How a launch works
A typical launch has three phases:
- Pre-launch: free content — a video series, a live masterclass, a challenge or a virtual summit — that teaches something useful and introduces the program.
- Open cart: enrollment opens for a limited time, often 5 to 10 days.
- Close: enrollment closes until the next launch, sometimes months later.
Why creators launch this way
Launching lets creators teach students in groups (cohorts), run live calls and community events together, and focus their energy on supporting one intake at a time. It also creates a clear deadline, which helps people decide.
Why launch windows can be a good time to buy
- Launch-only bonuses, such as extra live calls, templates or coaching sessions
- Early-bird pricing or payment plans that aren't offered later
- Joining alongside a live group of students
- Lots of free, high-quality content during the pre-launch, even if you don't buy
How to avoid buying on impulse
Deadlines are real, but so is buyer's remorse. Before the cart opens, decide your budget and what you need the program to deliver. Then use our checklist on how to evaluate an online course and check the refund policy before you buy.
We cover programs around their launch windows in our reviews section.