3rd (the day before the program begins April 4th). Registration would close at or around full-price activation, meaning full price is effectively never available.
| Tier | Campaign period | USD price | CAD pre-tax | CAD w/ QC tax | Discount |
|---|---|---|---|---|---|
| Week 1 | Mar 7–13 | $145 | ~$197 | ~$227 | 29% |
| Week 2 | Mar 14–21 | $160 | ~$217 | ~$250 | 22% |
| Week 3 | Mar 22–27 | $175 | ~$238 | ~$273 | 15% |
| Week 4 | Mar 28 – Apr 3 | $190 | ~$258 | ~$297 | 7% |
| Full price | Apr 3 cutover / Apr 4+ | $205 | ~$279 | ~$320 | — |
Key observations
Section titled “Key observations”- Week 1 at ~$227 CAD all-in stays well under the $250 psychological threshold — the fastest conversions should happen here
- Week 2 at ~$250 CAD lands right at the $250 threshold — still accessible for the Montreal audience we’re targeting
- Week 4 discount is intentionally small (7%) — the urgency message at that point shifts from “save money” to “last chance before full price,” which tends to be a stronger motivator for late deciders
- Based on Winter data, the bulk of conversions are expected in the Week 1–2 window (~$227–$250 CAD all-in)
Option 2 — 3-tier structure with full-price window (proposed)
Section titled “Option 2 — 3-tier structure with full-price window (proposed)”Registration closes April 1st. Full price activates March 29th, giving a 4-day full-price window before registration closes. In Winter 2026, a small number of participants registered at full price — this structure preserves that possibility.
The $190 / 7%-off tier is dropped. It was the weakest step in the funnel; the message shifts cleanly from discount tiers to a “last 4 days, full price” close.
| Tier | Campaign period | USD price | CAD pre-tax | CAD w/ QC tax | Discount |
|---|---|---|---|---|---|
| Tier 1 | Mar 7–14 | $145 | ~$197 | ~$227 | 29% |
| Tier 2 | Mar 15–21 | $160 | ~$217 | ~$250 | 22% |
| Tier 3 | Mar 22–28 | $175 | ~$238 | ~$273 | 15% |
| Full price | Mar 29 – Apr 1 | $205 | ~$279 | ~$320 | — |
CAD figures use the 1.3586 rate taken from WooCommerce on 2026-03-09. WooCommerce will convert at the daily BoC rate — actual amounts will vary slightly. CAD totals shown here are indicative only.
Key observations
Section titled “Key observations”- Same entry point as Option 1 — Tier 1 at ~$227 CAD all-in, well under the $250 threshold
- Each tier has 7–8 days, giving equal weight to each pricing step
- Dropping the 7%-off tier removes the weakest urgency lever and tightens the narrative
- The full-price window (Mar 29 – Apr 1) functions as the final close: no discount framing, just a deadline
Campaign Launch Timeline
Section titled “Campaign Launch Timeline”Option 1
Section titled “Option 1”| Date | Action |
|---|---|
| ~Mar 5–6 | Campaign goes live, Week 1 pricing active |
| Mar 14 | Price steps up to Week 2 |
| Mar 21 | Price steps up to Week 3 |
| Mar 28 | Price steps up to Week 4 |
| Apr 3 (EOD) | Full price activates / registration closes |
| Apr 4 | Program begins — Session 1 |
Option 2
Section titled “Option 2”| Date | Action |
|---|---|
| ~Mar 5–6 | Campaign goes live, Tier 1 pricing active |
| Mar 15 | Price steps up to Tier 2 |
| Mar 22 | Price steps up to Tier 3 |
| Mar 29 | Full price activates |
| Apr 1 (EOD) | Registration closes |
| Apr 4 | Program begins — Session 1 |
Open question for Ksenia: Do we want to add a pre-launch or “founding member” tier in late February (before Mar 7) at an even lower entry point, e.g. $130 USD (~$203 CAD all-in)? This could reward people already on the mailing list and create an early signal of enrollment momentum before the paid Meta campaign launches.
Ksenia’s POV: yes, good idea!
Phased Price Increase Strategy (Medium-Term)
Section titled “Phased Price Increase Strategy (Medium-Term)”| Cohort | Suggested full price (USD) | Notes |
|---|---|---|
| Spring 2026 | $205 | Current proposal — modest step up from Winter |
| Fall 2026 / Winter 2027 | $230–$250 | Increase once ongoing sessions are running and video testimonials are live |
| 2027 onwards | $280–$300+ | Target range once Study Group is visibly an entry point into an ongoing practice community |
Price increases at each stage should be justified by visible evidence of demand — not announced as arbitrary increases. The goal is for the price to rise because the program is clearly worth more, not to manufacture urgency.
Open Items Before Campaign Launch
Section titled “Open Items Before Campaign Launch”- Confirm full price ($205 USD) — Patrick to approve
- Confirm enrollment cap (suggested: 20–25 spots, consistent with Winter cohort size)
- Confirm campaign launch date (~Mar 5–6 to allow clean 4-week window)
- Decide on pre-launch / founding member tier (see open question above)
- Update landing page pricing section once confirmed
- Confirm Proto Studio address for landing page
Ksenia’s POV: I suggest 24 or 26 as the cap.