How to price pottery classes: a guide for teachers and studios

Pricing your pottery classes correctly is essential for building a sustainable teaching business. Price too low and you'll burn out; price too high and you'll struggle to fill seats. This guide helps you find the sweet spot.

Understanding your costs

Before setting prices, you need to know exactly what it costs to run each class.

Fixed costs (monthly)

These expenses occur regardless of how many classes you teach:

• Rent/mortgage for studio space
• Utilities (electricity, water, gas)
• Insurance (liability, property)
• Equipment depreciation (kilns, wheels)
• Software and tools for class management
• Marketing expenses

Variable costs (per class)

These change based on class frequency and size:

• Clay (typically 1-2kg per student per session)
• Glazes and underglazes
• Firing costs (electricity/gas for kiln)
• Tools that need replacement
• Cleaning supplies

Per-student costs

Calculate these for accurate pricing:

Market research

Analyze local competition

Research what other studios charge in your area:

1. Visit competitor websites and note their pricing
2. Call as a potential student to understand their offerings
3. Take a class if possible to evaluate the experience
4. Check community centers and recreation programs

Consider your market

Pricing varies significantly by location:

• Urban areas: Higher rent means higher prices ($40-80/class)
• Suburban areas: Mid-range pricing ($30-50/class)
• Rural areas: Lower overhead allows lower prices ($20-40/class)

Evaluate your unique value

What makes your classes special?

• Years of experience
• Specialized techniques
• Small class sizes
• Quality of equipment
• Included materials
• Studio atmosphere

"Don't compete on price alone. Compete on the experience you provide and the transformation your students undergo." - Studio owner with 15 years experience

Pricing structures

Per-class pricing

Best for: Drop-in students, beginners testing the waters

Typical range: $35-75 per 2-3 hour session

Pros:

• Low commitment for students
• Easy to understand
• Flexible scheduling

Cons:

• Unpredictable income
• Higher per-class rate may deter some

Package pricing

Best for: Committed students, skill progression

Typical structure:

• 4-class package: 10% discount
• 8-class package: 15% discount
• 12-class package: 20% discount

Example:

Monthly membership

Best for: Dedicated students, studio sustainability

Typical range: $150-300/month for unlimited classes

Pros:

• Predictable monthly income
• Builds community
• Higher student retention

Cons:

• Requires enough class offerings
• May attract only heavy users

Course-based pricing

Best for: Structured learning, beginners

Typical structure: 6-8 week courses with progressive curriculum

Example pricing:

• Beginner course (8 weeks): $320-450
• Intermediate course (8 weeks): $350-500
• Specialty workshops (1 day): $80-150

Calculating your hourly rate

To ensure profitability, work backward from your desired income:

Formula

Desired annual income ÷ Working weeks ÷ Teaching hours = Required hourly rate

Example calculation

• Desired income: $60,000/year
• Working weeks: 48 (accounting for vacation)
• Teaching hours: 20/week

$60,000 ÷ 48 ÷ 20 = $62.50/hour minimum

This means a 2.5-hour class needs to generate at least $156.25 in revenue.

Tips for raising prices

When to raise prices

• Annually (2-5% to match inflation)
• When demand exceeds capacity
• After significant improvements
• When adding new offerings

How to communicate increases

1. Give advance notice (30-60 days)
2. Explain the value you're adding
3. Grandfather existing students temporarily
4. Offer package deals to lock in current rates

Special considerations

Materials included vs. separate

Including materials:

• Simpler for students
• Higher perceived value
• Easier to manage inventory

Charging separately:

• Lower upfront class cost
• Students pay for what they use
• More complex tracking

Private lessons

Price private lessons at 2-3x your group rate:

• Group class: $50/person
• Private lesson: $100-150/hour

Children's classes

Often priced 10-20% lower than adult classes:

• Shorter attention spans = shorter classes
• Simpler projects = less materials
• Parents appreciate value pricing

Managing class finances

Tracking your class finances, student payments, and materials costs is crucial for a profitable studio. That's why many ceramic teachers rely on Ceramik to manage registrations, track attendance, and monitor revenue, helping them make informed pricing decisions and grow their business sustainably.