How does my framework, book or keynote become recurring revenue?
By turning the framework into an assessment that coaches and consultants buy per use, under your name and at a price you set. That is how Esperto turns a keynote, a book or a consulting method into recurring revenue: your model becomes a scored instrument, Esperto builds and hosts it, a few hundred coaches and consultants on the platform deploy it with their own clients, and you earn on every assessment sold without delivering a single session yourself. The IP stays 100% yours. The commercial model is a shared investment with revenue share. Build Together. Grow Together.
- Recurring revenue comes from use, not from your calendar: every time a coach runs your assessment with a client, you earn. No keynote to give, no workshop to deliver.
- The coach is the sales force: coaches and consultants buy your assessment per use, with no subscription, and build their own debrief, workshop or program around it.
- You set the price: you are the price-setter for your own instrument, per assessment and per report type (personal, team, organization).
- Licensing your IP without a licensing department: you license the model once, to the platform, and Esperto handles the contract, payment and delivery between every coach and every client.
- Certification and train-the-trainer are optional layers: per instrument you decide whether coaches can deploy it directly, after a recorded onboarding webinar, or only after full certification.
- Systematic instead of programmatic: an assessment lets a coach diagnose, act and re-measure with the same client. That repeat is what turns a one-off program into a system, and a system into recurring revenue.
- Proven with published authors: Verne Harnish (Scaling Up), Bill Isaacs (Pathfinder), Brendan Foley (The 5 States of Success) and Will Scott (Culture Clarity™, built from The Culture Fix®) run assessments built from their models on Esperto.
Or download the expert one-pager (PDF). No form, no email address needed.
How does a framework become recurring revenue?
A framework becomes recurring revenue when it stops needing you in the room. On Esperto that happens in four steps: your model becomes a scored assessment, the assessment is listed on the platform under your name, coaches and consultants deploy it with their clients and pay per use, and you receive your share of every sale for as long as the license runs.
Codify
Your framework becomes an assessment.
Esperto's Discover, Develop, Deliver process turns the dimensions of your model into a questionnaire, a scoring logic and a report written in your voice. You sign off every step. Esperto does the build.
List
It goes live under your name.
A landing page on espertoassessments.com, your branding on the assessment and on every report, and your price on the label. The IP stays yours, in the contract and in practice.
Deploy
Coaches run it with their clients.
A few hundred coaches and consultants already work through Esperto. They buy per assessment, with no subscription, and add their own debrief, workshop or program on top.
Earn
You are paid on every use.
Revenue is settled with you under the partnership agreement, with a specification of what sold. It keeps coming in whether you gave a keynote that month or not.
Licensing your IP
This is IP licensing without a licensing department. You license the model once, to the platform. Esperto handles the terms, the payment and the delivery for every coach and every client after that.
Certification and train-the-trainer
Optional layers on top, not conditions to start. If you run a certification program, the platform gates access to your assessment by certification level. How you run and price the certification is your call.
Systematic instead of programmatic
A keynote is programmatic: one delivery, one invoice, and your calendar is the ceiling. An assessment is systematic: it diagnoses, gives the coach a reason to act, and can be run again to measure progress. That repeat is where the recurring part comes from.
Who sells my assessment?
Coaches and consultants do, and they pay per use. Esperto is a pay-as-you-go platform for professional coaches and consultants: a free account, no subscription, no minimum volume, and a price per assessment that you set. A coach picks your instrument when it fits the client in front of them, runs it inside their own engagement, and comes back when it works. Your own network of practitioners can do the same on the same platform. Here is who does what.
The coach
Sells it to the client.
- Buys your assessment per use, at your listed price, with no subscription.
- Runs it with their own client, in their own engagement.
- Delivers the debrief, the workshop or the program around it.
- Keeps the client relationship. Esperto does not get between them.
You
Set the price and open the door.
- Set the listed price per assessment and per report type.
- Decide the certification level: direct, webinar, or certified only.
- Provide the expert video, one recorded onboarding webinar, a few testimonials and sample reports.
- Tell your own audience the instrument is live. Your list, your podcast, your next keynote.
Esperto
Builds, hosts and runs it.
- Builds the assessment with you and hosts it on GDPR-compliant infrastructure.
- Runs the landing page, billing, respondent support and versioning.
- Onboards coaches and features your instrument in its newsletter and co-marketing.
- Settles your share under the partnership agreement.
To be honest about volume: a few hundred coaches is a network, not a queue. The instruments that sell are the ones the expert launches into their own audience first; the platform's coaches add reach on top of that. What the coach sees on their side is described on the pay-as-you-go page.
What does a coach earn on it?
The margin between your listed price and what the coach charges their own client. A coach buys your assessment per use at the price you set, then decides what the debrief, the workshop or the program around it is worth to their client. That difference, plus the engagement the assessment opens up, is the coach's business. Esperto does not sit between the coach and the client, and neither do you. Three things follow from that for you as the expert.
Price for the coach's math.
A coach keeps using an instrument that makes them money. A listed price that leaves room for the coach's own service is what turns a first purchase into a habit, and a habit into your recurring revenue.
Certification is a second revenue line.
