Why Is The Price Of TAO Increasing?

Soon, the price of TAO will increase to $97 per month. 🚀

Before you hyperventilate and panic, listen to this podcast episode so you understand why. 🙏😍

I also recorded a whole workshop about “Why Courses Cost So Much Money” that you can watch on demand the link is at the end of this post.

If you are a paying member, you are grandfathered in, and nothing will change as long as you keep your subscription active. In fact, you will get 1000% more value as time goes by as a thank-you for your loyalty to TAO and the community.


In this episode, I want to talk to you about why the price of TAO is increasing.

If you are wondering why it’s going up, then listen to this and I’ll explain everything to you.

And if you have any questions at all, then please do leave a comment below, send me an email, or contact me in some way, and I’ll happily explain anything that’s going on.

So the price of TAO is increasing, and it will continue to increase every six months, or every year or so, as I continue to grow TAO.

But first of all, guys, before you panic, whatever price point you are paying right now, that is what you’ll keep paying as long as you’re a member of TAO.

Nothing will be removed. You’re not losing access as long as you’re a member.

In fact, I’m just adding more and more and more, and you’ll get more and more value for your money.

So in return for your loyalty, you will be grandfathered in, so you can keep paying the lower price while you are reaping the rewards.

However, if you do cancel your account with TAO and come back in a month, in two months, or come back in a year, then you will have to pay the increased price to come back because that’s just how it works.

So if you are grandfathered into the current price, then great, keep paying that, because you are getting an absolute bargain.

Now, why is the price of TAO increasing?

Well, simply put, guys, it comes down to costs and money.

There is a great clip of The Office, the American version of The Office, where Michael Scott meets with his bank manager to discuss his business, and why they’re not making money.

So I’m going to leave that underneath here as a link.

Please go and make sure you watch that.

Please pause this audio here; go and watch that because it perfectly illustrates exactly why the price of TAO is increasing.

Whether you like The Office or not doesn’t matter, just watch that. It’s a two-minute clip.

Go and watch that and come back and listen to the rest of this audio, and this will make perfect sense to you.

Because what happens is, people often assume that if you get more business, then you make more money.

And that is the case in some way, but also, as you get more customers, your costs as a creator increases, and the costs to run your business increase.

Everything goes up.

Literally, everything from your hosting, to your software bills, to your data bills, to your affiliate commissions, to the time spent on certain aspects of your business that you never thought was needed. Things go out of balance.

When I first started back in 2018, my first price point for TAO was $6.99 a month.

And I was happy with that because $6.99 a month, I had roughly 100 members within the first few months, and I was happy.

I was super happy. I was like, “Oh, my God. This is amazing.”

But then, obviously, at that point, I realized that I wasn’t getting paid enough, because once you take away the amount of time you spend, the number of resources you need, and the money you have to reinvest in the business, I was actually losing money. 😫

So it goes to show that…

Again, if you watch the video underneath here from The Office, that perfectly illustrates the incremental price rises, the variables you have to have to increase the prices as you get busier and busier.

Because when you get more customers, your time is spent differently.

You spend more time on admin tasks; you spend more time on maintenance, and you spend more time hiring freelancers to fix certain issues.

You have to hire certain programmers and whatnot to help you develop your site because, at certain points, I reached the level of my incompetence.

I reached the level where I can’t figure out how to fix things, so I have to hire people to fix it for me, which costs thousands of dollars, which means I have to get thousands of dollars from the TAO membership, which means I start making less and less and less and less money.

I’ll quickly rattle off a very, very small list here of things that I have to pay for, that obviously when I first started four years ago, I didn’t know about, I didn’t care about, because I was quite happy just doing my thing.

But obviously, as time goes by, you started going, “Oh, my God, I didn’t think of that. Oh, my God, I didn’t think of that. Oh, my God, I didn’t think of that. Oh, my God, I have to pay for that as well? Oh, my God.”

And you start going, “Oh man, there’s so much to think about here, so much to pay for, and I didn’t even realize.”

And that is why the price will go up. So there are many, many things.

For example, the first one is just time. Time.

The time I spend on my business.

Currently, against my doctor’s advice, I do work seven days a week, and so obviously, I spend literally thousands of hours a year on my business.

And then also you have things like courses that I have to buy myself to educate myself so that I can educate you guys.

They cost many, many, many, many, many, many, many thousands.

The last course I purchased cost $18,000.

So if you take the monthly fee you’re paying, divide that by $18,000, then you’ll realize how many monthly payments I’ve invested into myself.

But ultimately, that comes back to you because I’m going to pass that knowledge onto you in some form, in some of my training.

