Why I Use Both Evergreen and Launches (And When to Consider It for Your Business)
If you’ve ever wondered whether you should launch your course a few times a year or make it available all the time, you’re not alone.
I get this question constantly:
“Should I make my course evergreen?”
“Will I lose momentum if I stop launching?”
“How do I decide what’s best?”
The good news?
You don’t have to choose just one. In fact - I use both.
Here’s why, and how to know when shifting to an evergreen model might be the right move for you.
First, What Is Evergreen?
Evergreen simply means your program or course is always available, like an evergreen tree that stays green all year round. You’re not relying on set launch dates. People can buy when they’re ready.
With launches, you have a defined enrollment window. You open the doors, build hype, run a promotion, then close it.
Both models work, but they serve different needs.
My Story: From Full Launch Calendar to Burnout
When I first launched Money Bootcamp, it was a 6-week live program.
We did four launches a year. That meant:
A month of pre-launch content
A week or more of live promo
Onboarding new students
Running two live calls each week (for time zones)
Recovery time… and then back into planning mode
Every trimester, I was launching, delivering, or recovering.
And it was a lot, especially once I had more kids.
At one point, I felt like I was in all stages of pregnancy at once:
🍼 Gestating a new launch
📣 Giving birth to a promotion
💻 Delivering the program
💤 And desperately trying to rest, all at once
So, I made the shift.
I turned Money Bootcamp into an evergreen program.
People could join anytime.
I swapped weekly live calls for monthly coaching calls, available to all students at any point in the journey.
I focused on clarity, consistency, and community, not pressure.
And it changed everything.
Why Evergreen Worked for Me
Moving to evergreen gave me:
Freedom to rest and plan at my own pace
Consistent income instead of huge spikes
More sustainable energy to show up for students
Less stress around “what if this launch doesn’t work?”
Plus, some people simply don’t want to wait.
They’ll read a blog post, finish my book, or hear me on a podcast and think,
"I want to join RIGHT NOW."
Evergreen gives them that option.
Why I Still Launch
That said… not everyone buys on impulse.
Some people need a reason to act.
They need urgency, deadlines, bonuses, and the feeling of starting together in a group.
That’s why I still run a live launch at the start of each year - with extended payment plans, special bonuses, and more community energy.
It gives people structure.
It gives me a clear promotional window.
And it helps reset momentum for the whole year.
How I Use Both in My Business
Here’s how I blend evergreen and live launching:
Evergreen:
Money Bootcamp is open year-round
People can join anytime through denisedt.com/bootcamp
Monthly live calls help students feel supported and connected
Periodic promotions (e.g. “join before the next live call”) add gentle urgency
Live Launches:
Usually once per year
Extended payment plans
Bonus incentives
Strategic ad spend + higher visibility
Stronger group momentum and conversion
By doing both, I’ve created a calm, profitable, and sustainable business model.
When to Consider Moving to Evergreen
You might want to explore evergreen if:
✅ You’re burnt out from launching
✅ You have a program that delivers value year-round
✅ People keep asking, “Can I join now?”
✅ You want to generate income consistently—not just in bursts
✅ You want to create more space and sustainability in your business
But keep in mind…
You’ll need to:
Simplify your program structure (people will join at different stages)
Set boundaries in your community or Facebook group
Create incentives to encourage people to take action
Things like:
Bonus bundles for a limited time
Local currency payment options
Deadline-based live calls
Onboarding experiences for new members
These keep the energy fresh, even when the doors are always open.
Final Thoughts
You don’t have to choose one forever.
Your business can evolve.
Your needs can change.
And your delivery model can adapt to fit you, not the other way around.
Evergreen gives you breathing room.
Launching gives you momentum.
Together, they give you freedom.
xx Denise
P.S. Want to learn how to launch (without burning out)?
My mentor Jeff Walker is hosting a free Launch Masterclass soon, and I’ll be sharing behind-the-scenes tips on how we integrate his system into our evergreen model.
👉 Join the waitlist here to get early access.
