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Lesson 5 of 7

Pricing, payments and currency across borders

~9 min

Learning objectives

  • Price an offer for an international audience
  • Take payment from clients in any country
  • Decide which currencies to show
  • Reduce friction in the international checkout

Price for the value, not your local rent

Many coaches under-price internationally because they anchor on what 'feels normal' in their city. A client in Dubai, Zurich or New York comparing your offer will judge value against their local benchmark — which is often 2–4× higher than UK regional pricing.

Price your online offer based on outcome, transformation and the size of the problem you solve for the client — not on what the gym up the road charges.

Payment rails that actually work globally

Use a payment provider that supports international cards, multiple currencies and recurring billing — Stripe (via MEM), Wise, PayPal as a backup. Avoid bank transfer-only setups: they kill conversion abroad.

Inside MEM, set up your Stripe-connected products so clients in any supported country can pay in a few taps. Add saved card support for recurring monthly packages.

Currencies, taxes and the boring stuff that matters

Pick a primary currency (usually GBP, EUR or USD) and show 'from' prices in that currency. Be transparent: 'Prices in GBP. International cards welcome.' This reduces refund/chargeback risk.

Speak to an accountant about VAT, MOSS, and how to invoice international clients legally from your country. Don't guess — get this right once and forget about it.

Founder insight — Derrick Twum

MEM's coach Stripe integration is built so a coach in the UK can sell a recurring monthly package to a client in another country without writing a single line of payment code. The job for the coach is pricing and clarity — the platform handles the rails.

Key takeaway

Price for outcome, take payment internationally with a real provider, and get tax advice once so you can stop worrying about it.

Reflection questions

  1. 1What does your closest competitor in your beachhead market charge?
  2. 2Can a client in 3 different countries pay you today, in under 60 seconds?
  3. 3Which currency will you show as primary?
  4. 4Have you spoken to an accountant about international invoicing?

Action task

Set a new monthly price for your global online offer, connect Stripe inside MEM, and run one test checkout end-to-end.

Worksheet

Work through these prompts. Answers save to this device.

Answers are saved to this device only. Cloud sync coming soon.

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