Why founders undercharge

Low prices don't attract more students.
They attract the wrong students.

The instinct is to price low to attract students — ‘I'll build an audience first and raise prices later.’ The result is a school that fills with students who are sensitive to price and insensitive to quality. More importantly: a school priced too low is not sustainable. A founder who charges €20 per session is earning less per hour than they would teaching in a state school, without the pension, the sick pay, or the holidays. Price signals quality.

The alternative cost framework

Don't price against other online courses.
Price against what the alternative would cost.

💡The alternative cost framework
A student who would otherwise pay €60/hour for a private tutor is comparing your structured 4-week course to that. A school that delivers 8 hours of structured teaching plus materials at €180 total is dramatically cheaper than 8 hours of private tuition at €480 — and the comparison makes the value obvious. Use this framing in your listing copy.
Tuition ranges by format

What the market bears
at each format and subject level.

Format
Price range
Notes
1:1 session (60 min)
€45–90/session
Premium pricing — personal attention justified
Small group (3–6 students, 60 min)
€25–50/student/session
Most common format for new founders
4-week intensive (8 sessions)
€120–300/student
Committed enrolment, better student engagement
Term-length programme (10–12 weeks)
€200–500/student
Strong for GCSE/A-Level exam preparation
Asynchronous course (student-paced)
€50–150/student
No live teaching time — scales independently