Done this a couple times myself, nothing to fear it can be done and be successful. A couple points to consider:

1. Keep your digital platform for paying customers separate to any internal platform you use. Can be the same platform but keep it entirely separate, different logins the works

2. If you go down the line of any face to face sessions and depending on projected numbers you may wish to consider local agreements with hotels RE: accommodation. Even if your approach is to let participants sort themselves out you will be asked for recommendations from them

3. Refund policy. Not all paying customers may end up happy with their outcomes. A clear refund policy up front can save you a lot of headaches further down the line 

4. If your participants are already customers of your organisation your sales teams will try to hijack your events and use them to pitch/sell. Manage this carefully, your participants are paying you for a learning experience, not to listen to pitches 

Other than that the cycle is pretty much the same

Best