Founder FAQ
The questions that actually stall a digital product launch — pricing, refunds, delivery, tax and what to build first — answered the way we'd answer them on a call.
Pricing
What to charge for a course, a template pack or a bundle — and how to change it later.
- How do I price my course?
- Price on the outcome, not the runtime. Start by writing the result a buyer gets ($ saved, hours saved, a launch shipped), then pick the lowest tier that a serious buyer would still take seriously — for most first courses that's $49 to $199. Self-study with templates sits near the bottom of that band, cohort or feedback-based programs near the top. Launch at one price, sell twenty copies, and only then decide whether to raise it.
- How do I price a template or worksheet pack?
- $19 to $49 for a single focused pack, $79 to $149 for a coherent bundle that replaces a week of work. Below $15 you attract refund-heavy, low-intent buyers and gain nothing; above $50 a pack needs a demo, sample file or preview to convert.
- Should I use pay-what-you-want?
- Only with a floor, and only for backlist or lead-gen items. Set a minimum and a suggested price — the suggested price does most of the work — and keep your flagship product at a fixed price so it retains a clear value anchor.
- Can I raise the price after launch?
- Yes, and it's usually correct. Announce the increase a week ahead as a reason to buy now, honour the old price for anyone mid-checkout, and never retroactively charge existing buyers. Grandfathering early buyers into free updates costs little and produces your best reviews.
- Do discounts hurt me?
- Recurring, unconditional discounts do — buyers learn to wait. Time-boxed launch pricing, bundle pricing and a first-purchase code are fine because each has a reason attached.
Refunds & chargebacks
A policy that protects margin without inviting disputes.
- How do I handle refunds on digital products?
- Publish a plain window — 14 days is the norm for files, 30 for courses — and refund inside it without interrogation. Two things keep the rate low: an accurate product page with previews or a sample, and a receipt email that immediately delivers what was promised. Log every refund reason; three refunds naming the same gap is a product fix, not a policy problem.
- Do I have to offer refunds on instant downloads?
- Consumer rules vary by region, and in some the right to withdraw can be waived for instant digital delivery if the buyer explicitly consents at checkout. Practically, a stated window is cheaper than the disputes you avoid — a chargeback costs a fee plus the sale plus processor standing.
- What about chargebacks?
- Respond with evidence: the download log showing the file was delivered, the checkout timestamp, the refund policy as shown at purchase and any support thread. Most friendly-fraud disputes come from an unrecognised statement name, so make your store name the statement descriptor.
- Should refunds revoke access?
- Yes — revoke the download link and any gated area when a refund is issued, and say so in the policy. Keeping access after a refund trains repeat abuse.
Launching
What to build first, and how the first sales actually happen.
- What should I launch first?
- The smallest paid thing that solves one problem end to end — one worksheet, one template, one checklist. It can be live this week, it proves people will pay, and it produces the buyer emails that make the bigger product land on warm demand.
- Do I need an audience before launching?
- You need a list, not an audience. A hundred people who asked to hear from you will outperform ten thousand passive followers. Build the list with a free sample of the paid product so every subscriber has already opted into the topic.
- How long should a launch run?
- Five to seven days, with a clear open, a mid-launch proof email and a closing deadline. Longer launches lose urgency; shorter ones miss people who didn't read the first email.
- What converts better — a free sample or a discount?
- A free sample, almost always. It demonstrates quality instead of asserting it, and it segments your list into people who actually want the thing.
Delivery, licensing & tax
The operational details that generate support tickets if you get them wrong.
- How should files be delivered?
- Expiring links tied to the order, not a public URL, plus a permanent library page the buyer can sign into for re-downloads. Seven-day links with unlimited re-download from the account is the balance that produces the fewest tickets.
- What licence should I sell?
- Two tiers: personal use, and a commercial licence for client or resale-adjacent work. Name what's excluded — redistributing the source files, reselling as-is, AI training — inside the download as well as on the listing.
- Do I need to charge tax on digital products?
- In most markets, yes — digital goods are taxable and the rate follows the buyer's location. Enable automatic tax calculation in your payment provider so it's collected correctly at checkout rather than reconstructed later, and keep the order records the filings need.
- How do I stop piracy?
- Accept some leakage and make buying easier than stealing: watermark files with the buyer's email, keep prices reasonable, and ship updates buyers only get through their account. Aggressive DRM costs more in support than piracy costs in revenue.
Want this as a working plan?
Buyer Plan Pro turns these answers into the templates, pricing worksheets and four-week roadmap. The Pro Launch Course walks the pricing math and launch emails lesson by lesson — lesson one is free.
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