Jay Clouse’s Flagship Offer – The Lab

This week's featured Flagship Offer is Jay Clouse's Lab.

Here's the scoop...

🔍 What Is It?

Type Of Offer: Community

Elevator Pitch: Jay's Lab is a community of full time creators looking to "experiment, learn and grow together."

Notes On Offer Type: This type of offer takes a decent amount of leverage (and a fair amount of volume), while also usually being a fairly large amount of work as well.

Bonus Information: While other communities may charge monthly or quarterly prices that end up being $50 or so a month, Jay is able to charge $2,000 per year (paid yearly in one shot) by positioning it as a highly curated, higher ticket community.

🎯 Jay's Value Proposition

Jay's newsletter value proposition sends "experiments, expert insights, and proven strategies to grow your audience, build trust, and boost your income" and joining his Lab is the ultimate way for him to deliver on this promise.

🧩 What Do You Get?

Jay has experimented with different price points and tiers, but he currently has three of them that are doing well:

• Basic: Access to courses, workshops, CreatorHQ, and some extras.
• Standard: Access to Basic, community and a slew of community extras.
• VIP: Access to Standard and Quarterly 1:1 calls with Jay.

Quick Comparison:

The Basic Tier is less of a fully-fledged community and more access to all of Jay's courses (for an awesome price), and a basic forum.

The Standard Tier is the core offer, giving you access to everything in the full community, but only restricting access to a quarterly 1:1 call with Jay.

The VIP Tier does a great job for price anchoring (marketing psychology), while still adding value for the members who could use an extra layer of personalized access to Jay.

💸 How Much Does It Cost?

Each level costs a bit more and Jay uses price anchoring with his final tier.

• Basic: $699 per year
• Standard: $1999 per year
• VIP: $3999 per year

💡 Quick Insights:

As we'll see below, Jay started without the Basic Tier but added it in about 7 months after launching The Lab.

This tier allows him to drive even more traffic to The Lab as his Flagship Offer because he is now able to serve lower ticket members with a great deal on his learning material as well.

We'll also learn that Jay started his VIP Tier priced much lower but slowly increased the price. It now does an incredible job with price anchoring, making the $1999 Standard Tier look like a no-brainer deal.

⚡ Why This Works [For Jay]

Jay is a jack of all trades and brings creators from all different worlds and platforms together.

His community isn't just YouTubers or freelancers, it's made up creators making a full time income doing a slew of different things in a wide variety of fields and niches.

Which is perfect for Jay, the founder of Creator Science, that sets out to experiment and help creators in all aspects.

🤔 Would This Work For You?

Communities can be a powerful offer, but they aren't for everyone.

They require:

• Time and Effort: Managing a community means consistently providing value, moderating discussions, and keeping members engaged.
• Volume: Most communities thrive on having a significant number of active members to keep conversations lively and valuable.
• Authority: If you have a decent-sized audience and the authority Jay has built, you could attempt to curate a higher-ticket community like his.

📌 Bonus Note

Jay curates his community, keeping it restricted by application.

This is something Jay changed, originally having it restricted by a number cap instead of application. Now the community hovers around the same 200 or so members but ends up getting an even higher caliber of creator.

This makes it feel more exclusive (increasing the perceived value), while also making sure all the creators meet a criteria that allows the community to stay at the level needed to be as valuable as it is.

📈 Scaling The Flagship Offer

As we have learned in deep dives like How To Develop & Level Up Your Flagship Offer, there are many ways to iterate and grow with your Flagship Offer.

Jay launched this offer back in March 2022 and originally had only two tiers:

1. Standard: $999
2. VIP: $1999

You can see that many of the same features still exist today, but he launched it for a far cheaper price, built it up, made it feel lived in, iterated, and then increased the price.

By December 2022 the lab was already listed at:

1. Standard: $1499
2. VIP: $2499

And then by March of 2023 he added a new tier (the basic tier that exists today), while increasing the prices again:

1. Starter: $699
2. Standard: $1999
3. VIP: $2999

At this point Jay seemed to find his sweet spot, with the three tier pricing remaining at those price points up until around June of 2024 when he increased his VIP tier to what we see it priced at today: $3999!

📊 Evolving The Flagship Offer

Not only did Jay slowly develop this offer over time, slowly increasing the price and even adding a new tier, but it also wasn't always his Flagship Offer.

Jay rebranded to Creator Science shortly after launching The Lab in 2022.

Prior to that Jay was branded as Creative Companion and selling a large suite of courses and workshops (I counted about 6 courses and 10 workshops), and a decent amount of them were geared towards freelancers.

But if we go wayyy back to 2017 Jay had quit his job to begin running a 12-week Mastermind called Unreal Collective.

(Jay was always great at bringing groups of awesome people together!)

And while I won't do a full breakdown of Jay's journey from Unreal Collective to Smart Passive Income's lead community organizer, all the way to full course stack leading to The Lab, I do want to make a note about the journey.

Jay had a Flagship Offer—his Unreal Collective. Then Jay went on a long journey, growing his brand wider and riding the waves. He ran tests (in true Jay Creator Science fashion) and eventually launched what is now the Flagship Offer making him nearly half a million dollars a year.

💡 The Takeaway?

Ride the waves. Test. Learn. Grow.