When you’re about to start a co-production, it’s tempting to jump right into the exciting parts: designing the course, talking about marketing strategies, or imagining the launch numbers. But before anything else happens, there’s a tool that defines the success (or failure) of everything that follows: the briefing.
A strong co-production briefing is not a formality — it’s your north star. It aligns expectations, defines roles, prevents conflict, and creates clarity for everyone involved. Without it, you may both be building the same house, but drawing from two different blueprints.
So, what exactly should a great co-production briefing include?
Start with the “Why”
Before discussing what the course will cover or how it will be marketed, start with the expert’s why. Ask:
- Why do you want to create this course?
- What transformation do you want your students to experience?
- What would a successful launch look like for you — beyond revenue?
These questions help the expert reconnect with the mission behind the idea, which is essential when things get hard. It also helps you, the co-producer, understand what’s really at stake.
Define the Audience Clearly
One of the biggest mistakes in co-productions is trying to make a course for “everyone.” That leads to generic content and weak marketing. A briefing must clearly define:
- Who is the ideal student?
- What problem are they facing right now?
- What have they already tried that didn’t work?
- What are they hoping to achieve?
The more specific the persona, the easier it is to create content and offers that actually connect.
Clarify the Offer
Many experts want to put “everything they know” into the course. That’s a trap. A good offer solves one clear problem with one clear promise.
Use the briefing to extract:
- What is the course promise in one sentence?
- What’s the core transformation?
- How long will the course be?
- Will there be bonuses, lives, a community?
This is where the co-producer can guide the expert away from feature-stuffing and toward value clarity.
Set Roles and Responsibilities
Co-production is a partnership. But it only works if each side knows what they are responsible for. A detailed section of the briefing should list:
Expert:
- Creates lesson outlines
- Records videos
- Approves copy and design
- Engages with students
Co-Producer:
- Plans the project timeline
- Designs the sales funnel
- Manages tech stack and uploads
- Oversees marketing and launch
Overlap should be minimized. If something is shared, assign a lead and a support role.
Timeline with Milestones
Use the briefing to co-create a realistic production calendar. Don’t just write deadlines — define milestones:
- Course structure finalized by [date]
- Module recordings completed by [date]
- Landing page copy approved by [date]
- Pre-launch content begins [date]
Add a buffer for each phase. Real life happens. Experts get sick, co-producers get overwhelmed. Planning for delays is not pessimism — it’s professional.
Discuss the Revenue Model
Money conversations can feel uncomfortable, but avoiding them is worse. Your briefing must detail:
- Revenue split (percentage for each)
- Payment method and frequency
- Responsibility for expenses (ads, platforms, editors)
- What happens if the launch flops?
Also, clarify future revenue from:
- Evergreen funnel?
- Replays?
- Licensing?
Get this in writing, signed if possible, even if you trust each other. Clarity now saves conflict later.
Platform and Tech Stack
Many launches fall apart because the team chose tools that were too complex — or didn’t talk about it at all.
Define:
- Where will the course be hosted?
- Which email platform will be used?
- Will there be a community (WhatsApp, Discord, Facebook)?
- Who sets it up? Who maintains it?
Also discuss passwords, logins, and ownership. Will both have access to all tools? Who holds the master accounts?
Communication and Workflow
Every co-production needs a communication rhythm. Otherwise, tasks get lost in DMs and feedback is scattered. In the briefing, agree on:
- Main tool for communication (Slack, WhatsApp, Trello)
- Weekly or biweekly check-ins
- Preferred format for delivering drafts
- How feedback is given and approved
- Deadline reminders and follow-ups
Also decide: if someone disappears or delays, how will it be handled? Co-productions fail not because people argue — but because they stop talking.
Branding and Tone
Even if the expert has an existing personal brand, the course is a product. It needs intentional tone and style. Define together:
- What feeling should the course create? (Trust, joy, clarity, transformation)
- Is the tone casual, professional, inspirational, humorous?
- Colors, fonts, visual identity
- Reference brands or competitors they admire
This avoids disconnects between the expert’s personality and the course’s visual and narrative expression.
Pre-launch Strategy Outline
You don’t need to plan every post or email during the briefing. But you do need to align on the overall strategy. Cover:
- Type of launch (live, evergreen, hybrid)
- Will there be a webinar? Challenge? Email-only?
- What platforms will be used for outreach?
- Is paid traffic part of the plan?
- Will the expert go live, record videos, write emails?
This shapes how the launch will feel — whether high-energy or more evergreen and low-key — and prepares the expert for their role.
Define Success Metrics
What does success look like?
- Revenue goals?
- Number of enrollments?
- Completion rates?
- Testimonials collected?
- Referrals or licensing opportunities?
Discuss both quantitative and qualitative goals. Maybe it’s the first launch and you care more about feedback than sales. Maybe you’re testing an idea to see if it deserves a bigger funnel. Clarity on this reduces pressure and boosts strategic thinking.
Include a “What If” Clause
Real life happens. So use the briefing to scenario plan:
- What if the expert takes too long?
- What if the co-producer gets overwhelmed?
- What if something outside the scope is requested?
- What if there’s a conflict of vision?
Include your preferred method of resolution. A mediator? Pausing the project? Splitting tasks differently?
This clause might never be used — but it will make both parties feel more secure.
Get it Signed and Saved
It doesn’t need to be a legal contract (though in big deals, that’s ideal). But the briefing should end with:
- A clear agreement
- Signatures or at least typed names and agreement checkboxes
- Saved in Google Drive or shared project folder
It shows that this project matters — and sets the tone of professionalism for everything that follows.
Final Word
A great co-production doesn’t start with an idea. It starts with alignment. A detailed, thoughtful briefing saves time, prevents drama, and creates trust.
It’s not just a document. It’s your shared vision — made visible.
The best co-producers don’t just organize tasks. They organize expectations. That’s the real secret to a launch that not only works, but lasts.