What I’d do now if I wanted to launch a group programme in September
If I were starting from scratch - or just coming back after a bit of a break, and wanted to launch a group programme in September, here’s exactly what I’d do.
No stressful overly complex launch plans. Just a steady build that feels good, gets seen by the right people, and attracts the kind of clients I actually want in the room.
It’s mid May as I’m writing this. That gives you three solid months. Plenty of time - if you focus on the right things.
1. I’d choose one core problem (and make sure it’s a bleeding neck one)
Before getting caught up in modules or frameworks, I’d get crystal clear on the one big problem the programme solves.
The economy is tough right now and people are not investing in ‘nice to have’ solutions. So I’d look for a bleeding neck problem that my ideal client has to solve now (and is already trying to fix).
Something that’s costing them time, money, energy or peace of mind right now.
They’re not wondering if they need help. They’re actively Googling, venting to friends, or white-knuckling their way through it.
If I was feeling fuzzy, I’d use AI to help. I’d give it a persona—my dream client—and ask:
What’s keeping them up at night?
What are they already trying?
What are they scared to admit?
What words would they actually use to describe it?
This doesn’t replace your own insight, but it’s a great mirror. You’ll quickly see if you’re solving something meaningful or just offering a nice-to-have.
And once you know the problem you’re solving, everything else gets easier—the messaging, the emails, the sales strategy. Because people don’t need convincing when the problem is clear and urgent.
2. I’d get really visible now - in one core place
There is no need to be everywhere, and trying to be everywhere will dilute your strategy.
I’d focus on one core platform (for me, that’s Facebook - my profile and group) and pair that with my email list.
That might look different for you. Maybe it’s Instagram. Maybe it’s LinkedIn. Choose the space where you already feel connected to your audience, or where you’re ready to build that connection.
Half the battle is consistency. So many people just engage their audience when they want to sell something. That’s pretty crappy marketing.
Instead, you build long-term trust by being the person who consistently shows up with a strong point of view.
Don’t just churn out content. Share what you think. Start conversations. Build relationships.
3. I’d start talking about the problem before I’d even named the offer
I wouldn’t rush into naming the programme or building a sales page. I’d start by talking about the problem the programme is here to solve.
I’d start sharing honest, grounded posts like:
“Here’s what I’ve been noticing with clients lately…”
“This is the pattern that keeps people stuck—and how to shift it.”
“Something I keep hearing is [insert common insight or struggle]…”
The goal is to get everyone who has this problem tuned into your content. Their ears prick up. Suddenly you have their attention - even if they weren’t listening before.
This kind of content does two things:
It helps you shape the offer as you learn what content resonates and gets traction and which falls flat
It builds desire for the programme before you even mention it.
4. I’d focus on growing my audience further
I’d ask:
How am I going to add 200–300 new people to my audience - people who are already grappling with the problem this programme solves?
Because selling is so much easier when you’ve got the right people in front of you.
If I already had an audience (like my email list and Facebook group), I’d focus on growing these platforms, with whatever strategy has been working for me.
I’d keep it simple:
Revisit (or create) a lead magnet that’s directly aligned with the programme
Run Facebook ads to that lead magnet consistently from May through July (I’d probably reduce the budget or stop completely during August when everyone in the UK goes on holiday)
Once on my list, how can I start conversations and encourage subscribers to engage with more content, especially videos and stuff with my face in it so I’m not just some faceless stranger from the internet
Check in weekly: Is my list growing? Are the right people engaging?
If I were starting fresh, I’d focus on getting in front of other people’s audiences first - borrowing reach through guest content, interviews, partnerships, or simply being active in the right places. I’d focus on bringing those who are the right fit into my world. This could look like inviting them to a workshop I’m hosting, or offering them an aligned lead magnet to invite them onto my email list.
Strong point of view + clear lead magnet + consistent traffic = a warm pool of potential clients.
5. I’d test the idea quietly before finalising the offer
If it was a brand new programme, I wouldn’t just trust my gut - I’d share the shape of the offer and ask for feedback.
That could look like:
A few short calls with past or current clients
A simple Google Doc outlining the offer, shared with people I trust
A casual post in my group asking for feedback my offer
That’s exactly what I did with my Mastermind. The feedback shaped the offer (I added in-person meet ups as a result) and helped me get clear on who it was for - and just as importantly, who it wasn’t.
This kind of research isn’t about asking people to design the programme (and it’s definitely not about asking people their opinion on the price).
It’s asking stuff like:
What resonated with you?
Would you join something like this? Why or why not?
Anything you’d add or change to make this even better?
And sometimes, it’s what helps someone say yes early, before you’ve even officially launched.
6. I’d decide how I’m going to sell it
Before writing a word of sales copy, I’d get clear on how I want to sell.
Will I use DMs and private invites?
Do I want to use a Google Doc or something more polished?
Will I offer short calls to help people decide?
There’s no one right way. But making this decision early helps you avoid that “I’m marketing, but no one’s buying” feeling later.
If it’s a more intimate group, I might keep it really simple: a short Google Doc and some quiet invites.
If it’s a bigger programme or a higher price point, I’d lean into email sequences and invitations to sales calls, so people have a space to ask questions and feel supported.
6. I’d sell quietly behind the scenes in July
Once I’d built some interest, I’d start inviting people privately in July.
That could be:
Past clients
People who’ve replied to emails or DMs
Anyone who’s been quietly circling for a while
The message would be simple:
“Hey, I’m opening up a new group for [X] in September. I thought of you while putting it together—want to see the details?”
No pressure. Just an open door for people who already trust you.
7. I’d take August off (but still show up)
I always take August off. It’s non-negotiable time with my son, a break from the screen, and space to reset.
But I’d still be visible.
I’d schedule a few light-touch emails and Facebook posts to keep things warm:
A reminder that something’s coming
A short story about why I created the programme
A gentle CTA to join the waitlist or message me for details
That way, when I return in September, I’m not rewarming a cold audience.
8. I’d go all in on sales in September, with a workshop to convert the ‘maybe’ crowd
I’d block out three weeks in September to focus on sales.
But I wouldn’t do a traditional high pressure launch with 5 live trainings and 20 high-pressure emails (because I find this exhausting and terrible for my nervous system).
Instead, I’d run a live workshop designed to help people decide.
Not to convince, but to share my point of view on the problem and my solution.
I’d speak to what they’re sitting with. I’d show them what’s possible on the other side. And I’d make it easy to say yes - if it’s the right fit.
Then I’d follow up with 5-7 emails which share all the details. I’d follow up with anyone who had showed interest, sending voicenotes or personalised videos to give the process a human touch.
Final thoughts
If I wanted to launch a group programme in September, I wouldn’t wait until the end of summer to start.
I’d begin now by:
Growing my audience with the right lead magnet
Warming them up with real, personal content
Testing the idea before finalising the offer
Choosing my sales process early
And planting seeds long before the doors open
This approach doesn’t just make launching easier.
It makes it lighter.
And it keeps me connected to the people I actually want to work with, all the way through.
Want more support to launch your group programme?
If you're planning to launch a group programme and want a clear, simple path to do it without the stress, Serve at Scale School is a great place to start.
It’s a free training where I walk you through:
✅ The business model that’s helped me grow a sustainable, spacious business with just one core offer
✅ How to design a group programme that delivers results and is easy for the right people to say yes to
✅ The simple systems I use to bring in clients consistently—without shouting or burning out
You’ll learn how to build a group offer that fits you, serves your clients deeply, and grows in a way that lasts.