If you want to start selling online courses but don’t know whether to create your own course or partner with an expert as a coproducer, this article is for you.
Here, we’ll break down the difference between coproduction and production, the pros and cons of each, and how to decide which one fits your goals and skills.
What Is Course Production?
Course production is when one person creates, launches, and sells an online course entirely on their own.
In production, you are responsible for everything, including:
- Course content creation
- Video recording and editing
- Platform setup
- Marketing and sales
- Customer support
Advantages of Course Production:
- Full ownership and profits: You keep 100% of what you sell.
- Complete control: You decide everything — from course structure to price.
- Build your personal brand: You become the expert in the field.
Disadvantages of Course Production:
- More work: You handle all tasks alone.
- Requires diverse skills: From teaching to marketing and tech setup.
- Higher initial cost: Equipment, platform fees, ads, etc.
What Is Course Coproduction?
Coproduction is when two or more people collaborate to create and sell a course.
Typically:
- One person (the expert) creates the course content.
- Another person (the coproducer) handles marketing, sales, tech setup, and more.
Advantages of Coproduction:
- Shared workload: Each partner focuses on what they do best.
- Faster time to market: More efficient with two people working together.
- Lower risk: Split costs and tasks.
- Access to combined networks: Reach a larger audience through both partners’ contacts.
Disadvantages of Coproduction:
- Profit sharing: You split the earnings.
- Less control: You need to align decisions with a partner.
- Dependence on partner’s work ethic: Success depends on both doing their part.
Comparing Production vs. Coproduction
| Feature | Production (Solo) | Coproduction (Partnership) |
|---|---|---|
| Control | Full control over all decisions | Shared control, requires agreement |
| Profit | 100% profit | Shared profit (usually 50/50 or negotiated) |
| Workload | All tasks handled alone | Split tasks according to skills |
| Time to Launch | Often longer (doing everything alone) | Faster (combined effort) |
| Risk and Cost | All risk and cost are yours | Shared risk and cost |
| Expertise Needed | Need to master content, marketing, and tech | Each focuses on their strength |
| Brand Building | Builds your own brand as expert | Expert builds brand, coproducer supports |
Which One Is Right for You?
Choosing between production and coproduction depends on your skills, goals, and resources.
Coproduction Is Ideal If:
- You are great at marketing and sales but not an expert in a specific field.
- You want to avoid creating content yourself.
- You like working as a team and sharing profits.
- You want to start faster with less upfront cost.
Production Is Ideal If:
- You are an expert in a subject and want full control.
- You are comfortable learning marketing and sales skills.
- You want 100% of the profits.
- You have time and resources to handle everything yourself.
Real-Life Scenarios
Scenario 1: The Expert Without Marketing Skills
Maria is a yoga instructor with deep knowledge but no idea how to sell online. She partners with John, a digital marketer, to coproduce a course. Maria teaches, John markets — they split profits.
Scenario 2: The Solo Entrepreneur
Alex is an expert in photography. He loves being in control and is willing to learn about online marketing. Alex chooses production, creates, markets, and sells the course alone — keeping all the revenue.
Hybrid Models: A Third Option
Some people start with coproduction to learn the ropes and gain experience. Later, they move to production when they feel confident enough to handle all tasks.
Others may choose partial partnerships, where they hire freelancers for specific tasks (video editing, sales pages) but maintain control and majority of profits.
Pros and Cons Recap
Coproduction Pros:
- Easier and faster to launch
- Lower initial cost
- Access to a partner’s audience and skills
Coproduction Cons:
- Shared profits
- Less control
Production Pros:
- Full profit and ownership
- Full creative control
Production Cons:
- More work and responsibility
- Higher costs to start
Final Thoughts: Make the Right Choice for You
There is no right or wrong answer — only what fits your situation and goals.
If you have strong expertise and want full control, production is the way to go.
If you prefer to focus on marketing or want to start faster with less risk, coproduction is the perfect solution.
You can always start with one model and switch later as you grow your experience in the digital course world.