You have things like taxes, affiliate commissions, insurance, and accountancy fees.

You have bank charges, which are an absolute nightmare—processing fees.

You have dispute charges; you have chargeback charges, you have maintenance costs, you have site development costs, you have incremental costs of users, and things like data, user accounts, consumption, and support tickets.

You have things that are difficult to project to, things like sickness.

You have also things like time invested in coaching because, inside TAO, I spend a lot of time on one-to-one calls with my students.

So right now as I’m recording this here, I’m offering over five one-to-one calls per person during the six-month period for the 180-day implementation plan.

And again, that is time out of my day, and I’ve only got X amount of time.

So it means that the more calls I make, the less money I make because I have less time to spend on the money-making activities that bring in the traffic to my business.

And then of course, for example, I could hire somebody to bring new business into my business.

But guess what?

That costs money. 🥳🥳

And how do I pay for that?

By increasing the price of TAO. So around and around and around in circles we go.

So I’m hoping you can understand guys, that is the reason why I’m putting the price up for TAO, not for existing members, only for new members.

The reason I’m putting the price up is that I need to pay my bills because my monthly running costs for TAO are in the many, many, many, many, many thousands.

And I’m trying to project forward, and obviously, I’ve got goals I want to reach, I’ve got places I want to go with TAO, and obviously to do that, to get the software and to get the development sorted, and do the things I want to do, I have to have the money to do it.

And to do that I have to charge more money.

And so think of it in a way where, by me charging more, I can offer a better service.

It’s that simple. It is literally that simple.

If I don’t put the price up, then things will just flat line, and eventually, I will burn out, and eventually I will just simply stop doing TAO altogether because I can’t afford to keep a roof off my head.

So it really is that simple.

Again, I would urge you to jump on underneath this audio on the page here, and there’ll be a video going to the clip from The Office.

Go and watch that, because it literally perfectly demonstrates business in terms of crunching the numbers, and you’ll understand exactly what I’m talking about.

Because at the end of the day, guys, business doesn’t care about my feelings.

I know you guys probably don’t care about my feelings, because you’re customers, you have your own goals, your own purposes and so on, but at the end of the day, the numbers are the numbers, and so unless I put the price up, then the numbers don’t add up.

The numbers don’t crunch the way I want them to, because that’s just business. And so that’s why I’m putting the price up.

So hopefully you understand that.

Hopefully that is something that you can relate to, because you know yourself, with your life and so on, if someone suddenly started to increase your monthly bills by 5% or 10% per month over the course of the next 15 months, at what point do you realize, “Oh, I’m actually running out of money here. I need to put the prices up?”

That’s essentially what’s happening to me and inside TAO.

Because I’m trying to expand, I’m trying to do better things, I want to have a better place for you to be and learn, so it’s a win-win-win for all of us. And to do that, the price needs to go up.

So be aware, guys, that it will go up again and again and again and again.

I think, eventually, the final price point for TAO will either be $197, or $297 per month.

Just so you understand that.

So it will be well worth your time to stick around because you are investing in me long term by sticking around, and I really, really truly appreciate that so much because you are the reason I’m able to build this business in the first place, you’re the reason I’m here.

I love doing what I do.

I love having one-to-one calls.

I love seeing people having these aha moments where suddenly some light is shun in their eyes of stuff they haven’t seen before and never realized before.

And it’s a real treat for me to see people getting results.

It’s a real treat for me to see people actually get traffic from Google, and actually start building their business.

So I do want to say thank you to all of you for being here, because it really does mean the world to me.

So hopefully that makes sense.

And by you being here, you’re the early adopters, and as time goes by, you can reap the rewards for that by sticking around and showing me the loyalty that you can give me, and I’ll do the same in return, by giving you a fantastic service.

So guys, hope that makes sense, and please click the link below, check out The Office clip, and any questions, let me know. Cheers.

I recorded a workshop to deep dive into the reality of course prices:

The Inside Scoop on Why Information Products and Coaching Cost So Much from a Course Creator and Mentor’s Perspective

Learning Outcome

Have you ever seen the price tag of a course and thought, “What the hell??? Why do you charge $5,000 for this???”

I invite you to join me for an eye-opening session as I take you through the information products and 1-1 coaching industry.

As a seasoned course creator and mentor, I will share my insights and expertise on why these products and services often come with a high price tag and where your money goes.

This is a unique opportunity to deepen your understanding of this lucrative market and uncover the secrets to its success. Don’t miss out on this chance to learn from my first-hand experience and expand your knowledge.

Click here to delve into this workshop.

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