The online education industry has created exciting opportunities for both subject-matter experts and entrepreneurs who know how to build, market, and sell digital products. Course co-production is one of the fastest-growing models in this space, allowing experts to share knowledge while co-producers handle the technical, marketing, and business aspects.
But even with great partnerships, problems can arise if the business side isn’t clearly defined. This is why having a win-win co-production agreement is so important. A strong agreement builds trust, protects both parties, and ensures the partnership thrives long-term.
In this article, we’ll explore how to structure an agreement that benefits everyone involved, covering the essential elements you need to include.
Why an Agreement Is Crucial
When enthusiasm is high, many new co-producers and creators jump into projects without defining terms. At first, things run smoothly, but disagreements often surface later:
- Who owns the content?
- How will revenue be split?
- What happens if one partner doesn’t deliver on time?
- How will refunds and customer support be handled?
Without clear answers, partnerships can quickly dissolve. An agreement prevents misunderstandings and creates a roadmap for collaboration.
Think of it less as a rigid contract and more as a partnership blueprint—a document that guides decisions and sets expectations from day one.
Key Principles of a Win-Win Agreement
A good co-production agreement should:
- Be fair and balanced – neither party should feel exploited.
- Be clear and specific – avoid vague terms that can be misinterpreted.
- Encourage long-term collaboration – structure it so both partners want to continue working together.
- Protect both sides legally – cover ownership, rights, and liabilities.
- Be adaptable – allow for adjustments as the partnership evolves.
Now let’s break down the main components.
1. Define the Parties and Roles
Start by clearly identifying who the agreement is between:
- The Course Creator (Expert) – provides knowledge, records lessons, engages with students.
- The Co-Producer (Partner) – manages production, marketing, sales, and support.
Specify each person’s responsibilities. For example:
- The creator must deliver content by specific deadlines.
- The co-producer must manage sales funnels, payment systems, and customer service.
Defining roles avoids confusion and prevents tasks from falling through the cracks.
2. Outline Ownership and Intellectual Property (IP)
This section is critical. Who owns the course content? In most cases:
- The creator owns the knowledge and educational material (scripts, videos, slides).
- The co-producer may own the marketing assets (sales pages, ads, funnel designs).
To avoid conflict, specify:
- Whether either party can use the content outside the partnership.
- What happens to the course if the partnership ends.
- Whether new versions or updates require mutual approval.
A balanced approach ensures both partners feel secure while protecting the long-term viability of the course.
3. Revenue Sharing and Payments
Revenue splits are the heart of a co-production agreement. The split should reflect each party’s contribution. Common models include:
- 50/50 when both partners contribute equally (expertise + marketing).
- 60/40 in favor of the expert if they bring a strong audience.
- 70/30 in favor of the co-producer if they handle almost everything except content.
Key details to include:
- How and when payments are distributed (monthly, quarterly).
- Which platform or payment processor will be used (Stripe, PayPal).
- How expenses (ads, hosting fees) will be deducted before profit is split.
Transparency in finances builds trust and avoids resentment.
4. Handling Refunds and Customer Support
Every course will have some refund requests or customer questions. Decide in advance:
- Who is responsible for processing refunds.
- How refund policies will be communicated to students.
- Who handles ongoing customer support and response times.
If ignored, this area can cause friction and damage the course’s reputation.
5. Deadlines and Deliverables
Set clear timelines for:
- Content creation (scripts, videos, resources).
- Marketing tasks (sales page, email sequences, funnel setup).
- Launch date and promotional calendar.
Include consequences for missed deadlines, such as delaying the launch or adjusting the revenue split. Accountability keeps both sides committed.
6. Marketing and Promotion Responsibilities
Marketing is often the co-producer’s main role, but creators also contribute by engaging their audience. Clarify:
- Whether the creator must promote the course on their social media, newsletter, or podcast.
- Who funds and manages paid ads.
- What metrics will be tracked (conversion rates, ROI, sales).
Agreeing on expectations upfront prevents disappointment later.
7. Confidentiality and Non-Compete Clauses
Protect sensitive information with confidentiality clauses. Examples:
- Neither party may share financial data with outsiders.
- Neither party may use student emails for unrelated offers without consent.
A non-compete clause may also be useful: preventing either partner from launching a nearly identical course with a different partner within a set timeframe.
8. Termination and Exit Strategy
Not all partnerships last forever. Define what happens if either party wants to exit:
- Will the course be shut down or continued by one party?
- Will one partner buy out the other?
- Will past revenue be honored for a set period?
Having an exit strategy protects both sides and avoids messy disputes.
9. Dispute Resolution
No matter how well you plan, disagreements may arise. Include a section on how disputes will be handled:
- Mediation before legal action.
- Jurisdiction (which state/country’s laws apply).
- Agreement on arbitration if needed.
This keeps small disagreements from escalating into costly battles.
10. Duration of the Agreement
Finally, define the length of the agreement. Options include:
- Project-based: valid for one course launch.
- Ongoing: valid until one party chooses to end the partnership.
- Renewable: valid for one year, automatically renewed unless either side opts out.
The best choice depends on the scope of the project and the level of commitment both partners want.
Example Agreement Structure
Here’s a simplified outline you can adapt:
- Parties: Names and contact details.
- Roles: Specific responsibilities of creator and co-producer.
- Ownership: Who owns course content, branding, and marketing assets.
- Revenue: Percentage split, payment processor, payment schedule.
- Expenses: Which costs are shared and how.
- Deadlines: Key dates for content and launch.
- Refunds & Support: How students are supported post-purchase.
- Promotion: Commitments for marketing and outreach.
- Confidentiality: Rules for sensitive information.
- Termination: How the partnership ends and next steps.
- Dispute Resolution: Agreed process for conflicts.
- Duration: Agreement validity period.
This structure can be adjusted depending on the size of the project and the trust level between partners.
How to Keep It Win-Win
Beyond the legal terms, the tone of your agreement should reflect partnership, not competition. Practical tips:
- Use simple, understandable language.
- Review the agreement together before signing.
- Revisit the document after the first launch to see if adjustments are needed.
- Approach the agreement as a way to strengthen the relationship, not limit it.
Remember: the best agreements are those you rarely need to reference because both parties feel secure and aligned.
Final Thoughts
A co-production agreement isn’t just paperwork—it’s the foundation of a successful partnership. By clearly defining roles, revenue sharing, ownership, and expectations, you protect both sides and set the stage for long-term collaboration.
When structured as a win-win, these agreements give creators the freedom to focus on teaching, while co-producers confidently handle the business side. The result is a sustainable, scalable course that benefits everyone—including the students whose lives are transformed by the content.
If you’re serious about building a co-production business, take agreements seriously. They’re not just about avoiding problems—they’re about creating clarity, trust, and mutual growth.