If you run a certification or train-the-trainer program, the platform gates access to your assessment by the level you choose: deploy directly, after a recorded onboarding webinar, or only after full certification. How you run and price that program is your call. Sold through the platform, it falls under the same revenue share as your assessment; run it yourself, and the platform simply gates access by level.
Repeat use is designed in.
Personal, team and 360 versions, and a re-measurement after six or twelve months, give the coach reasons to come back to the same instrument with the same client. Every one of those is a sale for you.
The coach is the price-setter toward their client, and you are the price-setter toward the coach. Keep those two roles separate and the model stays clean: nobody has to ask anybody's permission to make money.
What happens if nobody buys it?
Then nobody earns, Esperto included. That is the point of a revenue share: Esperto builds, hosts and operates your assessment at its own cost and risk, and only gets paid when it gets used. The annual contribution is the one thing you do not get back, which is exactly why it is there. It is the signal that you will launch the instrument rather than just own it. Two things reduce the risk, and they sit on both sides of the table.
What Esperto does to make it sell
- Pilots the assessment with your own community before launch, so a weak instrument is fixed before it is listed, not after.
- Gives it a landing page, a place in the assessment portfolio and a spot in the newsletter to the coach base.
- Removes the coach's entry barrier: no subscription, so a coach can try your instrument once with one client.
- Onboards coaches, answers their questions and keeps the instrument current with versioning.
What is expected from you
- A launch signal to your own audience: your list, your podcast, your next keynote, the coaches you already trained.
- An expert video and one recorded onboarding webinar, so coaches hear the model from you.
- A few testimonials and sample reports, so a coach can show a client what they will get.
- A listed price that works for a coach's math, not just for yours.
And if it still does not work: your IP stays yours and the contract lets you leave and take it with you. The exit is real, because a partnership only means something when you are free not to renew it. The details are on the host your assessment page.
How is this different from a lead-gen quiz?
A lead-gen quiz earns you an email address. An assessment earns you revenue. A quiz sorts visitors into a few types and hands you a lead to follow up. An assessment scores a person, a team or an organization on the dimensions of your model, produces a report in your voice that a coach can sell, and generates data that sharpens your framework over time. Both have a place in a thought leader's business. Only one of them is a product.
| Lead-gen quiz | Assessment on Esperto | |
|---|---|---|
| Purpose | Capture a lead for your funnel. | Diagnose and monitor for a paying client. |
| Who pays | Nobody. You pay for the quiz tool. | The coach, per use, at the price you set. |
| Scoring | A handful of answers sort the visitor into a type. | Scored items on named dimensions, piloted with your community and calibrated with your sign-off. |
| Output | A label on a results page and a follow-up email sequence. | A report in your branding and your voice: personal, team, 360 or organizational. |
| Data | Email addresses. | Benchmark data across every use, feeding back into your model and your next book. |
| Where it lives | Your website. | In the practice of every coach who deploys it, and in the client engagements they run. |
Already have a quiz or a scorecard? Good: Discover starts from what exists. The questions, the types and the logic you already have are the raw material, and the build adds the scoring, the reports and the channel. And if all you need right now is a quiz on your homepage, a quiz builder will get you there in an afternoon. Come back when you want the paid instrument.
When is this not for you?
Four situations where turning your framework into an assessment is the wrong move, and Esperto will say so on the first call rather than three months in.
Your framework is not codified yet.
If you start from the client's problem each time and the model changes with every engagement, there are no stable dimensions to score. That is research first. You want a thinking partner before you want a platform partner.
Your model only works when you deliver it.
Some methods live in the room, in the facilitator's judgment and presence. If the value is you, an assessment will underdeliver and your reputation pays for it. Keep it as a keynote or a workshop, and price those accordingly.
You want a tool to build surveys yourself.
Esperto builds one or a few instruments together with you and runs them for years. If you want to configure, test and adapt unlimited surveys on your own, a survey platform will serve you better and faster.
You want the upside without the investment.
A revenue share works when both sides put something in. A results-only arrangement means Esperto carries all the cost and has no visibility on what your consulting practice earns from the instrument. Esperto will tell you so on the first call, which saves you weeks.
Frequently asked questions
How do I license my framework or IP as an assessment?
Do I need a certification or train-the-trainer program before I can earn recurring revenue?
Who sets the price of my assessment?
Is there a cost to get started?
Do I keep the IP of my framework?
How long before my assessment is live and selling?
Can I keep giving keynotes and selling workshops?
Can my existing quiz or scorecard become the assessment?
Do I have to deliver the assessments myself?
More questions about partnering with Esperto as an expert? Read the full Esperto FAQ.
Bring the framework. Keep your calendar.
If you own a framework, a book or a keynote that organizations already pay for, the next step is a 30 minute conversation with Eric van Velzen, Founder and Chief Expert Officer of Esperto. That call covers your model, how codified it is, who would deploy it, and the partnership numbers. If an assessment is the right vehicle for it, you will hear how the build and the launch would run. If it is not, you will hear that too, with a pointer toward a better fit.
The one-pager opens directly. No form, no email address needed.
Prefer to read first? See how hosting and IP ownership work, the full Discover, Develop, Deliver process, or the assessments already live on the platform.
